Welcome to The Retention Newsie by The Email Marketers, the retention building experts for 8-& 9-figure e-commerce brands.

Every week we bring you the best case studies, strategies, and tips around keeping more customers, turning them into raving fans, and increasing revenue.

Up this week:

• 🪒 Inside Harrys Referral Driven Launch

• 📧 3 Simple Tactics to Boost Email Results

• 📊 Gamification, Crafting Cold Emails, & More!

Reading time: 4 minutes 20 seconds

Inside Harrys Referral Driven Launch

In 2013, Jeff Raider and Andy Katz-Mayfield had a razor-sharp idea: to fix the frustrating experience of buying overpriced razors.

They called it Harry's, a direct-to-consumer shaving brand offering high-quality products at an affordable price.

But as an unknown startup, Harry's faced a daunting challenge: how to build an audience from scratch. Raider knew the power of referral marketing, having experienced it firsthand as a co-founder of Warby Parker. He believed that the most effective way to launch Harry's was through a credible referral program.

"We can't launch to crickets," Jeff Raider worried. "Would anyone even notice?" So, they focused on crafting a pre-launch campaign that would help people spread the word to their friends.

The results were staggering: 100,000 email signups in just one week, with 77% of those coming directly from referrals.

Harry's pre-launch referral program was a masterclass in simplicity and virality. They created a two-page microsite: a splash page to collect emails and a referral page that appeared after sign-up.

The referral page explained the campaign clearly: "Invite friends & earn product." Participants could see how many friends had joined through their unique referral link, unlocking rewards at different milestones:

• 5 referrals = Free shave cream

• 10 referrals = Free Truman Handle

• 25 referrals = Free Winston Handle

• 50 referrals = Free shaving for a year

This gamification tapped into people's competitive spirit and FOMO. The tiered rewards were challenging but attainable, motivating participants to keep sharing. Over 200 people referred more than 50 friends each.

To ignite the campaign, Harry's employees reached out to their networks, sending personal emails announcing the upcoming launch, including a link to the microsite in their email signatures.

On the referral page, Harry's made sharing effortless by providing pre-written messages for email and social media. The copy was intriguing and click-worthy: "Shaving is evolving. Don't leave your friends behind."

The referral engine worked like magic. 77% of the emails collected came from referrals, with 20,000 people referring about 65,000 friends. On average, each participant referred more than 3 friends.

By focusing on referrals rather than traditional advertising, Harry's was able to acquire emails at a fraction of the usual cost.

The campaign generated so much buzz, that it helped the company raise nearly $122.5 million in funding and eventually acquire their German razor blade manufacturer.

• Gamify Your Referrals: Use a tiered reward system to encourage more referrals and keep people sharing.

• Simplify Sharing: Offer pre-written messages and easy sharing options to make spreading the word effortless.

• Use Your Network: Like Harry’s, start with employees and friends to ignite viral growth.

• Create Scarcity: A pre-launch campaign with exclusivity makes people eager to share.

• Focus on Storytelling: Craft a compelling narrative around your brand and product.

We help 8-& 9-figure e-commerce brands increase revenue and build strong customer relationships through retention marketing: Email, SMS, direct mail, subscriptions, memberships, loyalty programs, and more.

Boost Email Results with These 3 Simple Tactics

In Ecommerce, getting customers to open your emails is just the start—the real challenge is getting them to click through. Here are three powerful strategies to boost your click-through rates and drive engagement:

Motivate the Click with Compelling Reasons

Surround your call-to-action (CTA) with persuasive text that shows off specific benefits or tackles potential objections. For example:

• "Claim your exclusive 20% off – today only!"

• "See why 10,000+ customers love our product"

• "Start your free trial – no credit card required"

Minimize Friction with Reassuring Language

Address your customers' hesitations head-on. Use phrases near your CTA that reduce the perceived "cost" of clicking:

• "Cancel anytime – no questions asked"

• "Free 7-day trial – experience the difference risk-free"

• "30-day money-back guarantee on all purchases"

Diversify Your CTA Formats

Break free from the standard button or text link, and experiment with varied CTA formats to capture attention and connect with readers at different engagement points:

• Transform product images into clickable CTAs

• Use animated GIFs to draw the eye to your action point

• Incorporate interactive elements like sliders or quizzes that lead to a click

By implementing these strategies you're building a foundation for stronger customer relationships and improved retention. Each click is an opportunity to show your value, address customer needs, and guide them further along their journey with your brand.

Remember, every email is a chance to turn casual browsers into loyal, repeat customers. Make each click count!

• A new study reveals that 79% of consumers trust UGC more than influencer content when making purchasing decisions.

• How to craft effective cold emails, including valuable tips for reaching potential clients and partners

• Explore how permission-based marketing is becoming crucial for building trust and engagement with customers.

• Discover how gamification in loyalty programs can boost customer retention by up to 95%.

• Insights on Starbucks India’s loyalty program that doubled in two years.