One of the key elements of cold email structure is the call-to-action or CTA
It needs to be as clear as possible, and you cannot offer options at this point.
There are several options for a CTA: book a meeting, watch a video, sign up for a free trial, call to order, or open a link.
While we would recommend not
using any of the link examples when sending cold emails at the initial touches, they are all possibilities that companies may ask their SDRs to explore.
Make sure you are only using one in your email copy.
The more CTAs, the more confusing it is for your prospects to know what you want them to do, and the more likely it is that they will not respond.
You want to make it as easy as possible for prospects to do the action you are asking of them, and the way to do that is to only ask them to take one easy, clear step.
That is what will prompt a response.