Lately, I received a handful emails from affiliates that have really impressed me. These emails were not just sent to me but rather to a large amount of merchants. Two emails in particular caught my interest. Both of the emails/newsletters introduced their site, talked in detail as to what types of merchants, link types, and coupons have worked best for their business in the past. They also went on to discuss what they want/expect from an Affiliate Manager. From there the newsletter highlighted key holidays in the next three months what they were looking to do for those holidays. I was a little blown away by how up front these emails were but at the same time found it very refreshing.
Over the years as an Affiliate Manager I have communicated with affiliates in almost every way possible. Including, mass email, targeted emails, personalized emails, phone calls, snail mail and post cards. With new technology came forums, blogs, and RSS feeds. Although I have used almost every communication method in the book to reach out to affiliate partners, it seems that most of the “non corporate” affiliates shy away from newsletters to merchants.
Now don’t get me wrong. I would rather have a personal phone call or email exchange with a partner any day of the week. However, I am realistic and realize that it is almost impossible for each affiliate and affiliate manager to have personal communication in a reasonable amount of time. These upfront “introduction emails” that I received are very much like the premise behind 3 minute dating. After reading the email I knew exactly what these affiliates were looking for from their merchants and affiliate managers. There was very little question as to whether the merchants I represented and even my relationship management style would fit their need.
I realize that this type of communication is not fitting for all affiliates. Many affiliates need to be more private and handpick their merchants in a quiet manner. However, if you wonder if you could be have positive relationships with the programs that you have joined but are not active in I urge you to send an email similar to what I outlined above. You could be inactive in the best possible program for your business and not even realize it. I too will continue to look for new ways to communicate with my business partners. Maybe I will start sending singing telegrams for top performers?
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