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💡 Quick Tip:
Customer relationship management (CRM) systems like Pipedrive allow you to draft referral email templates quickly from scratch or using its ready-made templates. This feature helps you send more personalized emails in less time, improving overall productivity.
A good referral can turn a one-off conversation into a lengthy and productive relationship. In fact, referred customers spend 15% to 25% more on their first order than other customers, and they’re three times more likely to refer their friends and family.
Here, we help you increase conversions from referral outreach by outlining the best practices and teaching you how to write a referral email template. Download the seven free referral program email templates to foster word-of-mouth referrals from various network sources.
1. Referral email for reaching out to friends & family
In many cases, friends and family are among the first you’ll contact when looking for referrals. They probably already have a good idea of the product or service you’re offering since you’ve likely mentioned it before, and they want to see your business grow as quickly as possible. As such, most will be eager to give recommendations and referrals — as long as they know people who might be interested in your product or service.
Your referral email template format for friends and family should be informative but brief. Describe what the ideal referral looks like and give them a short list of reasons to recommend your product or service.
Subject: Assisting your network with [product/service/solution]
Hi [family member or friend name],
I hope all has been well since we last spoke. As you know, I [started a business or began a sales position] that does [scope of business].
Do you know anyone who would be interested in my [product/service]? An ideal customer would be [niche market and ideal customer description].
We distinguish ourselves through our [description differentiating factor], which helps us offer our customers [description of value proposition].
Let me know if anyone comes to mind, or send me an email with them cc’d using the information below.
We also offer [incentive] for every customer you refer.
Thank you,
[Name], [Title]
[Organization]
[Email address]
[Phone number]
[Website]
2. Referral email template for contacting professional colleagues
After friends and family, most new business owners reach out to their professional colleagues. In most cases, this includes former co-workers, colleagues you’ve met at events or trade shows, and contacts within various organizations. Those who you know in a professional capacity — who are neither your business partners nor your competition — generally fall under this category.
Referral lead gen sources like this can go a long way, at least partially, in building a strong business model based on referrals. If a single colleague brings you repeat referrals, or if they connect you with a highly lucrative client, use this referral email format to offer them a small reward to express your gratitude.
Subject: Assisting your network with [product/service/solution] — get [incentive] for referrals
Hi [colleague’s name],
I hope you’ve been doing well since we last spoke. As you know, I [operate/started a business or began/am currently in a sales position] that does [scope of business].
As such, I wanted to see if you know anyone who might be interested in our [product/service]. An ideal client would be [niche market and description of the ideal customer].
Our [description differentiating factor] sets us apart, helping us offer our clients [description of value proposition].
Let me know if anyone comes to mind. You can have them contact me through the information below or email me with them cc’d on the message.
We also offer [incentive] for every client you refer.
Thank you,
[Name], [Title]
[Organization]
[Email address]
[Phone number]
[Website]
Pro tip: Integrate your referral emails with automation tools or a customer relationship management (CRM) system like Insightly CRM to streamline the referral process. This tool helps you track and organize information on your referral sources, leads, deals, and customers. You can use its record-linking capabilities to track contact relationships for your referral marketing campaigns.
Insightly CRM project pipeline with a subtab for related records. (Source: Insightly CRM)
3. Proposing services to business partners
Forming a strategy to generate revenue is one key aspect of sales management. One of the best ways to do that is to tap into the networks of any of your business partners. Unlike colleagues, these individuals already have a financial interest in seeing your product or service succeed. As such, most will be more than willing to help you with referrals.
Consider trading referrals with key business partners if you need to sweeten the deal. Offering a mutually beneficial exchange is usually enough to convince them it’s worth their time and effort. We emphasize this point in our referral email sample.
Subject: [Your business name] and [their business name] should share referrals
Hi [partner’s name],
I hope all is well in the [their industry] business. Since your business is in this industry, I wanted to see if there’s an opportunity for us to share referrals.
We are a [scope of your business] company that offers [description of value proposition], making us extremely complementary to your offerings. One of the things that makes us stand out is [description of a differentiating factor].
Our ideal client is [niche market and description of ideal customer].
I’d love to schedule a call to learn more about your business and ideal client and see where we can help each other. Let me know if you are available in the next few weeks, or you can schedule an appointment using the link below to find a time that works for you.
We also offer [incentive] for every client you refer.
Thank you,
[Schedule an appointment link]
[Name], [Title]
[Organization]
[Email address]
[Phone number]
[Website]
4. Referral email template for offering incentives & rewards
As mentioned, some contacts might hesitate to provide referrals if they aren’t receiving anything in return. In cases like this, it might be worth it to incentivize the referral process. In our referral email example below, notice how we draw attention to our incentives within the subject line and the body of the email.
Subject: Earn rewards! [Incentive] for referring friends & family!
Hi [person’s name],
Beginning [program start date], we’ll launch a referral rewards program for all current customers. The program will include [description of the scope of the rewards program].
To take advantage of this opportunity, all you have to do is [description of how to refer and be rewarded].
We look forward to providing your friends and family with the great [products/services] we’ve provided to you. Feel free to reach out if you have any questions or concerns.
Thank you,
[Name], [Title]
[Organization]
[Email address]
[Phone number]
[Website]
Pro tip: Use a customer loyalty tool like TapMango to create referral campaigns that automatically send referral codes to customers. The app awards points or vouchers based on the number of successful referrals. You can also measure your referral program performance from its various dashboards and track customer visits, spending habits, and sign-ups.
TapMango friend referral campaign (Source: TapMango)
5. Leveraging your existing customer base
You can use our client referral template to leverage your existing customer base for referrals. It’s one of the most common forms of lead generation used today. Since they’re already customers and users of your product, most will be happy to recommend your business to their friends and family — as long as they’re satisfied with your service.
In this case, it’s best to remind your customers that you’re always happy to receive referrals. Make sure to mention any incentives you may be offering, too, as this could provide some extrinsic motivation for their efforts.
Subject: Assisting your network with [product/service/solution]
Hi [customer/client name],
If you’re satisfied with our [product/service], why not extend that value to your friends, family, and colleagues?
We’re looking to grow our [scope of business] business by receiving word-of-mouth recommendations from our customers for [brief description of ideal customer/client].
If you know anyone who would be interested in our brand, please have them contact me using the information below. You can also email me and cc them on the message.
We also offer [incentive] for every customer you refer.
Thank you,
[Name], [Title]
[Organization]
[Email address]
[Phone number]
[Website]
6. Seeking referrals amongst networking groups
Marketing and sales professionals are often involved in networking groups. These groups are the ideal platform for sharing ideas and strategies and can be a great referral source.
In this scenario, it’s assumed that group members are already familiar with your business model and your products or services. With that in mind, the focus of this client referral email template is to describe the ideal customer and explain the referral process.
Subject: Referral request for [your organization name] — earn [incentive]!
Hi [member’s name],
I hope all has been well since [our last meeting or another event you saw them at]. I wanted to describe the perfect referral and the best way for you to connect me with them.
As my business primarily does [scope of business] and prioritizes [description of the differentiating factor], the ideal client is [description of the niche market and ideal customer/client].
And our ideal referral partner is [description of a person or business that can send you referrals].
Does that sound like you? Ask your referrals to contact me using the information below, email me with the referral cc’d on the message, or send them my scheduling link.
Then, don’t forget to send me details on your ideal referral and the best ways to connect you with them so I can return the favor.
We also offer [incentive] for every client you refer.
Thank you,
[Scheduling link]
[Name], [Title]
[Organization]
[Email address]
[Phone number]
[Website]
7. Connecting with your competition
Believe it or not, you can even receive referrals from your competition. While this isn’t always a viable option, there are times when a competitor might refer a lead to your business. If they can’t — or don’t want to — take on a particular customer, some will happily recommend their competition. This is known as a business-to-business (B2B) sales referral.
When approaching your competition, it’s important to remain as friendly and professional as possible. Describe your product or service, and highlight any incentives or rewards you offer. If you have any potential referrals to offer, mention them. Remember, the worst thing they can do is say no.
Subject: Looking to exchange referrals with [their organization name]
Hi [person’s name],
I hope all is well in the [their industry] business. I am reaching out about some referral opportunities between us. Like your company, I offer [description of value proposition] through [scope of business].
The primary difference, however, is that [description of how you differ in niche or scope of service].
That said, I see a lot of potential for my firm to send referrals your way and vice versa due to our different specialties. For instance, I can give you a special referral code that you can pass on to leads or customers looking for a product or service you don’t have. Doing this will build your positive image and establish your reach in the industry.
I’d love to schedule a call to learn more about your business and ideal client and see how we can help each other. Let me know your availability in the next few weeks, or use my scheduling link below to find a time that works for you.
We also offer [incentive] for every customer you refer.
Thank you,
[Scheduling link]v
[Name], [Title]
[Organization]
[Email address]
[Phone number]
[Website]
Best practices: How to write a referral email effectively
If you’d rather create your own referral request or customize our templates while still standardizing the format, consider a few best practices. Not only will they maximize your chances of receiving successful referrals from friends, family, and colleagues, but they can also optimize other emails.
Use a catchy headline and subject line
While you probably already have a catchy headline for your email blasts and advertisements, it’s equally important to use a catchy subject line when writing your referral request. Since the average email open rate is only 35.63% across all industries, it’s important to draw the reader’s attention right off the bat.
While learning how to write a referral email, consider including your referral request within the headline — as long as it doesn’t make the email’s subject line too unwieldy. Letting your friends, family, and colleagues know exactly what you’re asking is a great way to provide full transparency while benefiting from their professional networks.
Here are a few suggestions to help you boost open rates for your referral emails:
- “Know someone who deserves this incredible opportunity?”
This subject line tickles readers’ curiosity and encourages them to seize a unique opportunity. By formatting it as a question, you increase the likelihood of them taking action to answer it.
- “Urgent referral — act on your next big opportunity now!”
Using the word “urgent” implies a time-sensitive opportunity the reader needs to take advantage of. The subject line also highlights the benefit that the recipient can expect by taking action.
- “Are you open to a promising contact in your niche?”
Implying that a valuable connection awaits the recipient encourages them to open the email to explore the opportunity.
Keep your emails concise
According to a recent study, 67% of consumers prefer short emails, and only 6% enjoy longer emails. With that in mind, it’s important to capture their attention and make your point quickly.
Start by using short, punchy sentences. Ideally, these should only be a few words in length. You’ll want to take a similar approach with paragraphs — the shorter, the better. One-sentence paragraphs work well here, as do bullet points. Once you’ve piqued their interest, the trick is to keep them engaged without boring them before they’ve even seen your referral request.
Explain why someone should use your product or service
Take some time to explain why someone should use your product or service within your referral request. Don’t depend on your friends, family, or colleagues to accurately describe your product — some of them might not fully understand it themselves.
Instead, tell them exactly what your product is used for, why you created it, and any plans you may have for your product or service. This will make it much easier for them to identify potential leads and convey any pertinent information.
If your product or service is complex, ask your colleagues to direct any referrals to your email. Ultimately, this approach allows you to explain services in your own words and avoid confusion.
Incentivize referrals
Consider incentivizing the referral process to motivate an individual to promote your business or services to their peers. While cash is always appreciated, feel free to get creative when rewarding your friends and colleagues for their successful referrals. Some ideas include:
- Paid lunch or dinner
- Tickets to a concert or event
- Discounts when purchasing from your website
- Company swag
- Subscriptions to various magazines, websites, or streaming services
Almost anything is fair game when it comes to incentivizing the referral process. For best results, try to offer something worthwhile. There’s no sense in rewarding your referrers with something that will end up in a junk drawer or garbage bin.
Frequently asked questions (FAQs)
Organic leads come to your business naturally or without any specific advertisement or promotion. This includes word-of-mouth referrals and those who find your company through search engines or social media. Cultivated leads, on the other hand, are those who discover your product via advertising, marketing, or promotional campaigns.
One of the strategies you can use to keep referrals interested over time is to introduce new products or services that match their needs. In addition, you can educate your current customers about your product or the market as a whole. Lastly, create interesting content and ask for their feedback on your products and services.
You can use custom referral codes, online cookies, and referral-tracking software to monitor and track referrals to gauge success. Depending on the scope of your referral program, you may not need to track referrals. If you’re offering incentives or just want to express your gratitude to the referrers, you’ll need a system to monitor their efforts.
Bottom line
Now that you know how to write a referral email that works, you’re on the right track to a
consistent flow of referred customers. Our referral email examples can help you achieve long-term sustainability within your referral network.
They make it easy to target specific demographics and provide a level of standardization you can scale easily. Plus, they can help you build brand recognition and solidify your presence as a leader in your industry.
