Internet Special Report--E-mail Done Right (1,783 words)
In the end, affiliate programs are placing marketers in a dangerous reactive stance wherein they are using mass communication techniques (e-mail) to generate interest among teems of small sites. The resulting flow of inbound affiliate applications may, ultimately, not be worth the time investment (from an ROI perspective) to cozy up with the majority of smaller sites.
Is affiliate marketing evil or just not worth the effort? Neither. Marketers must dedicate skilled resources to such programs—culling affiliates and actively merchandising through the channel—to boost ROI. The number of affiliates and whiz-bang technology mean nothing. Think qualitatively, not quantitatively, and zero in on Web properties that drive transactions. Dedicating and focusing resources does work—as evidenced by those success stories we occasionally hear at conferences wherein 20 percent of a marketer's total sales are generated through performance marketing.
Jeff Molander is president of Molander & Associates Inc., a consulting company focused on helping multi-channel marketers build performance-based and collaborative commerce strategies. He can be reached at email@example.com.