Among all other methods of affiliate recruitment, e-mail is by far the most commonly used one. In A Practical Guide to Affiliate Marketing I wrote that affiliate program managers should strive to make their recruitment e-mails “attractive, yet not too lengthy and hard to follow” (p. 74). Today I would have expanded my recommendation for these e-mails to be:
- Personalized – Do everything possible to find out the name of the person you’re writing to, include their website url and/or company name in the text of the e-mail.
- Professional – Avoid clichés that make your text look another one of the make-a-million-in-a-month e-mails we are all so familiar with. Affiliate marketing is not a get-rich-quick scheme. Don’t make it look like one.
- Attractive – From the “Subject” line all the way down to the incentive that would make the affiliate to sign up with your program in response to your e-mail — make this piece of correspondence attractive and enticing.
- Concrete – Be specific regarding your thoughts on how the webmaster/affiliate will be able to partner with you, and where/how you think they will be able to promote your product/service.
- Concise – No more than 3 paragraphs, 1-2 brief sentences each.
To see an example of how not to do, read my today’s “Ineffective Affiliate Recruitment by E-mail” post at Econsultancy.com