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.
In this last section we discuss how to manage affiliates. Assuming you have incorporated the 6 steps above into your affiliate plans, this should be very straight forward. Affiliates will already know where they stand and what they can and can’t do.
Take special care in separating affiliates into the four group types as detailed in the above section.
Create strategies for each group. For example, most people join affiliate programmes with good intentions, but then don’t follow through with them for one reason or the other. Solve this by creating a strategy for a new affiliate to integrate your products or brand into their site within a set period of time.
If you have an affiliate whom is no longer selling, why not offer them an increase or VIP commission for a period of time. You won’t lose anything if they don’t promote you again and if they do, you can get them hooked on the higher commission so they will promote you more when the normal commission kicks in again.
Look at your current affiliate websites to see how you could improve your page on their site. At the same time make sure they are presenting your brand correctly and not including any information which is misleading. This is true if you see an affiliate sending large numbers of clicks to your site, but no sales. Remember it’s your brand and you’re in control.
If you have a strict policy on brand bidding via PPC, check the PPC ads once in a while or even automate this with software. Check during office hours, but also after 6pm and at weekends as affiliates have been known to run brand ads out of hours so you won’t see them. It’s also good to check from different Internet connections in case they’ve blocked your I.P. address from seeing their ads.
Should you find an affiliate not adhering to your programmes rules and you wish to take action, follow the steps below –
1. Contact the affiliate by email (so you have a record) and politely point out the infringement.
2. If after 1 or 2 days you’ve not heard back check to see if the affiliate has corrected the mistake, many will but not email back. Should the infringement still stand, email again and contact by telephone.
3. Should a week past with several emails being sent, speak with your network account manager as they may have some insight into a particular affiliate. Ask if they should be suspended from the programme.
4. In the last resort, suspend them from your programme, however this will be a rare occurrence and you must have good reason for this action.
Normally there’s good reason for an affiliate not following your programmes policies. Following the above steps will make sure your brand stays intact and negative messages are not posted on the affiliate forums.
© Online Marketing by TrafficSource UK Ltd
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