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!
If you’ve heard your friends and family rave about a certain shampoo or vacuum cleaner, you’re no stranger to word-of-mouth (WOM) marketing. Referrals are one of the most effective customer acquisition strategies under WOM marketing.
If you’re looking to build a referral program that turns into a steady flow of customer acquisition for your business, you’re at the right place. This guide will walk you through everything you need to know about how to choose the right rewards, perfect your referral messaging and market your program.
You’ve probably heard about referral programs before you decided to hop onto our blog to learn more about them. What you may not be familiar with is the process of setting up a referral program and what to expect from it.
If you’re still unsure, here’s a quick and simple guide to understanding referral programs.
At ReferralCandy, we understand that jumping into a new marketing strategy may be a daunting task and that’s why we’re happy to guide you through the technical aspects of setting up your referral program from start to finish.
Now that you have a better idea of what’s needed in a referral program, it’s down to making the right choices. You’re on the referral setup page, deciding which incentive would best appeal to your customers and you’re in a dilemma. Here’s what you need to think about when it comes to deciding on incentives.
You’re almost ready to launch your referral program! But before you do so, we’ve compiled the success stories of a few top brands like Riff Raff & Co and Rothy’s that have aced the referral program strategy and are worth learning from.
If you’re looking for more inspiration, do check out our case studies segment!
Just one last step and you’re almost ready to launch your referral program! The only thing left to do is to announce your referral program to your customers and watch the magic happen. Here’s a non-exhaustive seven-step checklist to guide you through the process.
So now that you’ve got your basic referral program down, it’s great but let’s face it. Referral programs are so commonly used by ecommerce merchants that if you’re not standing out, it’s tough to keep it going. What does it take for merchants to successfully leverage their most loyal customers to turn their referral program into one of their main marketing channels?
There’s more than one answer here. We’ve identified a couple of areas that you can specifically look into to perfect your craft and turn your referral program into an automated surefire customer acquisition channel.
After launching your referral program, you’d want to get the news out so that your existing customers are aware of it and actually take action. Here are some of the best ways ecommerce brands share the news about their referral program launch:
It’s true, it’s difficult to craft emails. It’s an even greater challenge to write emails to your customers encouraging them to share their love for your product with the people around them—either you don’t get the message across, or you sound too much like you’re trying to hard sell.
Here’s what you can do to optimize your referral email marketing tactics:
On top of perfecting the content and copy of your referral emails, the design and layout are equally important aspects of driving more advocates to your referral program.
To put things simply, this is the page that your Advocates’ friends are taken to once they click on the referral link.
These are what makes a good friend landing page stand out from others:
Good referral messaging is key to a successful referral program. The reason is because it’s closely tied to everything from the way you choose your incentive structure and offer, promotion of your program to your landing pages. Your referral program should always be representative of your value proposition.
What effective referral messaging entails:
At ReferralCandy, we actively speak to merchants to identify areas of concern when running a referral program and the majority expressed that referral fraud is an area they worry about. Referral fraud should not be taken lightly simply because it can lead to sizeable losses and wasted time.
Merchants should have these fraud prevention mechanisms in place:
If the fraud has already happened, you should:
When you’re ready to go beyond the basics, it’s good to see what you have set up versus what other successful referral programs have in place. In fact, it’s good to explore ideas and experiment with marketing strategies that don’t seem like they’ll work for your business but could be worth a try.
Now that you’ve got your referral program set up, launched, and optimized, it’s time to see the results! One way to evaluate is by comparing your referral rate to the average referral rate across your industry.
Here are some key insights about referral rates:
Once you’ve calculated your referral rate and realized that it’s lower than the average in your industry, do not panic and give up on referral programs entirely.
Analyzing metrics is a great way for you to know what’s working and what’s lacking in your current referral program. The most fundamental way of thinking about Returns on Investment (ROI) is breaking it down into two questions.
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