First touch · Referral

Referral cold email: mentioning a mutual connection

Open with the mutual connection's name and the conversation that led to the introduction, explain in one line what you do and why they thought it was relevant, then offer a quick chat or a short summary.

All templates
First touch Referral Any industry

[mutual connection] suggested I write

Alex <alex@[your company].com>
to {{first_name}} · Decision-maker you were referred to at {{company}}

Hi {{first_name}},

[Mutual connection] suggested I get in touch. We were talking about [topic you discussed], and your name came up as someone who'd have a view on it.

The short version: [your company] helps teams [what you do]. [Mutual connection] thought it might be relevant to what {{company}} is working on with [their current project].

No pressure either way. Would a quick chat be worthwhile, or should I just send a few lines on how it works?

Alex

P.S. If it's not relevant, just say so. No follow-ups from me.

Grade subject Spam check 79 words
Worked example

The same email,
filled in.

How it reads once every bracket holds a real detail. The company and people are invented.

Sophie Marsh suggested I write

Alex
Example email

Hi Owen,

Sophie Marsh suggested I get in touch. We were talking about how clinics cut down on missed appointments, and your name came up as someone who'd have a view on it.

The short version: Bookwell helps teams reduce no-shows with reminders and easy rescheduling. Sophie thought it might be relevant to what Pennant Clinics is working on with the move to online booking across your new sites.

No pressure either way. Would a quick chat be worthwhile, or should I just send a few lines on how it works?

Alex

How to personalise it

What goes
in each bracket.

[Mutual connection]
The full name the recipient knows them by, first and last, in the subject and first line. Only use it with their permission. A first name alone is fine the second time.
[topic you discussed]
What you and the connection were actually talking about, in a few words. Weak: "business". Strong: "how clinics cut down on missed appointments".
[your company]
Your company name as prospects would recognise it, without a legal suffix. The referral does the heavy lifting here, so keep this line short.
[what you do]
One plain outcome phrase. Weak: "deliver innovative patient engagement solutions". Strong: "reduce no-shows with reminders and easy rescheduling".
[their current project]
The specific initiative your connection mentioned, or one from their news or LinkedIn posts. Weak: "growth plans". Strong: "the move to online booking across your new sites".
Why it works
  1. 01

    The connection's name earns the open, so it goes first, including in the subject.

  2. 02

    The pitch is one sentence, because the referral is doing the heavy lifting.

  3. 03

    It offers two easy options, and 'send a few lines' needs almost no commitment.

When to use it

Use it only when the mutual connection actually agreed to be named. Skip it if you're stretching a loose LinkedIn link into a 'referral'.

Avoid this

Don't name-drop without asking first. If the prospect checks with your contact and they don't remember you, the email backfires.

Send nextFollow-up 1: a useful resourceOpen template →
FAQ

Questions
about this email.

Yes, always. Ask permission, and ideally ask them to give the person a heads-up. Using a name without permission can damage both relationships.

Yes. It's the strongest reason to open the email, so put it first, using the name the recipient would recognise.

Follow up once after a week. If there's still nothing, let your mutual connection know how it went rather than chasing again.

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