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How to Build a Great Referral Program in 2026 (+25 Successful ...
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Gousto’s referral program is relatively straightforward and easy to understand, offering credits and discounts as rewards and incentives that encourage those referred-in to give the service a go and encourage referrers to keep using Gousto’s service. “those messages are strategically timed to arrive when their customers are most likely to refer, such as after a good experience, having given a positive rating, or just after joining.” And finally, Gousto also understands the power of limited-time offers to encourage action (or booster campaigns as we like to call them). In Gousto’s case, they double the offer from £15 to £30 for a short period, which creates a sense of urgency or FOMO (fear of missing out) to encourage potential referrers to act now rather than miss out.
A referral program is a system where a brand identifies and reaches out to the people who like or love the brand and asks them to tell friends and family about them. “The program usually provides an easy and safe means to share a message, accurately tracks the success of the referral, and offers a reward for each verified transaction.” Considering building a referral program for your business? Our guide will take you through what referral programs are, the different types of program, tips to ensure success and examples from the most successful programs to inspire you.
A referral program is a marketing strategy that encourages existing or past customers to share your brand with their friends and family. When someone refers a new customer who makes a purchase, the original customer receives a reward from the company. Referral programs are a great way to acquire new customers and build loyalty among your existing customers. “Without a referral program, you’re relying on natural word of mouth to get customers to recommend your brand to their friends, family and colleagues, which will probably only ever reach a small percentage of its full potential.” Although conversely, the recommendation of a trusted friend can add more value for more considered purchases such as telecommunications, insurance, banking and utilities. And given that the value of a referred-in customer is often much higher in these industries, the opportunity cost of not having a referral program is greater.
Have A Clear CTA “Make sure that you have a clear call to action and that the wording of your program is clear and understandable so that each participant knows exactly what they have to do to earn a reward or incentive.” Hear from Jacob Tice, Senior Marketing at Trupanion why referral can add a ‘therefore, what?’ CTA to your content and stories: