from the vault: the best of the best
DESCRIPTION
This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). Session Description: Tried and true program strategies that work! This session will provide examples and tactics for creatives, newsletters, coupons, and promotions that we have seen to be most effective for merchants.TRANSCRIPT
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FROM THE VAULT:
THE BEST OF THE BEST
AUGUST 11, 2014
Presented by Sarah Beeskow Blay
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CREATIVE COMMUNICATION
COMPENSATION
3C’s
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CRETIVE
SALES BY CREATIVE TYPE
CREATIVE
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CRETIVE
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CRETIVE
CREATIVE
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CRETIVE
#1 Goal = Conversion
CREATIVE
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CRETIVE
CREATIVE
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CRETIVE
CREATIVE
OFFERING DEALS MAKES YOU STAND OUT!
61%OF ACTIVE MERCHANTS
have had a dealin their lifetime
13%OF ACTIVE MERCHANTS
have uploaded a deal inthe past 30 days
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CRETIVE
94%of people follow brands on Twitter to receive deals and offers (Compete)
83%have made an unplanned purchase
based on a promotion/coupon (Market Track)
83%of all digital coupon users will be using mobile coupons by 2015 (
eMarketer)
Mobile coupons have a
10%redemption rate, compared to 1% or less for traditional coupons (Juniper)
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CRETIVEFree Shipping is KING
of Shoppers are more likely to shop where free shipping is available. (Deloitte.com)
CREATIVE
69%
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CRETIVE$ off - Order is
CREATIVE
>$100
% off - Order is
<$100
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CRETIVE
*2014 AffStat Report
COMMUNICATION
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CRETIVE
COMMUNICATION
MERCHANTS WHO SEND NEWSLETTERS
NO50%
YES50%
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CRETIVEAverage newsletter frequency = ONCE A
MONTH
COMMUNICATION
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First Impressions: SUBJECT LINES
• AVOID – Help, Percentage Off, Reminder
• Specify What Is of Interest (don’t repeat yourself)
• < 50 characters
• Promotional Email? = Avoid ALL CAPS & !!!!!!!
COMMUNICATION
*MailChimp
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COMMUNICATION
DIRECT CALL TO ACTION
USEABLE CONTENT
INDIVIDUAL CODE INCLUDED
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CRETIVE
COMMUNICATION
STRAIGHTFORWARD
AFFILIATE INCENTIVE
ACTIONABLE
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CRETIVE
COMMUNICATION
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CRETIVE
7billion +By the end of 2014, the number of
mobile connected devices is expected to exceed # of people on
earth.
65%of emails were opened on smart
phone or tablet in Q4 2013 (U.S. Consumers Device Preference
Report)
80%of smartphone users say it is
extremely important to be able to read email on mobile.
(Constant Contact & Chadwick Martin Bailey 2013 Study)
75%of smartphone users are highly likely
to delete an email if they can not read it on a smartphone.
(Constant Contact & Chadwick Martin Bailey 2013 Study)
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COMMUNICATION
*Website Magazine
5 TIPS: Mobile Friendliness
1. Mobile Call To Action =
2. Subject Lines: Mobile displays first 5 – 6 words
3. Copy should be shorter & large enough to read
22 px for Header
14 px for Non-Header
4. Mobile-friendly landing pages
5. Test! Make sure message displays correctly before
sending.
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COMMUNICATION
MAKE IT PERSONAL
SHORT AND TO THE POINT
JOIN INCENTIVE
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CRETIVE
*2013 AffStat Report
COMMUNICATIONCOMPENSATION
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CRETIVE
COMPENSATION
COMMISSION SEASONALITY
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CRETIVE AVG. COMMISSION
AVG. $ COMMISS/TRANS
AVG. GROSS SALE CATEGORY
17% $ 15.79 $ 93.44 Business
15% $ 9.88 $ 66.51 Health
15% $ 6.87 $ 45.55 Family
14% $ 6.84 $ 50.30 Education
13% $ 2.21 $ 16.67 Arts
13% $ 5.14 $ 38.24 Media
11% $ 8.34 $ 76.85 Finance
10% $ 4.44 $ 46.39 Accessories
9% $ 5.08 $ 56.86 Clothing
7% $ 6.78 $ 97.51 Sports and Fitness
6% $ 8.52 $ 136.33 Home and Family
6% $ 2.54 $ 41.30 Computers
COMPENSATION
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CRETIVE
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CRETIVE
COUPON CODE USED
COMPENSATION
Case Study One
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CRETIVE
COMPENSATION
Case Study OneCoupon Codes Used
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CRETIVE
COMPENSATION
Case Study One
Special Commission CreatedCode Promoted to Affiliates
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CRETIVE
COMPENSATION
Case Study One
69% of Affiliates Used
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CRETIVE
COMPENSATION
Case Study One
Triple WIN!
MERCHANT:Decreased
spend by 31%
CONSUMER:LucrativeDiscount
AFFILIATE:Commission Bonus
on 49% of Transactions
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CRETIVE
COMPENSATION
Know Your Pubs
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CRETIVE
10 Affiliates AVO > Program AVOTop Affiliate AVO = 83% higher than program AVO
COMPENSATION
Case Study Two
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CRETIVE
COMPENSATION
Case Study Two
SALES GENERATING AFFILIATES
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CRETIVE
COMPENSATION
Case Study Two
TOP HEAVY=TIME TO DIVERSIFY!
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CRETIVEIncentivize based on what you need to grow
COMPENSATION
Case Study Two
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CRETIVE
Top Earner Focused$x or x% for top Earner
COMPENSATION
Common Incentive:
Ineffective for Activation
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CRETIVE
COMPENSATION
Personal Activity Goals• Increase conversion by .5% earn +2%
• Increase orders by 10% m/m, earn $100
• Generate your first sale, receive $20
• Join program – earn 2x commission for 3 months
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CRETIVE
COMPENSATION
Placement Oriented• Generate 15 sales via seasonal banner, earn 2x commission
• Sell 7 Globes, receive $200 gift card
• $100 bonus for blog post featuring September best sellers
• Earn +5% on every sale using Code: FREESHIP
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CREATIVE COMMUNICATION
COMPENSATION
3C’s
4th CCOMPETITIVE