A quick intro to waiting lists
The Pareto (80/20) problem of waiting lists
- Participants joining later in the campaign are demotivated to invite friends since they’ll never be able to reach the top referrers.
- The top referrers will stop inviting more (even though they can) since they achieved the goal of being at the top of the waitlist.
- People who’ve invited only 1 friend feel left behind and soon forget about the campaign.
Micro-strategy #1: Competitions as referral boosters
- Create a waiting list using .
- Once your waitlist has grown and your referral growth is about to plateau, go to the campaign’s dashboard and export your participants.
- Open the file in a spreadsheet and filter out participants with referralCountTotal > 0, leaving only participants who have not referred anyone. Keep that segment in a separate sheet, or add a tag to them to help you identify them later.
- Use their addresses and your email service provider to send the competition announcement message. Make sure your message includes the following:
- A reminder of what you’re building and what your brand stands for. People can’t remember all the brands they interact with, especially if that brand doesn’t have an actual product yet, like one on the waitlist phase.
- An introduction of the giveaway starting that day, mentioning the reward and how many days they have left to refer one friend.
- Their referral link so they copy it and start sharing right away. You can include their referral link using one of Viral Loop’s integration with email service providers like Mailchimp or ActiveCampaign.
- Wait until your specified amount of time has passed.
- Go back to your campaign’s dashboard and make another export.
- Open the previous file with the initial segment and merge it with the new export. You want to see who of the previous 0-referrals segment invited at least one friend.
- Reward those who referred one friend.
- Repeat for the next batch of 0-referral participants.
Micro-strategy #2: Referral milestones/tiers on top of the waitlist
- They’ll be the first to get early access.
- $25 will be deposited in the accounts once the app launches
- A free credit card will be delivered to them.
- Ability to give early access directly to 3 of their friends
- Lifetime early access to new features and feedback sessions with the founding team
- Their name will be forever embedded in the app’s code as an early project supporter.
- Milestone 1: Refer 1 friend and get your name forever embedded in the code of the app as an early supporter of the project
- Milestone 2: Refer 5 friends, and you’ll receive lifetime early access to new features and feedback sessions with the founding team + the ability to give early access directly to 3 of their friends
- Milestone 3: Refer 10 friends and get a free credit card when the app launches,
- Milestone 4 (top of the waitlist): Refer at least 20 friends, and you’ll be the first to get early access, $25 will be deposited to your account, and you’ll get the ability to give early access directly to 3 of your friends
- Create a waiting list using .
- Create Google Sheet in your drive that has at least the following headers:
- Name (First, Last or both)
- Referral Count
- Referral Code
- Referrer Email
- Milestone (We’ll use Zapier to set this value. When a new participant joins, set it to 0, and we’ll change the value later on)
- Create a Zap to send new waitlist participants to that spreadsheet. Make sure you map the appropriate Viral Loops Data to the corresponding columns.
- Create a Zap to update the participants on the spreadsheet and assign the milestones whenever someone makes a successful referral.
- This requires an additional step to search for the row of the corresponding participant. You can use the “Email” column and the Viral Loops Participant Email as the Lookup Value.
- Reward people. The last step is to give people the right rewards when you launch and the waitlist is over. This depends highly on your strategy and business, so we cannot provide tutorials. However, if you’re a Viral Loops client, we’re happy to help you set it up; reach out to firstname.lastname@example.org
Nikitas has launched products in many industries for himself and his clients. He's responsible for growth at Viral Loops and has worked in marketing since he was 17. Passionate about applying psychology to marketing. My favourite number: 42. Let's connect on LinkedIn!