Because your brand fans spend more and refer other customers, activating more of them drives sustainable, organic growth across your base. This Partner Tactic helps you re-engage your most valuable customers by encouraging dormant brand advocates* to start referring again or to make another purchase.
*Dormant brand advocates are calculated by Machine Learning models created specifically for your business.
It supports the Revenue objective by contributing to the following strategies:
- Reduce Customer Churn
- Increase Active Customer Revenue
- Increase Premium Customer Revenue
- Drive Second Purchase
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.
Channel
Basic workflow
- The program targets contacts whose last purchase or referral was X months ago based on their Mention Me ECR time period segment of Dormant, therefore, identifying a valuable group of customers that you might have missed based on purchase behaviour 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.
- For a customer to fall into 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 receive an email with a referral reminder or voucher with product recommendations.
Automation Center program
This is how the email-only variant of the 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 node 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 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 an A/B test node 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.