Start a referral or affiliate programme

Referral and affiliate programmes are mostly operations: clear commission events, simple offers and prompt payouts.

Free public layer

The idea, in one paragraph

Affiliate program creation is the process of building the infrastructure, terms, and systems needed to launch a successful affiliate marketing program — including tracking, commission structures, recruitment, and affiliate management. Creating an affiliate program requires more than just deciding to start one. It requires: defining the program structure (commission rates, cookie duration, payment terms), selecting the technology (affiliate platform or software), creating tracking links, developing recruitment materials, and establishing management processes. In practice, program creation typically takes 2-3 months and involves cross-functional collaboration with finance, legal, and marketing. A well-designed affiliate program reduces friction for affiliates and maximizes their effectiveness.

From Affiliate, Referral & Partnership Marketing, volume 38 of the Marketing library. Search the free layer on the Knowledge Hub.

Pro product layer, sample

How to apply it

3 applied records from the paid layer, shown in full with their sources. They are part of a published sample of 74 of the library's 2,480 applied records; the rest are in Growth Operator and Pro.

MSGKB-V2-38-002-03 · vol 38, Affiliate, Referral & Partnership Marketing

Affiliate program creation

Businesses create an affiliate program: define commission rates and cookie duration, select an affiliate platform, create tracking links, develop recruitment materials, and establish management processes. They work with finance (to set budgets and commissions), legal (to draft terms), and marketing (to create enablement materials). Managers ensure that the program is attractive to affiliates. Leaders view the affiliate program as a strategic growth channel.

Sources: Shopify — Affiliate marketing guide

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Affiliate offer design

Affiliate managers design offers: define commission structure (percentage or fixed), set performance bonuses, create exclusive discounts for affiliates' audiences, and establish tiered incentives. They benchmark against competitors to ensure competitiveness. Managers ensure that offers are simple and profitable. Leaders view offer design as a strategic lever for affiliate program success.

Sources: Shopify — Affiliate marketing guide

MSGKB-V2-38-019-03 · vol 38, Affiliate, Referral & Partnership Marketing

Referral marketing toolkit

A large reward can purchase opportunistic sign-ups without creating advocacy. Confusing eligibility language produces support disputes, public code distribution can turn the scheme into a coupon, and repeated reminders can make satisfied customers feel exploited. The toolkit should not be evaluated as an affiliate channel: customer referrals require a credible relationship and a recipient experience that protects both people's trust. For referral marketing toolkit, customer-referral mechanics should remain distinct from affiliate partner economics and contracting.

Sources: Shopify — Customer referral programme

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A related free tool on the Knowledge Hub: Growth Diagnostic. No card, no account.

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