Campaigns are one of the main building blocks that drive performance for your referral scheme. With campaigns, you can select the rules you want to target a particular set of your customers. For example, you may want to target only customers who:
- use a particular language
- belong to your loyalty scheme
- have purchased in the last three months
- have just spent more than £50 on their order
Only if the customer matches the correct criteria they will be able to see a referral offer in that campaign. There is no limit to the number of campaigns you can have!
1) Setting up locales
When we create a new campaign we are given the choice to select a ‘Locale to Present In’ and the expected currency.
The locale dropdown under this section contains a list of all the locales enabled under Settings>Edit Brand>Locales (according to the client’s Order Form)
If you’re editing an existing campaign, this option is blocked and should be changed from the Campaign view.
2) Using Triggering Rules to promote to Referrers
Triggering Rules should always be set if you are serving offers in multiple locales, to ensure the correct offer is served to the customer. Check our guide about Locales, Languages & Currencies for more information.
You can create a new rule by clicking on ‘Add Group’
Another good example is to set a rule to serve a specific offer to ‘high spenders’, by setting the Order Total to be greater than a certain amount. This will take into account the order subtotal passed via the referrer or order tag, ignoring the currency.
By clicking on ‘Add rule’ you can join rules together, so we only serve the referral offer if the customer meets Rule 1 AND 2, following the example below:
Don’t forget that you can have multiple ‘Groups’ of rules. For example, by having two groups the campaign will be served when the customer meets the rules of either Group 1 OR Group 2.
3) Customer Segmentation
Triggering rules can also use a specific set of data to serve a specific offer to a selected group of customers. For example, if a client allows customers to place ‘single orders’ and ‘subscriptions’ you may want to separate these audiences and create separate offers for them.
Typically this is done by setting up a rule based on the ‘segment’ parameter, to be passed via our tags:
There is also an option to upload a batch of customers with a specific segment to enrol them to a specific campaign (assuming the client has their consent to do this). Check this guide to learn how to do this
Another common approach to segmentation is to use ‘custom_field’ parameter on post-purchase/order tags to serve the campaign to customers who buy a specific product or category of products.
In this example, we’re serving the offer to anyone who purchases an item that is part of the ‘dresses’ category. This is set by the client when doing their tag integration. A rule is set on their side so anytime someone buys a dress, they will pass us the value ‘dresses’ via the ‘custom_field’ on their tag.
Note: When using the ‘segment’ and ‘custom_field’ parameters you must ensure the client is passing these values on their tags. The ‘custom_field’ is only available on post-purchase and order tags. We use a Regex formula to match an entire from a string of values.
4) How someone can be qualified as a ‘Referee’
Just like we can create rules to serve offers to Referrers, we can also use the same logic to define how we qualify new customers as ‘referees’ leading to a successful referral. This will define whether or not the referrer gets their reward.
For example, in this case, we’re adding a rule so we only consider a successful referral and reward the Referrer if the new customer places an order over an amount of 50:
Note: Most programmes do NOT have referee rules. This limits the amount of successful referrals and has an impact on performance so before changing this, it’s important to understand your reasons to request this restriction.
5) Advanced Gaming Rules
You can find all the different factors that impact the Gaming Score under the section ‘Fraud Rules’ in Campaign Settings.
We do not advise changing these settings when launching a new programme. These settings should only be adjusted by Mention Me as a reflection of the customers' abuse.
Read more about Gaming here