Cold email outreach is still one of the most effective ways to reach potential clients, but in 2024, simply asking for a meeting or offering to “connect” doesn’t cut it. With inboxes more crowded than ever, your cold email offer needs to stand out and actually give prospects a reason to respond. In this guide, we’ll break down different cold email offers you can use, ranked from lowest to highest leverage, so you know exactly how to get the best results from your outreach.

Let’s dive into the options for your cold email calls-to-action (CTA) and how each type of offer can drive engagement, build credibility, and boost your conversion rates.

1. Offering a Meeting: The Low Leverage, Low Effort Approach

Cold emails that go straight for the meeting request used to work well. But today, this tactic is one of the lowest leverage approaches in cold email outreach. Why? Because asking for a meeting right off the bat can feel like a big commitment, and most prospects are simply too busy to jump on a call with someone they don’t know yet.

• Challenge: With no added value, a meeting request alone doesn’t offer much to grab their attention. 

• Effectiveness: This approach might work if you’re in an untapped market with low competition, but in most cases, it’s unlikely to drive high response rates.

• Conclusion: In 2024, if your cold email CTA is just a meeting request, don’t expect big results. Instead, consider adding something more enticing.

2. Offering “More Information” About Your Services

Asking if the prospect would like “more information” takes a small step up from the basic meeting request. In this approach, you’re offering to share details about what you do, which can spark some curiosity if done right.

• Benefit: This approach allows for some subtle social proof, like mentioning case studies or past clients. A cold email that says, “Can I send you some more details about how we’ve helped other businesses like yours?” has a bit more pull.

• Limitations: Just like the meeting request, this approach may still fall flat in competitive markets where prospects need more than a basic offer to be intrigued.

• Conclusion: This approach can work if you already have strong social proof, but it won’t stand out much in crowded inboxes.

3. Offering a Free Audit

Offering a free audit has been a popular cold email outreach tactic for a while. It’s a step up because it offers tangible value, but it can sometimes backfire if prospects think it’s a hook for a sales call.

• Pros: A free audit offers a specific service, giving prospects an idea of the insights they could gain from working with you.

• Cons: Many prospects know this may lead to a sales pitch, which can discourage engagement. If you’re in a saturated market, you might need to skip the free audit and go straight to offers with higher leverage.

• Conclusion: Free audits can work in some cases but might be less effective if prospects feel they’re too much of a lead-in to a sales conversation.

4. Using Case Studies as a Sales Asset

Case studies are powerful in cold email outreach because they establish your credibility and show real-world results. If you can present a case study that’s relevant to the prospect’s industry, it often grabs their attention.

• Why It Works: By sharing specific examples, like “We helped [similar company] boost sales by 40%,” you’re not only proving your capabilities but also building trust.

• Effort Required: Creating high-quality case studies takes time, especially if you’re tailoring them to certain niches. But once you have a solid library, they can be used in various outreach campaigns.

• Conclusion: Case studies add medium leverage to your cold email outreach and can significantly boost response rates, especially when they’re niche-specific.

5. Offering a Strategy Breakdown

A strategy breakdown is a more in-depth cold email offer that goes beyond case studies by showing exactly how your methods work. Instead of just telling prospects about past results, you’re giving them a peek into the “how” behind your success.

• Why It Works: By explaining your process in detail, you’re proving your expertise and showing that you have nothing to hide. This builds credibility and demonstrates real knowledge.

• Balance: The key is to share valuable insights without revealing every detail. Leave some information gated so prospects have an incentive to engage further.

• Conclusion: Strategy breakdowns are high-leverage offers that make you stand out as an expert willing to share knowledge and build trust. This approach works well for improving cold email response rates.

6. Personalized Loom Videos

Personalized Loom videos are one of the most high-leverage offers in cold email outreach today. By recording a short, custom video, you’re going the extra mile to engage prospects on a personal level, which can significantly improve response rates.

• Effort Required: Loom videos are high-effort, especially if you’re sending multiple cold emails daily. However, this effort signals to the prospect that you’re serious and willing to go the extra mile.

• Why It Works: A well-crafted Loom video can pinpoint a specific issue in the prospect’s business, whether it’s a website flaw, a missed opportunity in their marketing, or a specific insight. Prospects who watch these videos are more likely to respond, as the video format feels personal and engaging.

• Conclusion: If you’re targeting high-value prospects and are willing to invest the time, Loom videos are incredibly effective for cold email outreach. Just make sure you have a follow-up system in place, as some prospects may watch the video without responding immediately.

7. Offering Free Work: The Ultimate Leverage Offer

Offering free work is the most high-leverage and effective cold email offer, particularly in competitive markets. By providing value upfront, you’re showing prospects what it’s like to work with you before they make any commitment.

• Pros: Free work appeals to almost every prospect, as they have nothing to lose. If you’re offering something like a free ad creative, an initial email campaign, or a complimentary audit, it’s hard for prospects to say no.

• Common Concerns: Some worry that offering free work will attract the “wrong” clients, but in reality, it’s a smart way to differentiate yourself in crowded inboxes. Especially for newer businesses or those entering competitive markets, free work can be a fast track to building credibility and a portfolio.

• Conclusion: While free work requires the most upfront effort, it’s highly effective for cold email outreach when you need to make a strong impression and get a foot in the door.

Choosing the Right Offer for Your Cold Email Outreach Strategy

The type of cold email offer you choose should depend on your goals, experience level, and the market you’re targeting. Here’s a quick breakdown to help you decide:

If You’re Just Starting Out: Start with high-leverage offers like free work or Loom videos. This allows you to demonstrate real value and build initial client relationships.

In Highly Saturated Markets: Differentiate with strategy breakdowns or detailed case studies that showcase your expertise and unique approach.

If You Have an Established Portfolio: Using case studies or social proof can be enough to capture attention, especially if they’re relevant to the prospect’s industry.

Testing Offers for Maximum Impact

Cold email outreach is all about testing what works best for your audience. Try A/B testing different cold email offers to see which CTAs yield the highest response rates. Measure cold email statistics like open rates, reply rates, and conversion rates to find out what resonates most with your prospects.

Conclusion: Build Credibility and Value with Your Cold Email Offer

Cold email outreach requires more than just sending a meeting request or asking to “connect.” By choosing the right offer—whether it’s a case study, a Loom video, or even free work—you can build credibility, establish trust, and drive high response rates. Remember, cold email success in 2024 is all about standing out with value-driven offers that genuinely engage and interest your prospects.

So, the next time you’re crafting a cold email campaign, think about what would make you respond if you were in the recipient’s shoes. Lead with value, personalize where possible, and test different offers to maximize the success of your cold email outreach.