Referrer beware: proceed with caution when contemplating Refer a Friend promotions

Businesses undertaking "refer a friend" marketing campaigns should ensure that the friends actually consent to being contacted.

Businesses are increasingly harnessing the power of "refer a friend" or "send to friend" campaigns to implement viral marketing strategies and to create a database for use in future campaigns. These campaigns can be an effective form of marketing to increase customer engagement, but there are potential pitfalls you must avoid.

What is a "refer a friend" campaign?

In a "refer a friend" promotion, businesses seek to entice customers or website visitors to provide the contact details of their friends, to whom the business then directly sends, or causes to be sent, marketing material.