Every marketer knows that one message rarely fits all. What resonates with a power user in New York won't land with a new customer in Mumbai.
Segmentation capabilities are table stakes for email campaigns, social ads, and landing pages—but most referral platforms haven't kept up. When you're forced to show the same referral offer to everyone, you end up with:
- Rewards that feel too small for your best customers and too generous for new users
- Currency confusion when users see unfamiliar denominations
- Generic messaging that doesn't speak to anyone
The result? A referral program that works okay for everyone but great for no one.
Targeting lets you tailor referral campaigns to each audience
Today's launch of Targeting is our first step into user segmentation for referrals. We're starting with country-based segmentation, so you can create different referral experiences for users in different regions.
Here's what you can do today:
- Create country-specific campaigns: Set different rewards and messaging for each market. Reward users in their local currency—USD for US users, INR for Indian users, EUR for European users.
- Automatic user detection: We identify user location via IP address. No setup, no manual tagging, no extra work for your team.
- Test what works where: Run higher-value rewards in competitive markets while optimizing costs in others.
What's next
Country segmentation is just the beginning. Here's what's coming:
- Behavior-based targeting: Reward your champions differently from casual users. Focus your follow-ups on customers who are most likely to share.
- Milestone requirements: Set thresholds before users can access referrals—30 days active, first purchase completed, whatever makes sense for your business. Instantly reduce fraud while ensuring quality referrals.
- User and device targeting: Segment by device type, app version, operating system, and more. Optimize campaigns based on how users access your product.
- Custom attributes: Use your own data to create segments. Tag users however you want and build campaigns around what matters to your business.