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Essence of Affiliate Communication - The Affiliate Newsletter


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Affiliate programs are reliant on their affiliates to sell and pre-sell their products and services. Affiliates expect regular communication, open communication channels to contact their Affiliate Manager, and improvements from their affiliate program. Welcome the affiliate newsletter; an important document connecting affiliate programs with their affiliates worldwide.

The affiliate newsletter allows Affiliate Managers to brief their sales force all in one fell swoop, which is impossible geographically without the Internet. The main components of affiliate newsletter are to recap affiliate’s progress, a clear to call action and an effort to build relationships. Newsletters are received by the handful for most affiliates, so catching their attention is a must. A smart, calculated subject line is an important first step in engaging your audience. A recap of past efforts is a nice personal touch for most affiliates (even though they generally track their own stats). The body of the newsletter should be your call to action. What do you want your affiliates to accomplish over the next measurable period of time. Preparing goals based on the S. M. A. R. T. method (Specific, measurable, attainable, realistic, and timely) lay down a reasonable plan that affiliates can accept and digest before setting out to obtain goals set forth. After goals are laid out and explained the next step in the newsletter offers tools the affiliate program is providing. Coupons, discounts, promotional offers, datafeeds or any other tools should be listed and emphasized by the Affiliate Manager. The final section of the newsletter should contain any incentives or bonuses affiliates will be able to earn; these offers should be time sensitive. The newsletter pulled together should be a cohesive communication that is informative and easy to understand.

Affiliate newsletters suffer from three major pitfalls. The newsletter email is eaten by SPAM controls and the affiliate never even sees the newsletter. The newsletter does not captivate their audience and the affiliate disregards the letter. The most frusterating downside to emailing newsletters is that you are going to receive a sizable portion of unreturned/undeliverable mail. Either the addresses are wrong or they have strong anti-SPAM measures, but an Affiliate Manager must find a way around broken emails in order to contact affiliates. Overall, if an affiliate newsletter has an open rate of above 30% and a click-through rate of 10-15% then the newsletter is a success. Affiliate newsletters are a great tool to motivate affiliates and encourage them to reach new heights with their affiliate sites.

Brian Free - Ramblings of an Affiliate Marketer


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