Forum Discussion
Referral Strategy
Hello Braze Community!
I’m currently working on creating a referral strategy to drive new user acquisition through our most engaged users. I’d like to start a thread with all of you to gather inspiration and discuss different flows we could implement. So far, I’ve identified the following key moments:
- After a user gives a high rating in our review
- After a purchase
- Targeting our most engaged users
- After a user completes an “aha moment” in our app
What do you think? Which strategies have you implemented to carry out a referral strategy.
Best regards,
Sergio
Definitely believe you are on the right path with focusing on key moments right after the user takes positive action—that's what I've found works best when I've implemented referral programs in the past.
That focus on keeping the momentum going, getting larger buy-in from the referrer due to that action, and then bringing in higher likelihood of an engaged user from that referral.
One thing to keep in mind though if you are offering any order of incentive, then you need to factor in the economics of it. BCG has a really great concept around this with Loyalty Margin (https://www.bcg.com/publications/2014/retail-transportation-travel-tourism-leveraging-loyalty-margin-rewards-programs-work).
Exactly—important to use that referral opportunity to show the value to both the referrer and the referral.
Using the moment to reinforce the values to the person being asked to refer, and then showcasing the benefits/value to the person being sent the referral link.
When done right, it's not only a lever to use to acquire new users, but to help with retention of existing users also.
I worked on a referral strategy at a news app years ago and it was more work than it was worth, and the tracking of the referrals was a pain in the butt!
But as a consumer I typically respond to things like:
- Getting a referral link after my first order has been delivered, which taps into my excitement in that moment.
- Having my referral link easily accessible (like at the bottom of every email or newsletter I get) so that when I talk to somebody about said brand, I can easily find and share my link via Slack, text, etc.
