How to create a Share Again Reminder Program in Dotdigital (Referrer / Existing customer)

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 Dotdigital.

Pre-requisites

Basic workflow

Step 1: Create the program flow

1. 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)

• 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

2. 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

3. Suggested wait periods:

• • 1st email - 4 days after the segment trigger
  • 2nd email - 14 days after the 1st email is sent

4. Add an Email campaign and select one of the Pre-configured emails that Mention Me has created (You can customise them in Step 2)

5. The 2 x pre-configured emails can be found under Triggered Emails:

6. Add in an Exit Program after the last email send

7. 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:

1. Update the emails to include your imagery and styling to suit your brand
2. 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:

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

Step 3: Test the preview of the email

1. Test the preview of each email by clicking on the Preview button in the email editor 

2. 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)

3. 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