Here's the math on referrals: your happiest clients almost certainly talk about you. They mention you to friends, colleagues, people who ask for recommendations. But they're busy. They don't always remember to connect the dots proactively. This email does it for them.
The referral email is one of the highest-ROI things you can send. A five-minute effort that often results in a warm lead who already trusts you before you've spoken a word.
Here's the template. I've sent versions of this dozens of times. It almost always gets a reply:
Subject: Quick thought
Hi [Name],
I was thinking about our work together on [project] recently — genuinely one of the projects I'm proudest of this year.
I'm taking on [1–2] new clients this [month/quarter], and I tend to do my best work for people similar to you — [brief description of their type of business/situation].
If anyone comes to mind who might be in a similar place and could use help with [what you do], I'd love an introduction. Even a quick "you should talk to [your name]" from you carries a lot of weight.
No pressure at all — just thought I'd ask. Hope things are going well on your end.
[Your name]
Notice what this email does: it doesn't ask them to sell for you. It asks them to make an introduction. It reminds them of a positive experience. It makes it easy for them to say yes. And it's human — it doesn't sound like a marketing template (even though it is).
Send this to 3 past clients today. Not 10 — that would feel like a blast. Three, personalised with their actual project. See what comes back.