# 📧 Launch Warm-Up Email Sequence — 3 Days *Susan | Wed 26 Feb 2026 | DRAFT — needs Michael's approval before sending* *Deploy when Michael gives launch green light* --- ## Target Audience 9 warm/hot pipeline leads WITH email addresses. All construction contractors, Sydney/Newcastle/Central Coast. All researched, none yet contacted via email. | # | Company | Contact | Email | Trade | |---|---------|---------|-------|-------| | 1 | Southwest Construction | Office | info@southwestconstruction.com.au | Formwork/Concreting/Scaffolding | | 2 | Opal Formwork | Joseph Nassif | info@opalformwork.com.au | Formwork/Steel Fixing/Concrete | | 3 | Creative Concrete & Formwork | Marcus Perdiz | sales@creativeconcrete.au | Concreting/Formwork | | 4 | AMA Formwork | Office | info@amaformwork.com.au | Formwork/Steel Fixing/Concreting | | 5 | Atlas Formwork Group (AFG) | Office | None — skip for email | Formwork/Labour Hire | | 6 | BKH Group | Brett Sonemann | contact@bkhgroup.com.au | Construction | | 7 | Infinity Formwork | Roni Yousif | admin@infinityformwork.com.au | Formwork/Steel Fixing | | 8 | Allform Constructions | Alan (Founder) | admin@allformconstructions.com.au | Formwork/Concreting | | 9 | Link Contractors | Mario Pranic | administration@linkcontractors.com.au | Civil/Formwork/Building | **⚠️ COMPLIANCE (Harper guidance):** These emails go to general/admin addresses, not personal. Cold email to business addresses for B2B purposes has a Spam Act exemption IF the message is relevant to the recipient's business. Construction hiring platform → construction contractor = clearly relevant. Still include unsubscribe. Still get Michael's approval before sending. --- ## DAY 1: "RateRight Is Live" — The Announcement **Subject:** $50 to hire a formworker. RateRight is live. **From:** Michael McLaughlin --- G'day [First Name / team], Michael here — steelfixer, 30 years on the tools, now building something I reckon blokes like us have needed for a long time. **RateRight is live.** rateright.com.au Here's the short version: - Post a job in 60 seconds — AI builds your profile from your ABN - Get matched with rated construction workers near you - Hire for **$50 flat**. Not $50/week. Not $50/hour. $50 total. Once. No agency markup. No subscription. No percentage of wages. Your worker stays a week or five years — still $50. Workers keep 100% of their rate. They get ratings after every job, so the good ones rise to the top. You can see their track record before you call. Worth a look: **rateright.com.au** If you've got 2 minutes to sign up and have a browse, I'd genuinely appreciate the feedback. Early days — built this from the ground up. Cheers, Michael "Rocky" McLaughlin RateRight | 0468 087 171 *You're receiving this because you're a contractor in our network. Not interested? Just reply "remove" and I'll take you off. No hard feelings.* --- **Purpose:** Awareness. Get them to visit the site. Plant the $50 number. **CTA:** Visit rateright.com.au **Tone:** Founder introduction, authentic, humble but confident. --- ## DAY 2: "The Maths" — Why $50 Matters **Subject:** Your last hire cost you how much? **From:** Michael McLaughlin --- G'day [First Name / team], Quick question — do you know what your last hire actually cost through an agency? Here's the maths on a $40/hour labourer over 6 months: | How you hired | Total platform/agency cost | |--------------|--------------------------| | Labour hire agency (30% markup) | **$11,856** | | Recruiter (17.5% placement fee) | **$14,000** | | Sidekicker (20% markup) | **$7,904** | | **RateRight ($50 flat)** | **$50** | Same worker. Same job. Same result. The only difference is who keeps the margin. With RateRight, your worker keeps 100% of their rate — which means better workers stick around. And every job builds their ratings, so your next hire is even better than the last. $50. Once. No time limit. **Have a look:** rateright.com.au Cheers, Michael RateRight | 0468 087 171 *Not for you? Reply "remove" — done.* --- **Purpose:** Value demonstration. Make the cost comparison impossible to ignore. **CTA:** Visit site, start thinking about their next hire. **Tone:** Numbers-driven, let the maths do the selling. No pressure. --- ## DAY 3: "Let Me Show You" — The Demo Offer **Subject:** 5 minutes — I'll show you how it works **From:** Michael McLaughlin --- G'day [First Name / team], Last one from me this week. If you've had a look at rateright.com.au — great. If not, no stress. Here's what I'd suggest: **Give me 5 minutes on the phone.** I'll walk you through it: - How the AI matching works (it's actually good — not a gimmick) - How the ratings system builds over time - How posting a job takes 60 seconds No sales pitch. I'm a tradie who built a tool because agencies were taking the piss. If it's useful for your business, brilliant. If not, you've lost 5 minutes. **Pick a time that works:** - Call me direct: **0468 087 171** - Or reply to this email with a day/time and I'll ring you If you hire formworkers, steelfixers, concreters, labourers, or scaffolders anywhere in Australia — this was built for you. Cheers, Michael "Rocky" McLaughlin RateRight | 0468 087 171 *Reply "remove" to unsubscribe. We don't spam — this is the last email unless you want to chat.* --- **Purpose:** Convert interest to conversation. Low-pressure demo offer. **CTA:** Call or reply to book a quick walkthrough. **Tone:** Direct, no-pressure, tradesman-to-tradesman. --- ## DEPLOYMENT RULES 1. **Michael approves all 3 emails before any are sent** 2. **Send from michael@rateright.com.au** (founder weight, not "sales team") 3. **Personalise [First Name]** where we have a contact name — otherwise use "team" 4. **Send times:** 9:00-10:00 AM AEST (coffee break window, Tue-Thu preferred) 5. **Day spacing:** 2 days apart (e.g., Mon-Wed-Fri or Tue-Thu-Mon) 6. **Track:** Opens, clicks, replies. Log everything in CRM. 7. **If they reply "remove"** → immediately update CRM status to "opted_out", never email again 8. **If they reply with interest** → escalate to Michael for phone call within 24 hours 9. **Atlas Formwork (no email)** → phone only, skip from email sequence ## PERSONALISATION NOTES | Company | Personalisation angle | |---------|----------------------| | Southwest Construction | "You've grown from a small crew to a big team — hiring costs add up fast at that scale" | | Opal Formwork | "Fellow formwork and steelfixing operation — this was literally built for businesses like yours" | | Creative Concrete | "Expanding to new regions? Finding reliable concreters in Brisbane/Gold Coast just got easier" | | AMA Formwork | "Congrats on the new Guildford office — Western Sydney's about to boom with TOD" | | BKH Group | "At your scale, even 5 hires a year through agencies = $60K+ in markups" | | Infinity Formwork | "Roni — fellow formwork operator, built this because the agency model doesn't work for us" | | Allform Constructions | "Alan — 30 years in the trade, same as me. You know how hard finding good blokes is" | | Link Contractors | "Mario — saw the bridge work and specialised formwork. Quality crew matters for that work" |