Welcome to EvO:R Entertainment
The EvO:R-Pedia Musicians Tips Section
Welcome to the EvO:R Tips Section. We call this section EvO:R-Pedia because it is like a complete
reference library for Indie musicians...Just about every tip has been used so you won't find false
promises and a series of books to buy after reading each tip. This section was put here by musicians
so that people that followed can take this knowledge and use it's power.
Waking the Dead
BY Shawn Collins | June 14, 2002
Quick, what percent of your affiliates are active? I'm talking a very liberal definition of
being active. Say those affiliates have driven five or more clicks to your site in the past month.
If you said 20 percent (or less), you can take comfort in the fact you're doing about as well as everyone
else. That's cold comfort.
When I compiled affiliate marketing statistics for
Affiliate Metrix, I found in the vast majority (74 percent) of affiliate programs, only one fifth or
less of affiliates were active.
If you don't know how many of your affiliates are active, you'd better figure it out quickly.
R.I.P.: Your Program Potential
You know who your super affiliates are, but do you know which affiliates are dead? There's much talk about recruiting affiliates, especially
those vaunted super affiliates. That's not the end of the process, though. It's only the beginning
of a successful affiliate program.
It's essential you know which affiliates are dead. It's wonderful if you managed to recruit
Schoolpop, but if they never put up your links,
they're nothing but a couple of fancy names on your dead affiliate roster.
If you're not categorizing your affiliates according to activity level, it's time to start. At the very
least, you should break down your affiliates into active, dead, and super categories.
Now, it's time to get a handle on dead affiliates and make an effort to revive as many as possible.
Returned Mail: User Unknown
One reason you have so many dead affiliates is you don't have working email addresses for them.
When you send email to affiliates and get a whole bunch of bounce-backs, don't just delete those
Open the undeliverable emails, figure out which bounced, and try to pinpoint the correct
addresses by checking their site contact information and domain registration information in
WHOIS. You might even
do the unthinkable: pick up the phone and call.
By the way, did you do anything when all of those
addresses went bad last year? If not, you've probably got a whole bunch of bad addresses in your
Increase the Signal-to-Noise Ratio
A given affiliate usually wants to promote your site. Often, it's signed up with dozens, if not hundreds,
of programs. You've got to make an extra effort to get it active.
Whenever you touch base with affiliates, be sure to include code for your best-performing link
(including their affiliate ID). If they joined your program and haven't put links up, spoon-feeding
them their code can often be the solution to getting some activity.
Send their login information (URL, user name, and password), too. Make it as easy as possible for
dead affiliates to be revived.
It goes without saying a monthly newsletter with updates, news, and affiliate codes should be sent.
Yes, I know you're busy (affiliate managers content to sit on their hands don't read this column), so
if you need content, feel free to use tips and tools I've published at
and in the ClubMom newsletters.
Lead the Horses to Water and Make Them Drink
Back to categorizing affiliates. When you've isolated the dead affiliates in your program, you can
launch an education campaign through
For instance, I have a nine-installment series I mail to dead affiliates. The messages are
sent alternate days after an affiliate is classified as dead (30 days after joining the program
with less than five clicks). Each email includes a tip to succeed with my program, account login
information, and my contact information.
I've been doing this for about a month, and dead affiliates have been crossing over ever since.
Less than a third of my affiliates are currently inactive. I'm trying to educate them into submission.
As they've been inactive for a month or more, odds are they won't become active on their own.
The goal is to either get them to read the emails and become active or to let me know they've decided
to not promote us. In that case, I can remove them from my program and gain some bandwidth.
The Perfect Engagement
Many successful managers have found affiliates are interested in participation in a community of
fellow affiliates. This is a great way to engage novices. Establish an atmosphere that encourages
questions and information sharing.
There are free community tools out there, such as Yahoo! Groups, where
interacts with its affiliates, and A Best Web, host of
Recently, Herby Olschewski, of AffiliateFORCE
fame, launched the Internet Affiliate Marketing
Association (iAfma). This membership organization for affiliates, merchants, and affiliate solution providers
looks to be an exciting evolution in the affiliate marketing space.
The ClubMom program launched a new message board on iAfma. Having run a Yahoo! Group for
affiliates over the past two years, I was pleased to migrate my group from that clunky, megacommercialized
platform to the feature-rich iAfma boards.
So you've got 15, maybe 20 percent of your affiliates performing. Don't fret, but don't
accept being a part of the status quo either. Try these ideas and you're bound to see producers
come out of the woodwork.