Your customers might not have purchased in a while, but they could still be adding value by talking about the brand and referring it to their friends. This Partner Tactic helps identify those defecting buyers* still adding value beyond their transactions and encouraging them to make their next purchase.
*Defecting buyers are customers whose last purchase was made more than 90, but less than or equal to 365 days ago.
It supports the Revenue objective by contributing to the following strategy:
- Win back defecting customers
This Tactic was created by Mention Me and requires a Mention Me-powered referral program that is already running and an enabled integration and appropriate package. For more information on how to set up Mention Me, see Mention Me on Emarsys Partner Connect or reach out to partnerships@mention-me.com.
Channels
Basic workflow
- The program targets defecting customers and assigns them to different paths based on their Mention Me ECR time period segments, therefore, identifying a valuable group of customers that you might have missed based on purchase behavior alone.
Extended Customer Revenue (ECR) is a term unique to Mention Me. It refers to a measure of a customer's individual spend, plus the spend of the friends and family they refer, thereby providing an expanded view of a customer's value. This gives you an insight into your most valuable customers - your brand advocates.
- This program utilizes Mention Me ECR time period segments (Activity) of Dormant or Active.
- For a customer to fall into Active or Dormant they have to make either a purchase or a referral within the specified time period.
- The Mention Me ECR time period segments are calculated by Machine Learning Models created specifically for your business.
- Contacts will receive a referral reminder or voucher with product recommendations.
Automation Center program
This is how the email-only program looks like:
Activating the Tactic
Prerequisites
- Mention Me integration setup
- Email campaigns
- Personalization tokens
- Mention Me-specific custom fields (available after the integration)
Steps
- Check and adjust the settings of the Recurring filter entry node if needed.
- Check and adjust the opt-in filter used in the Segment nodes if needed.
- Create the email campaigns.
Tips:
- Update the images and styling of your email campaigns to suit your brand.
- Include product recommendations in your email campaign to increase conversion.
- Mention Me has created some default content with suggested variables (for your email subject and email body) to help you formulate the right message around customer advocacy. When creating your own campaign for referral specific campaigns, make sure to include these key variables. For more information, see ESL tokens for your campaign.
- Activate the Tactic.
ESL tokens for your campaign
| Personalization token | Description | Example |
|---|---|---|
| Mention Me Successful Referrals | The total number of successful referrals your customer has made. |
"5" |
| Mention Me Share link | The unique link that referrers can send to their friends to join your referral program. |
"https:/.mention-me.com/m/ole/cj6qx-john-doe" |
Tips & hints
This Tactic includes A/B test nodes to see which incentive works better. Run the A/B test for a few weeks to find a winner and then modify it to the preferred incentive.
- To check which segments perform better, view the results in Audience Reporting.