# Launch Email — First Contractor Outreach Wave **Campaign:** Launch Day | **Platform:** Email (rateright.com.au) **Audience:** Cold contractor outreach — first wave nationally | **Status:** DRAFT — needs Michael's approval **Drafted by:** Herald | **Date:** 2026-02-22 **Context:** System live, contact flow working. This is for contractors who've never heard of us — NOT warm prospects (use `launch-email-prospects-national.md` for those). --- ## Subject Line Options 1. Hiring labourers? $50. That's the whole fee. 2. Your labour hire company charges 25%. We charge $50. 3. Construction hiring without the agency margin. **Recommended:** Option 2 — names the pain, names the difference. Curiosity + maths. --- ## Email Body (Short Version — recommended for cold) G'day [First Name], Quick question. What does your labour hire mob charge per worker? If it's 20-40% of the worker's rate — every hour, every day, every week — you're not alone. That's the industry standard. It's also how they buy boats. RateRight works differently. You post a job. Workers apply at their own rate — their full rate, no margin taken off. You pick who you want. When the hire's done, you pay **$50. Once.** No percentage. No subscription. No lock-in. The worker keeps 100% of what they charge you. That means: - **Better workers** — they earn more, so the good ones actually show up - **Lower costs** — you're not funding an agency's overheads - **Your choice** — you pick the worker, not some recruiter who's never been on a site We're live now across all of Australia. Takes 2 minutes from your phone. **→ rateright.com.au** Or just reply to this email — happy to walk you through it. Cheers, Michael McLoughlin Founder, RateRight 30 years in construction. Built this because the maths didn't add up. --- ## Email Body (Longer Version — for warmer leads or larger contractors) G'day [First Name], I'll get straight to it. I spent 30 years on construction sites — steelfixing, formwork, supervising. Every single site, the same thing: labour hire companies taking 20-40% off every worker's rate. Worker gets $35/hr, contractor pays $50/hr, the agency pockets $15/hr for making one phone call. Do that maths across a crew of ten for a year. That's someone's house deposit. Going to an agency. So I built RateRight. **How it works:** 1. Post a job from your phone (2 minutes) 2. Workers apply at their own rate — their FULL rate 3. You pick who you want 4. $50 flat fee per completed hire That's it. No percentage. No subscription. No credits to figure out. No lock-in. The worker keeps 100%. **Why this is better for you:** - You see the worker's actual rate. No hidden margins. - Workers earn more — so the skilled ones come to you, not the agency that lowballs them. - $50 per hire vs thousands per year in agency markups. Do the maths. **Why national from day one:** Construction word of mouth doesn't stay in one postcode. A steelfixer in Melbourne tells his mate in Brisbane. So we went everywhere — Sydney, Melbourne, Brisbane, Perth, Adelaide, Newcastle, Hobart, Darwin, regional. Wherever there's a slab going down. We're live now. **→ rateright.com.au** Or reply to this email. I'll set you up personally. Cheers, Michael McLoughlin Founder, RateRight --- ## Draft Notes **Voice check:** - Short version: 180 words. Punchy. Gets to the point. Cold-friendly. ✅ - Long version: 280 words. More context for larger contractors who need convincing. ✅ - "How they buy boats" — controlled anger, not bitter ✅ - Three bullet benefits are practical, not marketing ✅ - "Never been on a site" — site workers' frustration with recruiters ✅ - Michael Test: Both versions pass. Short is a text to a mate. Long is a yarn at smoko. ✅ **Send notes:** - Susan to manage send list — segment by city, trade, company size - Tuesday-Thursday, 6:30-7:30 AM AEST (before site start) - Use short version for first cold touch, long version for follow-up or referrals - "Reply to this email" — confirm someone is monitoring inbox (Michael or Susan) - Track replies in Growth Engine CRM **Personalisation triggers:** - [First Name] — mandatory, never send without - City mention — Susan can add "[City]" variant in opening line if list is segmented - Trade — if known, reference it: "Hiring steelfixers?" instead of "Hiring labourers?"