How to sell to founders: A data‑backed playbook for breaking through startup inboxes

Published 5:00 pm Friday, July 25, 2025

By Shaun Hinklein for Apollo.io

How to sell to founders: A data‑backed playbook for breaking through startup inboxes

Getting a founder to reply is like cold-pitching a VC — you’ve got one shot, and you better not waste it.

Apollo.io turned to Pythia — its proprietary AI trained on billions of real sales touches — to decode the patterns that actually move the needle when selling to founders. After analyzing performance data across email timing, campaign structure, and messaging tone, one truth emerged:

Founders don’t respond to sales emails. They respond to signals of relevance, credibility, and momentum.

This playbook gives you all three.

TL;DR: To Sell to Founders, You Must…

  • Send on Tuesday at 10 a.m. (top open rate at 19.6%)
  • Lead with traction (ARR, growth, customers)
  • Keep your email skimmable — bullets > paragraphs
  • Include a soft, low-friction CTA
  • Follow up persistently, with added value each time

Founders Are Always Raising (Even When They’re Not)

Whether they’re between rounds or closing one, founders are constantly evaluating:

  • Who can help de-risk my business?
  • Who can help me grow faster than my burn rate?

They’re not looking for features — they’re looking for force multipliers. Your outreach should sound like a strategic partner, not a pitch deck.

When Founders Actually Open Emails

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You don’t win a founder’s attention when they’re back-to-back with product, sales, and investor calls. You win it when their brain is scanning for leverage.

And according to Pythia, that window is Tuesday at 10 a.m.

These aren’t guesses — these are real-world campaign performance metrics from thousands of delivered emails.

Tuesday mid-morning is your high-conviction shot. Monday pre-dawn? Surprisingly strong second.

Messaging That Resonates: Clarity > Creativity

Founders aren’t impressed by clever subject lines. They’re skimming for signal.

  • “{{Company Name}} / Investment Discussion”
  • “Any interest in {{company}} acquiring its competitors?”
  • “Investor inquiry (admirer of {{company}})”

Founders triage emails like investors triage pitches: fast.

Here’s the winning formula across the best-performing templates:

1. Quick Credibility Hook

“We’re building [X] and currently raising [Y].”

2. Bullet-Point Snapshot

  • ARR: $XM
  • YoY Growth: XX%
  • Notable Customers: [Logo 1], [Logo 2]

3. Strategic Fit Line

“Given your focus on [sector], I thought there might be alignment.”

4. Soft CTA

“Would you be open to a brief conversation to explore potential fit?”

Most Effective Messaging Themes

From the top-performing founder campaigns, Apollo consistently saw replies tied to these themes:

Message elements and why each one works.

Apollo.io

Founders don’t want promises. They want proof.

Founders will ghost. It’s not personal — it’s bandwidth.

But your follow-up strategy must follow a cadence with new info at every step:

Steps and timing strategies to following up.

Apollo.io

Pro Tip: Many top emails used a “here’s my calendar” line to lower friction, but it’s important to present times so you’re not giving your prospect work booking a meeting.

DO THIS

  • Send Tues at 10 a.m. or Mon pre-6 a.m.
  • Subject lines like “Investment Discussion”
  • Include ARR, growth, and customer logos
  • Use bullet points + soft CTA
  • Add traction to each follow-up

AVOID THIS

  • Friday afternoon or mid-week evenings
  • Subject lines like “Let’s Connect!”
  • Lead with vague “synergies”
  • Write long paragraphs with no ask
  • Repeat the same email three times

This story was produced by Apollo.io and reviewed and distributed by Stacker.

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