Kicking Affiliates off the campaign is NOT the answer to your problems
Every couple of months we seem the same issue reoccurring in the affiliate industry – a bright spark somewhere decides to €œreview€ their affiliate base and kick off affiliates who may not be sending a high volume of clicks or sales. Here is a copy of an email received from the latest culprit:
Merchant X is currently under going a review of their affiliate activities. We are looking to ensure Merchant X partners with Affiliates driving high volume traffic and sales to merchantx.com.
As part of this process we are looking to remove affiliates who are not delivering the desired threshold on these metrics from the program.
After reviewing the clicks and sales delivered from your website in the last 3 months, you have not met our minimum threshold. Thus, it is with regret that we will be suspending you from the Merchant X program. This will take effect 7 days from receipt of this email.
Please ensure that all Merchant X advertising material including banners, text copy, XML information and logos are removed from your website.
If you are looking to increase your marketing activities for Merchant X over the coming months and feel the clicks and sales measured are not reflective of your potential performance – please get in contact with one of the Merchant X affiliate marketing team to discuss your potential options.
Please don’t hesitate to contact a member of our Affiliate team regarding any queries or questions. However if wish to do so please ensure you quote your Affiliate ID.
So what possible reasons are there for doing this? As an affiliate manager I struggle to find the answer to that question; it has been suggested in the past that kicking off the low performing affiliates will help increase the EPC (Earnings per 100 clicks), but in doing so you can be losing valuable sales.
Officially the reason for the cull is because it will make it easier for the agency handling the campaign to manage, but surely it’s better to ENCOURAGE these affiliates rather than suspend / kick them off the program?
Why does this keep happening? Unfortunately it is giving agencies a bad name – a shame considering some of them (including the one I work for, obviously) are really trying to help improve the industry and get more merchants involved.
If anyone can think of a good reason to cull affiliates please do comment and let us all know.