In my previous posts I have spoken about the structure of the affiliate newsletters, the three Ps to remember at all times, the necessity for clear distinction between customer-oriented vs affiliate-geared promos, the art of getting attention, and other things. Today I would like to address a basic, yet very important question — that of the frequency with which you want to send your affiliate newsletters out.
It is important to emphasize that the main problem with the choice of frequency lays precisely in the fact that the decision is most frequently based on the desire of the merchant. A better approach is to listen to your affiliates, and base your decision on how often they want to hear from you.
Let’s turn to AffStat 2009, where affiliates were asked to respond to the how often question. Here’s the pie chart that illustrates their distribution of their choices:
Aha! So, the majority of affiliates (83%) want to hear from their affiliate program managers not more than once a month (44%), or once a week (39%). To be honest, the number of those that voted for the once-a-week option does surprise me, but this is certainly great data to have.
Based on the above stats, and my personal experience, I would recommend starting with monthly newsletters, and then also experimenting with a semi-monthly (once every two weeks) option. At the end of the message you want to always include a line soliciting your affiliates feedback on the newsletter, and what you can improve.
Best of luck, and, as always, if you have any opinions to share, be my guest by posting them in the comments area below.