Note: This disclaimer must be placed at the end of every email if you are still testing the waters

[Company Name] is currently “testing the waters” to assess interest in a Regulation Crowdfunding offering. Any expression of interest involves no obligation or commitment of any kind. Ownership in the company is not currently being sold and no offers will be accepted. Money or other compensation is not being collected and, if sent, will not be accepted. The campaign will begin after a Form C is filed and will be collected on Token Interest’s platform.

 

A crucial part of the campaign process is contacting potential investors. Emails are a professional way to reach out to people who may have an interest in investing. Crafting a well thought out email is important to a high response rate. Here are things to include to make your email as successful as possible.

 
Personal Touch:

It is important to reach out to investors individually.  A personal invitation will go much further than a mass email to correspondents.  The response rate will be much higher and you will be able to raise more money. Start the email off with a personal touch so the reader knows you are contacting them personally.  Ask about what is going on in their life or follow up on something you know has happened.  If it has been a while since you contacted the person you can also reintroduce yourself and remind them where you met.

Link

 
The goal of the email is to get the recipient to the investment page where they can learn more about your company. Put your link at the end of a paragraph on its own line. Generally people scan email, so making the link easy to access will aid in accomplishing your goal.

Readable:

 
Make your emails readable.  You want investors to easily understand what you are saying.  Avoid using any industry jargon to describe your business. Look for simpler ways to describe what you do. Run your email through an online readability checker to see how well you did. We recommend using Online Utility or another similar company to check the readability.

Keep it short:

 
People tend to be busy and have a short attention span. This means the longer the email, the less likely they are to read it. Try to keep all paragraphs in your email under five lines. Use bullet points when applicable to shorten the paragraphs and better organize points

Be Available:

Many people who have not heard about Regulation Crowdfunding probably have never invested in a small business.  They may have questions. Keep yourself available to answer questions.  Set up a calendar so that people can easily schedule a time to get answers to their questions. You can do this for free using Calendly or another software that provides a similar service.

Here is an email template encompassing all of the advice above:

Subject: An Interesting Investment Opportunity

Hi [First Name],

[Personal Touch Paragraph]

 [Company Name + short description]. [Problem and how your company solves it]. Our company has achieved a lot so far:

• • [Milestone 1]

  • [Milestone 2]

  • [Milestone 3]

 We are looking to raise a loan for [investment amount] for [Future Plan]. 

Learn more about us and this investment opportunity on our page [Link].  

I would love to talk or respond to any email if you have questions. Here is a link to my schedule [Calendly Link]

 
[Name]

Follow Up:

After you have sent the initial email, be sure to follow up.  Many people just need an extra reminder or a push in the right direction to get them to invest.  Following up will lead to higher turnover for your company.  Here is an email follow up template.

Hi [First Name],

Are you interested in learning more about the investment opportunity at [Company Name]? The information is in the previous email.  Feel free to reach out with any questions or schedule a time to talk to me [Calendly Link]. 

[Name]