How to create a closing email sequence

When a time-sensitive investment opportunity is on the line, the way you communicate with potential investors in the final hours can make all the difference. 

While we've previously shared a closing countdown article, it seems worthwhile to build on that with a dedicated email template or sequence that businesses can adapt for their specific needs. A carefully crafted sequence of "last day" emails can build urgency, address concerns, and guide potential investors to take action.

Why a Closing Email Sequence is Crucial

Email marketing, especially in the final stages of your capital raise, is a powerful tool to remind your audience of the opportunity. . A well-timed series of emails can ensure you don’t overlook potential investors. A good email sequence serves several purposes:

• Creates urgency: Timing is critical. A countdown email sequence sends a clear message that the opportunity is limited.
• Addresses hesitations: Some potential investors may be on the fence, and a well-written email can provide a useful reminder. 
• Increases conversions: Multiple touchpoints with helpful, clear, and persuasive messaging help guide potential investors evaluate the opportunity in more detail and with urgency.  

Key Elements of a "Last Day to Invest" Email Sequence

To effectively create this sequence, here are the main components to include:

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1-Week Countdown: “The Countdown Begins”

Subject: “One week left to become a co-owner!”
Timing: Send 1 week before the final day.
Content: Announce that the final week to invest has started. Highlight the unique aspects of the opportunity and provide an overview of what to expect in the coming days. Use a clear CTA like “Learn More” or “Invest Now.”

Content Ideas:

• Founder’s Note: Share a personal message emphasizing the importance of this milestone and the opportunity to join.
• Progress So Far: Update on the amount raised or key achievements to date.
• Infographic or Video: Share a compelling visual or short video that encapsulates why this is a unique chance.
• Timeline Overview: Provide a simple breakdown of key dates leading to the deadline (ie. Q&A investor event). 

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3-Day Countdown: “Final Days Ahead”

Subject: "Only 3 Days Left: [Opportunity Name]!"
Timing: Send 3 days before the final day.
Content: Highlight the urgency of the limited time remaining. Reiterate the key benefits and include a strong CTA like “Secure Your Spot Today.”

Content Ideas:

• Social Proof: Showcase testimonials or data about current investors.
• FAQ Section: Answer common concerns or questions to eliminate hesitation.
• Success Stories: Share an inspiring case study or example of how this opportunity delivers value.
• Countdown Visual: Include a graphic or text to highlight the closing date for your offering. 

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48-Hour Countdown: “The Final Countdown Begins”

Subject: " 48 Hours Left to Invest in [Opportunity Name]"
Timing: Send 48 hours before the final day.
Content: Create a sense of urgency while focusing on the benefits. Use storytelling, milestones, or exclusive incentives to prompt action.

Content Ideas:

• Personal Story: A heartfelt note from the founder about the journey so far.
• Key Metrics: Share achievements like funds raised, investor count, or growth milestones.
• Exclusive Perks: Highlight limited-time benefits for those who act quickly.
• Video Message: A short clip explaining the opportunity and urgency.

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24-Hour Countdown: “Final Call to Action”

Subject: "24 Hours Left!!"
Timing: Send 24 hours before the deadline.
Content: Focus on creating urgency and addressing any last-minute objections. Emphasize the nature of this opportunity and provide easy-to-access support for questions.

Content Ideas:

• Countdown Timer: Add a live timer showing how much time remains.
• Quick FAQ or Checklist: Ensure any final concerns are addressed.
• Last-Minute Perks: If applicable, offer an exclusive incentive for last-day investors.
• Contact Support Info: Include an easy way for investors to reach out with questions or concerns.

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Final Hours: “Last Chance”

Subject: "Final Call!"
Timing: Send a few hours before the deadline.
Content: Keep it short and urgent. Focus on the scarcity and provide one final CTA to drive action.

Content Ideas:

• Campaign Metrics: Share final achievements to build credibility (e.g., “Over 95% of the goal reached!”).
• Exclusive Perks Reminder: Highlight any special benefits ending with the campaign.
• Clear CTA: A bold, prominent button like “Invest Before Midnight!”
• Support Contact: Ensure quick access to assistance for any last-minute investors.
  
  

Sample Template

Below is a sample template that is ready to use for your one week closing email.

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Subject: One week left to become a co-owner!

Hi <<First Name>>,

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If you’ve been keeping up with our campaign, you may have noticed we are in the last week of our equity crowdfunding raise.

So far, we have raised $XX from NUMBER investors, bringing us to X% of our goal completed. 

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We think that’s an amazing accomplishment and would like to thank each and every one of you for being a part of this with us whether it was through an investment, sharing our campaign, or supporting us in other ways.

As we roll into the last week of the campaign, we want to highlight just three of the exciting developments we’ve seen since the start of our 90-day raise.

• CAMPAIGNUPDATE
• CAMPAIGNUPDATE
• CAMPAIGNUPDATE
  
  

We managed to accomplish that in just 90-days so with this funding, we have even more on the roadmap to bring to you, our supporters, in the upcoming months. If you’d like to consider being a part of this journey with us, hit the button below to check out our equity-crowdfunding campaign and become an investor today. Invest now P.S. Make sure to follow us on social media to stay up to date on all things [company name]. 

Tips for Effective "Last Day to Invest" Emails

• Be clear and concise: While it’s important to build urgency, avoid overly complex language. Your message should be straightforward.
• Use attention-grabbing subject lines: The subject line is the first thing people see, so make it count. Make it clear that time is running out.
• Personalize: Addressing your audience by name or segmenting your emails can make your message feel more direct and tailored.
• Offer reassurance: Some investors may have last-minute doubts. Provide a clear path for them to reach out with any questions or concerns, whether through direct contact or a dedicated FAQ section.
• Highlight the benefits: Remind potential investors of the key benefits they will miss if they don’t act. Whether it’s a limited discount or an exclusive opportunity, reinforce why they should act now.

Compliance Considerations

It is important to avoid creating FOMO (fear of missing out). Instead, we encourage focusing on factual and accurate messaging. You can reference our compliance guide here for additional guidance. For example, stating “48 hours left to invest” is a strong, fact-based way to convey urgency while remaining compliant.

Conclusion

By creating a well-timed sequence of "last day to invest" emails, you can increase your chances of closing deals and ensuring that investors don’t miss out on a critical opportunity. With a clear strategy in place, you can elevate your campaigns and see stronger results as the countdown draws to a close. 

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Thanks so much for reading our guide! As always, reach out to us at any time if you want to chat further about how to best articulate your company for an effective crowdfunding campaign. 

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