Here’s What Great Referral Email Campaigns Look Like
How to make your referral email campaign work? Here are tips we've compiled from experts!
Our friends over at Software Advice, an evaluation company for marketing software buyers, shared some findings with us that correspond very strongly with our experience here at ReferralCandy. Thought we'd share!
Which of the following core tactics would most successfully encourage customers to refer a friend or colleague to use the product or service of a “brand they love”:
After evaluating more than 2,300 respondents who were willing to give referrals, Software Advice found the following:
Customers’ Likeliness to Give a Referral for Incentives
Material or monetary incentives have the most direct impact on customers’ likeliness to give a referral, with 39 percent of customers saying they’d be “much more likely” to refer a friend or colleague.
So if companies had to choose a single method to drive a spike in referrals, offering discounts or gift cards is an effective, low-effort choice.
Impact of Recognition on Likelihood to Refer by Customer Age
There's a very clear trend over the generations– only 16 percent of respondents over 55 feel the same way.
In fact, for those older customers, this tactic was more likely to backfire than to succeed at all: 27 percent said it would actually make them less likely to refer.
And as our data shows, in the case of younger customers, offering recognition online (e.g., replying to their comments or thanking them for their referral or testimonial on social media) is a particularly easy, effective way to encourage continued advocacy.
Direct incentives, social recognition and involvement in loyalty programs ALL had a significant, positive impact on potential brand advocates’ likelihood to give referrals or write reviews, testimonials or blog posts.
Although direct monetary or material incentives had the largest influence, breaking down the data by demographics suggests that different types of advocates (e.g., younger customers vs. older customers) will respond differently to different types of enticements.
So, it’s important to:
Read Software Advice's full survey to get more details, including how these incentives affect customer reviews!