I was reading a thread in a forum the other day where a new merchant lamented, “why won’t any affiliates join my affiliate program”?
This is one of the most frequently asked questions by newbie affiliate managers, and it’s high time somebody explained the situation to them.
The reality that too many folks don’t realize is that affiliate recruiting is not a passive activity.
If you think your affiliate program is set after you’ve integrated the tracking, your affiliate program will never grow. You’ve got to take an active role in the recruitment of new, quality affiliates from the start and continue for the life of the affiliate program.
It’s essential to identify prospective affiliates and sell them on your program. In order to do this, it’s not sufficient to say you have a wonderful brand and great products. Know your numbers and share them with your potential affiliates.
If you approach them by e-mail, be sure your recruiting efforts are CAN-SPAM compliant. Consider using direct mail instead to stand out.
The affiliates that can move the needle will want to know things like your EPC, average order size, average reversal rate, top selling products, VIP commission rates, target demographics, etc.
In addition to approaching affiliates, you should also go to the places where your qualified prospects spend time and purchase advertising.
If you merely build it, they won’t come. Get active and creative – make your affiliate program happen.