Using Relationship Scores in Cold Email Sequences

Not All Connections Are Created Equal

You've found mutual connections with your prospects. Great. But a LinkedIn connection from a conference five years ago is very different from a colleague you worked with for three years. Relationship scores help you tell the difference.

What Are Relationship Scores?

A relationship score is a numerical measure of how strong the connection is between your connector and your target prospect. Higher scores indicate stronger relationships that are more likely to result in meaningful engagement.

Length of overlapping employment
Recency of the connection
Multiple overlaps (worked together at different companies)
Department and team proximity
Relative seniority

Why Scores Matter for Cold Outreach

Prioritization: Focus your best efforts on prospects where you have the strongest paths.

High score (80+): Mention the connection confidently
Medium score (50-80): Reference the connection more softly
Low score (below 50): Use general network context

Expectation setting: Know what kind of response to expect based on path strength.

Scoring Tiers and What They Mean

Recent or current colleagues
Multiple overlaps (worked together at 2+ companies)
Same team or close collaboration

How to use: > "I work closely with [Connection] - they suggested I reach out to you directly about [topic]."

Recent work history overlap
Same department or function
Good intro potential

How to use: > "I saw you worked with [Connection] at [Company]. They've always spoken highly of the team there."

Some employment overlap
Different departments or timeframes
May require more context

How to use: > "I noticed we have some shared connections from [Company] - small industry."

Distant connection
May not remember each other well
Use cautiously

How to use: > "I see we're both in the [Industry] network in [City]..." (don't over-claim)

Building Sequences Around Relationship Scores

High-score prospects (80+):

Shorter sequence (2-3 touches)
More direct messaging
Confident mention of mutual connection
Higher-value ask (call vs. email reply)

Example first email: > Subject: [Connection] suggested we connect > > [Name], [Connection] and I were talking about [topic] and your name came up. Given what you're building at [Company], they thought we should connect. > > Quick 15-minute call this week?

Medium-score prospects (50-80):

Standard sequence (3-4 touches)
Softer connection reference
Build credibility alongside relationship mention
Standard ask

Example first email: > Subject: Shared connection from [Company] > > Hi [Name], > > I noticed you worked with [Connection] at [Company] - I've collaborated with them on a few projects and they always had great things to say about the team there. > > [Value prop relevant to their role] > > Worth a quick conversation?

Low-score prospects (below 50):

Longer sequence (4-5 touches)
Don't over-claim the connection
Focus more on value than relationship
Lower-friction initial ask

Example first email: > Subject: [Industry] trends question > > Hi [Name], > > I've been talking to a number of [Title]s in the [City] [Industry] community about [topic]. Your name came up as someone with interesting perspective. > > [Light value prop or question] > > Would you be open to sharing your thoughts?

Automating with Relationship Data

Relationship score
Connector name
Overlap context (company, duration)

High score (80+)
Medium score (50-80)
Low score (below 50)
No connection (pure cold)

Step 3: Build segment-specific sequences Different messaging, cadence, and ask for each segment.

`{{connector_name}}`
`{{shared_company}}`
`{{overlap_context}}`

Handling Follow-ups by Score

Check if you should actually ask the mutual for a warm intro
Consider if timing is wrong
Don't over-follow - the connection gives you future chances

Standard follow-up sequence
Try different angles (content share, relevant news)
Consider warming up the mutual before re-engaging

Move to pure cold tactics
Don't keep referencing weak connection
Focus on value and timing

Measuring by Segment

Track metrics separately for each tier:

Segment	Open Rate	Reply Rate	Meeting Rate
High (80+)	65%	25%	15%
Medium (50-80)	50%	12%	6%
Low (<50)	40%	5%	2%
No connection	35%	2%	1%

Prioritize high-score outreach
Improve messaging for each tier
Set realistic expectations

Common Mistakes

1. Treating all connections equally A score of 90 and a score of 30 require very different approaches.

2. Over-claiming weak connections "My close colleague [Name]" when you've never worked together damages credibility.

3. Ignoring low-score connections Even weak connections beat no connection. Just adjust your messaging.

4. Not tracking by segment You can't improve what you don't measure.

Conclusion

Relationship scores transform how you approach cold outreach. They help you prioritize your time, tailor your messaging, and set realistic expectations. High scores get direct asks; low scores get softer approaches. Use the data to work smarter, not just harder.