About this Program
With this program, you can encourage your top brand advocates to keep on sharing with their friends to receive additional rewards.
By implementing this scenario 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 existing customers with a reward
- A Mention Me / Dotdigtial enabled integration
- Knowledge of Liquid Scripting
Supported channels
Basic workflow
- An advocate of your brand successfully refers a friend and they get their reward.
- A reminder email (subject to consent) is sent to them to share again with their unique sharelink that they can pass on to their friends.
Steps to create the program
- Create Program flow with 2 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 you want to remind them to keep on sharing to get more discounts
- It is set that way because you want to remind them to keep on sharing to get more discounts
-
Enrolment schedule: Set it to run daily at 23:00
- Add wait delays before or after the email because:
-
- Before 1st send:
- This segment is also used in another program to remind them about their reward they received for referring a friend, 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 first email to send a follow-up reminder
- Before 1st send:
- Suggested wait periods:
- 1st email - 4 days after the segment trigger
-
2nd email - 14 days after the 1st email is sent
-
- 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 2 x pre-configured emails can be found under Triggered Emails:
-
- Add in an Exit Program after the last email send
- Repeat steps 2 - 3 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 2 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 2 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
Template content
Each email will have the following components:
1. Liquid markup block:
- This gets the latest insight collection for their last successful referral
- 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 |
---|---|
Subject line: Hey {{customer_name}}, Thank you for recommending us to your friends! So far, you have recommended @MM_REFERRALS@ friend(s)! {{last_referrer_reward.offer_subject_copy}} Simply pass on your unique sharelink below to your friends: @MM_SHARE_LINK@ You can also tell your friends to mention your name in the checkout! |
Subject line:
Hey {{customer_name}}, Thank you for recommending us to your friends! So far, you have recommended @MM_REFERRALS@ friend(s)! {{last_referrer_reward.offer_subject_copy}} Simply pass on your unique sharelink below to your friends: @MM_SHARE_LINK@ You can also tell your friends to mention your name in the checkout! |
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" |
@MM_SHARE_LINK@ | The unique link that referrers can send to their friends to join your referral program. This is taken from the customer profile property in Dotdigital. |
https://demo.mention-me.com/m/olb/se8fp-adrian-parris |
@MM_REFERRALS@ | The total number of successful referrals your customer has done. This is taken from the customer profile property in Dotdigital. |
5 |
{{last_referrer_reward.offer_subject_copy}} | Customer-friendly offer description - This can be added to emails and is what is seen on the referrer offer page that the referrer sees | Treat a friend to 10% off and get £10 off for yourself |
Examples of reminders with the compiled insight collection variables:
Example with variables | Example with compiled variables |
---|---|
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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