Finding and targeting the right investors
Pitching Investors by Email: Strategies and Examples
Pitching Investors Via Email - Strategies, Live Feedback, and Examples
Fund managers, sponsors and founders who email investors and want better open and reply rates.
What this talk covers
Short emails get read, and Richard C. Wilson explains why. The best potential investors are the busiest and are flooded with messages. He draws on 13 years of email work, with 125,000 emails sent and 1.1 million received. The subject line comes first, because a weak one means the email is never opened. He also asks for customized and personalized messages, ideally one direct question of about ten words.
The talk then turns to credibility and setup. Claims should be tangible and measurable, such as years in business, deals closed and team size, not phrases like best in class. A signature with a headshot, logo, phone number and address shows a real business. He also covers A/B testing subject lines, limiting links, adding value before pitching, and following up at most twice every 10 days.
What to take from this talk
- Keep every email concise. The shorter the email, the more likely it is read. Richard notes that the best potential investors are often the busiest, so brevity and directness help.
- Treat the subject line as the sale. If the subject line does not draw the reader in, the email is archived without being read. Richard says first name alone opens better than first and last name.
- Customize and personalize each message. In Richard's experience, writing for one type of investor tends to get more replies than a blanket email. Richard found that emails aimed at wealth management firms drew a much higher response when the copy named them directly.
- Use tangible, provable claims. Say things like nine years in business, 19 deals closed or 14 people on the team. Vague claims such as best in class or long track record are often less persuasive to investors than specific numbers.
- Add value first and space follow-ups. Richard suggests a rhythm of value, pitch, value. He advises following up at most two times every 10 days, using different channels such as LinkedIn, phone, text or email.
Said on the call
"The shorter your email, the more likely it is that someone will actually read your email."
"Don't say you have a best-in-class team. Don't say you have a long track record."
"I would suggest following up at the most two times every 10 days."
Key facts
- Richard C. Richard says he has sent 125,000 emails and received 1.1 million emails over 13 years.
- He suggests a 10-word question email, such as asking whether the person is still interested in investing in your company.
- For links, he hyperlinks one word and adds one full spelled-out URL at the bottom, giving two places to click.
Sources
From Richard C. Wilson's Centimillionaire Strategies YouTube channel: Pitching Investors Via Email - Strategies, Live Feedback, and Examples. Quotes come from the video captions, lightly edited for readability. Figures are the speakers' own estimates and experience.
General education only. Not legal, tax or investment advice.
Related questions
- How do I close a funding round?I close a funding round by focusing on investors who fit the opportunity and moving each interested prospect through clear, consistent follow-up.
- What documents do investors request during due diligence?Prepare a clear, organized package covering your operations, investments, compensation, team, and track record.
- How do I raise capital for my business?I raise capital by building a repeatable system for attracting the right investors, establishing credibility, and developing relationships before asking for money.
Questions about this video
How often should you follow up with an investor by email?
Richard suggests at most two follow-ups every 10 days. If you follow up twice, use different channels, such as LinkedIn once and phone once. Over a whole month, he would communicate at most three or four times.
Should you attach a PDF or use a hyperlink?
Richard would use a hyperlink in almost every case because it makes the email less heavy. He also advises watching the number of links, since too many can get an email blocked.
What should go in an email signature?
Richard recommends a headshot, a professional logo, a website, a physical address and a phone number. He also suggests adding social media links and the firm's one-liner.
Put this into practice with the one-liner builder. See all finding and targeting the right investors resources.
