The Affiliate Program Managers Newsletter January 2001 Issue
CONTENTS
My New Book For Affiliate Program Managers
Ask The Experts
Diary Dates
Exclusive Offer: Free Copies Of Wayne Porters New Book
Resources: Sites Worthy Of Your Bookmark
CJ Announces New Pricing Policy
Some CJ Merchants Unhappy With New Fee's
How To Avoid CJ's New Monthly Minimum Charge
UK Watch
It's Not a Scheme
Interview With MagicButton.net
Time Saving Tip For CJ Merchants
Pass It On
Advertise Here
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1. My New Book For Affiliate Program Managers
I have just launched a new eBook dedicated to helping the Affiliate Program Manager.
The new manual titled, 'The Practical Guide To Creating and Managing a Profitable Affiliate Program' is a complete guide for the program manager.
The 'Practical Guide' includes:
* Over 120 pages of help and advice that program managers 'need to know'
* Exclusive interviews with super affiliates and successful program managers
* Worksheets and checklists to help a program manager implement their new found knowledge
* Special bonus audio files from Declan Dunn
It's been months of hard work but it looks as though the end results are worthwhile.
Early reviews have been excellent, Neil Shearing of ScamFreeZone.com said, "I've just finished your 'Practical Guide' congratulations on providing an excellent resource! It's a very professional product, jam-packed full of hard-hitting information for affiliate program managers. I haven't seen anything like it...which is bizarre as there's a dire need for such information. Thanks for filling the void with a truly high-quality, original ebook".
Allan Gardyne of AssociatePrograms.com commented, "Wow! Fantastic. Congratulations. Your 'Practical Guide' should be required reading for anyone who is planning to launch a new affiliate program and for ALL affiliate program managers.
I can think of quite a few managers who need your book urgently. Then they wouldn't pester me, asking me what they're doing wrong and why they don't have enough affiliates, and why their affiliates aren't making sales, etc, etc.
Thanks, Neil, now I can just point them to your book. It answers all their questions - and more."
Find out why the book is getting such great reviews, click below to check the full table of contents and download free excerpts -
Practical Guide
2. Ask The Experts
Last issue I launched the new regular column, 'Ask The Experts'.
This gives you the chance to raise your affiliate management questions to a panel of affiliate consultants.
The first question was raised by Richard of PlanetHoliday.com asking for a general review of his current program.
You will find the panels reply at - www.affiliatemarketing.co.uk/exreview.htm
Do you have a question for the panel?
Submit your queries at -
www.affiliatemarketing.co.uk/asktheexperts.htm
3. Diary Dates
14th February, London - Affiliate Solutions Conference
http://seminars.internet.com/affiliate/london01/index.html
20-23 April, Florida - AffiliateForce 2001
http://affiliateforce2001.com/
25th-26th April, London - SMi Affiliate Marketing Conference
http://www.smi-online.co.uk/affiliatemarketing.asp
If you're visiting either London events and want to meet up let me know...neil@affiliatemarketing.co.uk
_______________sponsor___________________
Refer-it.com and internet.com are pleased to host the second Affiliate Solutions conference in London on February 14th, 2001.
Attend this informative one-day event and you'll learn inside secrets from industry leaders and successful international online marketing companies. Affiliate Solutions features panel discussions and workshops focusing on revenue sharing and performance based strategies for the online industry.
Click here for the complete one day agenda:
http://seminars.internet.com/affiliate/london01/agenda.html Take advantage of the early-bird rate by registering today:
http://seminars.internet.com/affiliate/london01/registration.html _________________________________________
4. Exclusive Offer: Free Copies Of Wayne Porters New Book
Wayne Porter of AffiliateHelp.com has also just launched a new book.
Designed to help the novice affiliate and titled "Affiliate Marketing 101: A Start-Up Guide for the Serious Netpreneur".
This is an excellent hype-free primer for your new and inexperienced affiliates.
Wayne's book is published by Intellectua.com.
Take a closer look at the book, perhaps this could provide an essential resource you should make available to your affiliates?
As an exclusive offer only for readers of The Affiliate Program Managers Newsletter, Intellectua have agreed to give away a free copy of the book to the first five affiliate managers who complete the form found below -
www.affiliatemarketing.co.uk/freebook.htm
(Note: You must be running or managing an affiliate program in order to qualify)
For more information on Wayne's, 'Affiliate Marketing 101' book see -
www.affiliatemarketing.co.uk/affiliate101
5. Resources: New Sites Worthy Of Your Bookmark
Until recently, www.affiliatemarketing.co.uk was the only site dedicated exclusively to helping the affiliate program manager.
The past weeks have seen the launch of two new sites worthy of your bookmarks.
Joel Gehman has launched www.AffiliateHandbook.com and Shawn Collins has launched www.affiliatemanager.net
Both sites provide excellent information and resources you should find interesting.
6. CJ Announces New Pricing Policy
Commission Junction announced recently (Jan 29th) that as of March 1st their new pricing policy comes into effect.
Their Network Access Fee has being increased from $795 to $1295 and the minimum escrow fee has been raised from $250 to $500.
They have also dropped the annual renewal fee of $595.
But there is now a new minimum monthly transaction fee of $250.
This means that regardless of the amount of commissions paid out to affiliates, merchants who do not meet the $250 monthly minimum will be charged the difference.
There is a grace period until May 1, for merchants to meet this new monthly minimum.
If your planning to launch a new program through CJ make sure you join before March 1st to avoid the increased Network Access Fee.
As a strategic partner with CJ I will be happy to help you, click below for details -
http://affiliatemarketingcouk.cj.com
7. Some CJ Merchants Unhappy With New Fee's
Since Commission Junction announced their new pricing policy I have spoken to a number of merchants unhappy with the changes.
The new monthly minimum transaction charge is the key point many of the smaller merchants have issue with.
In the last few days I have had three CJ merchants ask me what alternatives they have in changing their network provider.
If you review the other major networks you will find that CJ are still the low-cost network option. CJ's price changes have certainly not brought them up to the level of investment required for Be Free or Linkshare.
I understand that the main point of conflict is that many newer merchants have only just joined the network. They accepted the merchant contract, paid the network access fee and planned their program based on CJ's costs at the time. Now they have until May 1st to achieve a monthly target to avoid additional fee's.
Perhaps CJ could have implemented a fairer policy towards their new merchants but I can see their point of view, like all of us they need to show a profit!
Before you 'jump ship' consider your options carefully.
If you do change your network based purely on the price point options are very limited.
You could bring your program in-house using a software solution (personally I highly rate Kowabunga's My Affiliate Program) but you will certainly lose some of your existing affiliates and will then need to focus efforts on both affiliate recruitment and cutting affiliate checks.
Finally, without wishing to sound too harsh if your program is not projected to meet the new monthly minimum by May 1st, I would have to question the viability of your actual program and ask if it's really worth you starting again with a new tracking solution!
Have an opinion on this topic, drop me a line -
neil@affiliatemarketing.co.uk
8. How To Avoid CJ's New Monthly Minimum Charge
The introduction of CJ's new minimum monthly transaction fee of $250 should not be considered a major obstacle.
Most of the successfully established CJ merchants will be issuing affiliate payments with transaction fees exceeding this minimum and so the charge will not affect them.
For the newer merchants or those that have not yet been active in promoting their program now is the time to start an aggressive marketing campaign.
Make it your goal to have your transaction fee issued in the form of commissions paid to affiliates rather than a supplementary charge to 'make up the difference'.
Based on CJ's transaction percentage you need to be processing a minimum of $1250 in affiliate payments (CJ bill 20% which means you will have hit the minimum required).
With a grace period of up until May 1st before the new fees take effect, here's some practical steps you can take:
- Create Some Pages On Your Site Designed To Sell Your Program
Don't just rely on a link to your co-branded CJ sign-up page. Create some pages dedicated to explaining and selling your program. Make sure this page is clearly promoted from your sites home page.
- Review Your Current Link Methods
Which of your banners are working, which ones need a review?
Do you have a variety of text links in place for your affiliates?
Now's the time to review and improve your affiliate creatives.
I highly recommend you take a look at Scott Covert's new book demonstrating how he creates statistic beating banners -
www.affiliatemarketing.co.uk/banneradmagic/
- Start Your Own Newsletter To Motivate Your Affiliates
Chances are you have hundreds of affiliates that have joined but appear to do little or nothing to promote your program.
A good quality newsletter offering help and showcasing your successful affiliates will help train and motivate your inactive affiliates.
- Don't Rely On CJ To Recruit Your Key Affiliate Partners
Yes, CJ has tens of thousands of affiliates within their network but don't rely on the best potential partners to be in their network or beat a path to your door.
Initiate an active campaign to personally recruit ideal sites into your program.
Use the search engines to find highly trafficked relevant sites then pick up the phone and introduce them to your program.
- Get Listed In The Affiliate Directories
There are lots of affiliate program directories where you can list your program. Providing you with free publicity to recruit new affiliates.
Submit your program to all these directories alternatively let my Affiliate Announce service take care of this for you -
www.affiliate-announce.com
- Increase Your Affiliate Commissions
Increase your commissions, whether as a short-term promotional campaign or on an ongoing basis.
(If it's a short term promotion make your affiliates are aware of this. Trying a 'bait and switch' i.e. luring affiliates with a high commission only to drop it later will harm your reputation)
Offer your best performing affiliates an additional incentive to retain their loyalty.
Don't pay a fee to CJ to 'make up the monthly minimum' put the money in your affiliates pockets.
- More Help Available
Finally, buy my new book :)
'The Practical Guide to Creating and Managing a Profitable Program', is packed full with ideas and tips to help you.
www.affiliatetoolkit.com/practicalguide
9. UK Watch
It seems that every issue I bring news of a new UK based affiliate network.
Well, here's another - www.AffiliateFire.com
Launched early January, AffiliateFire aim to differentiate themselves by offering merchants an option to launch their program without a set-up fee. They also offer additional 'tiered levels' of management services.
http://www.AffiliateFire.com
10. It's Not a Scheme
Certain words can create strong emotional images.
Professional salespeople choose their words carefully. For instance a salesperson would not ask you to 'sign the contract'.
Why? Because 'sign' and 'contract' conjure up the image of lawyers and legal commitment. It makes a customer stop. They start worrying if in fact they are doing the right thing.
Instead a sales professional would casually ask you to 'approve the paperwork'.
Word's affect a reader's mood and actions.
Mostly, it seems, that UK based programs are guilty of this, but I keep seeing an Affiliate Program described as an 'Affiliate Scheme'.
The word scheme has horrible connotations in the English language. I certainly do not want to join a 'scheme', do you?
11. Interview With MagicButton.net
Continuing our profiles of UK affiliate networks I talk with George Burdon, CEO of MagicButton.net.
Click below for the interview -
http://www.affiliatemarketing.co.uk/magic.htm
12. Time Saving Tip For CJ Merchants
In researching my new book, 'The Practical Guide to Creating and Managing a Profitable Affiliate Program', Wayne Porter of AffiliateHelp.com 'let slip' an excellent tip that could save CJ merchants many hours of laborious work!
Personally I like CJ, they offer a great tracking solution at an affordable price (even with their new pricing policy) but I have one major criticism of their system.
In running an affiliate program you really must be able to communicate with your affiliates to keep them motivated and up-to-date with your latest promotions. Unfortunately the CJ system only allows you to communicate with your affiliates using their web based email system. Problem is these messages are rarely viewed.
A number of CJ merchants operate their own affiliate newsletter and I know some have extracted this list by the rather time consuming task of cut'n'pasting the emails manually.
Here's a much easier way -
Generate an affiliate report and then save the page as HTML.
Then by importing the page into a GUI HTML editor, you're able to simply snip the table out.
For more practical help and ideas in managing your affiliate program, click below and review my new book, 'The Practical Guide to Creating and Managing a Profitable Affiliate Program' -
www.affiliatetoolkit.com/practicalguide
13. Pass it on
Found the newsletter helpful? Great...let me know and pass it on.
Tell your colleagues they can get their own copy of the Affiliate Program Managers Newsletter by sending a blank email to -
AffiliateMarketing-on@mail-list.com
Back issues can be found at -
http://www.affiliatemarketing.co.uk/back.htm
14. Advertise Here
The Affiliate Program Managers Newsletter is mailed monthly to just over 1,400 affiliate program managers.
Targeting a typically difficult to find audience.
It will possibly be the most expensive CPM you have ever bought but it will still be a bargain.
Contact Neil@affiliatemarketing.co.uk for details.