The other day I received an email with the subject line, “Name gave me your name as a referral for web and graphic design.” The referrer’s name was someone I knew and respected so I opened the email even though I had absolutely no interest in talking to someone about my website.
Unfortunately, that was the only reference to the referrer.
The entire email focused on “who we are”, “what we do” “who we work with” etc.
At no point did the sender of the email explain how he helped my colleague or demonstrate why I should call him. In short, he missed a big opportunity to leverage his referral.
Here are three things he could have done differently to use that referral more effectively.
Open with a testimonial
Testimonials are powerful especially if they come from someone we know. The sender of this email could have asked the referrer to describe how he benefited from the services rendered. This would have captured my attention and increased his credibility.
Used an introduction
It would have been very effective for the sender to ask the referrer for a direct introduction rather than sending a standard email.
Focus on results
Rather than use a generic approach, the sender could have outlined the work and results he had achieved with my friend/colleague. Combined with a testimonial, this would have been much more effective.
What do you think?
What else could the sender have done to use that referral more effectively?