If it isn’t already, email should be a huge part of your Reg CF crowdfunding campaign. It’s one of the main tools you can use for converting your leads into investors, and communicating with your customers and backers, possibly even delighting them enough with your content to turn them into evangelists. No pressure.
If you’re already communicating with evangelists, your emails are a valuable way to keep them informed so they can spread the word on your behalf. It all begins and ends with email. The last word is always yours, so keep the cycle of information, conversion, and rapt engagement going. Don’t skimp on your emails.
Planning and feedback
Once you’ve built your contact list, it’s a good idea to ask your leads for feedback on your company and product. They’ve read about you, possibly purchased your product or service—they’ll have an opinion, and some (particularly evangelists) will be happy to share.
Below is just a sample of questions to get you started.
- What are some improvements you would suggest?
- How do you use the product, and how does it solve a problem?
- What other products do you use to solve the same problem?
- What changes would you make?
If you’ve got a crowdfunding campaign in the works under Reg CF, you can’t talk about your raise (that’s considered “conditioning the market”), but you CAN gather insight on what your ideal customers want, which will help you position your product during your raise.
Pre-campaign lead nurturing
Prior to launching your campaign, you want to focus on building your email list. But don’t forget to segment. A customer will likely have a pain point that’s different from a potential backer. You need to craft copy that keeps segmentation in mind. Design and launch your nurturing campaigns accordingly; recipients are far more likely to respond and engage when they feel like you’re really talking to them.
Day 1 Reg CF launch email
You owe Day 1 of your campaign launch day to your email list. So let your contacts know and include them in this milestone!
The email should address what exactly you’re doing, why you’re doing it, and list a clear call to action. Make sure an attorney reviews and approves any copy you use to ensure you’re not using non-compliant copy. Plus, you’ll likely have to attach a disclaimer at the end of any emails related to your campaign.
Campaign updates and thank you’s
Campaign updates are an integral part of an email nurturing campaign. Transparency and inclusion make your backers feel truly involved. Those you’re still trying to convert are easier to hook with a “bandwagon” mentality (“C’mon! Everyone’s doing it!”), especially if that bandwagon looks successful.
There’s no set number of updates you must abide by, but we advise at least three: at the beginning of the campaign, mid-way, and at the end.
A Word on SEC Compliance: You can’t include forward-looking statements or the terms of your deal. But that’s why we call it “campaign updates” for a reason. Here are some tips.
- Talk about your campaign’s progress in terms of percentage (i.e., we’re only three days in and have hit 70% of our goal).
- The SEC requires you to send updates within five days of reaching both 50% of funding and 100% of funding to all of your investors.
An important part of your email campaign is the thank you note, even if it’s virtual. Send it to your investors and make it a personal, “just for you” message that doesn’t sound like it was sent in bulk.
As you thank investors, and while they’re feeling special, make it easy for them to brag about your mutual success—in an SEC-compliant way of course.
- Provide information templates on your campaign they can simply customize and share.
- And don’t forget the power of social media; provide buttons they can click, pre-loaded with a caption and image, for easy sharing.
You’ll be busy during your campaign. But ensure that no one feels ignored.
Set up, segment, and always update autoresponders to answer people’s questions and to make sure everyone who contacts you know you’re raising funds.
- Point contacts to your campaign page.
- Include a call to action.
- Set up a warm “answer” email, providing a link to an FAQ page, and contact points if their questions are still unanswered.
Set your auto-response message live only after your campaign has gone live.
A few extra techniques:
- Follow up your email requests with a phone call. It’s a very effective way to convert an investor lead into an investor.
- Send your emails from a personal email address (if possible) and use a personal tone. Investors are more likely to take action if they feel they’ve received a personal request. (note: Google has a daily sending limit of 300 emails per day).
- Write compelling subject lines. 30% of emails are marked as spam based on the headline alone