# Brand & Customize Your Advocate Program

Before you promote your referral program, make sure it’s set up to reflect your brand in how it looks, sounds, and shares. This help article covers how to customize your emails, share messages, and referral links to create a consistent, trustworthy experience.

#### Transactional program emails

These are automated transactional emails sent based on program activity within Advocate. They keep both customer advocates and their referred friends informed and engaged throughout the referral journey.

Program emails are found within the Advocate platform and edited in the content editor. There are 2 core emails your customers receive:

{% tabs %}
{% tab title="Referral started" %}
The *referral started* process can include such goals as the referred friend requesting a demo, signing up for a free account or entering in their email address to gain access to a discount code.

This email:

* Is sent to the customer advocate and/or the referred friend based on the program requirements
* Confirms the referral process has started
* Encourages support/follow-up
* Includes a reminder to keep making referrals
  {% endtab %}

{% tab title="Purchase made" %}
The *purchase made* email lets your participants know that the referral is complete.

This email:

* Is sent to the customer advocate and/or referred friend based on the program requirements
* Confirms the successful referral
* Includes reward details, plus a CTA to refer again
* Includes a reminder to keep making referrals

{% hint style="info" %}
**Tip:** Add brand visuals or product imagery to these emails to reinforce trust and excitement!
{% endhint %}
{% endtab %}
{% endtabs %}

#### Social messaging & sharing

Customer advocates should be able to share effortlessly. Social messaging is built into Advocate’s widgets and emails and is set up in the platform — allowing one-click sharing to Facebook, LinkedIn, Messenger, X (Twitter), or simply via copy/paste.

But frictionless sharing is only part of the equation. The messaging you provide, or that customer advocates send, plays a huge role in whether someone actually clicks and converts.

{% hint style="info" %}
**Choose a CTA that motivates action:** When crafting share messages (or customizing your default templates in impact.com), consider which core motivation aligns best with your brand, your audience, or your specific campaign. Three most common motivators are self interest, social connection, and altruism.
{% endhint %}

{% tabs %}
{% tab title="Self-interest" %}
**Focus:** The reward.

**Why it works:** Everyone loves a good deal. This taps into the natural desire to save or earn something.

**When to use it:**

* You’re providing a high-value reward.
* You want to highlight urgency (“get it now”).
* You’re targeting a deal-conscious audience.

{% hint style="info" %}
**Example CTAs:**

* Get 15% off your first order with my link!
* Refer a friend, get $20 — it’s that easy.
  {% endhint %}
  {% endtab %}

{% tab title="Social connection" %}
**Focus:** The relationship.

**Why it works:** People trust recommendations from friends more than ads. This makes the message feel personal and authentic.

**When to use it:**

* You want to create a community vibe.
* Your product is social or shared (e.g., travel, events, fashion).
* You're looking to build brand affinity.

{% hint style="info" %}
**Example CTAs:**

* I told my friends about \[Brand] — here's a link to try it!
* Thought you'd love this — here's a discount on me.
  {% endhint %}
  {% endtab %}

{% tab title="Altruism" %}
**Focus:** Helping others.

**Why it works:** Some customer advocates genuinely enjoy sharing great things they believe in — especially if it benefits others.

**When to use it:**

* Your product improves people’s lives (e.g., wellness, education, sustainability).
* You’re positioning your brand around values.
* Your program offers a reward only to the referred friend

{% hint style="info" %}
**Example CTAs:**

* I want you to try \[Brand] — here’s a discount to get started.
* This helped me, maybe it’ll help you too.
  {% endhint %}
  {% endtab %}
  {% endtabs %}

Choose one motivation to lead with in your default share message. Keep it short, benefit-focused, and easy to copy or share — and test different versions if you’re unsure which works best for your audience.

#### Custom domains

By default, share links are hosted on `ssqt.co`. For a more branded experience, we strongly recommend [setting up a custom domain](https://help.impact.com/brand/what-would-you-like-to-learn-about/advocate-program/manage-advocate-participant-experiences/set-up-a-domain-for-advocate) in the impact.com platform. A domain that isn’t recognizable to your customers can negatively impact clickthrough rates and trust.

Using a custom domain:

* **Increases trust:** Customers are more likely to click a recognizable URL
* **Improves clickthrough rates:** Looks less spammy, more personal
* **Builds brand consistency:** Appears in emails, widgets, and referral links

#### Ready for more?

Check out our other best practices guides:

* [Strategic Marketing for Your Advocate Program](https://help.impact.com/brand/what-would-you-like-to-learn-about/advocate-program/best-practices-for-referral-programs/strategic-marketing-for-your-advocate-program): Launch your program across key customer touchpoints and keep it visible with smart, ongoing marketing that drives participation and referrals.
* [Optimize Your Advocate Program](https://help.impact.com/brand/what-would-you-like-to-learn-about/advocate-program/best-practices-for-referral-programs/optimize-your-advocate-program): The best programs evolve over time. As your program takes shape, you'll be able to listen to your customers, learn from your data, and fine-tune your referral program for even better results.
