Keep it under 120 words. Subject: what you do plus your best number. Body: one line on what you build, one on traction, one on why the investor specifically, one on the ask, and a link to a short deck or video. Send to investors who invest at your stage and sector, and follow up once after a week.
- Target fit first: stage, sector, geography and cheque size.
- Lead with your strongest metric in the subject line.
- Five sentences: what, traction, why them, ask, link.
- Make it forwardable: an investor may send it to a partner.
- One polite follow-up after about a week; then move on.
What structure works?
- What you build, in plain language.
- Traction: one or two numbers that matter.
- Why them: a portfolio company, a thesis post, something specific.
- The ask: a 20-minute call, not "funding".
- A link: deck or 60-second video. See how to record one.
What does a good one look like?
Subject: Payroll for Polish contractors, €18k MRR, +22% m/m
Hi Anna, we build payroll for EU companies hiring contractors in Poland. We are at €18k MRR, growing 22% a month, with 41 paying customers and no paid marketing. I am reaching out because you backed Remote-first tools like [portfolio company] and wrote about cross-border hiring last month. Would you have 20 minutes next week? Two-minute video: [link]. Best, Marta
What does a bad one look like, and why?
| Line | Problem |
|---|---|
| "We are disrupting the $500B HR market." | Market size without evidence |
| "We're looking for $2M at $20M." | Terms before interest |
| Five attachments | Friction; often filtered |
| "Dear Sir/Madam" | Shows no research |
| 400 words | Not read |
How do you follow up?
Once, after about a week, with something new: a metric, a customer, a launch. Then move on. Track everything in a simple pipeline. For alternatives to cold email, read seven ways to reach investors without a warm intro, and for who to target, how to find the right investors.
What subject lines work?
- "[What you do], [best metric]": "Invoice matching for logistics, 52 weekly teams, +37% m/m"
- "[Mutual connection] suggested I reach out": only if true
- "[Portfolio company] founder here, building [X]": if you know their portfolio
Avoid "Investment opportunity", "Quick question" and anything in capital letters.
What does a good follow-up look like?
Hi Anna, a quick update since my note last week: we signed our second paid pilot (€1,500/month) and week-4 retention moved from 41% to 48%. Still keen to show you the product if useful. Best, Marta
Short, new information, no pressure. If there is no reply after that, move on and add them to your monthly investor update if they opted in.
How many should you send, and when?
- Send in batches of 10–20 so you can handle replies quickly.
- Send early in the working week, in the investor's time zone.
- Personalise the "why them" line for each one; templates are obvious.
- Track opens and replies in a simple pipeline, but do not over-optimise.
What should you never send?
Mass emails with dozens of investors in "To", unsolicited attachments of confidential documents, or public posts tagging investors to invest in your round. The last one may also create legal problems: see can you post about your fundraise?
Frequently asked questions
How long should a cold email to an investor be?
Short: around 100–150 words, readable on a phone.
Should I attach my pitch deck to a cold email?
A link is usually better than an attachment. Some founders send a short video first and the deck after interest.
When should I follow up with an investor?
Once, after about a week, ideally with a new update.
Should I mention valuation in a cold email?
Generally no. Get interest first; terms come later.
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Educational material, not legal, tax or investment advice. Rules and figures change; confirm with qualified counsel or a tax adviser in your jurisdiction before acting. Last updated October 6, 2026.