Let me do some extraordinarily basic math for example the ability of referral advertising and marketing:
Say you’ve obtained 10,000 contacts in your e-mail checklist.
In accordance with the Survey Middle on American Life, 53 % of People have between three and 9 shut mates, whereas 13 % have 10+.
So assuming these 10,000 (imaginary) names in your advertising and marketing checklist are “common” People, they may have a community of 90,000+ shut mates. And that’s earlier than we even consider members of the family.
Wouldn’t it’s implausible when you might share your finest merchandise and promotions with that massive, prolonged viewers?
With referral advertising and marketing, you’ll be able to.
And since referred clients are extra loyal, have greater lifetime values, and generate greater revenue margins than “common” clients, you’ll be able to afford to sweeten the deal, incentivizing your current viewers to suggest your model to family and friends.
That’s the place the common-or-garden referral e-mail is available in.
On this article, I’ll give some sensible suggestions and finest practices for profitable referral advertising and marketing, then share a few of my favourite referral e-mail template examples.
Let’s get into it…
2 Kinds of Referral Emails to Attempt
There are two predominant kinds of referral advertising and marketing e-mail:
- Mass referral emails
- Personalised referral e-mail
Let’s evaluate and distinction these two distinct referral e-mail codecs…
| Mass referral emails | Private referral emails |
| Despatched to broad viewers segments or your entire e-mail checklist. | Despatched to area of interest viewers segments or particular person clients. |
| Promote generic advantages of your referral program. | Spotlight particular referral program advantages more likely to resonate with area of interest audiences. |
| Solely embody fundamental personalization, such because the recipient’s title. | Reference the shopper’s relationship along with your model (e.g. how lengthy they’ve been a buyer) |
| Generic tone to enchantment to everybody in your advertising and marketing checklist (even these but to make their first buy). | Heat, appreciative tone designed to make the shopper really feel valued. |
| Greatest for selling your referral program to the most important doable viewers. | Greatest for inviting high-value clients to refer family and friends. |
To be clear, neither referral e-mail format is “higher” than the opposite. Each have a key half to play in boosting the profile of your referral program, however it’s essential to perceive how (and when) to make use of every.
6 Referral E-mail Greatest Practices for Ecommerce
With out an efficient promotional technique, your referral program is doomed to failure. Get it proper by following these referral e-mail finest practices…
1. Goal the Proper Audiences
Identical to any advertising and marketing marketing campaign, crafting a profitable referral e-mail is all about reaching the proper viewers.
If you happen to’re sending a mass referral e-mail, this tip doesn’t actually apply—your solely purpose is to advertise your program to as many individuals as doable. However it’s important for private referral e-mail campaigns.
In actuality, solely a relatively small proportion of your viewers will really feel snug recommending you to their family and friends. That’s hardly shocking.
Until you are feeling passionate a few model and love its merchandise, why would you place your neck on the road?
However there’s one viewers phase stuffed with people who find themselves extremely more likely to reap the benefits of your referral program: your most loyal clients.
In accordance with KPMG, 86 % of loyal clients are completely satisfied to suggest manufacturers to their nearest and dearest.
So your job is to determine who they’re. They may very well be clients who:
- Have stored shopping for from you over the longest interval
- Generate the very best common order values
- Buy from you most regularly
- Present the very best lifetime worth
Or perhaps it’s a mix of all these metrics.
Professional tip: To actually nail your viewers concentrating on, you want dynamic segmentation capabilities. With Drip, segments replace mechanically and in actual time. So you’ll be able to add particular person clients to your referral program sequence as quickly as they hit a sure lifetime worth or buy quantity (or fulfill another standards).
2. Write Compelling Topic Traces
You need your referral e-mail to achieve as many eyes as doable. As a result of it doesn’t matter how engaging your referral supply is that if nobody is aware of it exists.
Meaning nailing your topic traces, provided that practically half of e-mail recipients contemplate them when deciding whether or not to open any given e-mail.
Crafting a high-performing topic line requires a strong understanding of your model and viewers (and loads of A/B testing), so we will’t inform you precisely what to jot down. However generally, contemplate these finest practices:
- Preserve it quick and candy. Most individuals open emails on iPhone or Gmail, so goal for topic line lengths of between 41 characters (iPhone portrait view character restrict) and 70 characters (Gmail character restrict).
- Transcend fundamental personalization. A customized topic line shouldn’t simply embody the recipient’s first title. Take into account their location, searching habits, and buy habits to craft actually private messaging.
- Use actionable language. Deal with your topic line like a CTA by incorporating set off phrases like “Get”, “Store”, and “Discover”.
- Construct urgency. Give your viewers a purpose to click on proper now by including urgency-related messaging to your topic line, reminiscent of mentioning a limited-time promotion.
- Add complementary preview textual content. Take full benefit of inbox actual property by writing preview textual content that follows—and enhances—the messaging in your topic line.
Need extra recommendation? Take a look at our roundup 180+ confirmed e-mail topic traces throughout totally different industries and themes.
3. Provide an Enticing Incentive
As soon as somebody’s opened your referral e-mail, it’s essential to win them over with a compelling supply that prompts them to take motion. Most referral incentives comprise two distinct components:
- Referrer reward: A reduction, cashback supply, or another reward for the referrer (i.e. the present buyer who recommends you to their family and friends) when the particular person they refer makes a purchase order.
- Referred buyer reward. The promotion that the referrer shares with family and friends, reminiscent of a proportion low cost for his or her first buy.
As with topic traces, there’s no such factor because the “excellent” referral incentive—what works for one model gained’t essentially carry out for one more.
Broadly talking, all of it depends upon your product and worth level. If you happen to promote lower-priced merchandise, a hard and fast money low cost sounds extra engaging, whereas a proportion low cost typically works finest for higher-ticket objects.
4. Preserve Your E-mail Easy and Concise
Above all else, your referral supply needs to be simple to grasp. As a result of if it appears too unachievable or advanced, nobody’s going to participate.
If you happen to can’t talk the important thing components—the rewards on supply to each the referrer and the referred buyer, and any phrases and situations that apply—in a few bullet factors, your promotion is sort of definitely too difficult.
5. Leverage Shortage and Urgency
As we’ve already famous, urgency could be a key software for selling your referral program—particularly when mixed with one other issue, shortage. Whereas they’re typically used collectively, they’re truly fairly totally different:
Urgency entails imposing a deadline on the shopper’s motion (e.g. “Get 10 % off for twenty-four hours”), whereas shortage is about limiting the supply of a product or low cost (e.g. “Purchase our new limited-edition product, solely 50 accessible”).
Within the context of a referral program, that may imply:
- Limiting the quantity of people that can be part of your program (“Solely 100 areas accessible”).
- Asking individuals to reap the benefits of your referral supply by a selected date (“Refer a buddy within the subsequent 48 hours and also you each get $100 cashback”).
Like with anything within the advertising and marketing world, discovering the supply that resonates finest along with your viewers requires a bunch of testing, so don’t be afraid to experiment with totally different promotions and messaging.
6. Get Your Timing Proper
Timing is every thing with regards to working a profitable referral e-mail marketing campaign.
I’m not simply speaking about discovering the finest time to ship emails (though that’s nonetheless vital). As a substitute, it’s about concentrating on individuals on the proper stage of the shopper journey. As an example, you may share your referral e-mail with clients who’ve simply:
- Made their first buy
- Obtained supply of their first order
- Written their first assessment
- Positioned a set quantity or money worth of orders inside a given time interval
You must also contemplate selling your referral program throughout busy procuring intervals when persons are almost definitely to be making purchases, reminiscent of round BFCM.
13 Referral E-mail Examples
Now that we’ve coated the speculation behind a profitable referral e-mail, let’s take a look at some real-world examples…
1. Casper
Supply: ReallyGoodEmails
Casper typically makes use of its publication—or “snoozeletter”—to immediate its clients to refer a buddy.
Now, Casper mattresses are a big-ticket product. Costs begin across the €300 mark and climb as excessive as €1,200+. That makes its referral scheme fairly engaging, with 10 % off for brand spanking new clients, plus a $75 Amazon reward card for the referrer.
It’s good that Casper doesn’t go in for the laborious promote right here by positioning the referral supply proper on the backside of the e-mail, slightly than making it the principle focus of the entire e-mail.
Think about you signed up for the snooze letter and acquired this e-mail. If you happen to’ve scrolled all the way in which to the underside, it stands to purpose that you just’re fairly engaged with the model—which implies there’s a very good probability you’ll be completely satisfied to suggest Casper to your pals.
All you want is a mild nudge in the proper route.
2. MeUndies
Supply: ReallyGoodEmails
We’re huge followers of MeUndies right here at Drip—a lot in order that we spent a month digging into the model’s advertising and marketing technique.
So it’s no shock to us that this referral e-mail is so robust.
In some methods, it’s the alternative of the earlier instance from Casper.
For one factor, it’s solely devoted to profitable referrals, slightly than hiding the referral supply away on the backside of a publication. For one more, it’s selling a a lot lower-ticket merchandise.
Regardless of this, MeUndies has nonetheless managed to craft a compelling supply that offers individuals a real purpose to refer—on this case, 20 % off for the brand new buyer, plus $20 credit score for the referrer.
3. Italic
Supply: ReallyGoodEmails
Reductions and particular presents play a giant half in driving referrals.
The truth is, based on Point out Me, they’re the fourth-biggest purpose individuals resolve to refer manufacturers—behind solely model trustworthiness, nice customer support, and free supply and returns.
Nevertheless, getting your particular supply proper isn’t as simple because it sounds.
If it’s too advanced, nobody will have interaction with it. If it’s too beneficiant, it’ll eat into your margins and injury your earnings. And if it’s too stingy, nobody will care.
Simplicity is commonly key to an efficient referral supply, and Italic clearly understands this. It’s all concerning the quantity 15—refer a buddy they usually get $15 off, plus you get $15 for everybody who locations an order along with your hyperlink.
4. Equal Components
Supply: ReallyGoodEmails
This one’s all concerning the mushy promote.
Equal Components makes non-stick, non-toxic cookware designed to make the exercise of cooking at house extra satisfying.
To that finish, it presents common suggestions, methods, and insights on find out how to have enjoyable within the kitchen, together with issues like leveling up your grocery procuring.
After providing a bunch of sensible recommendation, Equal Components slips in a referral message, prompting readers to unfold the phrase.
Though this referral e-mail mentions how referrers can earn rewards when their mates join, that is actually extra about constructing advocacy by way of worth. The implicit message right here is: “If you happen to take pleasure in our content material and merchandise, why gained’t you let different individuals in on the key?”
5. On
Supply: ReallyGoodEmails
Okay, so that you’ve obtained a referral.
That’s good—any variety of referrals is best than none, in spite of everything—however it doesn’t assure something. You continue to have to make efficient use of it.
Swiss efficiency working shoe and clothes model On demonstrates find out how to get it proper by reaching out to a newly-referred buyer and asking in the event that they wish to discover out extra.
Why’s this method so good?
As a result of it’s like a double opt-in. On is saying: “You’ve been referred by your buddy, however do you truly wish to maintain listening to from us?”
That approach, the retailer manages to construct belief from potential new clients, whereas concurrently explaining a bit concerning the model and what it stands for.
6. Saje
Supply: ReallyGoodEmails
As any author will inform you, an efficient referral e-mail doesn’t simply depend on a catchy supply and snappy visuals. Copy performs an enormous half, too.
Important oils and skincare merchandise model Saje will get it proper right here with a easy, impactful message crafted to resonate with its audience: “Unfold wellness to your pals.”
On this approach, Saje is asking its clients to advertise a way of life, not a product. You’re not referring a buddy to purchase some new pores and skin serum or a face masks; you’re referring the whole idea of wellness.
That’s a way more partaking proposition than saying: “If you happen to persuade your pals to purchase our merchandise, we’ll offer you a reduction code.”
7. Maude
Supply: ReallyGoodEmails
Maude describes itself as a contemporary sexual wellness startup. It sells issues like private massagers and physique oils. An enormous promoting level is the delicate nature of its packaging, which retains issues discreet and minimalist.
The corporate clearly understands its clients won’t be too eager on blindly sharing a referral hyperlink on Fb. With that in thoughts, it stresses that referrers shall be proven a preview of their referral publish earlier than it will get shared.
That’s tremendous vital as a result of belief is a giant deal to referrers (keep in mind, based on that Point out Me research, it’s the one greatest consider whether or not somebody refers a model).
8. Outside Voices
Supply: ReallyGoodEmails
I’ve already highlighted how vital it’s for manufacturers to profit from the referrals they obtain from clients.
Fail to achieve out in the proper approach and that referral loses all its worth. Outside Voices understands this, so it follows up referrals with a succinct e-mail.
Firstly, it stresses who the referral got here from, thereby highlighting that this isn’t just a few random advertising and marketing spam.
Subsequent, it clearly explains what it’s about—technical attire for severe canine walks and informal marathons. In different phrases, it makes a top quality product, however it doesn’t take itself too severely.
Lastly, it units out the phrases of its referral program—spend $100 or extra and get $20 off.
That’s a whole lot of info to speak, but Outside Voices will get the job achieved in fewer than 50 phrases.
9. Postable
Supply: ReallyGoodEmails
Bear in mind once I stated simplicity holds the important thing to an efficient referral e-mail?
Postable does it higher than most—by explaining its referral program in fewer than 20 phrases.
Plus, the visuals are putting and cheery, which is vital for a model that makes designer greeting playing cards and invites.
Problem your self to do the identical. Clarify your referral scheme, then edit it all the way down to the naked bones.
If you happen to can’t talk your supply in about the identical variety of phrases as Postable, it’s too advanced.
10. Bombas
Supply: ReallyGoodEmails
As you’ve seen from this text, a whole lot of e-commerce manufacturers choose to provide away a bit element about their referral program within the unique e-mail, earlier than directing clients towards a touchdown web page to be taught extra.
There’s logic to this method. It means your referral emails are much less cluttered, which might make your message extra impactful and simpler to digest.
Nevertheless, it’s not the one method. Bombas takes issues within the different route by setting out, in easy-to-understand steps, precisely what its referral supply entails.
No have to click on by way of to the web site to completely perceive the proposition—it’s all proper there in black and white (and blue).
What’s extra, slightly than providing a reduction on future orders, Bombas goes with one thing much more compelling: a completely free product.
If you happen to’ve already ordered a pair of Bombas socks, there’s a very good probability you just like the model and would like to get extra pairs totally free. That’s precisely what this referral e-mail guarantees.
11. Goby
Supply: ReallyGoodEmails
Goby sells electrical toothbrushes and equipment.
If you happen to’ve ever owned an electrical toothbrush, you’ll know they’re hardly an everyday buy. When you’ve purchased one, you’ll doubtless keep it up for a number of years.
Nevertheless, the comb heads want changing each three months or so at the least, and that’s the place Goby’s referral supply is available in.
This e-mail demonstrates the advantages of psychology in crafting an efficient referral proposition.
These brush heads aren’t precisely costly. They price $6 apiece. Now, ask your self which of those choices sounds most tasty:
- Refer a buddy and get $6; or
- Refer a buddy and get this free product.
Despite the fact that the worth is identical, choice two takes it each time.
12. Brooklinen
Supply: ReallyGoodEmails
A well timed supply could make your ecommerce referral e-mail much more compelling.
Brooklinen demonstrates this with an e-mail despatched on Nationwide Leisure Day (it’s August fifteenth, in case you wish to add it to your diary).
Leisure and new mattress linen? That seems like a match made in heaven. This well-timed referral e-mail provides clients a purpose to refer their mates proper now.
13. Harry’s
Supply: ReallyGoodEmails
Nearly all of these e-commerce referral emails have been a type of “you scratch my again, I’ll scratch yours” association.
You refer a brand new buyer to us, and we’ll reward you with this low cost or supply (and the particular person you refer may get some cash off, too).
As we’ve mentioned earlier than, Harry’s isn’t afraid to do issues in another way.
Fairly than providing one thing to the referrer, it guarantees to ship free razors to 2 mates. That approach, the referrer will get to really feel like they’re sending a present, slightly than making an attempt to steer their buddy to purchase a product.
3 Referral E-mail Templates You Can Steal
We’ve seen how different manufacturers are doing it. Now, listed below are three referral e-mail templates to encourage your personal referral campaigns…
1. The New Buyer Referral E-mail
For a lot of clients, the most effective alternative to ask for a referral is once they first buy from you. They’re enthusiastic about their new product, they usually haven’t been distracted by the following shiny, new factor (but).
Use this copy as a jumping-off level:
2. The Loyal Buyer Referral E-mail
Bear in mind, loyal clients are the almost definitely to suggest your model and merchandise, so that they’re an apparent audience for referral campaigns.
Flip loyal clients into model advocates with this referral e-mail template:
3. The Urgency-Inducing Referral E-mail
Creating a sense of urgency helps you drive referrals proper now. Right here’s find out how to do it…
Conclusion
Efficient e-mail advertising and marketing holds the important thing to selling your referral program.
That’s why you want Drip.
Our advertising and marketing automation platform makes it simple to construct on-brand emails that stand out (and convert) in each inbox.
Begin with one in all 50+ professionally-designed e-mail templates, customise to your coronary heart’s content material with our easy point-and-click editor, and run your campaigns on autopilot with our visible workflow builder.
See all of it for your self by signing up in your free 14-day trial!
