Frequently Asked Questions (FAQ)
What reporting does Dot provide?
We provide a monthly engagement report to our program suppliers detailing several key metrics for both email marketing and e-commerce ads. This includes a summary of the available components for each program.
What metrics are included in the monthly engagement report?
The engagement report summarizes metrics for emails, e-commerce ads, search terms, and telemarketing. Email metrics include number of recipients, opens, open percentage, clicks, and click through rate. E-commerce ad metrics include ad views and click through rate. Search term metrics include number of searchers and top three item clicks. Telemarketing metrics include the number of quality contacts and samples requested.
How do I know when content is due?
Please contact your supplier marketing specialist and request that your email be added to our monthly mailing list. This will ensure you receive a monthly reminder notifying you when content is due.
Can Dot provide sales reporting for marketing campaigns?
Yes, we measure sales related to marketing campaigns and can provide reporting upon request. This reporting includes the above metrics as well as sales growth and new points of distribution. An FAQ page detailing these metrics is included with this reporting.
How do I receive sales reporting?
Contact your supplier marketing specialist and request a campaign sales report. We typically wait eight weeks after the end of the campaign to run sales reporting and ask for a two-week turnaround upon request.
What is an open rate?
The open rate is calculated by dividing the number of unique opens by the number of emails delivered. Due to some inaccuracies with open rate tracking, open rates are typically used by marketers as comparative metrics rather than absolute metrics.
What is a click-to-open rate?
This metric is calculated by the number of unique clicks divided by the number of unique opens. This is an indicator of relevancy. If more recipients open and click the email, that suggests the content aligns with expectations and is relevant to the reader.
What is a good click-to-open rate?
Dot Product Marketing participants ended the 2019 program with an average click-to-open rate of 5.79 percent. We would consider any rate higher than this average to be a very good open rate. Higher open rates are generally a reflection of a clear and concise subject line that catches the recipient’s interest.
What are good metrics for Dot e-commerce ads?
These averages are broken down on the engagement report that we send out monthly. We consider a good click rate to be higher than the program level average for each e-commerce ad. We also like to highlight that the industry click rate average for an e-commerce ad is about 0.46 percent.
What are the guidelines for using the Dot logo?
For several of the components of our Digital Packages, we ask that you utilize our approved logo and follow our specific guidelines. The logo and guidelines can be downloaded here.
What is the difference between an informational and a promotional email?
An informational email sells the features and benefits of your products to Dot’s distributor customers. It would answer the question, “Why would a distributor want to buy this product?” This can include new item information, general brand awareness, on-trend product application, or market statistics. Use this to teach the distributor anything about your product that would encourage them to purchase the item for their operators.
A promotional email offers an incentive to customers. The incentive could be in the form of an off-invoice promotion, bill back, rebate coupon, sample offer, or operator incentive.
What are other suppliers doing to get positive results?
The most positive results come from suppliers that determine their ultimate goal and directly address it through their messaging. This ranges from informing current customers about a new item to driving new points of distribution with an incentive offer. Our suppliers also find great success in using their campaigns to run promotions or provide samples.
When suppliers narrow down their target audience, they can make the marketing message much more personal and relevant to the recipients, which improves engagement. Best practice is to run an ad alongside your email campaign. In addition, peak placement of your keywords in ads and email marketing will drive positive search results.
I don’t see my question listed here.
Contact your supplier marketing specialist or email firstname.lastname@example.org if you are unsure who your specialist is.
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