When utilizing referral marketing you must use concepts from regular good direct-response marketing. Referral marketing must be targeted, specific, and actionable.
Referral marketing cannot be boring, and must get opened and noticed before you get referrals. Referral marketing needs to be targeted to the people who are most likely to give you referrals for your business.
Another thing that you must understand in referral marketing is this: You must understand that people are going to always be asking this question: What’s in it for me? Your referral marketing needs to clearly and quickly explain what the benefit is for someone to refer to you — be it money, be it a discount, be it a bonus, etc.
Do not think that just because referral marketing is going to your database that you will automatically get referrals.