E-commerce Link: Generate Traffic Without Getting Run Over
* contacting every publisher and informing them of their obligations under the law and your T&Cs,
* seeking confirmation from publishers that they will comply,
* establishing an opt-out database, cleaning system, etc.
(NOTE: This is not an attempt to explain the law, nor do these guidelines include all of the Can Spam Act requirements)
9. Pick up the phone. Keep in regular contact with publishers. Keep the lines of communication open for maximum effect. The best way to know what is going on with your publishers is to maintain an ongoing dialogue. While they may not always reveal what they are doing, you will learn to detect red flags.
10. Take action quickly. React quickly and decisively when violators are identified. Address violations with firmness, and be prepared to take legal action—even though it may never be necessary.
In the past, marketers entering the realm of pay-for-performance and affiliate programs typically did not devote the appropriate management resources. All too common was the scenario where only part of a person’s time was dedicated to managing thousands or even tens of thousands of these types of deals. Advertisers learned they cannot rely on technology companies to address this concern. The concept of a fully automated sales channel is only wishful thinking. An appropriate team must be put in place to handle these initiatives.
For most direct marketers, affiliate programs and pay-for-performance deals truly are the golden geese of online marketing. If the right resources—internal or outsourced—are allocated properly, then these geese will be more likely to lay only golden eggs.