Create Referral Program

In this section:


Provide general details of the referral program


Choose the timeframe of your campaign


Set up a referral flow


Choose the referee reward


Build tiers for referrer rewards


Design notifications


Add metadata and see the summary

Learn how to set up a referral program and create unique referral codes in the campaign manager.

To begin with, you’ll need to run the Campaign manager with the plus (+). Create a new referral program. 

Referral campaign

General details

In the first step, define program details such as:

  • Program name and category. 
  • Code settings (pattern, redemption limit, codes count).
  • Auto-update campaign mode (new codes will be automatically added to the campaign if you run out of the original pool of codes).
  • Customers will join the campaign only once*.

Referral Program General Details

When you create a referral campaign you can mark that each customer will be allowed to join the campaign only once. If the same customer requests another referral code, Voucherify will give him/her the same code again and will not generate another code for this end-user. Therefore, one customer can only receive one referral code assigned from a particular promo campaign.

Program timeframe

In the second step, define optional time limits:

  • Start and end date (if no end date is set, the program will run non-stop and would need to be paused manually). 
  • Activity period (e.g., every day between 3 and 6 pm). 
  • Valid on particular days only (e.g., only on the weekend). 
  • Valid only after some time after publication (e.g., code is active for 48 hours after sharing with customers).


Read more about the time limits here

Incentive workflow

In the third section, you will be asked to set up your referral campaign workflow.

Choose a conversion event (when a new customer is approved as a referred).

  • Referral code redemption.
  • Custom event.
You can define referred customers based on a custom event defined previously in your Project Settings, e.g., customer_subscribed. As a result, if a new customer performs a defined event, he/she will be counted as a referred customer and the owner of the referral code used during the event gets a new referred customer attached to his/her account. Please note that your application must store an event describing a moment of conversion once you approve a new customer as a referred person. It triggers a rewarding mechanism. If you need help with that, go to the developer documentation.

Referral program – conversion event

Next, choose the type of referral program.

  • Single-sided referral program (only the referrer is rewarded). 
  • Double-sided referral program (both the referrer and the referee get a reward).

Type of referral program

Referee reward

If you decide on a double-sided referral program, you need to define a reward for new customers (referees). It can be a discount code (percentage, unit, amount, free shipping), gift card credits, or loyalty points.

Referee reward

If you choose discount coupons, you need to decide if the discount is applied to the whole order or to specific items only. Select the discount effect and if needed, define discounted products using validation rules. Read more about discount effects.

Below this section, you can see  validation rules. Here, you can create validation rules attached to referral codes. They restrict redemptions made by new customers (referees), e.g., setting the minimum order value to 50$. You can create these validation rules for both single- and double-sided referral programs. 

If you need help with creating limits, visit this guide.

Referee validation rules

Remember to build a validation rule Redemptions per customer in a campaign if you want each of the referees to use the referral code only once.

Referrer reward – tiers

In the fifth stage of the program creation, you need to define rewarding criteria and tell Voucherify when and how the referrer is rewarded.

To do so, you are going to build tiers. Each tier is a separate level in your referral program. If you want to have different rewards or/and different rewarding criteria then tiers are what you need. For example, tier 1 can reward each referrer who refers at least 1 customer with a $5 gift card and tier 2 can reward each referrer who refers at least 3 customers with a 30% discount.

There is no limit on the number of tiers, you can build multi-level referral programs with many rewards and custom rewarding schemas.

The creation of tiers is a 3-step process:

  • Criteria
  • Rewards
  • Notifications

Tier Criteria 

For both custom events- and referral code redemption-based conversion event, you can reward the referrer based on two criteria:

  • Reward every time the referee performs the custom event or redeems the referral code.
  • Reward for a given number of referees who performed a specific event or a minimum number of referrals.

Tier creation

In the case of a minimum number of referrals or X number of customers who performed a custom event, you can build advanced limits based on segments. For instance, you can decide that only referees from a specific location or with a unique attribute count as successful referrals.

Let's build an advanced rule for the referrers. In this scenario, only customers with one referral and from Belgium will receive a referral reward. Use filters to create needed conditions and confirm the selection with Add

Belgium advanced tier

Tier Rewards

Next, define the reward for referrers. You can choose from digital and material rewards:

  • Discount coupon (amount, percentage, unit, free shipping).
  • Gift card credits.
  • Loyalty points
  • Physical product (imported from your product catalog).

If you have already created rewards in the Rewards tab or for other referral/loyalty/giveaway programs, you can select them from the drop-down list (1). You can also build rewards from scratch (2).

Add rewards

In the case of digital rewards, you are going to need to specify the campaign from which the rewards are drawn. You can create a new campaign on the spot.

New referrer reward

If you decide to create a new campaign from scratch, you will be taken to a mini version of the campaign builder where you can set the campaign name, incentive type and value, validation rules, and campaign metadata. After filling in the details, confirm with Save

Referral campaign

Don't forget to click Add Reward. Otherwise, the reward won't be saved. 

Adding rewards

Tier notifications

Lastly, you can add notifications that are triggered by the referrer receiving a reward. You can choose multiple channels to do so:

You can design your message on the spot (email & SMS) or map fields for your integrations (e.g., ActiveCampaign).

Tier notifications

Let's design a short email notification informing the referrer about the new referral reward they received. 

After providing basic information about the message (channel, provider, sender, and subject line), choose an email template (simple or configurable). 

Notification content

Next, design the content of the message (text, colors, fonts, images, CTAs, social media share buttons, background). 

You should also use merge tags that are going to be populated with data at the moment of the message send-out. For instance, you can personalize your message with a Customer name merge tag. 

Referral layout editor

Program notifications

In the 6th stage, you can add optional notifications to your referral campaign. You can set up automatic notifications for two events:

  • To send a referral code to a referrer.
  • To inform the referrer about the new referred customer.

Referral Program notification

You can use the same channels as in the previous step (referral tier notifications).

Metadata and summary

In the 7th step, you can add additional metadata to your campaign. If you don't know what metadata is, follow this tutorial.

Adding metadata to a referral campaign

The last stage of the manager shows you a summary of your referral program. You can see the overview and, in case you need to, go back to each step to modify it. When all program details are ready, confirm with Save and wait until the referral codes are generated.

Remember that each referral code needs to be published before new customers (referees) can use it. The publication is the process of assigning a referral code to a particular customer (referrer). You can perform this action either through Distribution in the dashboard or programmatically via API.
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