7 Referral Email Templates for More Word-of-Mouth Referrals
Jess served on the founding team of a successful B2B startup and has used a wide range of sales and marketing tools over the course of her 15-year career. She uses her industry knowledge to deliver the best answers to your questions about sales tools and sales management.
This article is part of a larger series on Sales Management.
Referral emails are used to generate word-of-mouth recommendations from your sphere of influence among prospective customers who may be a good fit. While statistics prove that referred leads are far more likely to convert, it’s not as clear how to write a referral email asking for them. Download these seven free referral email templates and use them to earn word-of-mouth referrals from various network sources.
In our article with ways to get referrals and generate leads, we shared several statistics showing the value of referrals. Leads generated from word of mouth are 30% more likely to convert, spend 13.2% more, represent a 16% higher lifetime value, and are four times more likely to refer others to your business. The benefits are clear, and with our free referral email templates, you’ll know how to write a referral email to generate word-of-mouth leads:
1. Referral Email Template for Asking Friends & Family
Those closest to you personally, such as friends and family, often want to see your business grow and succeed. This makes them ideal promoters of your products and services.
When requesting referrals from any source, provide context to the scope of your business. Describe what an excellent referral looks like and list specific reasons to recommend your company, products, or services.
Subject: Looking to Assist [family member or friend name]’s Network with [product/service/solution]
Hi [family member or friend name],
Hope all has been well since we last spoke. As you may have heard, I [started a business or began a sales position] that does [scope of business].
I wanted to reach out to see if there’s anyone that you know who would be interested in my [product/service]. An ideal [customer/client] would be [niche market and description of ideal customer].
One of the things that really makes us stand out is [description differentiating factor]. This is part of what helps offer [description of value proposition] to our [customers/client].
If anyone comes to mind, you can have them contact me using the information below or email me with them cc’d on the message.
(Optional incentive statement): We are also offering [incentive] for every referred [customer/client] brought in.
Thank you,
[Name], [title]
[Organization]
[Email address]
[Phone number]
[Website]
2. Email Template for Asking Professional Colleagues for Referrals
A professional colleague is anyone in your network who you know through work, events, and professional organizations. They aren’t necessarily someone who is part of a business complementary to yours or a competitor―we offer a referral email template for this type of contact later in the article. This template is virtually identical to the one for friends and family because the messaging doesn’t need to change:
Subject: Looking to Assist [colleague’s name]’s Network with [product/service/solution]
Hi [colleague’s name],
Hope all has been well since we last spoke at [most recent event you spoke at]. As you know, I [run/started a business or began/am currently in a sales position for a business] that does [scope of business].
With that being said, I wanted to reach out to see if there’s anyone that you know who would be interested in our [product/service]. An ideal [customer/client] would be [niche market and description of ideal customer].
One of the things that really makes us stand out is [description differentiating factor]. This is part of what helps offer [description of value proposition] to our [customers/client].
If anyone comes to mind you can have them contact me using the information below or email me with them cc’d on the message.
(Optional incentive statement): We are also offering [incentive] for every referred [customer/client] brought in.
Thank you,
[Name], [title]
[Organization]
[Email address]
[Phone number]
[Website]
Pro tip: While you can use material items such as rewards, cash, or gift cards to incentivize referrals, it’s not always necessary depending on your relationship with the email recipient. Furthermore, certain industries may have restrictions on what rewards can be exchanged to referrers, how they’re exchanged, and to whom.
3. Template for Asking Business Partners or Complementary Businesses for Referrals
As a strategy that benefits both parties, businesses with complementary products or services are one of the best sources to request referrals from. Find out which are your best centers of influence for getting leads in our article on the 10 best lead generation referral sources by industry.
Since this likely will be a recurring exchange, your call to action will probably include asking for a phone call or meeting. At this meeting, you can both discuss what type of referral would be a good fit for your companies and the process you’ll use to make or exchange referred leads.
Subject: [Your business name] and [their business name] Should Be Sending Referrals to Each Other
Hi [person’s name],
Hope all is well in the [their industry] business. With your business being in [scope of their business], I wanted to reach out as I see the opportunity for us to pass referrals back and forth.
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 make us stand out is [description of differentiating factor].
Our ideal [customer/client] is [niche market and description of ideal customer].
I’d love to schedule a call to learn more about your business and ideal [customer/client] to see where we can help each other out. Let me know if you have any availability in the next few weeks or you can use the Schedule Appointment button below to find a time that works for you.
(Optional incentive statement): We are also offering [incentive] for every referred [customer/client] brought in.
Thank you,
[Schedule Appointment button]
[Name], [title]
[Organization]
[Email address]
[Phone number]
[Website]
Pro tip: Providing a scheduling portal link is more efficient than back-and-forth emails. Platforms like Calendly simplify the process. By simply clicking a link in your email, the recipient can choose the time and communication channel most convenient for them. Once set, the software automatically adds the meeting to both calendars.
Calendly scheduling portal via HubSpot integration (Source: HubSpot)
4. Referral Email Promoting Customer Incentives & Rewards
This type of referral email is a bit less personal but can be sent to many people at once. The purpose is to promote sales of your products or services using a loyalty or rewards program that offers incentives to referrers, referees, or both. Reward programs with incentives are frequently used to generate word-of-mouth referrals by retail and ecommerce businesses, but can also be leveraged by many other types of companies.
Subject: Time to Be Rewarded for Sending Referrals
Hi [person’s name],
Beginning [date program starts], we will be launching a referral rewards program for all current [customers/clients]. 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] that we have 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: Increase customer retention and referrals with a point-of-sale system like Lightspeed. Lightspeed lets you create and manage loyalty and referral rewards programs as well as customer relationships―all in one platform. You can easily create campaigns by assigning points or one-time rewards anytime a referral code is used.
Lightspeed Referral Program setup (Source: Lightspeed)
5. Email Asking Current Clients or Customers for Referrals
A simple lead generation method is directly asking for referrals from people or businesses that have already purchased from you. For the most part, this email reminds your customers that you are always happy to receive referrals and greatly appreciate them. Keep in mind, you should only send this type of request to customers who are satisfied with your business.
To determine the best customers to reach out to, you can use what’s known as a net promoter score (NPS). An NPS is a market research method that categorizes customers into three main groups: detractor, passive, or promoter. The idea is to reach out to those who are rated as “promoters” as they are highly satisfied and likely to recommend your business.
Subject: Looking to Assist [customer/client name]’s Network with [product/service/solution]
Hi [customer/client name],
As I hope you [were/have been] satisfied with your [product/service], we’d love to extend the value you obtained to your friends, family, and colleagues.
We are looking to grow our [scope of business] business by receiving word-of-mouth recommendations from our [customers/clients] for [brief description of ideal customer/client].
If there’s anyone you know who would be interested in our [product/service], please have them contact me using the information below or email me with them cc’d on the message.
(Optional incentive statement): We are also offering [incentive] for every referred [customer/client] brought in.
Thank you,
[Name], [title]
[Organization]
[Email address] [Phone number]
[Website]
Pro tip: Customer relationship management (CRM) software like HubSpot and Pipedrive let you design and store referral email templates so your whole team can use them. The templates can be automatically personalized based on current customer data stored in the CRM database, making it easy to send referral email requests in bulk that still feel personal to the recipient.
6. Email Template for Asking Members of Your Networking Groups for Referrals
This referral email template can be used to send to members of your professional networking organizations, such as your Chamber of Commerce or leadshare groups. Leadshare groups are organizations where business owners or representatives meet each month to network and exchange leads. There is a cap of one member per industry vertical per group, which gives each member exclusivity on referrals.
Members are held accountable using a point system for making referrals, bringing guests to meetings, and one-on-one meetings with other members. Since it’s assumed that the members already know what your business does, your focus here is to detail what an ideal customer looks like and how they can submit a referral.
Subject: Ideal [Client/Customer] for [Your organization name]
Hi [member’s name],
Hope all has been well since [our last meeting or another event you saw them at]. I wanted to reach out briefly to provide a description of the perfect referral and the best way for you to connect me with them.
As my business primarily does [scope of business] and [emphasizes or prioritizes] [description of differentiating factor], the ideal [customer/client] is [description of niche market and ideal customer/client].
Additionally, a good center of influence referral who we like to partner with to acquire leads is [description of a person or business that can send you leads].
In terms of how to connect us, you can have them contact me using the information below, email me with the lead cc’d on the message, or send them a link to my scheduling portal for a phone call.
Please send me some details on your ideal referral and the best ways to connect you with them when you get a chance.
(Optional incentive statement): We are also offering [incentive] for every referred [customer/client] brought in.
Thank you,
[Schedule Appointment button]
[Name], [title]
[Organization]
[Email address]
[Phone number]
[Website]
7. Email Template Asking Competitors for Referrals
I know you might be thinking: “Why would competitors send me referrals?” But it’s important to understand that many service businesses, such as consultants, lawyers, content creators, accountants, and medical professionals, serve and therefore want to attract a more narrow niche client type or promote a specific service within their scope of practice.
There may be times where a competitor finds they cannot or don’t want to take on a particular client, but would still like to assist by recommending a trusted competitor. To develop these referral sources, take time to establish friendly relationships with those you’re in competition with and talk about the types of referrals you might want to exchange.
Subject: Looking to Exchange Leads with [their organization name]
Hi [person’s name],
Hope all is well in the [their industry] business. I wanted to reach out about some referral opportunities for you and me. Similar to your company, I offer [description of value proposition] through [scope of business].
The primary difference, however, is that [description of how you are different in terms of market niche or scope of service].
That being said, I see a lot of potential for my firm to send leads your way and vice versa due to the different specialties we each have.
I’d love to schedule a call to learn more about your business and ideal [customer/client] to see where we can help each other out. Let me know if you have any availability in the next few weeks or you can use the Schedule Appointment button below to find a time that works.
(Optional incentive statement): We are also offering [incentive] for every referred [customer/client] brought in.
Thank you,
[Schedule Appointment button]
[Name], [title]
[Organization]
[Email address]
[Phone number]
[Website]
Stats About Using Referral Emails to Source Leads
While there isn’t any data that specifically tells the story about emailing and referral marketing in conjunction, both referral-based lead generation and using email as a communication tool have independently proved vital and effective to many businesses. Some important stats include:
- Referred customers are 3x more likely to also refer their friends to your brand.
- Referred customers have at least 2x the lifetime value of non-referred business.
- Using email as a communication channel is only on the rise, increasing from 71% to 78% from 2019 to 2020, as marketers say email is important to their overall company success.
- 99% of email users check their email daily.
- 64% of small businesses use email marketing to reach customers.
- Across all industries, the average email open rate is 19.8% and the average click rate is 11.3%.
Bottom Line
Implementing an effective referral marketing strategy is an essential component of sales management. By using these scenario-based referral email templates to learn how to write a referral email, you can create opportunities to generate leads from a broad range of sources within your personal and professional sphere of influence.
