b3126044e8
- Simplify flatten_vault API to return usize instead of MigrationResult struct - Add KEEP_FOLDERS: attachments/ and _themes/ alongside type/, config/, theme/ - Use HashSet for collision tracking in unique_filename - Update wikilinks from path-based [[folder/slug]] to title-based [[slug]] - Clean up empty directories after flattening - Flatten demo-vault-v2: move all notes from type-based subfolders to root - Update smoke tests for flat vault structure - Remove migrate_to_flat_vault from repair_vault (one-time migration only) Co-Authored-By: Claude Opus 4.6 (1M context) <noreply@anthropic.com>
3.8 KiB
3.8 KiB
aliases, Is A, Belongs to, Advances, Status, Owner
| aliases | Is A | Belongs to | Advances | Status | Owner | |
|---|---|---|---|---|---|---|
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Project | 25q1 | responsibility-grow-newsletter | Done | person-luca-rossi |
Newsletter Referral Program
Overview
Word-of-mouth had always been the newsletter's strongest organic growth channel, but it was entirely passive — readers shared when they felt like it, with no structured incentive. This project launched a formal referral program that rewards subscribers who bring in new readers, turning the most engaged audience members into active growth ambassadors. The program contributes to 2025-reach-85k-subscribers and measure-subscribers growth.
The program was built using SparkLoop (a referral platform designed for newsletters) and integrated with the existing ConvertKit setup. Rewards are tiered: 3 referrals earns a digital resource pack, 10 referrals earns a private Q&A session, and 25 referrals earns a 1-year premium membership. The program launched in February 2025 and immediately became the second-largest subscriber acquisition channel after organic search.
Goals
- Design a tiered reward structure that motivates sharing without creating perverse incentives (spam, fake signups)
- Set up SparkLoop integration with ConvertKit for automated tracking and reward fulfillment
- Create shareable assets: personalized referral links, social cards, and email forward templates
- Acquire 2,000+ new subscribers through the referral program in Q1
- Achieve a referral conversion rate of at least 20% (referred visitors who subscribe)
Key decisions
- SparkLoop, not a custom solution. Evaluated building a custom referral system with unique links and a tracking database, but SparkLoop handles fraud detection, analytics, and reward automation out of the box. The $99/month cost is trivially justified by the subscriber value it generates.
- Digital rewards, not physical. Physical rewards (stickers, merchandise) create fulfillment complexity and shipping costs. Digital rewards (resource packs, access, sessions) scale infinitely and are more aligned with what the audience values. The private Q&A session at 10 referrals proved to be the most motivating tier.
- Anti-fraud measures from day one. Required referred subscribers to confirm via double opt-in and excluded signups from disposable email domains. This reduced fraudulent referrals to less than 2% of total, which is well below SparkLoop's industry average of 5-8%.
Notes
- The referral program generated approximately 2,400 new subscribers in the first 8 weeks — above the 2,000 target. About 15% of the existing subscriber base activated their referral link, which is strong engagement for a referral program.
- The conversion rate on referred visitors was 28%, significantly above the 20% target. This makes sense: referred visitors arrive with a personal recommendation from someone they trust, which dramatically reduces the "should I subscribe?" friction.
- The top referrer brought in 47 new subscribers in the first month. Sent a personal thank-you email and offered an hour-long call. This kind of super-referrer engagement is worth cultivating.
- person-elena-rossi suggested adding a leaderboard showing top referrers (anonymized). Implemented this as a monthly "Referral Champions" section in the newsletter footer. It created a subtle competitive dynamic that boosted engagement.
- One unexpected finding: referred subscribers have higher 30-day retention (85%) compared to subscribers from other channels (~72% average). This suggests that referral-acquired subscribers are genuinely interested in the content, not just casually signing up.
- The program runs continuously and feeds into topic-newsletter-growth. The per-subscriber acquisition cost through referrals is approximately $0.40 (cost of SparkLoop + digital rewards amortized), compared to $2-3 for paid acquisition channels.