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Outreach From A Referral Playbook

Updated: Apr 12




Send an email sequence to a prospect who you that someone referred. The follow-up emails will include relevant content to build a relationship with the buyer, help the buyer, and introduce him or her to your service.


Email Sequence


  1. Introductory Email: Introduce yourself and let them know someone suggested that you get in touch. Let them know who referred you. Explain why they were referred and how your offering is relevant. Share case studies to help them see the value of your offering. Ask for a meeting.

  2. Reminder Email: Remind them of the introduction and let them know you are looking forward to meeting them. Provide additional case studies that may help out. Ask for a meeting.

  3. Referral Email: Ask them for a referral if they are not the right person. Provide a company overview that they could share with others introducing your offering. Request they provide the next steps.

  4. Final Invite Broad Email: Give them an overview of all your services in case they may be looking to solve additional problems they may have that you did not discuss. Let them know they can reach out anytime. Also, let them know you will let your referral know you reached out.


Personalize <<personalize_tag>>: Contact First Name, Contact Company, Referral Name


Add content [[insert_content]]: Case Studies, Company Overview, and Overview Of All Services.


Email Best Practice


  • The subject line between 28 and 50 characters. Three to four words.

  • Email body between 50 to 125 words of text.

  • Remove extra words from the email body.

  • Make your email closing lines powerful and intriguing.

  • Personalize your email content and keep it conversational.

  • Answering three key questions—what are you offering? How will it help the reader? What should they do next?

  • Send out 2 to 5 emails per month.

  • Use 1 to 3 images.

  • Emails should be at a third-grade reading level.



Best Practices

  • Always ask for referrals with your outreach efforts.

  • Once you get a referral, read all about the prospects to identify high potential prospects based on their profile and other details.

  • Find several prospects that have the same general problem and require the same skills. Build a prospect list. You may end up with several segments of prospects that have different needs.

  • You can use LinkedIn or the company website to identify the right team of people that will make a buying decision. Target multiple people in a company. Once you identify the people in a company, use a service to find their email address and contact information.

  • Start with the referral and then reach out to others in the company.

  • Create a tailored offering for each segment and content to get them interested.

  • Modify the following email sequence and tailor it to your offer and content.

  • Launch multiple campaigns for each segment identified.



Get Started


Click the link below to view this template and use it in your next campaign.




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