After you have addressed the problem and shared the solution, you need to show the prospect how they can get to know your offer better. This is the time for a Call-To-Action: your proposition which will provoke an appropriate return action. It should be:
- Short – they choose the CTA; it’s easier to respond.
- Direct – propose a date for a call or meeting. You could also give some options to choose from, but remember to stick to one action.
The last, but certainly not least, part of the message is the postscript – do not underestimate it. The PS is one of the most frequently read parts of an email. It stands out from the rest of the message, which makes it a great place to give some additional info; something important about your product, company or offer. Keep it short – do not ruin the advantage of the PS by adding more than one or two short sentences.