# Referral outreach emails

> **Split your contacts by how well they know you, and write differently for each group.** Warm contacts convert best and need the least selling; cold contacts need a specific reason to remember you. Replace everything in `[square brackets]` per recipient.

The tiers are filters on the *relationship strength* column of your [referral tracker](https://toolkit.marcusberley.com/referral-tracker/).

---

## Tier 1: Warm colleagues and former coworkers

**Who:** strong or established relationships and all former colleagues.
**Goal:** a personal note. Reconnect first; referrals second.
**Channel:** email. For close contacts with no email on file, a text or call.
**Personalization:** one or two sentences of real personal content.

**Subject:** Some news: I've opened my practice

> Hi [first name],
>
> [One or two personal lines: the last time you connected, something you remember, or congratulations on something they did.]
>
> I've just opened my own private practice, focused on [your focus, in plain words]. I'm seeing clients [via telehealth across Washington / Rhode Island, or in person in City]. If you're curious how I work, it's all at [website].
>
> Please keep me in mind for referrals. And if you'd like to catch up properly, I'd love that.
>
> Warmly,
> [First name]

**Tinker with:**
- For your *closest* contacts, drop the referral line entirely and just invite a catch-up. They'll ask.
- For former colleagues, open with the shared history ("since we were both at [place]…").
- Sign with your first name only.

---

## Tier 2: Your local network

**Who:** everyone in your area, regardless of relationship strength.
**Goal:** a local referral web, for clients you can't see *and* people you can refer to.
**Channel:** email; phone or text for anyone you've actually met.
**Personalization:** heavy, rewriting one to three lines per person.

**Subject:** Hello from a local therapist, with practice news

> Hi [first name],
>
> [Personal opener: where you met, a mutual contact, or why they're on your radar. If cold: "I'm [newly in private practice / new to the area] and slowly getting to know the local therapy and medical community."]
>
> I've opened my private practice, **[Practice Name]**, focused on [focus]. Licensed in [WA / RI], private pay, [telehealth / in person]. More at [website].
>
> I'm building out a local referral network and would love to be on your radar, for clients you can't take and so I have good people to send clients to in return. [Warm contacts only: "If you have time for coffee or a quick call, I'd enjoy that."]
>
> Either way, glad to be in touch.
>
> [First name]

**Tinker with:**
- Keep the coffee invite for warm contacts and genuine introductions; from a stranger it can feel presumptuous.
- Make sub-variants for **prescribers** (lean on collaborative care), **family-law attorneys** (if your work touches divorce or separation), and **body-based practitioners** (softer mutual-referral framing).

---

## Tier 3: Cold clinicians

**Who:** therapists, psychologists, psychiatrists or advanced registered nurse practitioners (ARNPs), and primary care providers (PCPs) you don't know.
**Goal:** a short, specific intro that answers the question every referrer has: *"Who do I send this kind of client to?"*
**Channel:** email, in batches of **20 to 30 per week**, to stay under spam thresholds and keep replies manageable.
**Personalization:** first name plus one genuine specific line. If you can't find one in 30 seconds, drop the line.

**Subject:** [Specialty] referrals: [Your Name], [credential]

> Hi [first name],
>
> I'm a fellow [Washington / Rhode Island] clinician reaching out cold. [Optional: "I came across your practice through X" / "we were both at Y training" / "I saw you focus on Z."]
>
> The short version: I've recently opened **[Practice Name]**, focused specifically on **[specialty]**, including [the harder versions of it you're good with]. Private pay, [telehealth across WA / RI, or in person in City].
>
> If [specialty] clients land on your desk and aren't a fit, or you're full, I'd be glad to be on your short list. You can see how I work at [website].
>
> Happy to return the favor anytime.
>
> Best,
> [Full name], [credential]
> [WA / RI] [license number]
> [website]

**Tinker with:**
- **Your license number in the signature** signals legitimacy fast.
- "Referrals" in the subject line gets opened by clinicians scanning for exactly that.
- For prescribers, add a P.S. about coordinating care on shared clients.
- For solo practitioners with waitlists, pitch directly as overflow.

---

## Logging

Log every send in the tracker's Communications tab (date, direction: outgoing, type: email), and each referral with its source. In 6 months, that tells you which tier was worth the effort.