April 22nd, 2019
Expert Referral Email Campaigns You Should Be Studying
Customer referrals are a powerful way to sustain your business. That’s because they do a large part of the heavy lifting in marketing your business for you.
But sometimes, people forget to tell their friends and family about what you have to offer—even if they truly enjoy what you do for them. This is where referral emails come into play.
You have nothing to lose by sending your satisfied customers a referral request email. Even so, it helps to give your customers the right incentives to motivate them to go out and share your business with others.
Let’s learn from the referral email experts about how you can build your own effective referral email strategies into your marketing plan. Take this example from Imperfect Produce:
The key here is to incentivize referrals by encouraging competition. In this example, the referrer will not only win a free chef-catered dinner but will also be able to invite 15 of their friends.
The value in each reward is clearly explained, and if you read closely, you’ll also notice that they don’t give a target number for people to hit.
That last point was key. Read it again.
When you give them a number, you effectively limit the number of potential referrals. This encourages further competition among your users and challenges them to shoot for the highest number of referrals.
Another strategy is to include a request for referrals within the welcome message, likely after your new user has had their “aha moment” with your product. Here is an example from Postmates:
Why not start off your welcome message to users by immediately encouraging them to refer someone? New sign-ups for your business may already be excited by the novelty of experiencing your products and service.
Capitalize on this by offering a chance to use your product or service for free in exchange for their referral.
In a stroke of marketing genius, Uber partnered with Venmo to make it simple for customers to split the fare. Since their service was valuable, this incentivized customers to sign up for both apps.
Essentially, this is a built-in referral model to an existing service. And naturally, more people were invited so that they could use both Uber and Venmo.
Splitting the costs for a service saves your new users money and gives you plenty of referrals.
These are only a handful of proven referral examples you can tailor to your marketing strategy. CleverTap goes into these examples further in their infographic below. They provide spot-on tips for how you can use referral email campaigns to increase your viral coefficient and decrease your customer acquisition cost.
Post submitted by Drew Page from @siegemedia