9 Refer-a-Friend Email Examples From Ecommerce Stores To Boost Sales

If your referral program isn’t gaining momentum, the problem might not be your incentives. It could be how you’re activating your affiliates. One of the most critical yet overlooked components of a successful referral program is the way you introduce it to your affiliates. Specifically, the refer-a-friend emails are designed to onboard, educate, and inspire your affiliates to take action. 

Too often, these emails are treated as an afterthought, resulting in unclear messages that fail to build excitement or make it easy to share referral codes. With over 300M+ ecommerce sites competing for attention, a generic approach just won’t cut it. Your affiliates need guidance, encouragement, and a clear understanding of how to maximize their rewards. 

When done right, refer-a-friend emails can activate affiliates, encourage consistent sharing, and build long-term engagement. In this blog, we’ll cover:

• Real-world examples of effective refer-a-friend emails.
• Tips to create engaging and actionable emails that activate affiliates.
• Best practices for keeping affiliates motivated to share. 

Let’s get started.

Why refer-a-friend emails work

Referral marketing taps into trust and social proof—two of the most influential drivers of human behavior. People are far more likely to trust a product recommendation froms someone they know than a traditional ad.

When a customer refers your product, they act as an advocate, lending credibility to your brand. This is why referral programs consistently outperform many other marketing efforts:

• 88% of people trust recommendations from people they know.
• Recommendations influence 20-50% of purchase decisions.
• Word of mouth marketing generates 3-5X higher conversion rates compared to other channels.

Refer-a-friend emails are a key touchpoint in activating affiliates. They create a direct connection between your brand and participants, informing them about the program and rewards.

Key components of a successful refer-a-friend email

A well-crafted refer-a-friend email can drive engagement and boost conversions. To make it effective, focus on these key elements, each tailored to grab your customer's attention, encourage action, and highlight the benefits of your referral program:

1. Compelling subject line

Your referral email subject line is the first thing your affiliates see, so it needs to hook the customer instantly. Use concise, clear messaging that communicates the value of the email and results in higher open rates.

Here’s an example from Latico Leathers, a brand selling handcrafted leather bags, with a really intriguing subject line about how much money they can earn just by referring more customers their way.

2. Clear and simple CTA

A strong call-to-action (CTA) guides readers to take the next step without confusion. Use direct language and make the CTA button visually distinct.

Here’s an example email from Brez, a beverage brand selling alcohol alternatives, with a very clear CTA button to guide the person on the other side to share their referral links.

3. Reward explanation

Affiliates need to understand the value of the program for themselves and those they refer. Clearly outline rewards and benefits to motivate sharing. 

Here’s an example from Javy Coffee, a brand selling different types of coffee, explains the reward clearly and even mentions that this is the most convenient side hustle, motivating the referrer to share the link and earn some money on the side.

4. Brand voice alignment

Consistency in tone and style reinforces trust and familiarity with your brand. Tailor the email language to match your brand’s personality, whether professional or playful.

Here’s a perfect example from the brand Myoovi, a brand that sells period pain relief devices, asking their customers to share their product with friends while maintaining their brand voice.

5. Mobile-friendly design

Many users check emails on their phones. So, your emails should have a responsive design, concise text, and clearly visible CTA buttons for a seamless user experience.

Here’s an example from Superjelly, a brand selling delicious supplements, which sends out referral emails with a clean layout and a prominent CTA button visible without scrolling.

6. Social proof

Include testimonials or success stories to demonstrate how others have benefited from your customer referral program. This builds credibility, boosts social sharing, and encourages participation.

Here's how Duradry, a brand selling antiperspirant products, shares past success stories to hype up their referrers and make sure they know the amount of money they can make through the brand.

9 Refer-a-friend email examples and why they work

Referral programs are a great way to encourage customers to spread the good word about your brand. However, the effectiveness of these programs largely depends on how they’re communicated through email.

So, let’s look at some refer-a-friend email examples and why they resonate with their audience.

1. Divi

Divi, known for its vegan hair care products, offers a simple yet compelling and successful referral program. Their email highlights the $15 reward that both the referrer and their friend receive when a new customer signs up.

Why it works:

• Symmetric incentives: Offering a reward for both the referrer and their friend creates a “win-win” situation, increasing the likelihood of the referral being shared. This mutual benefit is a powerful motivator.
• Trust-building product messaging: Divi goes a step further by aligning its refer-a-friend email program with its product benefits—100% vegan, science-backed, and synthetic-fragrance-free. This appeals directly to their health-conscious customer base, making sure that referrers are confident in sharing a brand they trust.
• Clear and simple communication: The email keeps the message direct and easy to understand. Affiliates know exactly what’s in it for them and how the process works without any confusion or over-complicated steps.

2. Maude

Maude, a modern sexual wellness brand, caters to a demographic that values discretion. Plus, the simplicity of the layout shifts attention toward important information, such as the referral process and incentives.

Why it works:

• Transparency and trust: Allowing users to preview their referral posts, addresses privacy concerns and helps build trust. This is crucial since trust is often the most significant factor in whether someone will refer a brand, especially in more sensitive markets like wellness.
• Appeals to the target market: By highlighting their discreet, minimalist packaging and customer-first approach, Maude makes it clear they understand their audience's needs. This makes referrers feel secure and confident in sharing.
• Simplicity: The process of sharing the referral is straightforward, allowing for easy participation. Trust combined with simplicity leads to higher engagement and more clicks on the share button.

3. Solawave

Solawave’s, a skincare brand, referral email stands out for its customer-centric approach, including a dedicated FAQ section that addresses potential questions about the program. This added clarity eliminates any confusion about how the referral process works, allowing recipients to confidently share the offer. 

Why it works:

• Clear incentives: By offering both a discount to the referred friend and a reward to the referrer, the program provides an immediate benefit to both parties. This increases the likelihood of people taking action and sharing the referral link.
• Simple 3-step process: The simplicity of this refer-a-friend program is emphasized through a clear breakdown of the steps—join, share your link, and earn cash. This reduces friction for the referrer and makes it easy for them to participate without confusion.
• Bold call-to-action: The "SIGN UP TODAY" CTA is prominent and easy to find, urging customers to act quickly and take advantage of the offer.

4. PurelyB

PurelyB—an ancient wellness brand—uses visuals effectively in their referral emails, featuring images of real customers holding their products. This personal touch creates a sense of authenticity and trust, encouraging recipients to engage with the referral program. 

Why it works:

• Tiered rewards system: By offering increasing referral incentives, PurelyB motivates customers to continue sharing and engaging with the program. This helps build long-term commitment to the referral program.
• Clear process explanation: The 3-step referral process (copy the unique referral code, share, earn) is clear and simple, which minimizes any confusion and makes it easy for customers to get started.
• Scalable incentives: The more someone shares, the more they earn. This structure not only rewards initial referrals but also keeps customers engaged, encouraging them to refer more people to reach the next tier.

5. Princess Polly

Princess Polly, a trendy fashion brand, uses a prominent, clickable image in their referral email templates to showcase the offer, which makes the incentive even more noticeable and accessible. This increases customer experience and boosts the likelihood of click-throughs and conversions.

Why it works:

• Urgency: The limited-time referral offer creates a sense of urgency, encouraging referrers to act quickly and making them more likely to share the unique referral link before it expires.
• Clear and compelling offer: The "$25 off" incentive is large and immediately visible, which grabs the attention of recipients and makes them more likely to take action.
• Strategic pairing with other promotions: By including this offer alongside other ongoing referral program promotions (like Black Friday sales), Princess Polly encourages customers to engage with multiple offers at once, leading to more shared referral links and higher sales.

6. Vinyl, Me Please

Vinyl, Me Please—a vinyl brand—stands out with its polished referral email design, combining high-quality vinyl images with compelling copywriting. The email subject line, “Give the gift of vinyl, instantly 🎁,” immediately hooks readers and conveys the essence of the referral program.

Why it works:

• Social media integration: Links to all social channels make it easy for users to share the program and engage with the brand further.
• Exclusive membership benefits: The copy highlights perks for members enticing users to join which boosts brand loyalty.
• Clear call-to-action: The CTA is prominently placed, directing recipients to take action without confusion.

7. Recess

Recess—a sparkling water brand—keeps its referral email simple yet effective. The email’s design is uncluttered, focusing on a friendly and approachable tone. Also, the copy is no-fluff and directly communicates the value of the referral program, making sure that readers understand the benefits without being overwhelmed.

Why it works:

• Bold CTA: The prominent, easy-to-click CTA pushes users to take immediate action.
• Brand consistency: The playful design matches Recess' brand, making it easy for its target audience to relate and engage.
• Exclusivity: The referral program feels like a reward for loyal customers, building a sense of community.

8. CustomCuff

CustomCuff—a personalized jewelry brand—creates an impactful referral email by using high-quality images that put their products in the spotlight, guaranteeing they immediately grab attention. The email also highlights "The CustomCuff Difference," emphasizing their unique value proposition (USP) and what sets them apart in the market. 

Why it works:

• Personalization: The referral email addresses customers by name which makes the email feel more personal and relevant, encouraging action.
• Clear offer: "Give 10% Off, Earn 15%" is a straightforward value proposition that’s easy to understand.
• Easy sharing: Providing the referral link upfront reduces friction and simplifies the process for customers.

9. Velvet Caviar

Velvet Caviar, a brand dealing in phone accessories, upgrades its referral program email with high-quality images featuring models holding their products. These images not only showcase the items in real-life settings but also help build trust and credibility. 

Why it works:

• Social media integration: By encouraging sharing on social platforms, Velvet Caviar increases the chances of the referral going viral.
• Clear incentives: Offering a 30% discount for both parties is a compelling incentive that motivates customers to refer.
• Trust-building: Mentioning 100,000+ 5-star reviews adds credibility to the brand, helping to build trust.

Conclusion

Referral emails are a direct and highly effective way to communicate with your customers, driving growth and boosting customer retention. Given the significant return on investment they can offer, it's essential to make sure your referral emails are well-crafted and strategically designed to engage your audience.

By applying the best practices discussed, you'll be able to create referral emails that not only catch attention but also encourage your customers to take action and share with others.

To simplify the process and boost your results, Social Snowball is the perfect solution for managing your referral programs. With automated onboarding, seamless payouts, and fraud prevention tools, Social Snowball helps you scale your affiliate and referral efforts without the hassle.

Schedule a demo now!

Frequently asked questions 

Why are refer-a-friend emails effective for growing your business?

Refer-a-friend emails work because they leverage trust and social connections, which are key drivers in decision-making. When existing customers refer their friends, it builds instant credibility for your brand. The added incentives for both referrers and referees create a win-win situation, motivating participation. 

How can I make my referral emails stand out?

Here are some tips on how you can make your referral emails stand out:

• Use an engaging subject line: Highlight the reward and mention why the program is a good fit to capture attention.
• Include a clear CTA: Make it simple and actionable with a button like “Start Referring”.
• Personalize the content: Address the recipient by name and tailor the message to their preferences.
• Incorporate visuals: Use clean, branded designs with images or icons that align with your message.
• Show social proof: Add testimonials or statistics showing the success of your referral program.