Sending an email is a breeze, but getting someone to actually read it? That's where things get tricky. Startup founders hoping to connect with investors through their inbox often find themselves facing an uphill battle. It's not that their ideas are not worth it or that investors aren't interested – it's simply that getting into an inbox has become increasingly difficult.
So the first hurdle to clear is the dreaded spam filter, especially if your recipient doesn't know you or you've never emailed them before.
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Don't get spammed
To avoid this fate, steer clear of shady email lists obtained through questionable means. Opt for a curated media database or, better yet, get a mutual connection to make an introduction. You should also avoid triggering spam filters by spacing out your outreach over time and personalizing each email.
Generic, one-size-fits-all pitches are a no-go. Remember, this is a 1:1 relationship. Ditch the promotional language, excessive links, and large attachments that scream "SPAM!"
Okay, you've cleared the first hurdle. Your email is in a potential investor's inbox. Now what?
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Once your email lands safely in their inbox, the next challenge is getting them to open it. Your subject line is your golden ticket here. Keep it straightforward, concise, and aligned with your brand's tone. Aim for under 60 characters to ensure it's fully visible on all devices.
Now, the real test: getting them to actually read your email. Investors are inundated with pitch decks, so make your message stand out. Briefly mention why you're reaching out to this particular investor.
Have they invested in similar companies? Do they have expertise in your industry? A personalized note shows you've done your homework. Remember, investors may have plenty of money, but they can't buy time. So be respectful and concise – aim for under 1,000 characters. Hook them in with a surprising statistic, a thought-provoking question, or a bold statement. Use their name to create a connection (but don't over do it!) and briefly summarize your business, highlighting any traction and stating why you're seeking investment. Include a link to your deck and be clear on what they can gain when reading it.
If they click on your deck, you're in the home stretch! Remember, your deck is a visual summary, not an exhaustive document. Focus on key points that pique interest, and keep it concise. A shorter, impactful deck beats a long, meandering one. Tailor your deck to your target investor's priorities, highlighting the metrics they value most. Don't forget to tell your story – investors want to hear the why behind your company.  Make the deck flow logically and can be understood without you actually pitching it.
Here, some great tips for your pitch and the mistakes you need to avoid.
Different investors have different priorities. If you're pitching to a venture capitalist, they'll likely be interested in your growth potential and market size. If you're pitching to an angel investor, they may be more focused on your team and vision. Tailor your deck to address the specific interests of each investor. In this article you can learn more about these differences.Â
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Follow-up!
Keep your follow-up emails brief and focused, highlighting the main points and value proposition of your pitch deck. You should be sharing new or relevant information that enhances your pitch, such as recent updates, customer testimonials, or other supporting data. Remember, you are still trying to persuade the investor.
Don’t be pushy. Limit your follow-ups to two or three emails. If the investor is not interested despite the valuable information you’ve shared, accept it and move on.
You don't want to be marked as spam by being overly persistent. If it's not the right time now, it might be later. Don’t burn bridges. Remember, your investor can talk, and the last thing you want is to be known as the person who never lets go. Under no circumstances should you be aggressive or demanding. The investor owes you nothing, and a “no” is an answer.
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