Cold emails can be an effective tool when reaching out to investors, but’s a bit of an art form. Don’t expect to whip up an email in a few minutes and push the send button.
This type of communication takes just as much effort (maybe even more so) than other types of correspondence. It’s the first impression. It’s the proverbial electronic handshake.
Let me offer you a few tips that will increase your chances of an investor reading and even following up on a cold email.
- It all starts with the subject line.
Before you can think of a captivating intro, you have to start with the subject line. This alone will determine whether or not someone is interested enough to hear what you have to say. Your subject line is obviously short, but it should include the name of your company and what you offer. If you don’t have a one line pitch for your company, it’s time to think of one.
Not sure where to start? A good exercise could be researching meta tags of other companies and then condensing it down a bit more into a simple subject line.
Example: Facebook meta tag: Create an account or log into Facebook. Connect with friends, family and other people you know. Share photos and videos, send messages and get updates.
Subject Line: Introducing Facebook, an easier way to stay connected.
Basically, your subject line should be simple, engaging and clearly explains what the reader should expect to learn more about in the email.
2. Craft an engaging intro.
Your introduction is the next line of business. Once the investor has opened the email, it’s time to start the conversation. Explain why you are reaching out and make it clear that you chose them for a reason. DO NOT craft a canned email and send it to multiple investors. Personalize each one. Does this take extra time? Yep. Will it be more effective to do so? Yep. Do your homework about each investor and tie in a reason of why you would be a good match.
3. A quality summary is your moment in the sun.
The summary is the meat and potatoes of the whole thing. This is what the investor really wants to know. Basically, your summary should include: the problem, your company’s solution, your value, and why you are worth their time. Don’t drag this out, it should be concise. A good rule of thumb is to not exceed 4 or 5 sentences.
4. End with a bang.
This is where you extend the actual invitation to meet up. Provide your phone number for future correspondence and express your excitement to chat with them.
Cold emailing can definitely work when it comes to attracting an investor, but you want to be a good mixture of conversational, professional, and direct.
When you invite investors to work with you, there’s a lot of changes that will come along with it. My company,connects clients with seasoned business attorneys that are well-versed in all the things you should do before and after you sign on an investor such as signing contracts or creating other documents. Take a look at our website to learn more about our services.