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If you’re reading this, chances are you’re either about to launch a referral program or looking to improve the one you’ve already got. I believe 2025 is the perfect time to double down on referrals: ad costs are up, and customers trust friends more than ads.
Referral emails are a successful strategy that ecommerce and DTC brands employ to promote their referral programs to their advocates and improve referral rates.
Sending out referral emails to your happy customers not only brings your loyal customers back to your online shop but also brings in new customers with little effort (thank you, email automation).
Once you've decided on the referral incentives for your existing customers, it's time to let them know about it by sending out a well-thought-out referral program email.
In this article, we'll give you tips for writing the best referral emails, show you what other successful ecommerce brands are doing and give you three templates to use.
Let’s start with quick tips!
Note: The below examples can serve as great inspiration for your own referral emails. If you want to start actually building your own referral emails, you can use referral program software such as ReferralCandy.
Even with the most irresistible incentive possible, it doesn't necessarily equate to your customers taking up your offer.
Why not?
Because they might not even open your referral program email. If they do, they might not click on the link to set up their referral discount or offer.
That's why it's super important to write a referral email that is more likely to land in the inbox, be opened, and grab the attention of your existing customer base.
"It only takes a few seconds for customers to decide whether to click on your referral email, so make it stand out. Maximize your chances of higher open rates by using an eye-catching subject head, professional-looking images that highlight your product, and use persuasive, but not aggressive copywriting." - Rachel Leung, Product Designer @ ReferralCandy
We've got a few tips to help you do exactly that.
As tempting as it is to write a super cheeky subject line as you might do with your friends, it might not be the best tactic when it comes to your email marketing strategy.
Instead, it's super important to be clear about what you are offering in the email so that your customers know whether or not they want to open it. Be clear about what the referral offer is right in the subject line (see example below).
Email subject line example: Get 10% off your next purchase and help a friend save too!
Want another tip?
Consider adding an emoji to your subject line. People are 54% more likely to open your email when there are emojis in the subject line.
Referral incentives are one of the most important components of asking for referrals. Most people want to know what's in it for them by referring your brand and product to their close friends and family.
The keyword here is “WORTH”.
The referral incentive should be clear and simple while showing your subscribers that it is worth being an advocate for your brand. By prominently displaying it in your email, it helps your customers to decide if it is worth their time and effort to refer your brand and products.
Showing the incentive example:
To refer a friend, simply share your unique referral code/referral link with them and have them enter it at checkout. They'll get 10% off their order, and you'll get a discount on your next purchase.
Listen, as impressive as human beings can be at times, the truth of the matter is that we are also incredibly lazy.
So make your referral bonus easy to identify right away, either with a clear call-to-action, an effective campaign slogan, a big, bold referral code, or super clear instructions. You want to include a unique referral link for customers to copy. This can be shared on both the referral email and referral program page.
A good email design ensures that the main message is read even if your customer is just scanning through the email. Furthermore, custom email templates play a pivotal role in attracting the customer's attention and nudging them to act.
When starting your referral program, you must determine who you will send it to, i.e., your target audience.
For most ecommerce merchants, we recommend sending the referral program email to all new customers with a post-purchase email, which we’ll discuss in the next step.
You should send it not only to all new customers but also to existing customers. To do this, you can use one of the email templates we will later show you in this article.
Once you have identified your target audience, the next step is to make sure you send out your referral program at the right time.
Here are some timings we recommend.
This is the most common time to send out a referral email, but it's a hit or miss. At this point, customers are happy enough since they've purchased a product from you. But if they're first-time customers, it may be slightly off-putting when you're telling them to share about your product before they've even received it.
We can't stress enough how important it is to reach out to these customers for referrals. Depending on your "goals", you could target this segment with either a review email or a referral email. But it's the perfect time to turn them into advocates, especially if they're satisfied with what they've received in their mail.
Targeting customers during the holiday season is also a great idea. While you have an ongoing "general" referral campaign, you could have a separate one just for the festive period with a different seasonal perk that comes along with it. Even your referral messaging, email design, and landing pages can all be catered to the holiday event. A limited edition perk would work super well as it plays on the FOMO behavior of humans.
Referrals are all about genuine relationships. It relies heavily on the personal relationships of your customers when they make the decision to share about your product and brand with the people they know.
With that said, your referral emails, especially for loyal customers, should also show how much you appreciate your customers.
Next, let's look into examples of the most beautiful referral email designs.
Email subject line: Refer to friends & get a free toy
Riff Raff & Co is an ecommerce brand in the accessories for baby & toddler niche. Using the above referral email design, they achieved a 24% referral rate, much higher than the industry average. To create the referral emails, they used ReferralCandy.
Why we love this referral email example:
Email subject line: Refer friends and get $15
Contact Lens Singapore offers authentic contact lenses from brands like Bausch & Lomb, Alcon and Coopervision at up to 50% off recommended retail prices. They used ReferralCandy to launch their referral program, where referral advocates earn $15 directly into their PayPal account for each successful referral.
Why we love this referral email example:
Email subject line: Get 20% off for each successful referral
Evolve Skateboards designs and manufactures high-performance electric skateboards and accessories and is the industry leader in this category. Since launching their referral program with ReferralCandy, they have earned over $1M in referral sales and seen a 28x return on investment.
Why we love this referral email example:
Email subject line: Time To Share!
Bees & Trees is a brand that sells premium-quality honey, and other bee-related products like beeswax.
Why we love this referral email example:
Email subject line: Refer a friend and get $20 credit!
Front Of The Pack is a brand that specializes in pet health and wellness products.
Why we love this referral email example:
Email subject line: Give $5, get $5
Olipop is a brand selling beverages that are naturally sugar-free and aimed at providing healthy alternatives to traditional sodas.
Why we love this referral email example:
Email subject line: Discover. Save. Feel Better Every Day.
Prima is a wellness brand that offers a range of body care products.
Why we love this referral email example:
Email subject line: BLACK FRIDAY STARTS NOW
Period Aisle is a brand specializing in menstrual products, particularly reusable cups, pads, and underwear.
Why we love this referral email example:
Email subject line: International Day of Friendship
Greats is a footwear brand known for its stylish and high-quality sneakers.
Why we love this referral email example:
Email subject line: TRY NEW THINGS TOGETHER
Flexfits manufactures innovative menstrual products, such as menstrual discs.
Why we love this referral email example:
Email subject line: tell a friend about Recess for $10
Recess is an ecommerce brand that promotes relaxation through its refreshing and healthy beverages.
Why we love this referral email example:
Email subject line: GIVE $20, GET $20
Wildfang is a fashion brand selling gender-neutral clothing and accessories.
Why we love this referral email example:
Email subject line: STARFACE REWARDS
Starface is a skincare brand known for its innovative approach to acne treatment and skincare.
Why we love this referral email example:
Email subject line: Your $15 offer is expiring.
Grove is a brand specializing in sustainable household and personal care products.
Why we love this referral email example:
Email subject line: Sharing is caring! Refer a friend + get 20% off your next Bright Littles order!
Bright Littles is an ecommerce brand selling conversation cards.
Why we love this referral email example:
Email subject line: This just in: The Green Impact Report
Cleancult is a brand that specializes in eco-friendly cleaning products, such as laundry detergent and household cleaners.
Why we love this referral email example:
Email subject line: Get $25 for each friend you refer
Bandier is an activewear brand that offers stylish workout clothing and accessories.
Why we love this referral email example:
Email subject line: Give the gift of vinyl, instantly 🎁
Vinyl Me, Please is a subscription-based service and online store specializing in vinyl records.
Why we love this referral email example:
Email subject line: GIVE $25, GET $25
Princess Polly is a fashion brand that sells trendy clothing, accessories, and beauty products for women.
Why we love this referral email example:
Email subject line: This Won’t Last Long - Refer a Friend Today 🤝
Woom is an ecommerce brand specializing in selling high-quality bicycles for children.
Why we love this referral email example:
Email subject line: Your Friends Will Thank You
Ruggable specialises in selling machine-washable rugs designed for easy maintenance.
Why we love this referral email example:
Email subject line: Your Friends Will Want In On This…
Lulus is a native fashion brand for women. The company is based in California and serves millions of customers worldwide.
Why we love this referral email example:
Email subject line: Earn 30% OFF for sharing VC! 💵✨
Velvet Caviar is an ecommerce brand selling phone cases, accessories, and tech gadgets.
Why we love this referral email example:
Now that we have seen some of the best referral email designs, let's look at three referral email templates you can use.
We have divided the templates into post-purchase, loyal customers, and informational referral email templates.
Remember that the below templates work best when accompanied by the right referral email design. To create beautiful referral email designs, you can use referral program software like ReferralCandy.
The most important step of any referral email campaign is to get the initial email out to the customers. A good way to do that is to send a post-purchase referral email to all new customers who order from you.
Post-purchase referral emails can be sent before customers even receive their orders, but the below template should be sent after they have received them.
Here is a template you can use:
Hey [Customer name],
Love your [product name]? Why not tell your friends about your experience?
When you refer a friend to [brand name], you'll both get [a specific percentage] OFF your entire order.
To get started, simply click the button below to create your own unique referral link!
[call to action button]
Customer loyalty refers to the customers who consistently choose your products over competitors. With this email, you can showcase your referral program and thank your loyal customers simultaneously.
Here is a template you can use:
Hey [Customer name],
We appreciate your continued trust in [brand] to [describe the problem you’ve solved for your customer].
You might have already told your friends about the amazingness of [product]. You might as well earn a reward while you're at it by participating in our referral program!
Your friend will receive [x amount of money] OFF their first order, and you'll earn a [x amount of money] gift card for any [brand] purchase!
To start referring to your friends, click on this link: [link to your referral program landing page]
Thank you for being a loyal customer,
[Your name]
An Informational referral email template is popular, especially when you've just launched your referral program. You can send it to inform your customers about the new referral program.
Here is a template you can use:
Become a [brand] Ambassador & Earn Cash!
Give your friends 20% off their first purchase of $65 or more and get $20 cash from [brand name] directly to your PayPal account!
The best part is you can refer as many friends as you wish, with the same reward each time.
Refferal orders must be placed before [specific date].
Forward this link to your friends:
[referral rewards program link]
Crafting a successful referral email can be difficult, so take as much time as you need in creating the best possible design and copy that will compel your customers to share with their friends and family. Test different subject lines, layouts, and calls to action to see what resonates most with your audience.
Referral emails are a successful strategy that ecommerce and DTC brands employ to promote their referral programs to their advocates and improve referral rates, making them a key component of effective outbound lead generation strategies.
By consistently optimizing your referral emails and aligning them with your brand voice and customer expectations, you’ll be well on your way to building a powerful, scalable referral channel.
Take inspiration from these 23 different email designs and make one that is truly your own.
Raúl Galera is the Growth Lead at ReferralCandy, where they’ve helped 30,000+ eCommerce brands drive sales through referrals and word-of-mouth marketing. Over the past 8+ years, Raúl has worked hands-on with DTC merchants of all sizes (from scrappy Shopify startups to household names) helping them turn happy customers into revenue-driving advocates. Raúl’s been featured on dozens of top eCommerce podcasts, contributed to leading industry publications, and regularly speaks about customer acquisition, retention, and brand growth at industry events.
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