This presentation is from Performance Marketing Summit San Francisco 2015 (September 15, 2015 in San Francisco, CA). Session description: Email is one of the most effective digital marketing tactics, but getting an offer to work for both mailers and the advertiser is tricky. This session will explain how to pull it off.

1. Working With Affiliate Email
Marketers
Presented By: Francesco Fagnini
Senior Director of Business Development, Customer Acquisition

2. Why Email Marketing?
• Quality
• Consumers who are acquired through this channel have high intent
• 3rd best channel when it comes to quality after SEO and SEM
• Incremental Online Acquisition Channel
• Helps supplement internal consumer acquisition efforts

3. Types Email Marketers
• Two types of email marketers
• Websites with 1st party data
• Affiliates with 3rd party data

4. Email Marketers with 1st Party Data
• 1st party data
• Tend to be website owners whose consumers opt in to receiving third party offers
and/or a newsletter
• Lifescript, monster.com etc…
• They are usually better able to target consumer segments
• Need to be flexible on price point
• Many work on a CPM but are willing to switch to a CPA/CPL/CPS if it makes sense
• Limited list size
• List fatigue

5. Affiliate Email Marketers
• 3rd party data
• List management companies which email third party offers on the behalf of list owner
• Are able to scale better
• Manage multiple list
• Cost effective
• Will usually work on a CPA, CPL or CPS
• They tend to have limited targeting capabilities
• Many data management companies only receive a fraction of the data which is actually collected by the
publisher/website
• Highly competitive
• Affiliate email marketing has become increasingly difficult as inbox deliverability has decreased and fewer
companies exist today then in the past
• Even if you have the best offer in your vertical this does not guarantee you will get traffic

6. Who to Work With
• List management companies or affiliate networks
• List management companies
• Many list management companies also have networks which tend to be email focused
• Are able to provide better insight because they email
• Affiliate networks
• Provide scale but have less insight because they are not mailing directly
• Reputable
• Work with companies who have a reputation for brand safety
• Unlike a display ad if an email is sent with the wrong copy you can’t switch out the
creative once it is sent

7. Working with Affiliate Email Marketers
• Creating an offer which converts well
• Simple conversion
• Test drops tend to be small
• An offer with too many filters tends to not to do well even if your payout is high
• For example many affiliate email marketers would prefer to run a non geo restricted offer which pays less than be paid for certain geo restricted
• mortgage
• Monetize every consumer
• Not every consumer is a fit for your product or service
• Rather than passing on that consumer, help them find other offers or services that might be a better fit
• For a mortgage offer you may choose to send someone who is not credit worthy information about credit repair
• Help consumers who may be in an undesirable geo and or state
• Co-opetition
• Tracking
• When working directly with list management companies or through networks we need to track at least two levels deep
• List management companies can potentially have thousands of list parsed out in many different ways
• Domain
• Interest
• Provider