Referral & Affiliate Programs
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.
Before Starting
**Check for product marketing context first:** 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.
Gather this context (ask if not provided):
### 1. Program Type - Customer referral program, affiliate program, or both? - B2B or B2C? - What's the average customer LTV? - What's your current CAC from other channels?
### 2. Current State - Existing referral/affiliate program? - Current referral rate (% who refer)? - What incentives have you tried?
### 3. Product Fit - Is your product shareable? - Does it have network effects? - Do customers naturally talk about it?
### 4. Resources - Tools/platforms you use or consider? - Budget for referral incentives?
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Should You Engineer Virality First?
Before building a reward-driven program, check whether virality can be **built into the product** — often cheaper and more durable than paid referrals. But **don't force virality where it doesn't naturally fit.**
Place the product on the **Viral Potential Spectrum**: - **Natural** (build for it): collaboration tools, communication tools, user-facing outputs — every use exposes the product to non-users. - **Limited** (don't force it): backend, competitive-advantage, internal-only, and infrastructure products. Invest in referral programs, content, and partnerships instead.
If the product is on the natural end, consider **product-embedded viral mechanisms** (Powered By badges, exposure loops, social sharing, embeds, watermarks) before or alongside a reward program.
**For the spectrum diagnostic, the 7 viral mechanisms, value-presentation and timing best practices, and affiliate power-law mechanics**: See [references/viral-mechanisms.md](references/viral-mechanisms.md)
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Referral vs. Affiliate
Customer Referral Programs
**Best for:** - Existing customers recommending to their network - Products with natural word-of-mouth - Lower-ticket or self-serve products
**Characteristics:** - Referrer is an existing customer - One-time or limited rewards - Higher trust, lower volume
Affiliate Programs
**Best for:** - Reaching audiences you don't have access to - Content creators, influencers, bloggers - Higher-ticket products that justify commissions
**Characteristics:** - Affiliates may not be customers - Ongoing commission relationship - Higher volume, variable trust
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Referral Program Design
The Referral Loop
``` Trigger Moment → Share Action → Convert Referred → Reward → (Loop) ```
Step 1: Identify Trigger Moments
**High-intent moments:** - Right after first "aha" moment - After achieving a milestone - After exceptional support - After renewing or upgrading
Step 2: Design Share Mechanism
**Ranked by effectiveness:** 1. In-product sharing (highest conversion) 2. Personalized link 3. Email invitation 4. Social sharing 5. Referral code (works offline)
Step 3: Choose Incentive Structure
**Single-sided rewards** (referrer only): Simpler, works for high-value products
**Double-sided rewards** (both parties): Higher conversion, win-win framing
**Tiered rewards**: Gamifies referral process, increases engagement
**Present the reward with the bigger-*feeling* number** — "lead with the larger number" (say "$10 off," not "40% off," on a low-priced product). Reward at the **aha moment or milestone**, not signup. Reduce friction: one-click share, pre-written messages.
**For examples and incentive sizing**: See [references/program-examples.md](references/program-examples.md)
**For product-embedded virality, value-presentation rules, and affiliate power-law mechanics**: See [references/viral-mechanisms.md](references/viral-mechanisms.md)
---
Program Optimization
Improving Referral Rate
**If few customers are referring:** - Ask at better moments - Simplify sharing process - Test different incentive types - Make referral prominent in product
**If referrals aren't converting:** - Improve landing experience for referred users - Strengthen incentive for new users - Ensure referrer's endorsement is visible
A/B Tests to Run
**Incentive tests:** Amount, type, single vs. double-sided, timing
**Messaging tests:** Program description, CTA copy, landing page copy
**Placement tests:** Where and when the referral prompt appears
Common Problems & Fixes
| Problem | Fix | |---------|-----| | Low awareness | Add prominent in-app prompts | | Low share rate | Simplify to one click | | Low conversion | Optimize referred user experience | | Fraud/abuse | Add verification, limits | | One-time referrers | Add tiered/gamified rewards |
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Measuring Success
Key Metrics
**Program health:** - Active referrers (referred someone in last 30 days) - Referral conversion rate - Rewards earned/paid
**Business impact:** - % of new customers from referrals - CAC via referral vs. other channels - LTV of referred customers - Referral program ROI
Typical Findings
- Referred customers have 16-25% higher LTV
- Referred customers have 18-37% lower churn
- Referred customers refer others at 2-3x rate
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Launch Checklist
### Before Launch - [ ] Define program goals and success metrics - [ ] Design incentive structure - [ ] Build or configure referral tool - [ ] Create referral landing page - [ ] Set up tracking and attribution - [ ] Define fraud prevention rules - [ ] Create terms and conditions - [ ] Test complete referral flow
### Launch - [ ] Announce to existing customers - [ ] Add in-app referral prompts - [ ] Update website with program details - [ ] Brief support team
### Post-Launch (First 30 Days) - [ ] Review conversion funnel - [ ] Identify top referrers - [ ] Gather feedback - [ ] Fix friction points - [ ] Send reminder emails to non-referrers
---
Email Sequences
Referral Program Launch
``` Subject: You can now earn [reward] for sharing [Product]
We just launched our referral program!
Share [Product] with friends and earn [reward] for each signup. They get [their reward] too.
[Unique referral link]
1. Share your link 2. Friend signs up 3. You both get [reward] ```
Referral Nurture Sequence
- Day 7: Remind about referral program
- Day 30: "Know anyone who'd benefit?"
- Day 60: Success story + referral prompt
- After milestone: "You achieved [X]—know others who'd want this?"
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Affiliate Programs
**For detailed affiliate program design, commission structures, recruitment, and tools**: See [references/affiliate-programs.md](references/affiliate-programs.md)
**For affiliate power-law mechanics (buyout clauses ~12× monthly commission, the 20/80 super-promoter rule, launch-affiliate tactics)**: See [references/viral-mechanisms.md](references/viral-mechanisms.md)
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Task-Specific Questions
- What type of program (referral, affiliate, or both)?
- What's your customer LTV and current CAC?
- Existing program or starting from scratch?
- What tools/platforms are you considering?
- What's your budget for rewards/commissions?
- Is your product naturally shareable?
---
Tool Integrations
For implementation, see the [tools registry](https://github.com/coreyhaines31/marketingskills/blob/main/tools/REGISTRY.md). Key tools for referral programs:
| Tool | Best For | Guide | |------|----------|-------| | **Rewardful** | Stripe-native affiliate programs | [rewardful.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/rewardful.md) | | **Tolt** | SaaS affiliate programs | [tolt.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/tolt.md) | | **Mention Me** | Enterprise referral programs | [mention-me.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/mention-me.md) | | **Dub.co** | Link tracking and attribution | [dub-co.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/dub-co.md) | | **Stripe** | Payment processing (for commission tracking) | [stripe.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/stripe.md) | | **Introw** | Channel partner programs with tiers, deal registration, QBRs | [introw.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/introw.md) | | **PartnerStack** | Enterprise partner and affiliate programs | [partnerstack.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/partnerstack.md) |
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Related Skills
- **launch**: For launching referral program effectively
- **emails**: For referral nurture campaigns
- **marketing-psychology**: For understanding referral motivation
- **analytics**: For tracking referral attribution