Personalised cold email that reads like you know the owner
Every store gets its own personalised cold email, written around what we learned about it and why your product fits. Short, plain and with one easy ask.
Why our emails get answered
Outreach emails are the second of the five parts of what LaunchPal does. Our clients average a 10-15% reply rate. Three things make that possible.
We understand your product
What it is, who buys it, the margin a store makes and what sets it apart.
We learn about each store
What it sells, what it is like, and who decides. See store research.
The emails are built on years of sales experience
We have sold to stores ourselves, and the length, structure and ask of every email come from what got replies.
- Our clients' average across a sequence
- 10-15%reply rate
- Four on go-to-market, five on awareness, stopped by a reply
- 4 or 5emails a store
- In the first email: short, plain text, one easy ask
- 0attachments
Our clients average a 10-15% reply rate across a sequence. Results depend on the offer, the store fit and the follow-ups, which is why we work on all three.
What an email looks like
Short enough to read on a phone at the counter. Plain text, so it looks like a note from a person. One line about the store, a couple about your product and what it does for them, and one easy question, such as whether they would like a sample.
No attachments, no images and no price list in the first email. Those can wait until the store replies. See why there are no attachments in the first email and email length and structure.
Written in your voice
Drop in emails you have sent before, your deck or your website, and we learn your tone. The email that goes out sounds like you, not like software. You can read every email for every store and edit any of them, down to rewriting one in your own words. More on this under personalised emails.
Follow-ups that stop themselves
Most replies come on the second or third email. A go-to-market campaign sends four emails in all and an awareness campaign sends five, each written for the same store. The moment a store replies, the rest are cancelled. See follow-ups.
Which campaign is right depends on where you are. Testing demand before you produce? Run awareness. Ready to send samples? Run go-to-market. See awareness vs go-to-market.
Sent safely, answered by you
Every email goes from a separate domain we buy for you, which looks like yours and redirects to your website, so your own domain is never at risk. New mailboxes start slowly and build up. See sending.
When a store replies, the conversation is yours. The AI does not answer for you. The reply lands in one inbox, matched to its store, and you take it from there: samples, prices, the first order.
For the craft behind it, from the subject line to the sample offer, read our guide to getting your product into cafés.
What happens after you press Start
First emails go out at a steady pace on the days and hours you choose, never in one burst. Follow-ups follow on your timing. Your campaign report shows replies by step, so you can see which email is doing the work.
When replies come in, they are sorted for you: interested, not interested, out of office or a request to stop. Out-of-office replies do not count and do not stop the sequence. Anyone who clicks unsubscribe goes on your do-not-contact list for good, and anyone who has replied is held back from your later campaigns.
The stores themselves come from finding stores: the right shops, the person who decides, and every address checked before anything is sent.
Start with one city
The emails work best when they go to a tight group of similar stores. One city and one store type means every email can be specific, and the replies teach you something clear. Independents come before chains: an owner can say yes this week, while a supermarket wants to see you in a hundred smaller stores first.
In this section
- Personalised emailsEvery email written for one store, in your voice, and yours to edit before anything is sent.
- Length and structureWhy our emails are short, plain text and end with one easy ask, from years of selling to stores.
- Follow-upsA short run of follow-up emails to each store that stops the moment anyone replies.
- Awareness vs go-to-marketTwo kinds of campaign: test demand before you produce, or offer samples to stores ready to stock.
- No attachmentsWhy the first emails carry no PDF, image or price list, and when to send them instead.
Questions brands ask
Will the emails be generic? Can I use my own templates?
Each email uses what we learned about that store. We learn your tone from your own writing, and you can edit any draft or rewrite it in your own words before it is sent.
Will it send automatically, or do I copy and paste?
It sends for you, but only after you press Start. Before that nothing goes out.
How many follow-ups do you send?
Four emails in all on a go-to-market campaign and five on awareness. Most replies come on the second or third, and the rest stop as soon as a store replies.
Can I attach a price list or deck?
Not in the first emails. Attachments push cold email towards spam. Send the price list or line sheet once a store replies.
Do I need samples or even a product yet?
Not for an awareness campaign, which tests demand first. A go-to-market campaign offers samples, and you send them only to stores that ask.
Can we send from our existing domain?
We buy a separate domain for you to send from, so your own domain is never at risk. It looks like yours and redirects to your website.
Read next
- FeaturesPersonalised emailsEvery email written for one store, in your voice, and yours to edit before anything is sent.
- FeaturesFollow-upsA short run of follow-up emails to each store that stops the moment anyone replies.
- FeaturesYour sending domainWe buy a domain that looks like yours and send from it, so your own domain never takes the risk.
- Get into storesCafesWhat café owners weigh up, who to email, and how to offer samples without wasting stock.