Everyone likes receiving positive news. And if good messages inform your business partners that they have the chance to earn more money, such information probably resonates with them even more. Of course, this works the same with affiliates – if you have something noteworthy and positive to communicate to them, you can expect their full attention and interest.
So, if you want to let your publishers know that you will increase commission rates for them, craft the message properly and make sure it reaches as many affiliates as possible. Be aware that you will catch their attention, thus don’t send too short or too simple messages. Use this opportunity to strengthen the relationship between your company and your affiliates, build brand loyalty, and motivate the recipients. You can also leverage a commission increase email to try to eliminate unwanted behavior or remind affiliates about your expectations regarding their cooperation with your company.
Later in this article we will present a few email templates that you can use to share good news with members of your affiliate program. However, before we get to that we want to look at what drives affiliates and how you can motivate them. This knowledge will help you decide how to craft the final message informing them about commission increases and how to make the most of it.
It won’t come as a surprise that increasing commission fees is one of the best ways to encourage publishers to work harder. You can either announce a permanent commission increase, provide a limited period of validity to one (e.g. before black Friday or Christmas), or make it exclusive for some category of products in order to boost their sales, for example. This is an excellent way to align incentives with the overall sales strategy.
Many consumers end up making purchases some time after seeing affiliate offers for the first time. That’s why prolonging the cookie duration (the time between a consumer’s click on an affiliate’s link and completion of a purchase that is assigned to the corresponding affiliate) is a way to recognize affiliates’ efforts towards promoting your products or services and increasing their motivation.
Affiliates will be more engaged when they feel that the merchant does everything possible to help them sell more. And one of the ways to help do that is by keeping affiliates informed about all of the initiatives at your company like sales, ecommerce sweepstakes, and seasonal promotions, etc. By also providing publishers with high-quality promotional assets, you can be sure that they will be highly motivated.
Reward initiatives are an excellent way to encourage affiliates to create more competitive strategies. One option is to offer bonuses to those affiliates who sell the most in a given period. Rewards can differ from higher commission or a certain sum of money to coupons or discounts on your products or services.
Publishers who are offered user-friendly and reliable digital tools are more effective than those who struggle with complicated affiliate software. The latter are usually frustrated and waste their time trying to figure out, for instance, how to calculate commission fees or where to find branded materials. Instead they should be spending time running marketing campaigns and promoting your products or services.
As already mentioned in this article, sending a commission increase email is a great opportunity to convey other messages. For example, you can remind affiliates about the terms and conditions of your affiliate program, share the latest educational content that you have published, or encourage them to explore a knowledge base - there are many options for you to choose from.
You have to properly choose the right moment to inform affiliates about a commission increase. The best idea is to send such a message when your company is ready to start paying out higher commission fees. And by “ready” we mean technically prepared. Data about the new commission rate should be entered into your affiliate management software, all locations on the website where you mention the commission rate should be updated, and the payout process should be tested, etc. You wouldn’t like to communicate a commission rise and then have to deal with messages from affiliates complaining that the payout system doesn’t work properly.
There’s no one good solution here. It depends on many factors, for example, your company’s approach to transparency, general communication rules, and the level of trust between affiliate program managers and affiliates. If you think that the fact that only some of the affiliates earned a raise will be perceived negatively by the others, then it’s best to make this information confidential. However, you may also decide that you want to share this information with all of your affiliates and explain why some of them got a raise while others didn’t, as this can be an additional incentive and motivation for both groups.
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