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
FROM THE VAULT:
THE BEST OF THE BEST
AUGUST 11, 2014
Presented by Sarah Beeskow Blay
CREATIVE COMMUNICATION
COMPENSATION
3C’s
CRETIVE
SALES BY CREATIVE TYPE
CREATIVE
CRETIVE
CRETIVE
CREATIVE
CRETIVE
#1 Goal = Conversion
CREATIVE
CRETIVE
CREATIVE
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
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)
CRETIVEFree Shipping is KING
of Shoppers are more likely to shop where free shipping is available. (Deloitte.com)
CREATIVE
69%
CRETIVE$ off - Order is
CREATIVE
>$100
% off - Order is
<$100
CRETIVE
*2014 AffStat Report
COMMUNICATION
CRETIVE
COMMUNICATION
MERCHANTS WHO SEND NEWSLETTERS
NO50%
YES50%
CRETIVEAverage newsletter frequency = ONCE A
MONTH
COMMUNICATION
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
COMMUNICATION
DIRECT CALL TO ACTION
USEABLE CONTENT
INDIVIDUAL CODE INCLUDED
CRETIVE
COMMUNICATION
STRAIGHTFORWARD
AFFILIATE INCENTIVE
ACTIONABLE
CRETIVE
COMMUNICATION
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)
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.
COMMUNICATION
MAKE IT PERSONAL
SHORT AND TO THE POINT
JOIN INCENTIVE
CRETIVE
*2013 AffStat Report
COMMUNICATIONCOMPENSATION
CRETIVE
COMPENSATION
COMMISSION SEASONALITY
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
CRETIVE
CRETIVE
COUPON CODE USED
COMPENSATION
Case Study One
CRETIVE
COMPENSATION
Case Study OneCoupon Codes Used
CRETIVE
COMPENSATION
Case Study One
Special Commission CreatedCode Promoted to Affiliates
CRETIVE
COMPENSATION
Case Study One
69% of Affiliates Used
CRETIVE
COMPENSATION
Case Study One
Triple WIN!
MERCHANT:Decreased
spend by 31%
CONSUMER:LucrativeDiscount
AFFILIATE:Commission Bonus
on 49% of Transactions
CRETIVE
COMPENSATION
Know Your Pubs
CRETIVE
10 Affiliates AVO > Program AVOTop Affiliate AVO = 83% higher than program AVO
COMPENSATION
Case Study Two
CRETIVE
COMPENSATION
Case Study Two
SALES GENERATING AFFILIATES
CRETIVE
COMPENSATION
Case Study Two
TOP HEAVY=TIME TO DIVERSIFY!
CRETIVEIncentivize based on what you need to grow
COMPENSATION
Case Study Two
CRETIVE
Top Earner Focused$x or x% for top Earner
COMPENSATION
Common Incentive:
Ineffective for Activation
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
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
CREATIVE COMMUNICATION
COMPENSATION
3C’s
4th CCOMPETITIVE
