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Julia Fourie | Business Coach Cape Town

How To Write A Pitch Email That Gets Replies

Julia Fourie, Life Coach, Cape Town

October 02 2020

In today’s technology-driven society, you’re likely going to pitch far more investors through an initial email than you will in person. A well-written email pitch won’t guarantee you an in-person meeting but a bad one will definitely prevent one. Therefore creating the perfect Email Pitch is essential.

The truth is, cold emailing potential investors isn’t actually as difficult as it may seem. All you need to do is take a step back and shift your approach. From the research stage to the final call-to-action, every cold email you send is going to be focused on accomplishing one thing: You want to get on the radar of investors in order to set up conversations.

In this post, I’m going to break down the 5 steps you can follow to start sending better cold emails to investors right away. These key steps are:

Write an attention-grabbing subject line.

What would make you open an email from someone you don’t know? A personal and attention-grabbing subject line. A subject line that stands out like no other. Your subject line should be straight to the point and offer a personal message to the recipient. Clear and concise for what you are pitching. It should not appear to be spam-like. Support, opportunity, and partner are some good, strong words to use in your subject line.

Your first email to an investor could be the only opportunity you’ll ever have to get the fund’s attention. That means you don’t want to waste it by using an email subject line that’s easy to ignore or one that could end up in the spam folder.

Cite their investment background

Almost every investor you’ll talk to has some sort of background information online, whether it’s through their website, Linkedin profile, or other relevant online portals. Research who they are as a person and look for a connection that you two might share. Maybe you went to a similar school or they have invested in an industry you are getting into. Doing your homework goes a long way.

Attach your PDF doc or 1-page presentation

Give your prospective VC the ability to peruse the details of your business proposal and make a decision about reaching out or investing their time. Always have an updated pitch deck or one-pager attached to the email. Attaching either of these to your email is the ideal way to give your VC the information they need without bombarding them with too much information to browse through.

State your purpose clearly

Don’t make a mistake by being vague about what the purpose of the email is. Be very clear about what the purpose of the email is. Is it to secure a phone call, meeting, or connection request?

Not everyone is going to be your customer, but it’s better to head into a new business endeavor with open eyes and constructive criticism. Getting feedback from people who don’t like your business idea can help you figure out how you will address these issues and what your answers will be as you build your business.

Know who you’re emailing

Don’t pitch outside your VC’s interests. Of course, this doesn’t mean that you’ve already formed a personal relationship with the person you’re contacting (though that’s the ideal scenario), but it does mean that you know who they are and that there’s a reasonable chance they’ll be interested in your venture.

Make sure to follow-up

Don’t take it personally that most emails will go unread or unnoticed. They might get read quickly and flagged for follow-up, but people often get busy or forget to respond. This is where you come in after seven days with a brief reminder that you would like to chat about your initial email. Again, keep it simple and to the point.