Affiliate Managers: Communicate Directly.

The Affiliate Marketing business is all about relationships.

For a number of reasons, including relationships, we tend to pursue independent affiliate programs. However, we still have accounts with some of the big affiliate networks.

Today, I decided to check the internal mail on crappyaffiliatenetworknamewithheld.com & noticed that we had been TERMINATED from 2 programs.

Actually seeing these emails requires logging in to their system. That would be problem number one. The likelihood of mail sent through the internal system being read in a timely manner is pretty low. I wouldn't bet money (or a relationship) on it.

Free Tip: Communicate directly.

Problem number two is that we actually do a big job, by any standard, with other companies in the same niche as the advertisers who terminated us as affiliates... and the traffic is squeaky clean. Is this the type of affiliate you want to alienate? Duh.

Free Tip: Communicate directly.

Granted, we were not actively pushing their particular programs but a direct email (not a form email... affiliates hate that crap.) or a quick phone call would have been enlightening for all parties involved. It may or may not have changed anything, but to just terminate an affiliate using the anonymity of the select box on the advertiser control panel is short-sighted & demonstrates a lack of willingness to address a problem directly. Don't be a girly-man. Communicate directly.

Affiliate marketers have good memories & top performers are in short supply. Additionally, a poor performer might GROW into a top performer given some time & guidance. Every top affiliate out there started out as a poor performer. I guarantee it.

To be fair, part of the problem is with the interface which displays network earnings. This can be remarkably misleading. For example, we do very little with that particular network so our 'network earnings' can be accurately described as unimpressive. We do a big job - just not within that network.

A question for affiliate managers: If there is no violation of TOS, what is the point of terminating an affiliate? What was really gained? Maybe there is some hidden cost of which I am not aware. I dunno.

The more effective affiliate managers understand that this business is about relationships. As many of the programs are competitive with each other - relationships are a key to acquiring & maintaining affiliate publishers. The more effective managers also recognize small achievements as what they are... stepping stones to larger ones.

It is hard work to develop and maintain relationships with your affiliates. If you want easy work, look elsewhere. If you want to grow your business, communicate directly.