Now that Q4 has come to an end, it is time to focus on the relationships built during this time. Whether you would like to reach out to the top performing Affiliates in your program or those that are newly active in promoting your company/products (or both!), maintaining communication throughout the year is imperative in order to build a strong business relationship that carries on into the next Q4!
It is important Merchants think beyond the immediate surge of sales to the relationship-building opportunities that arise post-purchase
Select Affiliates to Build Foundation
The first thing a Merchant can do to help identify which Affiliates to target for the coming year, is to utilize the Affiliate Timespan Report (Reports > Affiliate Timespan)This report will generate a list of individual Affiliates activity (clicks, sales, commissions, etc.) for a specific time period selected. The Affiliate Timespan is an excellent way to identify Affiliates who were active in your program during Q4, thus providing the clues necessary to pinpoint which Affiliates should be targeted for continued relationship building!
Segment and Organize with Tags
Once the Affiliates are identified, use the Tag feature to organize and create a segmented approach with these partners. Tags allow the flexibility to be able to target specific Affiliates for marketing efforts such as: Newsletters with private incentives or promotions, custom banners/text links, private coupons, and special custom commissions.
Custom Commission or Incentive
Personalized Commission Rules can be created by Tag to motivate specific Affiliates. Extending offers or special incentive opportunities shows the Affiliate that the Merchant is interested in continuing to build on the business relationship.
Below is an example of a custom commission rule that would give Affiliates tagged as “Q4 2013-Bloggers” an additional 2% commission on all sales up until February 28, 2014.
Communicate With Affiliates
The Newsletter tool has a filter option to select recipients allowing Merchants to send messages to a small group of Affiliates (by tag for example). This way Merchants can inform a Affiliates with a specific tag any information that might be specifically relevant to them or send updates about anything special that may be available exclusively for that tag. To create a dynamic and actionable message, view the blog “Presenting Your Best Self 6: Newsletters” for best practices.
Go A Step Further – Re-Engagement Triggers
- Use the Banner Performance Report to determine which creative or creative type was used most by a specific Tag group.
- If a type of creative or datafeed product was used most, send similar links or products as the group tends to receive higher conversion rates from those links.
- View the Affiliate’s websites for similar products or related content to add a tailored-approach to the message.
- Based on those similar interests, present offers such as a product giveaway or content suggestions, to drive Affiliate participation.
Just as online retailers analyze their consumer preferences based on purchases, Merchants should tailor their approach to Affiliates based on past sales, creative used to generate the sales, and website type. Excellent service and experience drive consumers back to retailers.