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Prepared by
Driving Performance Marketin
Director of eCommerce
All Inclusive MarketingJon Levine |
Affiliate Summit East |...
@itsjonlevine
Agenda
• About me
• Getting Off on the Right Foot
• Affiliate Decline: The Why
• Relationships & Communicati...
@itsjonlevine
• Jon Levine, Director of eCommerce for
All Inclusive Marketing
• Director of Marketing for several
industry...
@itsjonlevine
Start the Relationship Off Right
• You can’t connect with
someone you don’t know
• You’re going to have a
pr...
@itsjonlevine
Painting Into the Corner of Success
• Overcome resistance
• Take away failure option
• Only option to move f...
@itsjonlevine
Loading Their Guns…
@itsjonlevine
Your Very First Touchpoint: The Welcome Email
• Contain items just
mentioned, not links to
them
• Already co...
@itsjonlevine
@itsjonlevine
Money, Money, Money
Get Active Get Money
Banner or Blog Post $5 Bonus
First Sale $10 Bonus
@itsjonlevine
Affiliate Decline: The Why
The Superhero
The Everydayer
The Giver-upper
@itsjonlevine
Affiliate Decline: Money
• Affiliates are in this game to make
money
• If they start out making money, they
...
@itsjonlevine
Affiliate Decline: Competition
• New competitors in their
space
• More hands in the pot
means less money to ...
@itsjonlevine
Affiliate Decline: Method
• Seen more in SEO affiliates
• Google makes algorithm change
• Rankings on SERPs ...
@itsjonlevine
Affiliate Decline: Life
• Situations in the affiliate’s life has
changed.
• Maybe they had a baby
• Maybe an...
@itsjonlevine
Relationships
Cash is King Content is King Communication is King
@itsjonlevine
Analytics
• Congratulating affiliates starting to
grow
• Recognizing specific milestones
• Lend assistance e...
@itsjonlevine
Make it Personal
• Everyone wants to feel special and everyone wants to feel like they’re part of a team.
• ...
@itsjonlevine
Outreach
•Solid relationship with your affiliates
•If a decline starts, you can reach out
•Most importantly ...
@itsjonlevine
The Nitty Gritty: Tactics You Can Use
@itsjonlevine
Grouping
• Identify these affiliates and group them together
• Sending the right message to the right affili...
@itsjonlevine
Straight Up Cash Money, Homie.
• Review your bonus structures. Are your bonus thresholds too
high?
This can ...
@itsjonlevine
• Increase commissions for members of the group for
a set period of time
• Offer double commissions on their...
@itsjonlevine
Free Products or Services
• Especially good for ecommerce or
specialty item merchants
• Incentivize them by ...
@itsjonlevine
Exclusivity
• Exclusive coupon in exchange for dedicated
post or banner placement
• Exclusive banner or cont...
@itsjonlevine
Sales Contests
• Most traffic driven or most sales made within
a specific time frame
• High-ticket-sounding ...
Prepared by
Driving Performance Marketin
Thank You!
Director of eCommerce
All Inclusive Marketing
Jon Levine
@itsjonlevine...
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Turn Up the Heat: Engage and Activate Ice Cold Affiliates

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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City).
Session Description: This presentation will show you how to re-engage dormant affiliates to become successful members of your program through outreach strategies, engagement techniques and methods for activation.

Published in: Marketing
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Turn Up the Heat: Engage and Activate Ice Cold Affiliates

  1. 1. Prepared by Driving Performance Marketin Director of eCommerce All Inclusive MarketingJon Levine | Affiliate Summit East | New York City | August 2014 @itsjonlevine
  2. 2. @itsjonlevine Agenda • About me • Getting Off on the Right Foot • Affiliate Decline: The Why • Relationships & Communication • The Nitty Gritty: Tactics You Can Use
  3. 3. @itsjonlevine • Jon Levine, Director of eCommerce for All Inclusive Marketing • Director of Marketing for several industry leading companies over the last 14 years • Launched and managed affiliate marketing programs for different companies in multiple categories • Founded and launched three successful online startups • Featured speaker and panelist at ShareASale ThinkTank!, SFIMA, and Affiliate Management Days conferences and events About Me
  4. 4. @itsjonlevine Start the Relationship Off Right • You can’t connect with someone you don’t know • You’re going to have a program full of the wrong affiliates. • Not bad people, just not a good fit
  5. 5. @itsjonlevine Painting Into the Corner of Success • Overcome resistance • Take away failure option • Only option to move forward • Give them all of the tools needed • No excuse but to succeed
  6. 6. @itsjonlevine Loading Their Guns…
  7. 7. @itsjonlevine Your Very First Touchpoint: The Welcome Email • Contain items just mentioned, not links to them • Already coded with their affiliate IDs • Copy, paste and go • I’ve done everything but click the mouse for you
  8. 8. @itsjonlevine
  9. 9. @itsjonlevine Money, Money, Money Get Active Get Money Banner or Blog Post $5 Bonus First Sale $10 Bonus
  10. 10. @itsjonlevine Affiliate Decline: The Why The Superhero The Everydayer The Giver-upper
  11. 11. @itsjonlevine Affiliate Decline: Money • Affiliates are in this game to make money • If they start out making money, they want to make more • Money declines, they’ll try to figure out why • Maybe try and fix the issue and maybe not. It depends if they deem it to be worth their effort. • If money issue, specific tactics can be used
  12. 12. @itsjonlevine Affiliate Decline: Competition • New competitors in their space • More hands in the pot means less money to go around • Pulling back from specific channels due to increase costs
  13. 13. @itsjonlevine Affiliate Decline: Method • Seen more in SEO affiliates • Google makes algorithm change • Rankings on SERPs start to plummet • Effort on affiliate’s part to either refactor their content or add new — both time consuming
  14. 14. @itsjonlevine Affiliate Decline: Life • Situations in the affiliate’s life has changed. • Maybe they had a baby • Maybe an illness. •They just can’t dedicate the time and effort they used to.
  15. 15. @itsjonlevine Relationships Cash is King Content is King Communication is King
  16. 16. @itsjonlevine Analytics • Congratulating affiliates starting to grow • Recognizing specific milestones • Lend assistance earlier in the process • Nip potential issues in the bud Either way, building relationships
  17. 17. @itsjonlevine Make it Personal • Everyone wants to feel special and everyone wants to feel like they’re part of a team. • Make your program personal to them. • When something is personal, it becomes less about dollars and cents. • You’re fostering a loyal relationship that help affiliates stay involved and grow • Keep them involved through some rough patches • More effort out of them because they want to be a part of something successful.
  18. 18. @itsjonlevine Outreach •Solid relationship with your affiliates •If a decline starts, you can reach out •Most importantly it’s genuine
  19. 19. @itsjonlevine The Nitty Gritty: Tactics You Can Use
  20. 20. @itsjonlevine Grouping • Identify these affiliates and group them together • Sending the right message to the right affiliates
  21. 21. @itsjonlevine Straight Up Cash Money, Homie. • Review your bonus structures. Are your bonus thresholds too high? This can discouraging some affiliates from even trying. • Create a special bonus plan exclusive to this group with lower thresholds • Turn back the clock. Tell affiliates in this group that you’re wiping the slate clean and that they can receive a first and second sale bonus again • Put up a banner by this date and send me the page, earn a bonus • Give the affiliate a specific goal and a timeframe to complete it. This helps to keep people focused. Bonus Campaigns
  22. 22. @itsjonlevine • Increase commissions for members of the group for a set period of time • Offer double commissions on their first X amount of sales (more than one) • Offer to pay increased commission on their highest sale of the month for the next three months (need to have a sale in each month) Commission Increases Straight Up Cash Money, Homie.
  23. 23. @itsjonlevine Free Products or Services • Especially good for ecommerce or specialty item merchants • Incentivize them by allowing them time with the product to have a better understanding of it • Offer them two, one for them and one they can use for a contest or giveaway on their own site
  24. 24. @itsjonlevine Exclusivity • Exclusive coupon in exchange for dedicated post or banner placement • Exclusive banner or content • Blog post that’s pre-written and pre-wired with their affiliate code • Exclusive coupon for special customers for a new post or putting up a new banner
  25. 25. @itsjonlevine Sales Contests • Most traffic driven or most sales made within a specific time frame • High-ticket-sounding items: iPad or cruise for two • Give away merchant’s products or free memberships to their service • Yearly subscriptions to tools affiliates use (Hootsuite, PopShops, etc.)
  26. 26. Prepared by Driving Performance Marketin Thank You! Director of eCommerce All Inclusive Marketing Jon Levine @itsjonlevine jon@allinclusivemarketing.com www.allinclusivemarketing.com

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