Outreach Email Guide

In the early stages of building your company, it may seem like sending outreach emails is one of your main jobs. While unanswered first contacts are par for the course, there are ways to increase your likelihood of a meaningful response – even for a cold contact.

Outreach emails may be sent to prospective investors, advisors, collaborators, customers, and more. Eventually, you’ll have your own differentiated template message for each audience category that you can customize to the unique individual. But in any case, the overall format and principles for these types of communication are the same. Read on for principles to help you write successful outreach emails and a template to get you started.

Format guidelines

  • Structure: punchy opening, skimmable body, and brief close

  • Length: a few, very short paragraphs

  • Tone: formal, sincere, energetic

  • Information + Level of Detail: only main messages in the body of your email, additional information + details provided as in-line links

Lead with the “lede” in the subject line

An informative, snappy subject line is a must for any email you send. Leading with your main message in the subject line will ensure your email gets opened and triaged for reply by the recipient. Your subject line should both point to the “who” and “what” of your ask: who are you? and what is this about?

Example Subjects for Cold Contacts

  • [University] spinout has 5 min strategy question

  • New startup founder seeking scaling advice

  • Quick Q from [University] founder re:[topic]

Example Subjects for Established Contacts

  • 5 min IP landscape question from Minsoo at [Startup Co]

  • Market strategy advice for Bethany at [Startup Co]

Open with a brief introduction to you + your company

Founders often try to pack too many details and descriptors about their company into this section. This section should give more detail about what your company does and its progress, but it is equally about conveying your company’s identity and vision. We recommend opening with a “Hollywood logline” approach to succinctly convey both types of information upfront.

Make a specific ask for some of the prospect’s time

There may be many things you hope to eventually ask of this person, but you first need to make a solid connection.  Start building the relationship by asking for help with something critical or strategic in your company.

In the first email, you can request to discuss a specific question you have that can be answered in 15 minutes. When you make your ask, be sure to state specifically why you believe this person can help you answer it.

After landing a first meeting, you can build on their interest with thoughtful follow-up in the near term and you can keep them engaged by reconnecting when you can update them on how their advice was put into action. But first things first, ask for 15 minutes of their time to help you tackle something meaningful and specific to build the relationship.

Be sure you’ve included some persuasive details, even in a short message

Psychology research can give a window into the biases that can sway any of us to say “Yes” to a proposition. Including the right details to appeal to the way we make decisions can increase your positive response rate.

People tend to follow the lead of credible, knowledgeable experts–people with authority of some kind. Appeal to this decision-making bias by mentioning a key achievement or credential for your company in your introduction. Ask yourself:

  • Who is already on board that this person would respect?

  • What funds or other assets do you already have?

  • What recent, public success can we point to?

People tend to like people who like them. Appeal to this decision-making bias by including a compliment or detail of praise that motivates your choice to reach out to them specifically about this question. Ask yourself:

  • What skills or perspectives do they possess that you value?

  • What have they achieved that you admire or wish to emulate?

People tend to make decisions that will make them appear consistent publicly. Appeal to this decision-making bias by connecting your ask to what they already publicly care about. Ask yourself:

  • What do they already say they care about or prioritize?

  • What theme do you see in their work that is present in your company?

Outreach email template

Dear [Recipient Name],

My name is [Your Name]. the [Your Title] at [Your Company + Startup Logline].

After [our recent success with a related hyperlink if possible]. we are [describe the current moment in the company that is driving your question].

Would you have 15 minutes to discuss [your strategic question]? We specifically reached out to you because [we admire … // we know your interests lie in … // other persuasive detail].

[Logistics for how to schedule a time]

Thanks for your consideration!

[Your Name]

[Your Signature line]