What Affiliates Want

Since the beginning of this year, a number of excellent articles and blog posts were produced by affiliates who provided us, affiliate program managers, with some invaluable information, and I just can’t help but point out 3 of these articles to you.

Here they are in a chronological order (read not only the posts themselves, but also the comments under them):

• How to Choose an Affiliate Offer to Promote by Eric Nagel: Earlier in the year, Eric talked to “a handful of successful affiliates” to see how exactly “they choose an offer to promote”. From his post we can pick up some interesting observations (all of which apply both to individual “offers” and to affiliate programs overall). Affiliates mention competitiveness and brand recognition, payouts and “who manages the program”, how promising the program is long term, and more.

TAKEAWAY: There is a wide array of factors that influence affiliate’s choice. Some are more important than others. Don’t focus only on the ones I blogged/wrote about. Talk to (or even poll) your current affiliates, and take heed to articles/feedback like the above one.

• I Don’t Read Your Newsletters by Logan Thompson: Logan says he doesn’t read 95% of affiliate newsletters he receives, and discerns the 5% that he knows are gonna have “valuable information” from the rest by (2) whether he has “solid relationship” with the affiliate manager who has sent it, (2) frequency of newsletters (“one really good newsletter about once a month” is better than “once or twice a week” but lacking valuable information), and (3) quality (judgment frequently based on the quality of previously-received newsletters).

TAKEAWAY: Value your affiliates’ time, and appreciate the value of building relationships with affiliates

• Five Ways to Get an Affiliate’s Attention by Tricia Meyer: To compel an affiliate to work with you, Tricia advices to (1) give them practical advice on how they can effectively promote your product/service on their website, (2) be reachable, (3) supply affiliates with tangible samples of your products, (4) establish uniqueness of your affiliate program, and (5) “build a relationship with the affiliate”.

TAKEAWAY: Remember (and practice!) the 7 Rs of effective management/leadership, and don’t forget about building those relationships (obviously, the underpinning theme of all three above-mentioned articles) too.

Whether you are a merchant with an affiliate program or an affiliate program manager, there is much to learn from the above-quoted posts. After all, there is no better way to find out what affiliates want from your program and your management approach than to hear it from them.