New to partnership marketing? Here's a handy list of definitions for terms you'll come across.
This is a term for the combined total audience a brand has. Often used interchangeably with Reach. It most often specifically refers to the email list though in some cases can be meant to include social impressions and other definitions of audience as well. In the DojoMojo platform specifically refers to email list size however marketers may use it for the broader term of total audience of email plus social and thus in conversation with marketers should always be explicit as to what is being referred to.
The main image shown on the giveaway landing page, usually behind the entry form and and page text.
Also referred to as Industry Category. This is specifically the sort of industries that a brand self identifies as belonging to. For example, a brand who sells nutritional products online may identify as being both in the ‘health & wellness’ industry as well as ‘e-commerce’. This is especially useful as you search out ideal partners to work with for your own brand.
The feature by which you can search for Partner Brands to work with in Partnership Marketing activities. Using this feature you can examine key metrics about potential Partners, see the open campaigns they are hosting and message them directly.
Call to Action
A Call to Action within the context of Partnership Marketing is specifically a point on a landing page that directs a user toward a certain desired behavior. One example is the Post Entry which oftentimes includes a Call To Action in the form of an advertisement designed to drive clicks to a desired destination.
A particular giveaway with set partners, a host, prizing, and a start and end date.
Tool used by brands when building a new Campaign. This feature enables a Host to build and design a Landing Page, invite Partners, create Tracking Links, build Social Actions, build Post Entry Call to Action’s and launch the campaign.
Throughout an active Campaign a Host can continue to use the Campaign Manager to edit and make changes to live campaigns as well.
One desired action for your business. For an ecommerce business this may be a purchase of a product, for an app business this may be an app download.
The number of orders or desired user behaviors resulting from DojoMojo divided by the total number of emails acquired using DojoMojo.
Call To Action - asking an entrant to take an action, usually via a button, like “Enter,” “Start Free Trial” or “Visit”
The HTML (the Hypertext Markup Language) and CSS (Cascading Style Sheets) are two of the core technologies for building Web pages. HTML provides the structure of the page, CSS the (visual and aural) layout, for a variety of devices.
If you or a developer knows CSS, you can edit your landing page to add customizations beyond what DojoMojo's core editor can do on its own.
Create clickable Call to Action, image or video to direct users to a new page and maximize site views, unique visits, brand awareness and conversions for your business.
The primary mechanism for promoting a Campaign. In most campaigns each promotional partner is responsible for sending one dedicated email to a portion of or their entire list (to be agreed upon between the partner and host beforehand). A dedicated email is different from a newsletter placement in that a dedicated email contains no other content or calls to action other than to enter the giveaway campaign.
Creating a separate, dedicated webpage for your campaign that sits on your own website and connecting it to your landing page. For example, if your brand is www.yourbrand.com, you can create a subdomain like www.yourbrand.com/giveaway and DojoMojo will connect your landing page to it.
A company that manages your domain name, i.e. GoDaddy.
The campaign a Brand uses after acquiring an email address to activate and engage new users. Often between three and six emails that show real value to a new user in the form of strong content and interesting offers to maximize the chance of their becoming engaged with your business.
Email Service Provider (“ESP”)
The service provider who handles the sending and receipt of emails for your business.
A block of HTML which is embedded in the page-source and by doing so creates an object (piece of content, video, or image).
The date on which your giveaway ends and people can no longer enter the campaign.
Emails submitted by people who view and enter the giveaway.
Entry (or custom) Call Back
Creating your own link between DojoMojo and your email service provider so that new emails automatically go to your ESP's email list (we can build these for you).
The fields on a Landing Page an entrant is asked to fill out to enter the campaign. All Entry Fields excluding Email can be made required or optional contingent on the Hosts preference
The rate of visits to a landing page that are actually turning into entries. A good landing page optimizes for this number.
The number of new leads / emails you can expect a particular brand partner to generate for you in a giveaway.
Promotion in which prizes are given to winners selected only by chance from the entries received. Giveaways, or sweepstakes, do not require a purchase otherwise they would become a lottery (which requires a license to operate), and are different from contests, which are considered a game of skill.
A good giveaway results in 3 things - the consumer is excited potentially winning a prize; they may be encouraged to visit your website, try your product or service; a marketer gains a valuable new lead to send communications to.
This is the brand responsible for building the campaign, inviting the partners, designing the landing page and in general running the campaign process. The host controls powerful features like bonus entry, post entry allocation, logo placement and more.
While the role of being a host does add incremental work there is significant additional value for the host to compensate for the additional effort.
The total potential audience for a channel or campaign. This can include metrics like social followers, email list size and any other promotional avenue that could reach eyeballs.
This is the page an entrant will be directed to to enter a campaign.
This is the total email list size of a brand.
Some campaigns will set minimum delivery thresholds for Partners. The host can set the minimum delivery thresholds and will communicate these to the Partner prior to the campaign commencing. Until the minimum delivery threshold is reached the Partner will not have access to any of the entries collected from the Campaign.
DojoMojo’s proprietary messaging system. Using MojoMail you can reach out to leading marketers at some of the premier worldwide brands. Your plan level determines how many MojoMail credits you have available to you for messaging.
All brands on DojoMojo.
New emails acquired on the platform, also often called New To File Emails.
Onboarding is most often referred to as the process of bringing newly acquired emails onto your ESP and serving them introductory information about your business most often in the form of a drip campaign.
A user agreeing to or "opting in" to a campaign's Official Rules to enter. A single Opt-In is a single Entry into a Campaign.
Creating a web address (URL) where your landing page will live.
The brands who work together on a campaign. In most discussions a Partner refers to a Promotional Partner. See Prizing Partner and Promotional Partner.
Partner who only provides prizing, does not promote the campaign but does not receive emails.
Partner who promotes the campaign (shares links to the campaign with their audience) and therefore receives emails. In some cases the partner providing prizing may also promote the email in which case they could be both a promotional partner and a prizing partner.
A legal agreement that stipulates the key contractual terms between two partners in a Partnership Collaboration. This can oftentimes include (but is not limited to) agreements around minimum promotional efforts, minimum entries each partner is on the hook for, how entries will be shared (and when) and other nuances.
While it is not required to have a Partnership Agreement in place to execute a campaign we recommend doing so.
A collaboration of two or more organizations with the intent to develop a marketing initiative designed to meet each of their respective business goals.
The logo on the landing page provided by the Prizing Partner, generally set apart from other Partner logos.
A giveaway partner who provides prizing (i.e. a hotel) in exchange for access to entries.
A marketing term referring to the use of pixels on a page to know who has previously visited your page (and thus has received exposure to your brand already) and market directly to them off-site via Facebook, banner ads and more.
Return on Investment; a finance term used in Partnership Marketing to express how much a partner is able to get out of a certain behavior.
The date on which a particular partner has agreed to share the giveaway with their audience via a particular channel (on social media or via an email send to their list). These dates are generally laid out in a media plan.
The social media name of a brand.
Incentivize campaign entrants to perform additional actions like sharing a Facebook post, downloading an app, following an Instagram account, watching a video, posting on Twitter or pinning on Pinterest in exchange for additional entries to increase their chances of winning.
The start date of a campaign. Within this can be a target start date (for unlaunched campaigns) and the actual start date (for launched campaigns).
A single email subscriber to a brand's email list.
Promotion in which prizes are given to winners selected only by chance from the entries received. Sweepstakes, or giveaways, do not require a purchase otherwise they would become a lottery (which requires a license to operate), and are different from contests, which are considered a game of skill. A good giveaway results in 3 things - the consumer is excited potentially winning a prize, they may be encouraged to visit your website, try your product or service, and a marketer gains a valuable new lead to send communications to.
The general framework used for the landing page of a campaign. DojoMojo provides a number of different templates to choose from when designing a campaign and is adding more every month.
Terms & Conditions (“T&C’s”) or Official Rules
The legal guidelines surrounding a campaign. DojoMojo provides a sample Official Rules that brands can use as a basis however due to the unique nature of every Partnership the Official Rules should be reviewed by the Hosts legal team to ensure they accurately reflect the legal requirements of the geographies in which the campaign is being run.
The unique links which are used when promoting a campaign that enable DojoMojo to accurately track and assign credit to the partners driving visits and entries into a campaign.
The same as a Tracking Link.
An option for a brand to hide certain pieces of their profile from being visible by other brands on the platform.
We recommend brands keep the majority of their key statistics visible as it is the basis upon which other brands will determine appropriateness for partnership.
A potential entrant who has viewed your landing page.
The first email you send to an entrant welcoming you to their list. Instantly welcoming entrants to your list reminds the reader why you’re contacting them and leads to better list quality.