One of the biggest, overlooked items when setting up an affiliate program is the Affiliate Welcome Email.
Can’t We just use the default welcome email that comes with our affiliate program software/network?
Says many of my clients at the beginning of our engagement.
You can – except a lot of these default, welcome emails don’t provide ALL the necessary information to set new affiliate partners up for success. In this post, I plan to share the 5 must have’s in any Affiliate Welcome email.
1. Their Affiliate Link.
This sounds like a no-brainer but you’d be surprised at how many affiliate Welcome emails omit this. They often require their affiliates to login, search around the affiliate dashboard or panel to find the link they need to use in order to get appropriate credit for referring customers.
Tip: Make the affiliate link the most prominent aspect of your affiliate welcome email.
2. Access to their Affiliate Dashboard or panel.
If you’d like affiliates to stay up to date with their performance and check on commissions — you should give them easy access to their affiliate panel. I know many platforms make users go through very specific actions (based on their specific security protocols) in order to access their affiliate account.
Even if this is the case, at the bare minimum you should share in your affiliate welcome email, how to reset their password in order to access their account.
3. Reminder of the commission structure.
I have answered countless emails of new affiliates who sign up and then ask, “how does the commission structure work?” (which, could be an indication that how you describe your commission structure on your website – is not very clear).
I always stress clients should outline exactly how the commission structure works – especially if you have a variety of products, services or categories. Often, commission structures are not very visual so anything you can do to help communicate how they are incentivized, will save support emails and questions and get partner’s expectations on commissions set early.
4. The best, high performing ways to promote.
Merchants/Advertisers can sometimes have an assumption that successful affiliate marketers, if they sign up for your program, have all the information they need to refer potential customers. This is a huge oversight.
Tip: Giving affiliate as MUCH conversion and marketing information as possible, will help them convert more prospects into customers.
What kind of information to provide?
- Given internal data, what banners, videos, and media assets that convert best?
- What type of audience (age, profession, country, etc) is representative of your ideal customer?
- What are the best converting pages on your website?
5. Access to support and Terms and Conditions:
Many affiliate partner’s can get frustrated if they don’t know how to contact the Affiliate Manager or affiliate support team in order to answer their questions (basic or advanced). I always recommend listing where to access knowledgeable article specific to the affiliate program as well as the best method to contacting affiliate support if they need additional help.
Lastly, you want to remind affiliate’s of the terms and conditions – especially focusing in on what is permitted and not permitted in terms of how affiliates can promote (like bidding on your keywords or trademarks in PPC).