Attracting and keeping affiliates

[Keith]

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This is just my view of what the ideal affiliate program should offer. (if anyone finds parts of it familier its because some bits were adapted from articles on the web)


Money

That’s what it’s all about, if your affiliates earn money, you make profit too. If they are happy, they are keener to promote your products.

First and foremost set affiliate commission at a rate that is fair. If other merchants in your market sector are offering 5% don’t insult potential affiliates by setting your commission rate at 2%.

Ideally you need to reward your affiliates for ALL sales. Including for sales made offline (phone, e-mail, postal and faxed orders) this will gain you respect.

Many affiliates refuse to promote products when they see that offline orders are accepted. On the other side of the coin to ask a merchant not to take offline orders, especially phone orders, means asking to make fewer sales. Many would say that it isn't always easy to track affiliate generated offline sales. The good news is that the technology to do this is available. In fact many affiliate programs already track offline orders. If many do, all can.

Don't have to forget to reward your affiliates for:

Sales to returning customers. Affiliates need to receive credit for a customer they brought to you, as long as they stay affiliated with you.

In case of partial returns, those items that haven't been returned.

Sales to returning visitors. Set the cookie duration as high as possible.

Affiliates want to see the money.
That first cheque often gives the affiliate a boost and moves the merchant program higher up the priority list.
Make sure payments are accurate, regular and on time.
If affiliate wants to defer or accumulate commission payments for any reason respect that wish.
Reward successful affiliates with higher commissions and or target bonuses.

It is important for your website to be designed in a way that converts visitors into buyers. It is not your affiliates duty to make the sale. Their duty is to direct visitors to the your website, then it's your ability that will have to convert the visits into sales.

You can help pre-selling by providing a variety of linking methods to your affiliates including, but not exclusive to, product feeds and banners in a selection of sizes. Affiliate exclusive vouchers and discount codes also help the pre-sell.

In addition you need to offer your customers good service and quality products. Just like in a traditional shop.

Statistics

Statistics need to be accurate and as detailed as possible.
This way your affiliates will be able to see what works best.


Support

Good affiliate support means first of all communication to answer all enquires as soon and as clearly as possible, it is also wise to have an up to date FAQ page where answers to most common questions are already given.
Support also means giving advice, suggesting better ways to pre-sell the your wares, don’t just concentrate on the super affiliates, inactive affiliates often just need a nudge in the right direction to get them earning.
Any change to the Affiliate program such as (but not exclusive to commission structure or cookie duration) should be notified by email.
Tell your affiliates about new creatives, linking methods, what works for others etc. Above all keep in touch.

[katieE]

I am a merchant trying to get an affliate scheme up and running. I was confused as to how much contact with an affilliate was normal!
This has really helped, thanks.

Just wondering, Affiliates seem to say they delete most emails from merchants without reading them, what's the best wat to get your emails read?

[eliteshops]

Just wondering, Affiliates seem to say they delete most emails from merchants without reading them, what's the best wat to get your emails read?

Hi Katie

Offer something we can offer our visitors but put that offer in the e-mail title.

Do not overcrowd the e-mails with loads of offers. Just a few selected

We personally like discount vouchers we can offer our visitors

hope this helps

[KieronD]

Just wondering, Affiliates seem to say they delete most emails from merchants without reading them, what's the best way to get your emails read?

I don't really know why this is. I personally read all my emails from networks/merchants so that I am up to date with what is happening and I know what products/services/special offers there are. In fact I work closer with the merchants who communicate with me more. I would say a weekly email is just fine.

[lisaord]

I would also recommend starting a forum so you can answer directly any questions. I speak with my affiliates at http://www.vwdforum.co.uk

[katieE]

Hi Katie



We personally like discount vouchers we can offer our visitors

hope this helps

Thanks for the ideas guys!

We dont have a facility at the moment to offer vouchers. The best promo I can do is to offer added commission and a prize to the best selling Affiliate each month.

any good do you think?

Thanks

Kate

[blakey]

Just a quick note to thanks for the input above (and eek! on most emails not being read!).

It's really helpful to know what can be done better etc.

Sarah