This page is an extract from our White Paper : Managing an Affiliate Programme. A best practice guide for setting up and running an affiliate programme to maximise sales revenues for UK merchants.
Please contact us to request a full copy by email or by telephone 0845 643 1567.
It’s important to take time to communicate with affiliates and not to rely on sending out a general monthly customer email to affiliates. Separate your affiliate emails from your normal customer based emails and relate what is happening in your business to affiliates. Keep it positive and where possible include products for affiliates to promote. Ideally an email should go out once every 2 weeks, every week if you have a fast moving website or at peak times in the year. Use the emails to introduce new products for affiliates to promote, what’s on sale, special discounts for affiliates to use, competitions etc.
You can see an example of an affiliate newsletter here – http://www.trafficsource.co.uk/blog/merchants/menkind/affiliate-focus-menkind-featured-products
Promote each newsletter on http://www.affiliates4u.com, post to twitter, FaceBook and other social media sites and affiliate blogs. In general anywhere affiliates hang out.
Segment your affiliate base into the following camps
1. Active affiliates who are selling
2. Super affiliates
3. Affiliates not sold anything or new
4. Affiliate whom are no longer active
Tailor emails for each group and send out personal one-to-one emails asking them if they need any help. Point out what their conversion rate is and suggest improvements they can make to their site. Increases in commission and affiliate competitions are all very valid items to include. It’s time consuming but you gain traction with affiliates using this approach.
Give your super affiliates advanced notification of sale periods, discounts and promotions. Affiliates like to feel there in partnership with you, so treat them like an extended part of your sales force. Do more for them and make them feel special and they will send more traffic and sales your way.
© Online Marketing by TrafficSource UK Ltd
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