Driving sustainable growth through advocacy requires being one step ahead of the game. With this Partner Tactic, you can save those brand advocates predicted to lapse in the next 12 months and nurture existing customers likely to become future advocates so you can take steps to ensure this comes to fruition.
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 are predicted to lapse and who are predicted future advocates based on their Mention Me Predicted ECR Status.
Predicted Extended Customer Revenue or Predicted ECR is a term unique to Mention Me. Predicted ECR is designed to forecast how advocacy is likely to evolve over the next 12 months within your existing customer base and what you can do to improve and exceed those predictions.
You can use Predicted ECR to see:
- Which of your fans are likely to keep advocating
- Which of your fans are likely to stop advocating
- Who your future advocates are likely to be
The Mention Me Predicted ECR segments are calculated by Machine Learning Models created specifically for your business.
- Brand advocates predicted to lapse receive an email with a voucher and product recommendations.
- Predicted future advocates are encouraged to join the referral program.
- 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 filters 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 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" |