Refer-a-Friend Email Examples

Rewards and incentives can be a bit risky, as launching a large campaign can have a negative impact on your margins if unsuccessful. Loyal customers plus net-new business have the ability to change your brand and may be the worth risk, just remember to start small! Take a look at this refer-a-friend email example from RocksBox. Adding customers who refer friends to a raffle adds an extra incentive to their program while keeping the financial risk low, as only three people will win the $250 prize money.

This email from Purple Carrot is a great example of a referral program email that counts on the altruism of people. If there’s no incentive to the existing customer, however, there’s likely going to be a lower conversion rate than when there’s something in it for them as well.

Okay, so this isn’t purely email but we love what Ipsy is doing nonetheless. An example could be customers sharing your brand on Facebook and Instagram to get 15% off their next purchase or get a subscription box earlier than everyone else. This is a great way to get more reach because you’re utilizing the social element to really expand your voice across customers’ social graph. Keep in mind this technique makes it harder to track success. After all, it’s not the same 1:1 channel as email.

Referral emails can be quick and simple, like this one from Rothy’s. They start the email by explaining what are the benefits of referring (earning $20 credit) and they include a direct referral link. The call-to-action “START SHARING” is available at the bottom, but we like how they included a referral link separately – the sharing process is simplified and customers don’t have to go back to Rothy’s website to start inviting friends.

Skincare brand Odacité has a 5-step process for referring friends which may seem like a lot. To support the customers through that process they send this email that explains how to refer someone in five short and simple steps. We love how they guide the customers and how Odacité explains what are the benefits of referring.

Clothing subscription company Frank and Oak sends a very simple email with a photo of their products and a single call-to-action. Their strategy is to capture the customer’s attention and increase open rates by providing the details in the email subject line “Share Style Plan and get $15 credit towards your next order 💰”.

Here’s another great example from clothing subscription services. MM.LaFleur relaunched the referral program just in time for Valentine’s day and they sent this email to promote the discount as a great gift for the holiday. The email quickly explains how the referral program works and invites customers to refer friends.

If you’re running a special promotion or a limited time discount take a look at Blume’s email and see how they created a sense of urgency to encourage the customers to refer their friends as soon as possible. In the subject line, they stated that the offer is ending tomorrow, and in the email, they included an animated timer.

Rocksbox has an interesting strategy – their referral email is social media-friendly. They ask customers to “screenshot & share” the part of the email that contains the referral code which helps them get more reach. At the bottom, the CTA “Invite Friends” takes customers back to the website from where they can invite others to join.

Send more than one email to your customers and remind them about the benefits of referring friends. In this example, food subscription service Hello Fresh sends a reminder about the referral program and invites customers to send free meals to their friends.

Wine subscription company Winc expanded its service and started shipping to a new state. Then, they announced that in an email and asked customers to refer friends that live in that state. This is a great strategy for creating a customer base in the new state and rewarding the existing customers for spreading the good word.

Who wouldn’t want to be the best bestie ever? PrettyLittleThing plays to their subscribers’ ego and offers them a way to be the best best friend they could be: by referring their bestie to the brand. This CTA is more specific than asking subscribers to invite just any friend. It brings their best friend to mind, making the referral request more personal and concrete.

Subscription box company Birchbox rewards all of its customers with loyalty points whenever they shop with them, so it makes sense for them to also offer loyalty points to shoppers who refer friends to them. We love how clear their email is, with their message in big bold font and money falling from the sky as an animation.