You sent the email. Maybe it was opened, maybe a link was clicked, maybe nothing. Now you are holding the phone and wondering what to say so it does not sound like a random sales call.
The advantage you have is context. You already told this business who you are and what you offer. The call only needs to reconnect to that message and ask one simple question. Below are scripts for each situation, written to paste into your notes and adapt.
Before you dial: a 2-minute checklist
- Reread the exact email they got. You should be able to say the offer in one sentence.
- Check what happened. Opened, clicked, not opened, or replied. Each gets a different opener below.
- Have their website open. Pick one specific detail you can mention (a service page, a location, missing online booking).
- Know the owner's name if you have it. If not, use the gatekeeper script.
- Decide your one ask. A 15-minute call, permission to send a sample, or the right person's name. Only one.
- Pick a sensible time. For local businesses, a rule of thumb is to avoid their busiest hours, such as lunch rush for restaurants or the first hour of appointments for clinics.
- Check the rules. Calling rules differ by country and by whether the number is a business or personal line. Check what applies to you and respect any do-not-call requests.
Script 1: They opened the email
Do not say "I saw you opened my email." It feels like surveillance. Refer to the email as something you sent, not something you watched.
"Hi [first name], this is [your name] from [your company]. I sent you a short email earlier this week about [one-line offer]. Did I catch you at a bad time?"
(If okay) "I'll be quick. I work with [category] businesses in [city], and the reason I reached out is [specific observation from their site]. I'm not calling to pitch on the phone. I wanted to ask whether [the problem] is something you're dealing with right now."
(If yes) "Would a 15-minute call later this week make sense, so I can show you how we'd handle it? Does Thursday or Friday work better?"
(If no) "Fair enough. Is it something you've already solved, or just not a priority?" (Listen, then thank them and close.)
Script 2: They clicked a link
A click suggests some interest in what was behind the link. Mention the topic, not the click.
"Hi [first name], [your name] from [your company]. I emailed you about [offer] and included [the case example / pricing page / sample]. I'm following up in case it raised any questions."
"Most of what I'd want to know is simple: is [goal, e.g. getting more booked consultations] something you're actively working on this quarter?"
(If yes) "Then it's probably worth 15 minutes. I can walk you through what we'd do for [business name] specifically. Would Tuesday morning or Wednesday afternoon be easier?"
Script 3: They did not open
Treat this almost as a first contact, with the email as a light reference.
"Hi [first name], my name is [your name], I'm with [your company]. I sent a note over email that probably got buried, so I thought I'd call instead. Got 30 seconds?"
"We help [category] businesses in [city] [result]. Looking at your site, I noticed [specific detail]. Is that something you've thought about improving?"
(If curious) "Can I resend the email with a short example for [business name]? What's the best address for it?"
Opens are an imperfect signal, since privacy features and image blocking can hide them. Read more in tracking pixels and deliverability. So "not opened" does not mean "not read."
Script 4: The gatekeeper
"Hi, this is [your name] from [your company]. I emailed [first name or 'the owner'] earlier this week about [short topic]. Is [he/she/they] around for a quick minute?"
(If not) "No problem. Who usually looks after [marketing / new suppliers / the website]? I'd rather not bother the wrong person."
(If they offer to take a message) "Thanks. Could you let them know I called about the email on [topic], and that I'll try again [day]? And what's the best time to catch them?"
Be polite and brief. Receptionists often decide whether your name gets passed on.
Script 5: Voicemail (under 25 seconds)
"Hi [first name], [your name] from [your company]. I sent you an email about [one-line offer] for [business name]. No need to call back. I'll send one short follow-up email today so you have everything in one place. Thanks."
"No need to call back" lowers pressure and points them to the inbox, where you can actually continue the conversation.
Emails that bridge the call
Send these right after the call. Merge tags below fill in automatically when used in a campaign.
After a voicemail
Subject: Just left you a voicemail
Hi {{params.firstname}},
I just tried calling {{params.name}} and left a short voicemail. Here's the point in two lines:
We help {{params.category}} businesses in {{params.city}} [result]. I had a look at {{params.website}} and think [specific idea] could help.
Worth a 15-minute chat this week?
[Your name]
After a conversation
Subject: As promised, {{params.firstname}}
Hi {{params.firstname}},
Thanks for taking my call today. As discussed, here's [the example / the time we agreed / the details] for {{params.name}}.
[One or two lines with the specific item.]
Talk soon, [Your name]
If a first name might be missing, set a fallback such as "there" so the greeting never breaks. See fallback values for missing names.
Building the call list from your campaign
The hard part is usually knowing who to call and having a phone number next to the email. In GetClient, leads found on Google Maps can include the business phone alongside the email and owner name where they are public, and campaign follow-ups can branch on If Opened or If Clicked. That lets you see who engaged, then call them from the same lead record instead of matching spreadsheets. A simple order to work through:
- Clicked, no reply
- Opened, no reply
- Not opened, but a strong fit
Keep the email side running with a sensible sequence (build a drip campaign) and close out cold leads with a polite breakup email. New accounts start with 100 free credits; details are on pricing.