Referral and Intro Email Templates
Referral emails borrow trust from a name the prospect already knows: a colleague who owns the problem, a mutual connection, or a happy customer. These templates cover asking whether you've found the right person, using a mutual connection's name with permission, asking a contact for a double opt-in introduction, and asking customers for referrals while a result is fresh.
Find the right person, ask for a warm intro, or get a customer to refer you. A name they trust does the heavy lifting.
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{{Purple}} fields are merge fields your sending tool can fill. [Amber] lines are the part you research and write for each person. That part is what gets the reply.
Download all 68 as a PDFReferral and intro emails
Are you the right person?
When you're not sure who owns the problem. Name the person you think it is.
Subject: [colleague's name] or you
Hi {{firstName}}, Is [colleague's name] the right person to talk to about [area] at {{companyName}}, or is that you? I ask because [one line on the problem you help with and why it matters to them now]. If it's [colleague], I'll write to them directly. {{senderName}}
Why it works: Lavender's well-researched referral names the likely owner first, which shows you did your homework and makes the question easy to answer. 30 Minutes to President's Club uses a "right person" email around day 9 of a sequence to draw out replies. (46 words)
A mutual connection suggested you
Only when a real mutual connection has agreed you can use their name.
Subject: [mutual connection] suggested I write
Hi {{firstName}}, [Mutual connection] suggested I get in touch. We worked together on [what you did together], and they thought of you because [their reason]. [One line on what you help teams like theirs with.] Would you be open to a short intro chat? [Mutual connection] is happy to vouch for me. {{senderName}}
Why it works: Josh Braun counts "[Name] suggested I get in touch" among the strongest opening lines there are. Use it only with permission, because the connection may be asked. (53 words)
Ask someone to introduce you
To ask a contact for an introduction. Written so they can forward it as it is.
Subject: intro to [prospect's name]
Hi [connector's first name], Would you be open to introducing me to [prospect's name] at [their company]? Looks like you worked together at [company]. Here's a blurb you can forward, so you can check they're happy to connect first: "[Your name] runs [company], which helps [type of team] with [problem]. They helped [peer] [result] and would value a short chat." No pressure if it's not a fit. {{senderName}}
Why it works: It follows investor Fred Wilson's double opt-in rule: the connector checks with the other person before making the intro. A ready-to-forward blurb turns the favor into a 30-second job. (68 words)
Ask a happy customer for a referral
Right after a customer tells you something good or hits a milestone with you.
Subject: who else should we help
Hi {{firstName}}, Glad [result] is working out for {{companyName}}, and thanks for telling me. Do you know anyone, at another company or in your network, dealing with [problem] the way you were? A name is plenty, and I'll mention you only if you're happy for me to. Thanks either way, {{senderName}}
Why it works: The best time to ask is right after a customer says something good, while the result is fresh. Asking for one name keeps the favor small. (51 words)
How to use the Referral and Intro Email Templates
- 1
Pick the template
Each one says when to send it. Choose the one that matches what just happened with this prospect.
- 2
Fill in the gaps
Your sending tool fills the purple merge fields. Write the amber lines yourself for each person: that research is what earns the reply.
- 3
Copy and send
Copy the subject and body into your email or sending tool, read it once out loud, and send.
More cold email templates
The full set of 68 cold email templates has every situation on one page, with a six-step follow-up sequence and the research behind each rule. Or jump to another situation:
- First-Touch Cold Email Templates
- Trigger Event Email Templates
- LinkedIn Follow-Up Email Templates
- Follow-Up Email Templates
- Breakup Email Templates
- Event and Meeting Follow-Up Templates
- Re-Engagement Email Templates
- Sales Reply Email Templates
- Cold Email Templates for Agencies
- Founder and Partnership Email Templates
Get all 68 templates as a PDF
One file to keep next to your sending tool: every template with its subject lines and when to send it, plus the six-step follow-up sequence.
Need the address first? The Email Permutator lists every likely format for a name, and the Company Email Pattern Finder works out the one a company uses.
Frequently Asked Questions
How do I ask if I'm emailing the right person?
Name the colleague you think owns it and ask directly, as in Lavender's well-researched referral. It shows you did your homework and gives them a one-word answer.
What is a double opt-in introduction?
The connector checks with the other person first, and only introduces you if they agree. Investor Fred Wilson popularized the rule. Make it easy by sending a short blurb they can forward as it is.
Can I mention a mutual connection without asking them?
Don't. Prospects often check with the person you named, and a surprise damages both relationships. Josh Braun rates "[Name] suggested I get in touch" among the strongest openers, which is exactly why it has to be true.
When should I ask a customer for a referral?
Right after they tell you something good or hit a milestone with you, while the result is fresh. Ask for one name, and promise to mention them only if they're happy for you to.