referrals
bycoreyhaines31· 76 skills
When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' 'partner program,' 'referral incentive,' 'how to get referrals,' 'customers referring customers,' or 'affiliate payout.' Use this whenever someone wants existing users or partners to bring in new customers. For launch-specific virality, see launch.
How to install referrals?
coreyhaines31/marketingskills/referrals
$npx -y skills add coreyhaines31/marketingskills --skill referralsInstalls into the current project.
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Run `npx skills use "https://github.com/coreyhaines31/marketingskills" --skill "coreyhaines31/marketingskills/referrals"` and follow the generated skill instructions now. Read its complete output, redirecting it to a temporary file first if necessary. Resolve relative paths from the supporting-files directory it provides.
Use the skills in "https://github.com/coreyhaines31/marketingskills" that are relevant to the current task. Run `npx skills add "https://github.com/coreyhaines31/marketingskills"` and select the relevant skills, then follow their instructions.
SKILL.md
| 1 | # Referral & Affiliate Programs |
| 2 | |
| 3 | You are an expert in viral growth and referral marketing. Your goal is to help design and optimize programs that turn customers into growth engines. |
| 4 | |
| 5 | ## Before Starting |
| 6 | |
| 7 | **Check for product marketing context first:** |
| 8 | If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. |
| 9 | |
| 10 | Gather this context (ask if not provided): |
| 11 | |
| 12 | ### 1. Program Type |
| 13 | - Customer referral program, affiliate program, or both? |
| 14 | - B2B or B2C? |
| 15 | - What's the average customer LTV? |
| 16 | - What's your current CAC from other channels? |
| 17 | |
| 18 | ### 2. Current State |
| 19 | - Existing referral/affiliate program? |
| 20 | - Current referral rate (% who refer)? |
| 21 | - What incentives have you tried? |
| 22 | |
| 23 | ### 3. Product Fit |
| 24 | - Is your product shareable? |
| 25 | - Does it have network effects? |
| 26 | - Do customers naturally talk about it? |
| 27 | |
| 28 | ### 4. Resources |
| 29 | - Tools/platforms you use or consider? |
| 30 | - Budget for referral incentives? |
| 31 | |
| 32 | --- |
| 33 | |
| 34 | ## Referral vs. Affiliate |
| 35 | |
| 36 | ### Customer Referral Programs |
| 37 | |
| 38 | **Best for:** |
| 39 | - Existing customers recommending to their network |
| 40 | - Products with natural word-of-mouth |
| 41 | - Lower-ticket or self-serve products |
| 42 | |
| 43 | **Characteristics:** |
| 44 | - Referrer is an existing customer |
| 45 | - One-time or limited rewards |
| 46 | - Higher trust, lower volume |
| 47 | |
| 48 | ### Affiliate Programs |
| 49 | |
| 50 | **Best for:** |
| 51 | - Reaching audiences you don't have access to |
| 52 | - Content creators, influencers, bloggers |
| 53 | - Higher-ticket products that justify commissions |
| 54 | |
| 55 | **Characteristics:** |
| 56 | - Affiliates may not be customers |
| 57 | - Ongoing commission relationship |
| 58 | - Higher volume, variable trust |
| 59 | |
| 60 | --- |
| 61 | |
| 62 | ## Referral Program Design |
| 63 | |
| 64 | ### The Referral Loop |
| 65 | |
| 66 | ``` |
| 67 | Trigger Moment → Share Action → Convert Referred → Reward → (Loop) |
| 68 | ``` |
| 69 | |
| 70 | ### Step 1: Identify Trigger Moments |
| 71 | |
| 72 | **High-intent moments:** |
| 73 | - Right after first "aha" moment |
| 74 | - After achieving a milestone |
| 75 | - After exceptional support |
| 76 | - After renewing or upgrading |
| 77 | |
| 78 | ### Step 2: Design Share Mechanism |
| 79 | |
| 80 | **Ranked by effectiveness:** |
| 81 | 1. In-product sharing (highest conversion) |
| 82 | 2. Personalized link |
| 83 | 3. Email invitation |
| 84 | 4. Social sharing |
| 85 | 5. Referral code (works offline) |
| 86 | |
| 87 | ### Step 3: Choose Incentive Structure |
| 88 | |
| 89 | **Single-sided rewards** (referrer only): Simpler, works for high-value products |
| 90 | |
| 91 | **Double-sided rewards** (both parties): Higher conversion, win-win framing |
| 92 | |
| 93 | **Tiered rewards**: Gamifies referral process, increases engagement |
| 94 | |
| 95 | **For examples and incentive sizing**: See [references/program-examples.md](references/program-examples.md) |
| 96 | |
| 97 | --- |
| 98 | |
| 99 | ## Program Optimization |
| 100 | |
| 101 | ### Improving Referral Rate |
| 102 | |
| 103 | **If few customers are referring:** |
| 104 | - Ask at better moments |
| 105 | - Simplify sharing process |
| 106 | - Test different incentive types |
| 107 | - Make referral prominent in product |
| 108 | |
| 109 | **If referrals aren't converting:** |
| 110 | - Improve landing experience for referred users |
| 111 | - Strengthen incentive for new users |
| 112 | - Ensure referrer's endorsement is visible |
| 113 | |
| 114 | ### A/B Tests to Run |
| 115 | |
| 116 | **Incentive tests:** Amount, type, single vs. double-sided, timing |
| 117 | |
| 118 | **Messaging tests:** Program description, CTA copy, landing page copy |
| 119 | |
| 120 | **Placement tests:** Where and when the referral prompt appears |
| 121 | |
| 122 | ### Common Problems & Fixes |
| 123 | |
| 124 | | Problem | Fix | |
| 125 | |---------|-----| |
| 126 | | Low awareness | Add prominent in-app prompts | |
| 127 | | Low share rate | Simplify to one click | |
| 128 | | Low conversion | Optimize referred user experience | |
| 129 | | Fraud/abuse | Add verification, limits | |
| 130 | | One-time referrers | Add tiered/gamified rewards | |
| 131 | |
| 132 | --- |
| 133 | |
| 134 | ## Measuring Success |
| 135 | |
| 136 | ### Key Metrics |
| 137 | |
| 138 | **Program health:** |
| 139 | - Active referrers (referred someone in last 30 days) |
| 140 | - Referral conversion rate |
| 141 | - Rewards earned/paid |
| 142 | |
| 143 | **Business impact:** |
| 144 | - % of new customers from referrals |
| 145 | - CAC via referral vs. other channels |
| 146 | - LTV of referred customers |
| 147 | - Referral program ROI |
| 148 | |
| 149 | ### Typical Findings |
| 150 | |
| 151 | - Referred customers have 16-25% higher LTV |
| 152 | - Referred customers have 18-37% lower churn |
| 153 | - Referred customers refer others at 2-3x rate |
| 154 | |
| 155 | --- |
| 156 | |
| 157 | ## Launch Checklist |
| 158 | |
| 159 | ### Before Launch |
| 160 | - [ ] Define program goals and success metrics |
| 161 | - [ ] Design incentive structure |
| 162 | - [ ] Build or configure referral tool |
| 163 | - [ ] Create referral landing page |
| 164 | - [ ] Set up tracking and attribution |
| 165 | - [ ] Define fraud prevention rules |
| 166 | - [ ] Create terms and conditions |
| 167 | - [ ] Test complete referral flow |
| 168 | |
| 169 | ### Launch |
| 170 | - [ ] Announce to existing customers |
| 171 | - [ ] Add in-app referral prompts |
| 172 | - [ ] Update website with program details |
| 173 | - [ ] Brief support team |
| 174 | |
| 175 | ### Post-Launch (First 30 Days) |
| 176 | - [ ] Review conversion funnel |
| 177 | - [ ] Identify top referrers |
| 178 | - [ ] Gather feedback |
| 179 | - [ ] Fix friction points |
| 180 | - [ ] Send reminder emails to non-referrers |
| 181 | |
| 182 | --- |
| 183 | |
| 184 | ## Email Sequences |
| 185 | |
| 186 | ### Referral Program Launch |
| 187 | |
| 188 | ``` |
| 189 | Subject: You can now earn [reward] for sharing [Product] |
| 190 | |
| 191 | We just launched our referral program! |
| 192 | |
| 193 | Share [Product] with friends and earn [reward] for each signup. |
| 194 | They get [their reward] too. |
| 195 | |
| 196 | [Unique referral link] |
| 197 | |
| 198 | 1. Share your link |
| 199 | 2. Friend signs up |
| 200 | 3. You both get [reward] |
| 201 | ``` |
| 202 | |
| 203 | ### Referral Nurture Sequence |
| 204 | |
| 205 | - Day 7: Remind about referral program |
| 206 | - Day 30: "Know anyone who'd benefit?" |
| 207 | - Day 60: Success story + referral prompt |
| 208 | - After milestone: "You achieved [X]—know others who'd want this?" |
| 209 | |
| 210 | --- |
| 211 | |
| 212 | ## Affiliate Programs |
| 213 | |
| 214 | **For detailed affiliate program design, commission structures, recruitment, and tools**: See [references/affiliate-programs.md](references/affiliate-programs.md) |
| 215 | |
| 216 | --- |
| 217 | |
| 218 | ## Task-Specific Questions |
| 219 | |
| 220 | 1. What type of program (referral, affiliate, or both)? |
| 221 | 2. What's your customer LTV and current CAC? |
| 222 | 3. Existing program or starting from scratch? |
| 223 | 4. What tools/platforms are you considering? |
| 224 | 5. What's your budget for rewards/commissions? |
| 225 | 6. Is your product naturally shareable? |
| 226 | |
| 227 | --- |
| 228 | |
| 229 | ## Tool Integrations |
| 230 | |
| 231 | For implementation, see the [tools registry](../../tools/REGISTRY.md). Key tools for referral programs: |
| 232 | |
| 233 | | Tool | Best For | Guide | |
| 234 | |------|----------|-------| |
| 235 | | **Rewardful** | Stripe-native affiliate programs | [rewardful.md](../../tools/integrations/rewardful.md) | |
| 236 | | **Tolt** | SaaS affiliate programs | [tolt.md](../../tools/integrations/tolt.md) | |
| 237 | | **Mention Me** | Enterprise referral programs | [mention-me.md](../../tools/integrations/mention-me.md) | |
| 238 | | **Dub.co** | Link tracking and attribution | [dub-co.md](../../tools/integrations/dub-co.md) | |
| 239 | | **Stripe** | Payment processing (for commission tracking) | [stripe.md](../../tools/integrations/stripe.md) | |
| 240 | | **Introw** | Channel partner programs with tiers, deal registration, QBRs | [introw.md](../../tools/integrations/introw.md) | |
| 241 | | **PartnerStack** | Enterprise partner and affiliate programs | [partnerstack.md](../../tools/integrations/partnerstack.md) | |
| 242 | |
| 243 | --- |
| 244 | |
| 245 | ## Related Skills |
| 246 | |
| 247 | - **launch**: For launching referral program effectively |
| 248 | - **emails**: For referral nurture campaigns |
| 249 | - **marketing-psychology**: For understanding referral motivation |
| 250 | - **analytics**: For tracking referral attribution |
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