About this Program
With this program, you can remind existing customers (referrers) to use their new coupon codes they have received from introducing their friend (referee) to your brand.
By implementing this program you can encourage existing customers to help:
- Increase Active Customer Revenue
- Increase Premium Customer Revenue
- Increase Retention
The program utilises data sent from Mention Me to Dotdigital through the integration and the Program builder functionality of Dotdigtial
Pre-requisites
- An active Mention Me powered referral program that rewards prospective new customers with a reward
- A Mention Me / Dotdigtial enabled integration
- Knowledge of Liquid Scripting
Supported channels
Basic workflow
- An existing customer of your brand gets a coupon when they have successfully introduced a friend to your brand (Email sent by Mention Me).
- A reminder email (subject to consent) is sent to them to use the coupon if they have not purchased anything yet
- Further reminders are sent at different times to encourage the customer to use their coupon if they have not purchased
Steps to create the program
- Create Program flow with 3 x reminder emails
- Tip: You can use the campaign templates that Mention Me created as part of enabling the integration as a base for your email
- Add content to each reminder email
- Test the preview of each email
- Activate the program
Step 1: Create the program flow
- Create the Start Criteria with the following settings:
-
Enrolment schedule: Set it to run daily at 23:00
- This is so that it picks up customers who have received their reward that day (today)
- This is so that it picks up customers who have received their reward that day (today)
-
Enrollment rule: Base the enrollment rule on a segment and create a new one (called Mention Me Referrer Rewarded today) to look for customers who received their referrer reward today from the insight collection called mm-received_referrer_reward
Enrollment limits: Set to Re-enrol contacts after 1 day- It is set that way because they could refer more than one friend and therefore you want to remind them about their new coupon
- It is set that way because they could refer more than one friend and therefore you want to remind them about their new coupon
-
Enrolment schedule: Set it to run daily at 23:00
- Add wait delays before or after the email because:
-
- Before 1st send:
- Mention Me will send the first email to the referrer as soon as they get the reward, so you want to include an initial wait period to ensure that they do not get multiple emails at once.
- After 1st send:
- You want to add a wait period after the subsequent emails to see if they have purchased so that you don't send them an unnecessary reminder.
- Before 1st send:
- Suggested wait periods:
- 1st email - 7 days after the segment trigger
- 2nd email - 14 days after the 1st email is sent
- 3rd email - 14 days after the 2nd email is sent
If you are unsure of your reward validity period, reach out to your Mention Me CSM or Mention Me support to check the validity period for your campaign.
-
- Add in a Decision split to check that the referrer has purchased in the last x days
- This is done because you do not want to send the referrer an email to use their coupon if they have already purchased.
- Create a decision split for each purchase condition with the respective days check
- Suggested purchase conditions (based on the campaign validity):
- 1st email - Purchased in last 7 days
- 2nd email - Purchased in last 14 days
- 3rd email - Purchased in last 14 days
- Suggested purchase conditions (based on the campaign validity):
- Add an Exit Program node on the Yes branch of the Decision so that they are removed from the program (as they have met the criteria for purchasing)
- Referrers meeting the No criteria will move to the next Step
- Add in a Decision split to check that the referrer has subscribed to the email channel
- This is done because you don't want to send them an email if they have not consented to receive marketing emails from you (the reminders are considered marketing emails instead of transaction/service emails)
- Add an Exit Program node on the No branch of the Decision so that they are removed from the program (as they have met the criteria for receiving emails)
- Referrers meeting the Yes criteria will move to the next Step
- Add an Email campaign and select one of the Pre-configured emails that Mention Me has created (You can customise them in Step 2)
-
The 3 x pre-configured emails can be found under Triggered Emails:
-
- Add in an Exit Program after the last email send
- Repeat steps 2 - 5 for each email being sent
Step 2: Add content to each email
As part of the setup of the Mention Me Dotdigital integration, we create 3 x pre-configured triggered email campaigns that you can use to build out the Program.
- The templates use data from the Insights collection called mm-received_referrer_reward.
- The Mention Me data is used to create a personalised email experience using Liquid Scripting.
- The 3 x pre-configured emails can be found under Triggered Emails:
Steps to customise templates:
- Update the emails to include your imagery and styling to suit your brand
- Change the tone of voice to suit your brand
- Include product recommendations in your emails to increase conversion
Template content
Each email will have the following components:
1. Liquid markup block:
- This gets the latest insight collection so you can send the newest coupon the referrer received
- Have a default name placeholder if the customer's first name does not exist
{% assign last_referrer_reward = contact.insight.mm-received_referrer_reward | last %}
{% if contact.data.firstname %}
{% assign customer_name = contact.data.firstname %}
{% else %}
{% assign customer_name = "there" %}
{% endif %}
2. Text Block
Examples of multiple reminders with the insight collection variables placeholders:
Reminder 1 | Reminder 2 | Reminder 3 |
---|---|---|
Subject line: Hey {{customer_name}}, Don't forget you have a {{last_referrer_reward.referrer_reward}} discount off your next purchase! Simply add the code below at checkout to activate your discount: Your {{last_referrer_reward.referrer_reward}} code: {{last_referrer_reward.coupon_code}}
|
Subject line: Email body: Hey {{customer_name}}, You have got a {{last_referrer_reward.referrer_reward}} voucher that expires soon, don't miss out! Simply add the code below at checkout to activate your discount: Your {{last_referrer_reward.referrer_reward}} code: {{last_referrer_reward.coupon_code}}
|
Subject line: Hurry, your discount expires soon! Hey {{customer_name}}, Hurry, your {{last_referrer_reward.referrer_reward}} voucher expires soon! Simply add the code below at checkout to activate your discount: Your {{last_referrer_reward.referrer_reward}} code: {{last_referrer_reward.coupon_code}}
|
Liquid variables used
The liquid variables and their meanings are described below:
Liquid syntax | Description | Example |
---|---|---|
{{customer_name}} | The first name of the referrer if known, if there is no name in Dotdigital, then a default of "there" is shown |
John or "there" |
{{last_referrer_reward.referrer_reward}} | This is the reward that the referrer will be getting and is a combination of multiple reward types being offered without the need to know what type of referral offer is active | £15 or 30% |
{{last_referrer_reward.coupon_code}} | This is the coupon code of the reward that the referrer has been given to use on their next purchase | 10USDOFF-RXAAURVZ |
{{last_referrer_reward.coupon_expiry | date: "%A, %d %B %Y"}} |
The expiry date of the coupon sent to the referrer, in a long format. See here for more info on the Liquid formatting |
Thursday, 24 October 2024 |
Examples of reminders with the compiled insight collection variables:
Example with variables | Example with compiled variables |
---|---|
Step 3: Test the preview of the email
- Test the preview of each email by clicking on the Preview button in the email editor
- Select a customer from the filter who has met the criteria of being triggered in the insight collection (from the segment created in Step 1)
- The email will be populated with the relevant event information
Step 4: Activate the program
Once you are happy with the content and you have tested the emails, you can activate the program