Refer a Friend Benchmark Study

I recently reviewed several email newsletters each from 103 of the top online retailers that I track to see which included refer-a-friend (RAF) links in their emails. Only three did: jewelry retailer Blue Nile, pet supplies retailer and pharmacy Drs. Foster & Smith, and computer and electronics retailer TigerDirect.

The 3% of our sample that uses RAF stands in sharp contrast to the 44% that use send-to-a-friend (STAF) programs (according to my Send to a Friend Benchmark Study), another customer acquisition tool that relies on existing customers. Unlike STAF, which forwards a newsletter along to a friend, RAF programs send an email that introduces the friend to the retailer.

The Refer a Friend Benchmark Study looks at the unique way in which each of three retailers implemented their program, and also addresses several areas of concern with these RAF programs—namely, a lack of attention to privacy issues, ease-of-use problems, limited integration into email campaigns, and concerns with adherence to the JumpStart ruling.

For the full report, visit the Email Experience Council's Whitepaper Room. The study is $119 for non-EEC members, while EEC members can download it—and any other reports from our whitepaper room—at no cost. To learn more about membership in the Email Experience Council, click here.

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