Welcome to the sixth and final part of our Presenting Your Best Self series. This last section is all about presenting your best self through solid communication.
A common question I receive from merchants is, “How can I keep my Affiliates engaged and active in the program?” Answer: Keep them in the loop!
Utilize the newsletter tool to maintain consistence communication with your Affiliates. The key is to keep your newsletter relevant and concise. Your efforts will have adverse effect if you begin spamming your Affiliate base. Strive to put together at least monthly newsletter that contain relevant information about what is new with your site and the program. Think of the newsletter as your marketing toolkit for Affiliates. Include informative details that will help your Affiliates to better sell or market your product or service.
Newsletter Best Practices:
- Send at least monthly
For most programs, monthly will be a fitting schedule. If your program offers a huge inventory with lots of details changing on a regular basis, it may bode well for your program to send more frequent newsletters.
- Make actionable
Include items that Affiliates can put right to use. “Actionable” as in useable. Utilize macros to include the Affiliate’s specific tracking code for tools and to personalize your email.
- Inject Personality
Let the newsletter reflect who you and your company are. Affiliates receive hundreds of emails – might as well make yours interesting to read.
- Select Plain Text or HTML
In the newsletter tool, merchants have the option to create either a plain text or HTML newsletter. Either can be very effective. Personally, I prefer HTML for the monthly newsletter so I can use a template and include images and general branding. Text can be great for quick short updates.
- Target newsletter using filters
Utilize the filters to send specifically targeted communication to certain groups of Affiliates. For example, you could send keyword lists to your PPC affiliates, an activation newsletter to low performers with some tips on getting started, special incentives to your top performers, content tips to your bloggers,…you get the picture.
|What to Talk About in Your Newsletter?