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Wiley 978-0-470-65173-5 Fiche technique Page 12

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c h a p t e r 1: UNDERSTANDING AFFILIATE MARKETING ■
Email Marketing
Any individual or organization that has a mailing list of targeted prospects who have
opted in to be contacted can make an excellent email affiliate. Here, just as is the case
with any type of affiliate, it is important to emphasize that merchants safeguard their
own brand and reputation by partnering with acceptable marketers. It must be made
explicitly clear that advertising considered spamming or unsolicited commercial email
(UCE) is unacceptable and will be penalized. Let your emailers know they may use
mailings to customers and opt-in e-mail lists only so long as the recipients are already
customers or subscribers of the affiliate’s services or websites and that recipients have
the option to remove themselves from future mailings.
Paid Search
Many PPC marketing experts turn to affiliate marketing to monetize their skills and
expertise. Such affiliates bid on merchant-specific keywords and key phrases at Google
(Figure 1.5), Yahoo!, Bing, and other search engines, and they send the PPC traf-
fic either directly to the merchant’s website or via an in-between page of their own
(depending on their own goals and the restrictions imposed by the merchant). In mul-
tiple situations, paid search affiliates can replace either the merchant’s in-house paid
search marketing expert or an outsourced solution. As with every affiliate, the main
benefit is that the PPC affiliate invests their own resources and costs the merchant only
when the desirable action occurs.
Figure 1.5 Google AdWords ad units
Loyalty Marketing
Loyalty marketing has been around for a while. It became especially popular when
airline companies started using it. Airlines would reward their customers with “fre-
quent flyer miles,” which are, essentially, points that, once accumulated to a certain
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