Setting Up Campaigns

Cello makes it easy to automatically notify and reward your users for making successful referrals

Cello makes it easy to automatically notify and reward your users for making successful referrals. This is done by creating campaigns with specific payout rules.

Your rules are then automated based on confirmation of events and purchases. These can be based on transactions for referred contacts, but can also be based on free trials, demos, or events you define.

Example: Recurring Rewards Encourage Continuous Sharing

In this typical example, a referrer is rewarded 50% for each referral up to a $100 maximum reward cap with a $5 signup bonus. The referee initially purchases a $10 subscription for herself, and then upgrades her team in the following month.

The reward is paid to the referrer over a 6 month period until the referrer reaches a maximum cap of $100 for this referral. In the meantime, these regular rewards encourage further sharing.

It’s important to note that the new user also receives an exclusive 50% discount from the referrer when purchasing for the first 6 months. Our research shows that symmetric rewards (i.e., the referrer and the referred have incentives of similar values) work best because referrers invest their social capital when recommending a product; having similar incentives makes the referral look fair to both parties involved.

Campaign Settings

All campaigns must have one or more rules to reward referrers for the referrals they made. Campaign settings can be configured in the Cello portal in the Setup section.

Rewards are typically based on a percentage of the transaction amount generated when new customers make a payment up to a maximum amount per referral. Additional rewards can also be set on other key events such as signups and purchases to help encourage more engagement and sharing.

Section	Rule	Description
Referrer Reward	Percentage of revenue	Percentage of attributed new revenue that will be paid as a reward
Referrer Reward	Maximum reward (per referrer)	The maximum reward that can be earned per referral
Referrer Reward	Bonus rewards	Additional rewards that can be set for signups or purchases to encourage more sharing. Bonus rewards are also recommended for products with longer free to paid conversion times.
New User Reward	Percent Discount and Months	The new user discount to encourage additional sharing.

Cello uses the new user reward settings to display to the new user on your signup screens. You will need to take additional steps to implement the discount at the point of purchase. See the docs here for more information.

A note on optimizing your campaigns

In this example, while the referrer would not receive a payout beyond their 6th month, it is likely that more referrals are made within this 6-month period that are likely to convert to paid plans within the 6-month period. This is based on the actual conversion rate of this specific product.

Overall, this campaign was designed to create a rewarding experience with continuous, regular incentives that encourage referrers to continue sharing with new contacts. We recommend that you design and optimize your campaigns in a similar way to build trust and encourage continued sharing behaviors with your referrers.