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From the Vault: The Best of the Best

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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). …

This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City).
Session Description: Tried and true program strategies that work! This session will provide examples and tactics for creatives, newsletters, coupons, and promotions that we have seen to be most effective for merchants.

Published in: Marketing

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  • We’ll cover the 3 C’s.
    Creative
    Communication
    Compensation
  • Looking at over 5,000 transactions, about 10% utilized the deals creative specifically. Over 60% utilizing banners and text links.

    Banners and text links are most popular.
    Other includes product links, video, widgets, etc.
    Take Away = be sure to have a good selection of text links that can be used to embed into blog posts and a good selection of banners that could fit into the various web designs of the affiliates

    Banners & Text Links 60%
    Deal 10%
    Other 30%

    **Affiliates love text links that land on product pages – custom deep linking
  • On average, merchants on ShareASale have 76 banners uploaded to their account. What’s my point? Offer a variety of creative options for affiliates - one size does not fit all when it comes to marketing preferences.
  • 300 x 250 medium triangle
    160x600 skyscraper
    728x90 leaderboard

    Look at top affiliates or prospect affiliate and make sure to have the size used on their site
    Be open to custom requests (when able)

  • #1 goal = convert!
  • - Have options
    Include an actual call to action
    Link directly to specific pages for product categories, sales, offers, or individual products
  • Looking at merchants who have logged in the past 30 days AND have an average sale above $0 in the past 30 days

    2451 merchants have logged in since 6/22
    315 have uploaded a deal in the past 30 days = 13%
    1487 have had a deal in their lifetime = 61%

  • http://blog.accessdevelopment.com/index.php/2013/10/ultimate-collection-coupon-statistics/

    http://www.convinceandconvert.com/digital-marketing/how-to-develop-a-successful-digital-coupon-campaign/

    http://blog.bigcommerce.com/to-coupon-or-not-to-coupon-for-your-online-store/#.U82itLH4b2B


    94% of people follow brands on Twitter to receive deals and offers (Compete)

    96% of millennials use coupons (Valassis)

    55% of US internet users 18 and older will redeem digital coupons or codes in 2014 (eMarketer)

    83% have made an unplanned purchase based on a promotion/coupon (Market Track)

    70% want coupons emailed to them for products they normally buy (Inmar)

    83% of all digital coupon users will be using mobile coupons by 2015 (eMarketer)

    Mobile coupons have a 10% redemption rate, compared to  1% or less for traditional coupons (Juniper)
  • Alt. Free Shipping Deals:
    Free Shipping Upgrades
    Free Shipping over $
  • Other crowd pleasers
    $ off
    % off
    % off sitewide
  • Affiliates report that email is #1 preferred method of communication
  • http://kb.mailchimp.com/article/best-practices-in-writing-email-subject-lines

    http://www.wordstream.com/blog/ws/2014/03/31/email-subject-lines#.
  • http://kb.mailchimp.com/article/best-practices-in-writing-email-subject-lines

    http://www.wordstream.com/blog/ws/2014/03/31/email-subject-lines#.

  • Newsletter Design:
    Clean
    Call to Action
    Relevant
    Concise
  • Newsletter Design:
    Clean
    Call to Action
    Relevant
    Concise
  • Newsletter Design:
    Clean
    Call to Action
    Relevant
    Concise
  • Newsletter Design:
    Clean
    Call to Action
    Relevant
    Concise
  • Design Matters!
    Due to our blog design change and the more prevalent addition of the newsletter box, we increased weekly subscriptions 300-500%
  • Highlight some best practices for Featured Placement messages that work (and/or Bio)
    Clear / Not wordy
    Incentive to join

  • Highlight some best practices for Featured Placement messages that work (and/or Bio)
    Clear / Not wordy
    Incentive to join

  • Highlight some best practices for Featured Placement messages that work (and/or Bio)
    Clear / Not wordy
    Incentive to join

  • Highlight some best practices for Featured Placement messages that work (and/or Bio)
    Clear / Not wordy
    Incentive to join

  • Commission is #1 Factor for affiliates when researching a new program
  • Commission rates generally stay the same in every quarter.   Transaction volume does not with Q4 being equal to about Q1 and Q2 combined.
  • For some top categories…The first column is the percentage average on commission, the second is the average dollar amount of commission per transactions, the 3rd is the average gross sales amount, and the 4th is the category. Note B2B looks pretty good.

  • 51 Quintillion, 90 quadrillion, 942 trillion, 171 billion, 709 million, 440 thousand.
  • Transcript

    • 1. FROM THE VAULT: THE BEST OF THE BEST AUGUST 11, 2014 Presented by Sarah Beeskow Blay
    • 2. CREATIVE COMMUNICATION COMPENSATION 3C’s
    • 3. CRETIVE SALES BY CREATIVE TYPE CREATIVE
    • 4. CRETIVE
    • 5. CRETIVE CREATIVE
    • 6. CRETIVE #1 Goal = Conversion CREATIVE
    • 7. CRETIVE CREATIVE
    • 8. CRETIVE CREATIVE OFFERING DEALS MAKES YOU STAND OUT! 61%OF ACTIVE MERCHANTS have had a deal in their lifetime 13%OF ACTIVE MERCHANTS have uploaded a deal in the past 30 days
    • 9. CRETIVE 94% of people follow brands on Twitter to receive deals and offers (Compete) 83% have made an unplanned purchase based on a promotion/coupon (Market Track) 83% of all digital coupon users will be using mobile coupons by 2015 (eMarketer) Mobile coupons have a 10% redemption rate, compared to 1% or less for traditional coupons (Juniper)
    • 10. CRETIVE Free Shipping is KING of Shoppers are more likely to shop where free shipping is available. (Deloitte.com) CREATIVE 69%
    • 11. CRETIVE $ off - Order is CREATIVE >$100% off - Order is <$100
    • 12. CRETIVE *2014 AffStat Report COMMUNICATION
    • 13. CRETIVE COMMUNICATION MERCHANTS WHO SEND NEWSLETTERS NO 50% YES 50%
    • 14. CRETIVE Average newsletter frequency = ONCE A MONTH COMMUNICATION
    • 15. First Impressions: SUBJECT LINES • AVOID – Help, Percentage Off, Reminder • Specify What Is of Interest (don’t repeat yourself) • < 50 characters • Promotional Email? = Avoid ALL CAPS & !!!!!!! COMMUNICATION *MailChimp
    • 16. COMMUNICATION DIRECT CALL TO ACTION USEABLE CONTENT INDIVIDUAL CODE INCLUDED
    • 17. CRETIVE COMMUNICATION STRAIGHTFORWARD AFFILIATE INCENTIVE ACTIONABLE
    • 18. CRETIVE COMMUNICATION
    • 19. CRETIVE 7billion + By the end of 2014, the number of mobile connected devices is expected to exceed # of people on earth. 65% of emails were opened on smart phone or tablet in Q4 2013 (U.S. Consumers Device Preference Report) 80% of smartphone users say it is extremely important to be able to read email on mobile. (Constant Contact & Chadwick Martin Bailey 2013 Study) 75% of smartphone users are highly likely to delete an email if they can not read it on a smartphone. (Constant Contact & Chadwick Martin Bailey 2013 Study)
    • 20. COMMUNICATION *Website Magazine 5 TIPS: Mobile Friendliness 1. Mobile Call To Action = 2. Subject Lines: Mobile displays first 5 – 6 words 3. Copy should be shorter & large enough to read 22 px for Header 14 px for Non-Header 4. Mobile-friendly landing pages 5. Test! Make sure message displays correctly before sending.
    • 21. COMMUNICATION MAKE IT PERSONAL SHORT AND TO THE POINT JOIN INCENTIVE
    • 22. CRETIVE *2013 AffStat Report COMMUNICATION COMPENSATION
    • 23. CRETIVE COMPENSATION COMMISSION SEASONALITY
    • 24. CRETIVEAVG. COMMISSION AVG. $ COMMISS/TRANS AVG. GROSS SALE CATEGORY 17% $ 15.79 $ 93.44 Business 15% $ 9.88 $ 66.51 Health 15% $ 6.87 $ 45.55 Family 14% $ 6.84 $ 50.30 Education 13% $ 2.21 $ 16.67 Arts 13% $ 5.14 $ 38.24 Media 11% $ 8.34 $ 76.85 Finance 10% $ 4.44 $ 46.39 Accessories 9% $ 5.08 $ 56.86 Clothing 7% $ 6.78 $ 97.51 Sports and Fitness 6% $ 8.52 $ 136.33 Home and Family 6% $ 2.54 $ 41.30 Computers COMPENSATION
    • 25. CRETIVE
    • 26. CRETIVE COUPON CODE USED COMPENSATION Case Study One
    • 27. CRETIVE COMPENSATION Case Study One Coupon Codes Used
    • 28. CRETIVE COMPENSATION Case Study One Special Commission Created Code Promoted to Affiliates
    • 29. CRETIVE COMPENSATION Case Study One 69% of Affiliates Used
    • 30. CRETIVE COMPENSATION Case Study One Triple WIN! MERCHANT: Decreased spend by 31% CONSUMER: Lucrative Discount AFFILIATE: Commission Bonus on 49% of Transactions
    • 31. CRETIVE COMPENSATION Know Your Pubs
    • 32. CRETIVE 10 Affiliates AVO > Program AVO Top Affiliate AVO = 83% higher than program AVO COMPENSATION Case Study Two
    • 33. CRETIVE COMPENSATION Case Study Two SALES GENERATING AFFILIATES
    • 34. CRETIVE COMPENSATION Case Study Two TOP HEAVY=TIME TO DIVERSIFY!
    • 35. CRETIVE Incentivize based on what you need to grow COMPENSATION Case Study Two
    • 36. CRETIVE Top Earner Focused $x or x% for top Earner COMPENSATION Common Incentive: Ineffective for Activation
    • 37. CRETIVE COMPENSATION Personal Activity Goals • Increase conversion by .5% earn +2% • Increase orders by 10% m/m, earn $100 • Generate your first sale, receive $20 • Join program – earn 2x commission for 3 months
    • 38. CRETIVE COMPENSATION Placement Oriented • Generate 15 sales via seasonal banner, earn 2x commission • Sell 7 Globes, receive $200 gift card • $100 bonus for blog post featuring September best sellers • Earn +5% on every sale using Code: FREESHIP
    • 39. CREATIVE COMMUNICATION COMPENSATION 3C’s 4th C COMPETITIVE
    • 40. C – you later! For More Information: Sarah@ShareASale.com WWW.SHAREASALE.COM