How to Leverage a Freemium Plan and NPS to Activate Customer Referrals for InstantFeedback

 

InstantFeedback serves as a successful example of using a freemium model and NPS measurement to turn satisfied customers into brand advocates. The team conducts ongoing NPS surveys with freemium users, targeting those who have recieved at least 100 feedbacks, ensuring they’ve had enough experience to form an opinion about the product. The survey follows a classic NPS format, starting with a question about the likelihood of recommending the solution, followed by en empty field in which they are asked to  share a comment.

In the most recent round, 112 freemium users were surveyed, with almost 13% responding (14), including 8 who replied after a follow-up reminder (Our data indicates that follow-up reminders in NPS/CSAT surveys typically increase responses by around 25%, which is why we always recommend them.) The results showed an NPS score of 42, with 21 users identified as promoters.

To activate promoters identified through their NPS scores, they decided to implement an incentive strategy. Every promotor who rated the service a 9 or 10 received an immediate thank-you gift: a free three-month upgrade to the next higher plan. This time-limited upgrade served as a token of appreciation for their positive feedback.

The next phase involved encouraging referrals with an additional incentive. Promoters were invited to refer friends and, if their referral successfully activated an account, both the promoter and the referral would receive an extra three-month free upgrade. However, this referral reward was time-sensitive: the referral needed to be activated within three months of the initial upgrade to qualify.

A "post-NPS" activation campaign was developed to support this initiative, with clear and engaging communication materials, including a downloadable overview of the process. An automated yet highly personalized email, signed by the Head of Customer Success, was sent to every promoter. This email expressed gratitude for their feedback, highlighted their individual score, and explained the details of the rewards program.

This structured approach ensured promoters felt valued for their feedback while creating urgency around the referral campaign, driving both short-term engagement and long-term growth through trusted recommendations.

The email included a special offer: as a thank-you, each promoter would receive a free 3-month upgrade. Additionally, they were invited to refer a friend or business partner. If their referral signed up, the friend would also receive a 3-month upgrade, and the promoter’s upgrade would be extended by an additional 3 months, totaling 6 months of premium access. To make referring easy, the email included a unique referral link that could be shared directly.

To encourage higher engagement, the Head of Customer Success offered the option of a brief thank-you call, with a link to schedule a time. Data suggests that such calls significantly impact whether a promoter follows through with a referral, both fostering stronger relationships and boosting referral activity.

For non-responders, a reminder email was sent a week later, highlighting the referral opportunity and re-sharing the link.

The structured follow-up proved effective, re-engaging promoters and securing 12 new users within three months. This approach shows how systematic follow-ups, and personalized engagement can turn customer satisfaction into growth.

 

Example of an NPS Survey Process for Freemium Users:

  1. Appreciation Email with a Request for Refferal

Subject: Thank You for Your Feedback! Share the Benefits with a Friend

Dear [First Name],

Thank you for your valuable feedback in our recent survey. We're thrilled to see you rated us a [NPS Grade], and it's great to know you're enjoying the benefits of our solution.

As a token of our appreciation, we're excited to offer you a free 3-month upgrade to enhance your experience even further.

Additionally, if you know someone who could benefit from our solution, we'd love for you to share it with them! When they sign up, both you and your referral will enjoy an extra 3-month upgrade—bringing your premium access to a full 6 months.

Here's How It Works:

  1. Invite Your Friend: Share this unique referral link: [Referral Link]. Or, reply to this email with their email address, and we'll reach out with an invitation on your behalf.
  2. Enjoy Your Upgrade: Once they sign up, we'll activate the upgrade for both of you.

If you have any questions or need assistance, feel free to reply to this email or schedule a chat with me directly. Here's a link to my calendar: [Calendar Link].

Thank you again for your support—we truly appreciate it!

Best regards,

Head of Customer Sucess

InstantFeedback

  1. Reminder Follow-up

Subject: Friendly Reminder: Don’t Forget About Your Reward!

Dear [First Name],

I hope this message finds you well. Last week, we reached out to express our gratitude for your positive feedback and to offer you a free 3-month upgrade as a token of our appreciation.

Additionally, we wanted to remind you of the opportunity to share the benefits of our solution with a friend or colleague. When they sign up using your unique referral link, both of you will receive an extra 3-month upgrade, extending your premium access to a full 6 months.

Here's How It Works:

  1. Invite Your Friend: Share this unique referral link: [Referral Link]. Alternatively, reply to this email with their email address, and we'll send them an invitation on your behalf.
  2. Enjoy Your Upgrade: Once they sign up, we'll activate the additional upgrade for both of you.

If you have any questions or need assistance, please feel free to reply to this email or schedule a chat with me directly. Here's a link to my calendar: [Calendar Link].

Thank you once again for your support. We truly appreciate it!

Best regards,

Head of Customer Succes

  1. Email to the Referred Friend:

Subject: Welcome to InstantFeedback! Enjoy Your Free 3-Month Upgrade

Dear [First Name],

We are thrilled to welcome you to InstantFeedback, and we're excited to have you on board! As a token of appreciation for joining us through your friend's referral, we've activated your free 3-month upgrade, granting you access to our premium features.

To get started and make the most of your upgraded experience, we recommend exploring the following resources:

  1. User Guide: [Link to User Guide]
  2. Support Center: [Link to Support Center]
  3. Community Forums: [Link to Forums]

If you have any questions or need assistance, please don't hesitate to reach out to our support team at support@getinstantfeedback.com.

Thank you for choosing InstantFeedbacl We look forward to supporting you in achieving your goals with our solution.

Best regards

  1. Thank You Email for the Promotor

Subject: Thank You for Your Referral! Enjoy Your Extended Premium Access

Dear [First Name],

Thank you for referring your friend to InstantFeedback. We're delighted to have both of you as part of our community.

As a token of our appreciation, we've activated your additional free 3-month upgrade, enhancing your experience with our premium features.

Your friend has also received a 3-month upgrade, and we look forward to supporting them in achieving their goals with our solution.

If you have any questions or need assistance, please don't hesitate to reach out.

Thank you once again for your support and for helping us grow our community.

Best regards,

With this approach, we build lasting relationships with satisfied users and increase the visibility of the InstantFeedback app. Within the first three months following the NPS survey, we saw a 15% increase in paid upgrades, along with a rise in new users joining by referral from existing customers.