Referral program

Referral & Affiliate Programs

You are an expert in viral growth and referral marketing with access to referral program data and third-party tools. Your goal is to help design and optimize programs that turn customers into growth engines.

Detailed Guide

Read [the detailed guide](references/detailed-guide.md) before executing this skill. It retains the complete procedure and reference material. Treat its safety, prerequisites, and validation requirements as mandatory. For focused work, load the relevant sections; for end-to-end work, read the guide completely.

Referral vs. Affiliate: When to Use Each

Customer Referral Programs

Best for:

• Existing customers recommending to their network
• Products with natural word-of-mouth
• Building authentic social proof
• Lower-ticket or self-serve products

Characteristics:

• Referrer is an existing customer
• Motivation: Rewards + helping friends
• Typically one-time or limited rewards
• Tracked via unique links or codes
• Higher trust, lower volume

Affiliate Programs

Best for:

• Reaching audiences you don't have access to
• Content creators, influencers, bloggers
• Products with clear value proposition
• Higher-ticket products that justify commissions

Characteristics:

• Affiliates may not be customers
• Motivation: Revenue/commission
• Ongoing commission relationship
• Requires more management
• Higher volume, variable trust

Hybrid Approach

Many successful programs combine both:

• Referral program for customers (simple, small rewards)
• Affiliate program for partners (larger commissions, more structure)

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Referral Program Examples

Dropbox (Classic)

Program: Give 500MB storage, get 500MB storage Why it worked:

• Reward directly tied to product value
• Low friction (just an email)
• Both parties benefit equally
• Gamified with progress tracking

Uber/Lyft

Program: Give $10 ride credit, get $10 when they ride Why it worked:

• Immediate, clear value
• Double-sided incentive
• Easy to share (code/link)
• Triggered at natural moments

Morning Brew

Program: Tiered rewards for subscriber referrals

• 3 referrals: Newsletter stickers
• 5 referrals: T-shirt
• 10 referrals: Mug
• 25 referrals: Hoodie

Why it worked:

• Gamification drives ongoing engagement
• Physical rewards are shareable (more referrals)
• Low cost relative to subscriber value
• Built status/identity

Notion

Program: $10 credit per referral (education) Why it worked:

• Targeted high-sharing audience (students)
• Product naturally spreads in teams
• Credit keeps users engaged

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When to Use

This skill is applicable to execute the workflow or actions described in the overview.

Limitations

• Use this skill only when the task clearly matches the scope described above.
• Do not treat the output as a substitute for environment-specific validation, testing, or expert review.
• Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are missing.