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This workflow introduces users to your referral program and explains how sharing can benefit both them and their referrals. MailerPath orchestrates the workflow and delivery rules so you can focus on campaign strategy and copy personalization.

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Definition and business outcome

Use this workflow to increase referral program participation and referral-driven acquisition. Primary outcomes:
  • More users share referral links.
  • More qualified referral signups.
  • Lower blended acquisition cost.

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Entry criteria

Trigger moments may include:
  • Post-onboarding completion.
  • Milestone usage period (for example 30 days active).
  • Post-purchase or successful feature adoption.
Required conditions:
  • Valid email and active status.
  • Referral program enabled for the client.

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Exit criteria

Complete when:
  • Referral introduction message sent.
  • User shares referral link or starts referral action.
Cancel when:
  • User ineligible for referral program.
  • User unsubscribes.

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Suppression and conflict rules

  • Suppress repeated referral intro sends in short windows.
  • Exclude users already actively referring.
  • MailerPath queue conflict and priority controls apply.

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Required configuration fields

Client-configurable fields:
  • delay_minutes
  • send_time_mode
  • preferred_send_hour / preferred_send_minute
  • priority_score
  • Referral copy template and reward messaging
Minimum data:
  • Email
  • Referral link token or referral destination
  • Reward policy text

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Message blueprint

  1. Intro to referral program value.
  2. How the referral process works.
  3. Reward details.
  4. One CTA to share/referral portal.
CTA examples:
  • Share your referral link
  • Start referring

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Launch checklist

  1. Validate referral link generation.
  2. Confirm reward terms and eligibility text.
  3. Verify referral attribution tracking.

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Metrics and thresholds

  • Open rate target: 30% to 50%
  • Referral-link click rate target: 8%+
  • Referral conversion target: varies by offer; monitor trend weekly

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Failure scenarios and fixes

  • Low referral clicks: clarify reward and simplify CTA.
  • Attribution gaps: verify referral token passing and event ingestion.

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Workflow group and source

Workflow group:
  • Lead generation and referral
Source reference:
  • docs/workflow/MailerPath Workflow Details.md