6 Refer A Friend Email Templates That We Recommend

There's a well-established science that underpins a refer-a-friend email template.

The approach uses email and design best practices, combined with strategic referral incentives, to ultimately create effective referral emails with profit-boosting results.

And that's exactly what this guide is all about: creating refer-a-friend emails that convert.

Types Of Referral Email Templates

There are two main types of referral email templates businesses should leverage to secure referrals: 1) personal referral emails and 2) mass referral emails.

A personal referral email is, as it sounds, a personalized email sent to a targeted demographic of high-converting customers. Why? To leverage their brand loyalty and incentivize them to refer friends. The incentives used for this type of referral email campaign are individualized and based on previous purchasing behavior.

A mass referral email (a.k.a email blast) is sent to both existing and new customers with little emphasis placed on their interests or previous purchasing behavior. This type of referral email campaign is typically generic, based on monthly campaigns, quarterly, or yearly events. The referral rewards offered, and the content used within the email campaign, is attractive to an entire customer base.

When To Use A Referral Email Template?

It's time to use a referral email template when:

1. You’ve built a referral-ready customer base.
2. Your business can handle an influx of new clients.
3. You can grow your referral program through a segmented email list.

When Sending To Highest Value Customers

A high-value customer is defined as someone who:

• makes repeat purchases and/or
• leaves positive reviews on product pages

You can use each of these above behaviors as triggers to segment high-value customers from the rest of your customer base.

For example, using integrations with Attentive and Okendo, the Friendbuy platform allows users to set up an automated referral program text message that is triggered when a customer leaves a positive review. The referral text will invite them to join your referral program.

We'll look at some email templates for each of these triggers below.

When Sending Mass Emails to Entire Customer Base

Rather than personalized referral emails being sent out to a specific customer base, mass referral emails are sent out based upon general events like:

• monthly, quarterly, or yearly referral program campaigns,
• seasonal and sale campaigns, or
• general post-purchase.

We'll look at some email templates for each of these mass email campaigns below.

Sending Referral Email Templates To Highest Value Customers

Incentivize continued business from your most loyal customers by offering referral program rewards that will make them feel truly appreciated.

A product or service upgrade, exclusive access to new products or services, and exclusive discounts or early access to sales are popular referral rewards for high-value customers.

Here are some effective referral email templates you can send to your loyal customers today.

Easy Template To Invite Loyal Customers

Title copy: To one of our favorite customers… you!
Body copy: (Recipient name), thank you so much for being a loyal customer to (brand name). Since you’ve ordered (X) times, we wanted to take a moment and give you something in return. In your next order, you’ll receive a (referral offer), and we’ve made a (incentive) on your behalf.
CTA copy: Refer your friends and family to (insert brand name) and get (X)% off your next order.

Here’s what this loyal customers template did well:

1. Shows some love. A loyal customer email should refer to the recipient by name and thank them for their past purchases.
2. Creates a feeling of exclusiveness. A free BigDogCo. hoodie and the phrase "our favorite customer" cultivates a feeling of exclusiveness.
3. Offers personalized rewards. Loyal customers will appreciate rewards that align with their interests and preferences (e.g., donating to a shelter is sure to be celebrated by animal lovers).

Learn more about loyalty program emails.

After A Loyal Customer Makes A Repeat Purchase

Title copy: Doggone it, you’re the best
Body copy: We see you. Thank you for being such a loyal customer of (brand name). Your order number is #(XXXX), and here’s your tracking link: (insert referral link).
CTA copy: Refer your friends and family to (brand name) and get (X)% off your next order.
Button copy: GET YOUR LINK

Here’s why this repeat purchase template converts:

1. Relevant. A reference to a repeat purchaser’s recent purchase is the perfect way to break the ice.
2. Encourages repeat business. A 20% discount, or similar referral reward, will inspire future purchases.
3. Easy to take part. Complimenting the email's body copy, a clear CTA button, and an easy-to-access referral link will boost conversions.

Further reading: For more ways to reward your most loyal customers, check out these customer referral program ideas.

After A Positive Review Or Social Media Comment

Title copy: We’re big fans of yours, too
Body copy: Thank you so much for providing your feedback! We’re so glad to hear you’re happy with your (brand name) experience.
CTA copy: Use your personal referral link below to invite your friends to join, and get (X)% off your next order.

The key takeaways from this template:

1. Offers thanks. Express how grateful you are for a customer’s positive feedback.
2. Engaging. They like you, so show a little personality with some humor or wittiness.
3. Offers attractive rewards. To really grab a customer's attention, offer a referral bonus like a discount, gift card, or voucher.

Further reading: to stay ahead of the latest trends, take the time to read through our social media referral program guide.

Sending Mass Referral Email Templates To Entire Customer Base

To encourage business from your entire customer base, or large segments of it, mass referral email campaigns should offer incentives that appeal to everybody.

For instance, discounts, coupons, gift cards, or even a free subscription service period are referral program rewards that everybody will appreciate.

Monthly Or Quarterly Referral Program Awareness Emails

Just like the simple referral email that can be sent to loyal customers, the same principles apply here. The only differences are:

1. The message can be short and sweet. Less emphasis should be placed on personalization, as it's less of a priority here.
2. Engagement is a high priority. Think witty copy, high-quality images, and a conversion rate optimization-aligned layout.
3. Timing is everything. Sending referral emails at the right time of day, time of the week, and while interest in a product or service is at its highest, are integral to securing conversions.

Further reading: to help you brainstorm a killer campaign, check out our refer-a-friend program ideas.

Campaign-Based Email Template

Title copy: Special offer: (X)% off for you and a friend!
Body copy: The holidays are here, and at (brand name), we don’t believe anybody should end up on the naughty list. To celebrate, we’re offering you and a friend (X)% off your next purchase.
CTA copy: All you have to do is share your referral link and they’ll get a discount code. Once they’ve purchased, you’ll get (X)% off too!
Button copy: SHARE NOW

This campaign-based email template is effective because:

1. Promotes a sense of exclusivity. Using language like "special offer" will make a recipient feel special and motivate them to take part in a referral program.
2. Encapsulates an event. An email campaign's imagery, written tone, and referral rewards should embrace the spirit of a seasonal event or holiday period.
3. Make it extra special. To stand out from your monthly or quarterly refer-a-friend email campaigns, offer something different than you normally do. A 50% discount is massive and likely to grab attention.

Further reading: embrace the festive mood, see our holiday referral marketing ideas.

Post-Purchase Referral Email Template

Title copy: (X)% off for everyone
Body copy: Share your love for (brand name) with friends and family! Send them a link to purchase with (X)% off so they can spoil themselves. When they use your link, you’ll get (X)% off your next purchase too.
CTA copy: The only thing you need to start is a (brand name) account - so what are you waiting for? Use the link below to get started.
Button copy: START SHARING

Here’s why this post-purchase email is effective:

1. Attracts new customers. Using referral rewards that appeal to an existing customer’s friends and family, who are fellow dog lovers, will build a highly relevant customer base.
2. Offers lucrative rewards. 20% off for both the Advocate and Friend is a solid discount that converts well for many businesses.
3. Easily accessed CTAs. A clear call-to-action button positioned front and center grabs attention, leading to higher referral conversions.

Referral Email Designs And Templates That Our Customers Use

Below are examples of referral email designs and templates that have proven to be successful for our customers.

Beauty: OLAPLEX

1. Business Type: B2C
2. Incentive Type: two-way incentive
3. Referral Program Rewards: Both the Friend and Advocate receive a free Healthy Hair Maintenance Kit and free shipping on their first $50+ US domestic order
4. Subject Line: "Yay!! (Advocate's name) shared OLAPLEX with you."
5. CTA: "Let's go"

Digital Subscription: StraighterLine

1. Business Type: B2C
2. Incentive Type: two-side incentive
3. Referral Program Rewards: give a free course, get a $15 reward when the Friend makes a purchase of $89 or more
4. Subject Line: "Yay!! (Advocate's name) shared StraighterLine with you."
5. CTA: "Get my free course"
6. Button Color: Green, to evoke a sense of trust

E-Learning + Media: Little Passports

1. Business Type: B2C
2. Incentive Type: two-side incentive
3. Referral Program Rewards: give $25 off a 6- or 12-month subscription, get a $25 reward
4. Subject Line: "Your friend (Advocate's name) is giving you $25 off Little Passports."
5. CTA: "Get $25 off"
6. Button Color: Reddish orange, to catch your attention

Fitness: Outdoor Voices

1. Business Type: B2C
2. Incentive Type: two-way incentive
3. Referral Program Rewards: give $20 off a friend's first order over $100, get $20 for each referral
4. Subject Line: "(Advocate's email) sent you $20 off"
5. CTA: "Get $20 off"

Fashion + Kids: UNTUCKit

1. Business Type: B2C
2. Incentive Type: two-side incentive
3. Referral Program Rewards: give 15% off a friend's first order of $99+, get 15%
4. Subject Line: "You've received a 15% offer to shop!"
5. CTA: "Click here for your 15% offer"

Financial Services: Intuit Quickbooks

1. Business Type: B2B
2. Incentive Type: two-way incentive
3. Referral Program Rewards: give 50% off a friend's first 6 months of QuickBooks Online, get a $100 VISA prepaid card
4. Subject Line: "Check this out"
5. CTA: "Subscribe now"
6. Button Color: Green, to evoke a sense of trust

Food And Beverage: MUD\WTR

1. Business Type: B2C
2. Incentive Type: two-way incentive
3. Referral Program Rewards: give $10, get $10
4. Subject Line: "(Advocate's email) is sending you something awesome!"
5. CTA: "Get $10 off"

Home Goods + High Consideration: Smile

1. Business Type: B2C
2. Incentive Type: two-way incentive
3. Referral Program Rewards: give $100, get $100
4. Subject Line: "(Advocate's name) shared SmileDirectClub with you!"
5. CTA: "Get $100 off"
6. Button Color: Branded purple, to stand out

Insurance + Hipaa: Kin Insurance

1. Business Type: B2C
2. Incentive Type: two-side incentive
3. Referral Program Rewards: give a free quote, get a $20 gift card for every friend that signs up
4. Subject Line: "Your friend thinks you'll love this"
5. CTA: "Get a Quote"

Pets: Get Joy

1. Business Type: B2C
2. Incentive Type: two-way incentive
3. Referral Program Rewards: Give a friend 40% off their first 2 subscription orders, get a 40% off coupon when they make a purchase
4. Subject Line: "Yay, (Advocates name) is giving you 40% off your first 2 subscription orders."
5. CTA: "GET 40% OFF"

Closing Thoughts

So which type of email is right for you?

Ultimately, the best type of referral email depends on your specific business and marketing goals. We recommend using both strategies at once.

Your best customers will appreciate the time you've taken to speak to them in a personalized manner and the rest of your customers will appreciate the opportunity for an enticing reward.