Removing affiliates from affiliate programmes
Removing Inactive & Low Volume affiliates
Not really sure the wisdom of this ?… (see below email I have copied), maybe someone that manages affiliate programmes can enlighten me. I can see that it might make some statistics look good but otherwise can’t see the worth in the time it must take to sort this out… Especially when you consider this is the only email I have ever had from the merchant since joining. What I’m thinking is, there are many reasons why an affiliate hasn’t promoted a merchant significantly – most commonly that they simply haven’t got round to it I guess. This doesn’t mean, however that they never will do, so why waste the time having people re-applying etc. Wouldn’t it be a better use of time and resource to ask affiliates why they are not currently promoting and if there is anything they need to help them promote the merchant better ?
PS – 2 days notice to remove links is also a bit annoying.
Dear Affiliate,
The XXXX Affiliate team have analysed the performance of publishers during XXXX’s 2009 Financial Year (Oct 08- Sep 09) with an eye to clear the database of affiliates who were not generating many impressions or unique visitors.
We have noticed that your site is one of those that has not met these criteria. We will therefore be de-activating your account by 27th January 2010.
If you are still interested in being part of the XXXX Affiliate program, please re-apply to join the programme at any time.
Also, if your performance has boosted since October 2009 please let us know as soon as possible so we can ensure that you are able to continue on the programme.
Possibly Related posts ? :
Hi Rob,
A couple of reasons this may happen. Firstly,the affiliate manager in question may have to audit all affiliate sites regularly to check for adherence to brand guidelines etc. Undertaking this auditing process takes a lot of resource and therefore it may be best to get rid of a few people who aren’t doing anything but still need to be checked.
Secondly, the merchant concerned may operate to a marketing budget for the affiliate channel (the wisdom of which can be questioned but it does happen). Therefore they may need to keep a careful eye on who’s doing what in order to make sure the budget is not exceeded.
Whilst these two reasons may not make sense to affiliates these are examples of restrictions under which some affiliate managers have to work. The way we get around this is by coming together as an industry to educate merchants more about how the channel operates. Quick plug for the good work the IAB’s Affiliate Council is doing in respect to this.
I agree on the notice period though, a little bit naughty and surely could have been planned better.
Did you see my plugs for you on my latest blog post btw? – http://www.mabailey.co.uk/what-ive-been-reading-recently
Hi Matt,
Thanks for the fast and knowledgeable answer & yep, thanks for the plug on your blog. I enjoyed reading your mates 5k blog too.
I can see a case where an affiliate manager might want to reduce the volume and complexity of incoming reporting data, getting rid of ‘dead wood’ could help with that a lot, and help them concentrate on what matters.
2 days notice is bad, no question. Fact is though if it’s there in the terms when the affiliate signs up, the affiliate has to assume it may be executed. To then invest in running that program as if the rug can’t be pulled away at any time is naive. (Basically: don’t do it!).
“if your performance has boosted since October …” well that’s just plain lazy, the author of the mail already has access to that data.
you know what this reminds me of? Throwing away the junk stuff you’ve hoarded in your house over the years. Does anone do it regularly and frequently? Of course not. Only time you do do it is when you move and you actually come across it. In other words, inactive or non-converting affiliates don’t take anyone’s time, anyone’s attention, anyone’s space. Let them be – unless you have help turn their performance around, that is.
As for time spent auditing affiliates, no offence Matt, but agencies have far more important value to add than this. Monitoring brand presence and representation, yes, but sometimes things go overboard.