Setting up email tracking is optional but highly recommended.

The broken assumption we tend to have when doing investor outreach is that investors will in fact open up our emails. That’s not consistently the case, but the only way to know is to setup some basic email outreach tracking.

We’ll use Yesware or MixMax to provide:

• Open Tracking. Did our emails get opened? We need to know.
• Subject Line Tests. We can test subject lines variants to see what opens best.
• Custom Templates. Helps us customize each message to the specific investor.

The templates will actually help the most over time because it’s incredibly time consuming and error-prone to be copy/pasting the same message over and over. These tools will help us modify the portions that are variable (beyond just the person’s name) so that we can be custom without creating tons of work!