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    How to Convert Email Leads Into Discovery Calls

    10 Steps to Convert Email Leads Into Discovery Calls

    Converting email leads into discovery calls is a crucial step in nurturing prospects and moving them through your sales funnel. Here are ten tips to help you achieve this:

    1. Personalize Your Outreach

    People want to feel like they are working/conversing with people. That is why it is crucial to personalize your outreach. Address the lead by their name, and reference specific details relevant to their business or interests.

    2. Craft Compelling Subject Line

    A well crafted subject line can be the difference between a great open rate versus a poor one. Think about it; your subject line is often the first interaction someone may have with your outreach. Make the subject line intriguing and benefit-driven. Keep it short and direct to increase your open rates.

    3. Highlight the Value Proposition

    Why would the prospective customer/client benefit from a discovery call from your company? That is the question that you need to be able to answer and deliver. Clearly explain the benefits they will gain from the discovery call, how your business stands out, how you will address their specific pain points and goals.

    4. Include a Strong Call-to-Action (CTA)

    Use action-oriented language to encourage them to schedule a call. A call to action is intended to do just that, encourage the reader to take an action. That is why you want to a/b test your CTAs to find the one that seems to work best. Make sure the call to action stands out visually in your email.

    5. Leverage Social Proof

    Testimonials and social proof is your ultimate sales tool. In todays business landscape, businesses often times need to know that the company they are thinking about working with have a strong track record of success and helping businesses like them. Including testimonials and case studies from similar clients will go along ways in getting potential clients to reach out for a discovery call. Bonus points for having a video testimonial! Don’t forget to mention any industry awards or recognitions your business has received. 

    6. Offer Flexible Scheduling Options

    We want to make it as convenient as possible for someone to book a meeting with your company. A great way to do this is to include a link to a calendar scheduling tool which blocks out times that you are booked, but allows the user to select the time that works best for them. If you don’t have a scheduling tool, like Calendly, we suggest to include a couple of options in your email but make it specific. For example, “How does Wednesday afternoon at 2:00 PM or Friday morning at 9:00 AM work for you?”

    7. Create a Sense of Urgency

    People have a fear of missing out. Businesses operate similarly. Leverage limited-time offers or mention limited availability to encourage prompt action. Highlight any upcoming deadlines or exclusive opportunities to entice someone to book a meeting sooner rather than later. 

    8. Follow Up Strategically

    Follow-up is possibly the most important thing you can do to drastically increase your discovery calls/sales. According to Brevet, a reliable sales consulting firm, you should be following up at least 5 times. The ideal number is understandably even more than that. Send reminder emails if they don’t respond to your initial email, and make sure to follow-up via a phone call as well.

    9. Share Relevant Content

    Provide links to relevant blog posts, whitepapers, or videos that address their questions and peak their interests. This content will help build credibility and demonstrate your expertise.

    10. Optimize Your Email Design

    Make sure to continually be testing your email design to find a layout that works best. Keep it clean and easy to read, ensuring that the email also looks great on a cellphone (mobile-friendliness). In your email, use a mix of text and visuals to make the email engaging for the reader.


    By implementing these tips, you’ll be better equipped to convert email leads (and any leads for that matter) into discovery calls, moving prospects closer to becoming loyal customers and clients. If you would like to learn more about how our team at Howell Studios can help, click the button below to book a free discovery call for yourself!

    Ben Roesch Employee Headshot

    Ben Roesch

    Director of Marketing & Advertising


    Ben has extensive experience in the digital media industry spending time at Kodak as well as in agency settings. He attended college at Syracuse University, where he earned 2 degrees; one in Marketing and another in Finance. After starting his career in content writing, he transitioned into account management and paid advertising. There he developed a passion for working with clients to help them succeed online!

    Fun Fact

    • Ben spent half a year studying abroad in Hong Kong, even working for an emerging co-working space company.
    • Ben has a twin brother, Alex, who also lives in Rochester, NY.