Affiliate Marketing: Talk Is Not CHEAP
Customizing your affiliate communications makes a positive impression and demonstrates your commitment to the affiliate and its business model. For example, you might have a communication strategy based on the affiliate’s business model. Here are some tips to think about.
• Loyalty program affiliates usually need a private offer; this segment tends to have a larger order size, higher conversion rate and loyal customer base. This segment also may need a dedicated contact person from your organization.
• Search affiliates need to understand your search policies. Share recommended products and keywords to help your search affiliates secure more search distribution for you.
• Shopping comparison affiliates need product data feeds. This makes it easier for the affiliate to add your latest product or promotion to its site.
• Coupon affiliates drive volume by merchandising your consumer offers. These affiliates may need an exclusive coupon or special creative to drive conversions. They also need advanced notice of your consumer offers and a clear understanding of start and end dates for different creative or campaigns.
• Niche affiliates require more education on your products/services. They usually have specialized content on their site, so they require more detailed information they can feature, as well as knowledge of how you differ from your competitors.
Other Ongoing Communications
E-mail. Keep affiliate partners up to date on program changes through e-mail. The 2004 Affstat report stated that a full 68 percent of affiliates prefer e-mail communications from affiliate managers. Communicate your brand strategy, key seasons, best converting products and your program offer. Share your retail/marketing calendar with affiliates so they can plan their seasonal campaigns. It’s always a good practice to include specific promotional and product links in your communications with affiliates. Adding a sense of urgency to your communications gets affiliates excited about the offer, resulting in more immediate action on their part.