Loyalty Program Increases New Leads by 35% [Outlier Case Study]

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In this case study, we review how Outlier was able to build an ambassador program that achieved a referral growth of 35% and how you can do the same!

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Loyalty Program Overview

Outlier is a revolutionary sports betting platform that enables sports enthusiasts to place bets with confidence. Through leveraging historical performance data, analyzing relevant trends and insights, and tracking line movement, bettors can make more informed decisions when placing their bets. With Outlier, users can compare odds across major sportsbooks and seamlessly execute their bets with just two clicks. Outlier makes expert picks accessible to everyone, regardless of expertise level, and provides an efficient and data-driven sports betting experience.

After analyzing various marketing options, Outlier decided to implement a referral program to boost customer acquisition and retention. The decision was based on the fact that referrals have been proven to be a cost-effective and efficient way of acquiring new customers while also increasing customer loyalty. Outlier understands that satisfied customers are more likely to refer their friends and family, and by incentivizing these referrals, they can increase their customer base and improve brand awareness. Additionally, a referral program can help Outlier stand out in the competitive sports betting market by providing a unique and personalized experience for their customers.

Loyalty Program Rewards

Outlier understands that incentive is the key part of a referral program design, and that the right incentives for the referrer can lead to a chain reaction of growth. 

Outlier's referral program offers various rewards for referring new customers to the platform. These rewards include a bonus code that can be redeemed for additional betting credits, a free subscription to premium features on the platform, free cash that can be used for betting, exclusive Outlier merchandise, and even a chance to win a free trip to a major sporting event in Las Vegas or March Madness. The more successful referrals a customer makes, the greater their chances of earning these exciting rewards. With such attractive incentives, Outlier's referral program makes it easy for customers to share the platform with their friends and family, and be rewarded for doing so.

Loyalty Program Participant Flow

When it comes to referral programs, a smooth and engaging participant flow can make all the difference in attracting and retaining users. Outlier recognizes this and has taken steps to ensure that their referral program is not only easy to access but also highly rewarding for users. In this section, we will take a closer look at the participant flow of the Outlier referral program, including how it is integrated into the app dashboard and the steps that users can take to sign up and start earning rewards.

Step 1

User visits the Outlier.bet website and subscribes to their app. This step brings in new customers to the platform and increases the potential for referrals.

Step 2

Once a customer is signed up, they can access the referral program within the app by navigating to the app dashboard menu and selecting the "Referral Program" option. This provides a clear and easy path for users to participate in the program and start referring others.

Step 3

The app redirects the customer to a dedicated referral program landing page where they can fill out the necessary information to participate in the program.

Step 4

Outlier confirms the customer's participation in the referral program and provides them with a convenient way of copying their unique referral link and a variety of social share icons to start sharing their link and earning rewards. This incentivizes users to spread the word about the app and bring in new customers.

This is how a share message looks on Twitter.

Step 5

The referred user clicks on the referral link shared by their referrer and is redirected to the Outlier app signup page to subscribe to their app.

Step 6

Program participants can visit the landing page anytime to find out how many people have signed up from their referral link through the “Check my reward status” button. Then enter their email address on the next page.

The referral dashboard shows how many referrals customers have made and the rewards they have unlocked (with the ‘unlocked’ ribbon on the upper right-hand corner of the reward).

Step 7

The referrer gets credit every time a friend signs up, increasing their referral count by one.

In short, the Outlier referral program participant flow is designed to create a viral referral loop that can lead to exponential customer growth. As new customers become new participants in the referral program and start referring others themselves. This creates a self-sustaining and self-perpetuating viral referral loop that can drive significant growth for the company.

Loyalty Program Launch

Outlier launched its referral program in November 2022, with a strategy that relied on its existing customer base and their relationships to make the program a success. To spread the word about the referral program, Outlier used Intercom, a messaging platform, to communicate directly with its customers. The company also leveraged ReferralHero's one-click signup feature to make it easier for its Intercom customers to sign up for the referral program. This feature allowed customers to sign up with just one click, eliminating the need for a complicated signup and confirmation process.

By including the one-click signup link in their promotional messages, Outlier increased the opt-in rate for their referral program and created a seamless signup experience for potential new subscribers. This was especially useful for Outlier, as they already had a list of customers through their use of Intercom. According to Outlier's data, approximately 20% of the referral program subscribers signed up through the one-click signup link in their Intercom messages. This represents a significant portion of the total signups for the program, demonstrating the effectiveness of the one-click signup feature in simplifying the signup process and increasing participation in the referral program.

The result of 20% signups through the one-click signup link is a positive outcome for Outlier. It shows the value of using referral software technology to create a seamless user experience and drive business growth. By reducing the friction involved in signing up for the program, Outlier made it easier for its customers to refer their friends and family to the platform, ultimately expanding their customer base and increasing revenue. The ReferralHero one-click signup feature has proven to be an effective tool for Outlier, helping them to simplify the referral program signup process for their Intercom customers and increase participation in the program.

Loyalty Program Ongoing Promotion

ReferralHero Email Automations

Outlier implemented a scheduled email called 'First Referral' that is sent to customers when they refer their first friend. The email is designed to congratulate and encourage customers to continue referring their friends to the platform. ReferralHero automation emails are pre-programmed and triggered based on user behavior, in this case, a successful first referral.

The merge tags used in the email personalize the experience for each user, including a referral link that helps track the success of the referral program. By implementing this feature, Outlier can foster engagement among customers and incentivize them to bring new customers to the platform.

The 'First Referral' email sent by Outlier is highly converting due to its engaging content. Here's why:

1. Congratulatory message: The email begins by congratulating the customer for getting their first referral, creating a sense of accomplishment and making the customer feel valued. The celebratory emoji adds a touch of excitement and positivity.
2. Gratitude: The email expresses gratitude for the customer's efforts in spreading the word, making them feel appreciated and motivated to continue referring their friends.
3. Incentive to refer more: The email offers an incentive to refer more friends to the platform. By offering Outlier stickers and an Outlier beanie for reaching specific referral milestones, the email creates a sense of urgency and encourages the customer to keep referring.
4. Easy referral process: The email includes a clear and concise call-to-action to invite others using the referral link provided. This makes it easy for the customer to share the link with friends and family.
5. Availability for feedback: The email also invites the customer to provide any feedback or ask questions. This shows that the company cares about the customer's experience and is open to suggestions, increasing the customer's loyalty and trust.

Overall, the 'First Referral' email is highly converting due to its engaging and personalized content that celebrates the customer's efforts, offers incentives, and makes it easy to refer others. By making the customer feel valued and appreciated, the email fosters a deeper level of engagement and incentivizes them to continue using the platform and referring more users.

Third-Party Software Integration

Outlier has leveraged the native integration between ReferralHero and Intercom to enhance its referral marketing efforts. By integrating ReferralHero with Intercom, Outlier has the ability to trigger automated Intercom messages based on referral activity. For example, customers who have not yet referred a friend can receive targeted messaging encouraging them to do so, while customers who have already referred multiple friends can be offered more exclusive rewards.

By leveraging the ReferralHero and Intercom integration, Outlier has been able to streamline its referral marketing efforts and foster deeper engagement with its customers. The automated messaging and targeted incentives have helped to increase referral rates and drive business growth.

Loyalty Program Results 

Outlier's referral program has seen impressive growth, with a referral growth rate of 35.5%. This growth rate indicates that the program has been successful in encouraging existing customers to refer their friends and family to the platform, driving business growth and expanding Outlier's customer base. 

The referral program has been a key part of Outlier's marketing strategy, and the company will continue to focus on referral marketing as a means of driving growth in the future.

On the day of the first announcement on Nov 21, 2022

• Number of subscribers: 2
• Number of referrals: 0

Results after one week on Nov 28, 2022

• Number of subscribers: 5 
• Number of referrals: 1
• Referral rate: 20% 
• Referral growth: 25% 

Results after one month on Dec 21, 2022

• Number of subscribers: 34  
• Number of referrals: 14
• Referral rate: 14.7% 
• Referral growth: 70% 

All time results as of Mar 26, 2023

• Number of subscribers: 542 
• Number of referrals: 142
• Referral rate: 8.3%
• Referral growth: 35.5%

Their referral links were also shared more than 450 times, which means more awareness about their product as well as the brand.

In conclusion, Outlier's referral program has been a significant factor in its growth, with a referral growth rate of 35.5%. By creating a streamlined and rewarding referral process, Outlier has effectively utilized the power of word-of-mouth marketing to acquire new customers and expand its reach. The success of their referral program highlights the importance of a well-designed and customer-centric referral program in generating new leads and driving growth. With the adoption of a well-executed referral program, businesses can not only increase their customer base but also build brand loyalty, foster engagement, and drive success.