Campaigns are a main building block of your referral program. With campaigns, you can define rules to target specific customer segments. 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 customers who meet the criteria will see the referral offer. You can run multiple campaigns simultaneously.
1. Setting up locales
When creating a new campaign, you can specify a “Locale to Present In” and the expected currency.
These locales are configured according to your contract. To add a new locale or market, please contact your Account Manager or the Support team.
2. Using Triggering Rules to Promote to Referrers
If you're using campaigns across different locales, use Triggering Rules to ensure the right offer is shown to the right customer.
You can add a new rule by clicking “Add Group”:
For example, to serve an offer to high spenders, define a rule setting the Order Total greater than a specific amount. This uses the order subtotal from your tag and ignores currency.
Combine rules using the Add Rule button; the offer will only be shown if both rule 1 AND rule 2 are satisfied:
This example requires the customer to be using locale en_GB and to have spent more than 100.
You can also use multiple groups (Group 1 OR Group 2) for broader targeting logic.
3. Customer Segmentation
Triggering rules can leverage customer data to serve offers to specific segments. For instance, target single-order vs subscription customers with different campaigns.
Use the segment parameter in your referrer or order tag:
You can also import a batch of customers under a segment to enroll them into a campaign, assuming you have customer consent. Learn how
Another approach: use the custom_field parameter in your post-purchase or order tag. E.g., serve offers to customers who purchase something from a specific category like "dresses".
Ensure your tags include the segment or custom_field values if using these rules. The custom_field is only available on post-purchase and order tags. Regex is used to match values within the string.
4. How Someone Can Be Qualified as a ‘Referee’
You can also define who qualifies as a “referee,” which affects whether a referrer is rewarded.
For example, require that a referee’s order value is higher than £50 to trigger a successful referral:
Most referral programs do not use referee rules by default. Adding them may reduce the number of successful referrals. Make sure you understand the implications before applying restrictions.
5. Advanced Gaming Rules
You can configure Gaming Rules under the “Fraud Rules” section of the campaign to impact a customer's gaming score.
These settings help detect abuse and should not be changed for new program launches. Only modify with the help of the Mention Me team.
Read more about gaming scores here.