When starting out on DojoMojo, brands typically work with as many new partners as possible. But new isn’t everything - past partners can also deliver significant value. We are going to walk through how to evaluate your previous partners, to find who to work with again.
To start, go to Analytics and select Partnerships.
Your goal is to whittle down the results to the best partners you’ve worked with, and who you should work with again.
A rule of thumb to keep in mind is to work with someone only once a quarter, based on how they performed on your last campaign.
If you’ve participated in several sweepstakes, you’ll have pages of past partners so we’ll use the filters on the right to narrow down the prospects.
Then do the following:
- Exclude people you’ve worked with in the last 90 days.
- Find partners who drove a high percentage of "New To File" emails - or new emails to your list - in the last campaign. Target about 70% new to file or higher.
By now, you should have significantly reduced the number of partners to browse.
Finally, you want to find brands whose past campaign average entries are over the minimum acceptable for your brand. Desired average entries will vary depending on your brand, but are usually 1-2% of your list size. For example, with a list size of 220,000, this is around 3000.
At this point, you’re ready to message these remaining partners, who’d likely help drive a lot of new traffic for you. If for some reason not many partners showed up for you, try lowering your number of entries from 3000 to 1,500 or reduce your %NTF requirement from 70% to 60%. Reducing these widens the search and includes more brands for you to message.
A significant benefit of working with past partners is that you already know their demographic is a close match to yours, and you have already formed a relationship with their sweepstakes point of contact.