I hope this email finds you well…
Picture this: you’re launching a new offer, or you’ve finally nailed down your marketing strategy, but you’re overlooking a goldmine of potential customers—people who already know you.
This module focuses on “warm outreach,” where you reach out to current and past customers, business connections, and even your personal network to spark new opportunities.
What You’ll Learn
By the end of this module, you’ll understand how to effectively and authentically reconnect with your network using proven strategies and scripts.
You’ll learn how to personalize your outreach for higher engagement, track results for continuous improvement, and uncover hidden revenue within your existing database.
Ready to reconnect?
Warm outreach refers to contacting individuals or businesses who already have some familiarity with you or your business. It could be past customers or former clients, people who’ve inquired before, email list subscribers, those who’ve attended your events, social media connections, or even friends and family who may connect you with new prospects.
The familiarity factor significantly boosts open rates, response rates, and the potential to convert compared to cold outreach. It’s the cheapest, most reliable way to find new customers (and you can do it without being icky).
Key Terms to Know
Create a list of past customers, leads, and anyone who’s interacted with you or your business(es).
If you want to get more detailed, segment them based on their last interaction date, product/service of interest, how they initially found you, or how long it’s been since you last connected.
(See the “Tools & Resources” section for a free spreadsheet template.)
One way to do this is to reference past interactions.
Examples: “Last time we talked, you said you were dealing with [pain point].” or “When we last connected I remember you were working towards [their goal].”.
Or, do 90 seconds of research and reference something going on in their life right now. Check their LinkedIn, Facebook, or Instagram.
Examples: “Congrats on the new position!” or “I hope you had a great time on your vacation to St. Pete!”.
Say it naturally, in your own voice. Remember these aren’t just “potential leads;” they’re people!
Once you’ve built on the pre-existing relationship, highlight the specific value you can bring to them right now. Send something genuinely helpful—a new guide, a curated resource, or a short video demonstrating a useful tip. There’s no need to ask them for a big sell or anything at this point. Just be a good resource.
Ask if they’d like more info or to grab a quick call about what you’re working on. Don’t leave them wondering, “Okay. So what?”
If you’re not sure if they’re your ideal customer or not, ask them instead if they know someone who might be interested in what you do. Most people love to make connections for people.
Either way, keep the request simple (one main action).
If they don’t respond to the first message, reach out again after a few days with a friendly nudge.
Example: “Hey friend! Not sure if you saw my last message. Just wanted to send you this resource and see if you know anyone else who might appreciate it.”
Open Rates and Reply Rates
For emails, aim for open rates above 30% and replies above 5%.
Click-Through Rate (CTR)
If you include a link, track how many people click.
Conversions or Appointments Set
Monitor how many outreach messages lead to bookings, sign-ups, or sales.
Reactivation Rate
Specifically track re-engaged contacts who return to purchase or schedule after outreach.
Personify Users
Use Personify’s analytics to see open rates, click rates, and engagement levels across different outreach channels in one place.
Spotify sends personalized “We Miss You” campaigns to lapsed subscribers, highlighting new curated playlists or personalized song recommendations. By referencing music genres the user listened to in the past, the email feels specifically crafted for them—prompting re-subscription or renewed usage.
Bella’s Boutique reviews its database every quarter, pulling customers who haven’t visited in 3+ months. They email a short message referencing the customer’s past purchases (“We loved helping you find that perfect summer dress!”) and invite them to a VIP preview of new arrivals. A simple, heartfelt invitation entices them back—and often leads to referral sales when they bring a friend.
Advanced Segmentation
Tag contacts based on purchase frequency, total spend, or product category and craft separate messages for each segment.
Multi-Channel Automation
Set up a 3–4 step campaign via Personify or another marketing automation app that includes:
Referral Program
Integrate a referral link or coupon code to track and reward new sign-ups who come through your warm audience’s networks.
A/B Testing
Compare different subject lines, from short/snappy to more detailed, and measure open rates to find which style resonates best.
Personalization at Scale
Use custom fields in Personify to include personal touches (e.g., last product purchased, event attended, or a personal note in your email signature).
Personify’s A/B Email Test Results
The reality is, with warm outreach, you can get started with a pretty simple toolset: your phone, email, social networks… and a spreadsheet or notebook to track your progress.
When you’re ready to scale, using an all-in-one marketing tool like Personify can simplify and automate a lot of this work for you.
If you want to streamline this entire process and keep everything under one roof, Personify has you covered:
Easily segment your audience by tags or lead scores.
Keep track of who on your team is connecting with who and when.
Build out multi-step campaigns with timed emails, SMS, and voicemail drops.
Track open rates, clicks, and conversions from one dashboard.
Example Marketing Automation Workflow using Personify
Common Mistakes (And Quick Fixes)
FAQs
Q: How often should I conduct a warm outreach campaign?
A: At least quarterly, or whenever you have a major update (new product, special event, or promotional offer).
Q: What if I don’t have a large contact list?
A: Even a small list is valuable. Focus on quality over quantity. Ask for referrals to organically grow your base.
Q: How “personal” should my messages be?
A: Very personal! Reference past conversations, purchases, or interests. Warm outreach is about building on existing familiarity.
Q: Isn’t it annoying to follow up multiple times?
A: Not if you do it respectfully and keep providing value. People get busy; a polite follow-up often brings them back to the conversation.
Action Checklist
Get started on your warm outreach right away! Copy and paste this list to your project management tool or document.
With advanced warm outreach strategies, you’ll revitalize dormant connections, generate fresh leads from your existing network, and set the stage for even bigger wins in your marketing journey. Now, let’s keep building momentum and move into Cold Marketing to take your brand to new heights!
Next Steps: Ready to expand your reach even further? In the next module, we’ll tackle Cold Marketing: how to introduce your brand to new audiences at scale and turn complete strangers into interested leads.
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