New Customer Acquisition in the affiliate channel
For many clients, particularly in the retail space, a key strategic goal is to acquire new customers. The affiliate channel is perfect for this, as large affiliates can present brands with the opportunity to feature in newsletters reaching in excess of 2 million engaged subscribers.
Some will also have sizeable Twitter and Facebook followings where they can promote your offer, and with huge numbers of unique visitors, a homepage placement can drive a significant volume of new visitors to our clients' sites.
Before embarking on a new customer acquisition strategy, we strongly advise implementing new/existing customer tracking. This will generally use the customer's email address to recognise if they've bought from you before - and once in place will allow the affiliate manager to carry out analysis into the proportion of new customers recruited by the channel, and compare this to the average across the site. This should be drilled down even further to understand which affiliates are driving new/repeat business, and promotions should be planned with this intelligence in mind.
Future posts will look at how to create a new customer acquisition strategy - watch this space!