Last week our good friend, Sacha Greif, shared the results of his DIY email referral system. The referral system netted him 4X his normal email newsletter signups when 2.3% of his list decided to refer someone else. The coolest part? Zapier played a big role.
You can pop over to his site to learn more about the results, but here we want to focus in on his methodology.
A referral system can be many things. In this case, we want to use a double sided referral system. A double sided referral system is where both parties get rewarded for some action.
Dropbox is a great example of double sided referrals. When you refer someone to Dropbox both you and the person you refer get extra space on your Dropbox account. We'll be doing something similar, but you can come up with what the referral item should be.
If you want to follow along we'll be using Wufoo and Mailgun. Sacha's version actually used MailChimp instead of Wufoo, but Wufoo gives you a bit more power.
Most Zaps using Zapier are pretty straight forward. Take data from location A, then send to location B. This Zap (actually series of Zaps) is a bit more advanced so make sure to pay attention here.
The first step is getting your signup form setup. The signup form needs to have a way to know who the referrer is so that when a referred person fills out the form, the referrer will get credit.
Using Wufoo this can be done with the hidden fields. You'll simply need to add the keyword 'hide' to the 'Add CSS Keyword Layout` field in Wufoo.
Once you're done you'll have a normal Wufoo signup form url that will look something like this:
But we need to pre-fill that hidden referral email field so the link we'll actually use will be something like this:
Note the extra
/email@example.com at the end of the url. You'll need to figure out what field number your hidden field is associated with.
You can find that by navigating from
code > API Information from your Wufoo form manager.
The last bit is getting your email newsletter service to append your subscribers email addresses to the Wufoo link. That way they can have their own custom referral link to give it out to others.
If you use MailChimp to send email newsletters you can use the merge tags to inject your subscribers email address onto the end of that Wufoo link like so:
So if I was a subscriber to your newsletter I might get a custom link like this:
Now, I can give that link to others and when they sign up to your newsletter via my link, me and the person I refer will both get the incentive item.
Now that you've got your signup form all worked out it's time to use Zapier to send the referral emails out. You'll need two Zaps to accomplish this. One for sending an email with a reward to the referrer and one for sending an email to the person referred.
In this case, we are using Wufoo as the signup form so it will be our trigger. We need to use a transactional service like Mandrill, Mailgun, or SendGrid.
Sacha used Mailgun in his example so to mix it up we'll use Mandrill.
Once you have a Mandrill account setup you can use this zap for sending both an email to the referrer and the person being referred.
Just follow the steps for the Zap creator and make sure one Zap sends an email to the referrer and the second Zap sends to the person referred.
Once you've done that you're good to go.
Thanks to Sacha's imagination, you can use Zapier to create a fast and easy referral system for your email newsletter program. Here are the abbreviated steps:
If you're interested in some more details be sure to check out Sacha's post on doing this with MailChimp and Mailgun over at his site.
Every web application under the sun has to send email too so there’s a huge demand for services who can help developers send email more efficiently.
The thing is, if sending email is hard for developers, guess how hard it is for marketers, support teams and sales guys? If you take a look at the home pages of Mandrill, Sendgrid, and Mailgun you can tell they target developers likely because it would be too hard for a non-developer to use their services. After all a developer has to help them set up whatever email they want to send right?
At Zapier we disagree. Sending transactional or automated email should be just as easy for non-technical people as it is for developers and while that may not be the core target of Mandrill, Mailgun or Sendgrid they seem to think so too (all three have added their services via the Zapier developer platform).
Mandrill recently wrote this excellent post about sending custom automated follow up emails for PayPal purchases so that consumers can have some assurances that their purchase order was indeed recieved by the vendor. This is a way better feedback loop for customers than the standard PayPal purchase email that is sent.
If you look down the list of Zap templates you’ll find hundreds of different use cases for sending high value emails just like the PayPal example above.
Patio11 says you should probably send more email if you want to make more money. Email is the gold standard for social and productivity. Everyone hates sending email. Automating sending email is great for web services. It should be great for other non-technical services too.
Sidenote: could be aruged this adds to the clutter. Read on for more about this.
Many services have email dropboxes ala Posterous or Basecamp. Entire apps can be built without writing a single line of code by patch working email together with other pre-exisitng apps.
Sending email isn’t childs play. In the hands of a trained professional email expert is worth it’s weight in gold. Email in the hands of an amatuer will annoy email recipients, kill sender reputation scores, and cause ungodly migraines for those cleaning up the mess.
If you have never sent large amounts of email before I’d encourage, nay I’d insist, you read up on permission. Make sure whoever the recipient is, is happy the email you send reaches them. And don’t just assume they want your email. Explicitily know they want your email.
Remember tools are just that: tools. It’s how you use them that matters. So make sure you use email for good and not evil.
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