The MRE team worked with the client to design an email campaign targeting new and existing customers. The client wanted to maintain their existing systems and processes related to generating, promoting, and redeeming the customer referrals, so the new campaign would need to work in conjunction with the current state. The campaign targeted new customers during their first month of service as well as existing customers who were more likely to refer a friend, based on criteria the company had identified.
The company also added key communications to the promotion lifecycle. Once a new customer signs up with a referral code and the service plan is initiated, a message thanks them for signing up, recaps the promotion details, and provides them with a code to refer their own friends to earn additional rewards. In addition, a thank you message is also sent to the original customer who referred the new sign-up and again, reminds them to continue to refer more friends for additional rewards.
This closed loop new Refer A Friend communication process is set to communicate the value and program details to customers at the time the message is most relevant for them as part of the promotion lifecycle. Previously, participating customers would have to call customer service to follow-up on the status of referral rewards. Proactively communicating referral status and expectations would also help to reduce customer service calls.
By using Marketing Cloud our team was able to identify the appropriate target audience based on Salesforce data and injected them into their proper Journey campaigns. All the customer referral emails needed as part of the campaign were personalized and branded for the company’s three different retail brands included in this project.
The client also wanted all referral program emails to include a QR code linked to a new customer sign-up page. This QR code would also be included in other customer communications as well – like printed bills. Our team built out Apex classes in Salesforce to generate a QR code through a 3rd party API service, save the image as a static resource file, generate a public-facing URL to the image, which would be used in Marketing Cloud and other sources.