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With the Mention Me and Braze integration, you can insert a CTA link in your emails that takes customers to a personalised referral landing page. This promotes sharing and ensures the referral offer is seen and acted on. The personalised link pre-fills the referral page using Braze profile attributes, allowing customers to skip registration and share effortlessly.

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Prerequisites

Your referral landing page must already be implemented and include the Mention Me tag.

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Email types to consider

  • Dedicated referral solus emails — recommended every 2-3 months
  • Inclusion within newsletters or promotional emails
  • Persistent CTA (e.g. link or icon) in header/footer of all emails
  • Dedicated step in your customer journey (e.g. post-purchase, welcome series)

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How it works

  1. You launch a referral promotion or campaign, including a CTA button/link
  2. The recipient clicks the CTA and lands on the referral page
  3. The referral page is automatically populated using Braze-provided customer details
  4. They’re registered and can share the offer right away
  5. They share the offer with their friend through their preferred method

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How to add the personalised landing page link

  1. In your campaign composer, insert a CTA link or button.
Braze email composer with CTA button insertion
  1. In the URL field of your button/link, input the base URL of your referral landing page followed by ? Example: https://www.yourwebsite.com/refer-a-friend?
Braze button URL field with referral landing page base URL
  1. Append the following personalisation parameters after the ?, separated by &.
ParameterValue / Braze VariableNotes
firstname{{${first_name} | url_encode}}Use your Braze variable for the contact’s first name
surname{{${last_name} | url_encode}}Use your Braze variable for the contact’s last name
email{{${email_address} | url_encode}}Use the customer’s email address in Braze
situationBraze-newsletter-jan23Indicates the campaign context. Format suggestion: channel-type-timestamp. This enables filtering and tracking in Mention Me.
segmentloyaltyUse if targeting specific customer groups or locales to ensure the right offer appears.
localeen_GB

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Example final URL

https://www.yourwebsite.com/refer-a-friend?email={{${email_address} | url_encode}}&surname={{${last_name} | url_encode}}&firstname={{${first_name} | url_encode}}&situation=Braze-newsletter-jan23&locale=en_GB&segment=loyalty
Example referral email with personalised CTA button in Braze
Last modified on March 31, 2026