It's much easier to get your active fans to advocate for your brand than it is to find new ones. With this Partner Tactic, you can identify and engage your most valuable brand fans to amplify the value they deliver by increasing their overall advocacy and spend.
It supports the Revenue objective by contributing to the following strategies:
- Reduce Customer Churn
- Increase Active Customer Revenue
- Increase Premium Customer Revenue
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 brand advocates who fall into the Mention Me ECR value segments (Status) of Medium or High.
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.
The Mention Me ECR value segments are calculated by Machine Learning Models created specifically for your business.
- Current brand advocates are reminded to share your referral link with their friends.
- Customers are allowed to re-enter the program after 6 months.
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 campaign.
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
Instead of just getting your best advocates to refer, use this opportunity to roll out the red carpet for them. Invite them to exclusive product launches, give them first access at sales, or delight them with VIP access at special events.