Referral Email Templates That Convert (Invite, Reminder, Reward)

Quick answer: Use three emails, invite then reminder then reward, with clear rewards and auto-applied codes to lift referral conversion above 3–5%.

Why referral email templates matter

Referral emails work because they meet customers where they already pay attention. In 2025, programs hitting the median 3–5% conversion usually combine post-purchase email with on-site prompts, while top performers pair double-sided rewards with low-friction redemption.

Make these three sends your core: an invite right after purchase, a reminder a few days after delivery, and a reward notification the moment a friend buys. This cadence increases share rate and keeps the flywheel turning.

Pro tip: If you need a full program skeleton, borrow elements from our referral program template and adapt them to your brand voice.

Referral invite email templates

Your referral invite email goes out within 24 hours of purchase while excitement is high. Use a single CTA, mention the friend incentive, and show how it works in three steps.

Invite template A: “Give $10, Get $10”

Subject: Give your friend $10 on us
Preview: Your personal link is inside
Body:
Hi {{first_name}},

Thanks for your order. Share your link and give friends $10 off their first order. When they buy, you get $10 back.

Footer microcopy: Your reward is applied after your friend’s first purchase. One reward per friend.

Invite template B: “VIP early access”

Subject: Early access for your friends
Preview: Unlock a friends-only discount
Body:
You’re one of our favorite customers. Invite a friend to try {{brand}} with {{friend_discount}} off. When they order, you earn {{advocate_reward}}.

Copy block for Klaviyo:
{{ organization.url }}?ref={{ person.referral_code }}

For more tooling ideas, see best Shopify referral apps for options that add post-purchase popups and embedded widgets without extra dev work.

Referral reminder email templates

Reminder emails rescue the many customers who meant to share but forgot. Send the first reminder 7 days after delivery, then quarterly “you have rewards waiting” nudges. Brands that add these touchpoints increase average share rate meaningfully.

Reminder template A: “Don’t forget your reward”

Subject: You still have a reward waiting
Preview: Share your link in one tap
Body:
Still want to give a friend {{friend_discount}} off? Your link is live. When they buy, you’ll earn {{advocate_reward}}.

Reminder template B: “Top referrer bonus”

Subject: Win this month’s bonus
Preview: A little nudge to share
Body:
Refer friends this month to enter our bonus draw. Every successful referral is one entry. Your link: {{share_url}}.

Referral reward email templates

When a friend buys, send the reward immediately. This email is about positive reinforcement. Make the reward claim obvious and offer one more nudge to share again.

Reward template A: “You just earned {{advocate_reward}}”

Subject: Your reward just landed
Preview: Congrats, here’s how to redeem
Body:
Great news, {{first_name}}. {{friend_name}} placed an order using your link. Your reward: {{advocate_reward}}.

Reward template B: “Stack rewards faster”

Subject: Another friend, another reward
Preview: Your link is still active
Body:
You’re on a roll. Your link keeps working. Share it again to earn more {{advocate_reward_plural}}. Track your rewards anytime in your portal: {{portal_url}}.

Design and deliverability tips for referral emails

If you are choosing tooling, ReferralCandy lets you run referrals and affiliates in one place, with branded portals and fraud checks that protect against leaked codes.

Launch / Optimise Checklist

FAQ

How many referral emails should I send after a purchase?

Three is a proven starting point. Send an invite within 24 hours to catch post-purchase excitement, a reminder about 7 days after delivery to overcome forgetfulness, and a reward email immediately after a friend buys to reinforce the behavior. This cadence adds multiple touchpoints that lift share rate and downstream conversion compared with a single message. Track results and adjust frequency if unsubscribe nudges up.

What’s a good conversion rate for traffic from referral emails?

Across eCommerce, referred visits convert around the 3–5% median, with top programs reaching 8% or higher. Your actual rate depends on the friend incentive, landing page speed, and whether the discount auto-applies from the link. If you are below your category median, first test more attractive friend rewards, then reduce redemption friction and improve mobile performance before changing cadence.

Do I need different templates for subscription or higher-AOV products?

Often yes. Subscription brands can highlight predictable value in the invite and use longer trial windows in the reminder. Higher-AOV products benefit from stronger social proof in the email body and tighter copy around returns and shipping. The key is to test message framing against your audience benchmarks and keep the path to discount redemption simple across devices.

Which tools help me launch these referral email flows quickly?

Choose a platform that embeds widgets, triggers post-purchase invites, and auto-applies friend discounts. ReferralCandy covers these basics and adds a branded advocate portal, fraud detection, and unified tracking if you also run affiliates. Pair it with your ESP to schedule reminders and reward notices without manual work. You can explore options in our guide to best Shopify referral apps if you run on Shopify.