This is the cold email plan we'd run for an investor relations firm that serves one industry. Listed companies publish their calendar. Filings and results dates and capital raises tell you exactly when a company needs help talking to investors.
Your market is every listed company in your industry across the US and Canada and the UK and Australia. The TSX Venture Exchange in Canada and the ASX in Australia are full of small miners and biotechs. Many of them have no investor relations person at all.
These are the signals worth looking for.
SEC EDGAR and SEDAR+ and ASX announcements show new listings. A company that just started trading has to build an investor following from scratch.
Placements and offerings get announced. A company raising money needs its story sharp before and after.
Listed companies publish their results dates. The weeks before results are when help with the call and the release is most useful.
Open the presentation on their investor page. A deck that is a year old or buries the story is easy to spot.
The investor page lists the CEO or the CFO as the contact. Nobody owns investor relations full time.
At small listed companies the CEO and the CFO handle investors themselves. Email both. The corporate secretary often manages the calendar.
Their latest investor presentation next to two peers of similar size with the differences in how each one tells the story marked.
It works because investors compare decks side by side too.
Walk through it on a 15 minute screen share. Some changes depend on what they can disclose and only they and their lawyers know that. Fixing the story is the work you do.
A first draft of the opening remarks for their next results call written from their latest filing.
It works because the date is fixed and the pressure is real.
Go through the draft on a call so they can correct the numbers and the emphasis before anyone else sees it. Having a draft in hand makes the next step obvious.
Write their next quarterly shareholder update or results release free. Their legal team signs off as usual.
It works because it is the exact work they would pay for each quarter. They see your writing on their own numbers.
It starts with a 20 minute call to go through the quarter and what they want investors to take away. Deliver the draft at least a week before the results date.
Each segment gets its own email because a specific email gets more replies than a general one. Split each segment by sub-industry too so the examples in the email fit the reader.
Keep each email under 100 words with one reason for writing and one line of proof and one offer and one question. The proof lines are examples of the kind of result to use. Swap in real results of your own before anything goes out.
Lead with the listing date and offer the deck teardown.
Hi {{first_name}},
Saw {{company}} started trading on {{exchange}} on {{listing_date}}. Congrats.
We run investor relations for {{industry}} companies only. Put your investor presentation next to two peers to see how the story compares.
A company we started with after its listing held 14 investor meetings in its first quarter.
Want me to walk you through the comparison?
{{sender_first_name}}
Lead with their next results date and offer the free update.
Hi {{first_name}},
{{company}} reports {{results_period}} results on {{results_date}}.
Happy to write the quarterly update or the results release free before then. Your legal team signs off as usual.
The last update we wrote this way brought a client its first two analyst calls in a year.
Interested?
{{sender_first_name}}
Lead with the raise and the new shareholders it brought in. Ask for a call directly.
Hi {{first_name}},
Congrats on closing the {{raise_name}}. New shareholders usually want to hear from the company in the first 90 days.
We run investor relations for listed {{industry}} companies. After a similar raise one client held 20 meetings with new holders in its first two months.
Worth 15 minutes to plan the next quarter of investor updates?
{{sender_first_name}}
Lead with the deck and one thing you'd change on the first slides. Offer the teardown.
Hi {{first_name}},
{{company}}'s investor presentation on the website is dated {{deck_date}}. Your strongest number doesn't appear until slide {{slide_number}}.
Put the deck next to two peers and marked what I'd move first.
A rebuilt deck helped a client of ours fill its first non-deal roadshow in two weeks.
Want me to walk you through it?
{{sender_first_name}}
Send two follow ups in the same thread three to five days apart.
Each reply should end in a booked meeting that actually happens. The lead magnet and the offer get delivered on that call and never go out as a file to read later.
The replies below cover the three ways people say yes.
They asked for the deck comparison. The call checks the changes against what they can disclose.
Hi {{first_name}},
Happy to. A few of the changes depend on what you can disclose so it's better to go through them together. Fifteen minutes on a screen share is enough.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the free update. The call covers the quarter and the message.
Hi {{first_name}},
Great. I need 20 minutes with you to go through the quarter and what you want investors to take away. The draft reaches your legal team at least a week before {{results_date}}.
Does Thursday at 11am or Friday at 3pm work?
{{sender_first_name}}
They said yes to a call. Tell them what they'll leave with so they show up.
Hi {{first_name}},
Perfect. I'll bring a 90 day plan for your new shareholders and the peers they'll compare you with. You'll leave knowing what to send them first.
Does Monday at 1pm or Tuesday at 9am work?
{{sender_first_name}}
Results aren't guaranteed and nobody honest can promise a number before the first emails go out. A few things decide how a campaign does.
The first few weeks show how the market responds. The list and the copy and the offer get sharper from there.
We build and run this campaign for one agency per industry.
This page is a starting point and a strategy we'd happily test ourselves. Working together gives us more context on your agency. That context lets us add better strategies and build better lists and offers and automations for you.
Thirty minutes on your market and how we'd reach it.