Email marketing for your Strategic Referral Partners

email marketing

How to Use Authentic Marketing Emails

Email marketing to Introduce Strategic Partners to Your Friends and Clients can be very useful to both you and your partners. If you’ve been reading our blog posts over the past month, you’ve gotten some valuable strategies and templates for identifying your ideal strategic partners, contacting them, creating a networking follow-up strategy that gets results, and running mutual promotions that get each of you dozens of clients.

I hope you’ve been putting this information to use, because referral marketing is one of the best ways to grow a small business.

People who are referred by a friend are 400% more likely to make a purchase than they would be if they’d stumbled upon you at random – but that doesn’t mean it’s guaranteed that they’ll act on your recommendation.

You need to be able to get their attention and persuade them that it’s worth their time to take action.

This week, we’re going to explore how you can use emails to introduce your strategic partners to your friends, clients, audience, and anyone else you know who needs their products or services.

Authentic email marketing can be highly valuable if done right.

It’s inexpensive, it produces measurable results you can use to refine your efforts and keep your promotions fair and reciprocal, it can reach large numbers of people in a short space of time, and it takes relatively little effort.

Promoting your referral partners also gives you a break from having to come up with new content for your readers.

In this article, we’ll cover two of the key principles of successful email marketing, then provide customizable templates you can use to put those principles to use in your authentic marketing strategy.

2 principles every referral marketing email needs:

Regardless of what industry you and your referral partners are in, and which email templates you use, these two referral techniques will make your offer more appealing to your audience.

Principle 1: People won’t buy something unless they know they need or want it.

Don’t start the conversation by talking about the weekend intensive your referral partner is hosting, the webinar they’re offering, or the cool product they just released.

Talk about how it the recipient’s life will change because they used it.

Maybe the weekend intensive will help them to stop attracting unhealthy suitors who drain their energy, finances and self-esteem, and become magnetic to the right people so they can marry a mature and loving soulmate.

Maybe the webinar will teach them how to stop spending all day on their business for too little pay, and start making six figures while working 20 hours a week.

Maybe the product will enable them to stop covering themselves in smelly, toxic bug spray, and start enjoying the outdoors in stink-free, unbitten safety.

Whatever it is that your referral partner is offering, focus on the problems they solve and the benefits they create, not on the process or on the tools they use to create them.

When you’re giving the description, be as specific as you can.

“She helps people make thousands of dollars quickly” isn’t as tangible and compelling as “She’s helped over three hundred people to make ten thousand dollars in their first three months of working with her”.

Principle 2: Make it feel personal.

When someone receives a recommendation, they want to feel like it’s tailored to their needs and based on an understanding of their problems and goals, rather than a canned offer that may or may not be a fit for them.

There are a few ways to do this:

  1. Use their first name at the start of the email, or even in the subject line.
  2. If you’re sending the email to an individual as opposed to your whole mailing list, tell them why you’re recommending this to them.

For example, you could say, “Remember how you told me that mosquitoes were eating your kids alive every time they went outside? I found something that I think will help you.”

This tells them you cared enough to pay attention during your past interactions, and that what you’re about to share is relevant to them.

  1. If you’re sending the email to multiple people, use merge fields to address each person by name, and tell them how what you’re offering ties in to the interests they’ve expressed.

For example, if they signed up for your email list to learn about relationships and your referral partner teaches about business, tell them how their business success can affect their relationships, so they know that it isn’t a random, off-topic promotion.

Here are some email marketing templates you can use for authentic referral marketing:

Email Marketing Template 1: Look what I found!

In this email, you introduce your strategic partner and their offer the same way you would if you were enthusing to a friend about a product you love.

Subject line:

I found something that will help you to __ (name an outcome they desire, such as “stop getting bitten by bugs”)!

Email content:

Dear (first name),

You know how __ (name a problem your audience is facing, such as “the mosquitoes have been absolutely crazy this year” or “some people work 40-hour weeks and struggle to pay their bills, while others in their field work 20-hour weeks and thrive”)?

I’ve found a solution I think you’ll love.

My friend, __ (your referral partner’s name), has helped __ (number and type of clients, such as “thousands of bug-besieged hikers” or “hundreds of burned-out physicians”) to __ (name the outcome they want in more detail – for example, “go whole summers without being bitten, WITHOUT using DEET-based bug spray”, or “make more money working 20 hours a week than most doctors do working 40”).

Right now, (s)he’s offering __ (name the item, whether it’s a webinar, an event, an ebook, a product, or something else), which will help you to __ (what they’ll gain from the product, service or event).

When (s)he told me about this, I thought of you, because __ (why you think they need or want what your strategic partner is offering).

If this sounds like something you want, visit this page to get the details. (Link to a page describing the offer.)

I hope you find this helpful!

(Your sign-off)


Email Marketing  Template 2: The “competition” email

In this email, you offer the reader a chance to get your referral partner’s product or service for free if they enter and win a competition.

Subject line:

My friend’s giving _ (a quick description of the contest’s prize, like “a complimentary professional massage”) to the winner of __ (the timeframe and nature of the contest, such as “this week’s writing contest” or “this month’s draw”).

Email content:

Hey, (first name)!

My friend, __ (your referral partner’s name), just announced that (s)he’s giving __ (a more detailed, but still brief, description of the prize, like “a one-hour deep tissue massage in her luxurious relaxation spa”) to the winner of this month’s competition!

I thought you’d want a chance to win this, because __ (why you think they need or want what your strategic partner is offering).

To enter the contest, all you need to do is __ (give a brief description of the contest requirements, like “fill out the form on this page to be entered in the draw”).

Go here to get the details: (Link to a page describing the offer.)

Best of luck!

(Your sign-off)


Email Marketing Template 3: The “special offer”

In this email, you tell your readers about a special offer you’ve secured from your strategic partner. Not only does this promote your partner, but it makes you look good, and makes your reader feel like a member of a privileged inner circle.

Subject line:

My friend’s offering my inner circle __ (a description of the special offer, such as “a relaxing one-hour spa treatment for just $30 per person”)!

Email content:

Dear (first name),

I just got my friend to agree to something crazy.

__ (your referral partner’s name) is AMAZING at __ (what your partner does, such as “turning tense professionals into relaxed puddles of bliss in her spa”). In fact, (s)he’s SO good that (s)he normally charges __ (dollar amount) for __ (the item on offer).

But you know what just happened? (S)he agreed to let my inner circle have __ (the item on offer) for __ (the dollar amount they’ll pay, the discount they’ll get, or at no cost)!

I wanted to offer you this because (why you think they need or want what your strategic partner is offering).

Visit this page to get the details! (Link to a page describing the offer.)

This deal only lasts until __ (deal end date), so please check it out right away.

(Your sign-off)


Email Marketing Template 4: The “freebie” offer

This email is closely related to the “special offer” email, with a few small differences.

In this email, your readers have a chance to get something for free from your strategic partner if they use a code you give them, or if they order one of your products that includes a free sample from your partner.

It’s best to use synonyms rather than using the word “free”, since “free” can trigger spam filters and put your email in the junk folder.

Subject line:

My friend’s offering a complimentary __ (a description of the special offer, such as “relaxing one-hour spa treatment”) to people who __ (action they need to take)!

Email content:

Good news, (first name)!

I just got my friend to agree to something crazy.

__ (your referral partner’s name) is AMAZING at __ (what your partner does, such as “turning tense professionals into relaxed puddles of bliss in her spa”). In fact, (s)he’s SO good that (s)he normally charges __ (dollar amount) for __ (the item on offer).

But you know what just happened? (S)he just agreed to let my inner circle have __ (the item on offer) at no cost!

I thought you would like this because (why you think they need or want what your strategic partner is offering).

All you have to do is __ (what they need to do to get the offer, whether it’s using a coupon code when placing an order, filling out a specific form, or ordering a specific item from you).

Visit this page to get the details! (Link to a page describing the offer.)

This deal only lasts until __ (deal end date), so please check it out right away.

(Your sign-off)


Email Marketing  Template 5: The “random act of kindness” follow-up

This is almost identical to the freebie email, except that you don’t initially tell them they’ll be getting the freebie. Instead, you just give them a freebie supplied by your partner, as a random act of kindness, when your customer orders something from you.

After that, you send a follow-up email to those customers to ask what they thought of the freebie, get them thinking about the partner who supplied it, and encourage them to make a purchase or subscribe to a newsletter from that partner.

Subject line:

Did you like the present I sent you?

Email content:

Hi, (first name),

Did you enjoy the present I recently sent you?

I deeply appreciate you choosing to work with me, and as a “thank you”, I recently sent you a __ (describe your partner’s free gift) along with the __ (item they bought) you ordered. I hope you found it helpful!

If you liked it and want more, I invite you to __ (what you want them to do, whether it’s buy more of the partner’s product or service, sign up for the partner’s newsletter, or something else. If the action requires a link, provide one).

Thanks again for being one of my valued customers. I look forward to continuing to serve you in the future.

(Your sign-off)


Ready to get more strategic partners?

I’ve got good news and bad news.

The bad news is, all the email templates in the world won’t help unless you have referral partners to use them with.

The good news is, we have an easy way for you to find those partners and help each other to increase your income and impact on the world.

BNI is the world’s premier referral networking group, and our proven methods enabled our average members to make an average of $24,789 in referrals from other members in 2016!

If you want to help more people, make a bigger difference, and increase your income by tens of thousands of dollars while helping other business owners to do the same, we’d love to see you in our next BNI meeting.

Click here to find a BNI chapter near you!

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *