With this Partner Tactic you can remind your existing customers to use their coupon codes they have received from introducing a friend to your brand.
It supports the Active Customers objective by contributing to the following strategies:
- Increase Active Customer Revenue
- Increase Premium Customer Revenue
- Increase Retention
This Tactic was created by Mention Me and requires a Mention Me-powered referral program that is already running. For more information about how to set up Mention Me, see Mention Me on Emarsys Partner Connect or reach out to partnerships@mention-me.com.
Channels
- SMS
Basic workflow
- An existing customer of your brand gets a coupon after they have successfully introduced a friend to your brand.
- A reminder email and/or SMS message is sent to them to use the coupon if they have not purchased anything yet.
Reminders are sent at different times to encourage the customer to use the coupon.
Interactions programs
The basic, email-only variant of the program looks like the following:
The advanced, email+SMS variant of the program looks like the following:
Activating the Tactic
Prerequisites
- Mention Me integration setup
- Email campaigns
- SMS campaigns (if used)
- Personalization tokens
- Mention Me-specific custom fields (available after the integration)
Steps
- The Received a Referrer Reward from Mention Me (mm:refererrer_fulfillment) external event is the pre-selected entry node in the program.
- Update the wait and last purchased periods to suit your own coupon validity period. Mention Me has created the Tactics using some default wait periods (to send out multiple reminders).
If you are unsure of your reward validity period, reach out to your Mention Me CSM to check the validity period for your campaign.
- Add the opt-in checks (email / SMS) to ensure that campaigns are only sent to opted-in contacts.
- Create the email campaigns.
- Create the SMS campaigns (if used).
When creating your campaigns:
- 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/SMS body) to help you formulate the right message. When creating your own campaign, make sure to include these key variables. For more information, see ESL tokens for your campaign.
- Activate the Tactic.
ESL tokens for your campaign
| ESL snippet | Description | Example |
|---|---|---|
{{event.reward.referrerReward}} |
The reward that the referrer will get. | "£30 or 15%" |
{{event.reward.couponCode}} |
The coupon code of the reward sent to the referrer, which can be used at their next purchase. | “XYZ-123455" |
{{event.reward.expiryDate|localized_date(contact.12, 'full')}} |
Use this format in your email campaigns. The expiry date of the coupon sent to the referrer, in long format. The date format changes automatically, according to the contacts’ country or region (e.g. US or UK). |
Long format:
|
{{event.reward.expiryDate|localized_date(contact.12, 'short')}} |
Use this format in your SMS campaigns. The expiry date of the coupon sent to the referrer, in a short format. The date format changes automatically, according to the contacts’ country or region (e.g. US or UK). |
Short format:
|
{{event.reward.expiryDate|localized_date('en','g') - 'now'|localized_date('en','g')}} |
Use this to tell referrers how many days are left until their coupon expires. This will convert the expiry date into the number of days from now until the expiry date. |
“8 days" |
{{event.reward.callToActionUrl}} |
The URL where referrers can spend their rewards (provided by Mention Me). | “www.mention-me.com" |
When adding the ESL code about expiry date, please make sure to use:
-
{{event.reward.expiryDate|localized_date(contact.12, 'full')}}for your email campaign. -
{{event.reward.expiryDate|localized_date(contact.12, 'short')}}for your SMS campaign.