Using a Personalised Referral CTA in Braze
With the Mention Me and Braze integration, you can insert a CTA link in your emails that takes customers to a personalised referral landing page. This promotes sharing and ensures the referral offer is seen and acted on.
The personalised link pre-fills the referral page using Braze profile attributes, allowing customers to skip registration and share effortlessly.
Prerequisites
Your referral landing page must already be implemented and include the Mention Me tag.
Email Types to Consider
- Dedicated referral solus emails — recommended every 2–3 months
- Inclusion within newsletters or promotional emails
- Persistent CTA (e.g. link or icon) in header/footer of all emails
- Dedicated step in your customer journey (e.g. post-purchase, welcome series)
How It Works
- You launch a referral promotion or campaign, including a CTA button/link
- The recipient clicks the CTA and lands on the referral page
- The referral page is automatically populated using Braze-provided customer details
- They’re registered and can share the offer right away
- They share the offer with their friend through their preferred method
How to Add the Personalised Landing Page Link
1. In your campaign composer, insert a CTA link or button.
2. In the URL field of your button/link, input the base URL of your referral landing page followed by ?
Example: https://www.yourwebsite.com/refer-a-friend?
3. Append the following personalisation parameters after the ?, separated by &.
| Parameter | Value / Braze Variable | Notes |
|---|---|---|
| firstname | {{${first_name} | url_encode}} | Use your Braze variable for the contact's first name |
| surname | {{${last_name} | url_encode}} | Use your Braze variable for the contact's last name |
{{${email_address} | url_encode}} | Use the customer's email address in Braze | |
| situation | Braze-newsletter-jan23 | Indicates the campaign context. Format suggestion: channel-type-timestamp. This enables filtering and tracking in Mention Me. |
| segment | loyalty | Use if targeting specific customer groups or locales to ensure the right offer appears. |
| locale | en_GB |
Example Final URL
Here’s how the completed URL might look in Braze:
https://www.yourwebsite.com/refer-a-friend?
email={{${email_address} | url_encode}}&
surname={{${last_name} | url_encode}}&
firstname={{${first_name} | url_encode}}&
situation=Braze-newsletter-jan23&
locale=en_GB&
segment=loyalty