Use personal contact details. Of course nobody expects that a newsletter is really personal, but especially in the case of affiliates, it’s always a good idea to give them the opportunity to connect personally with the Affiliate Manager because you should be building a long term relation. It means:
Mails should be signed by a real person and not by “The Team”
If they want to reply to find out more, they should have a personal email address where they can write. Nobody likes writing to info@.
Content should be created for affiliates and not customers. Don’t try to sell the product but present the selling benefits for affiliates.
Frequency. Getting newsletters that help you do business are kind of Pavlovian. You expect them to come regularly around the same date and the frequency also has to do with the sales cycles (let’s assume the affiliates take a couple of days to read the newsletter and start selling – it means you can control the way your sales go cyclically).
Keeping more or less the same style. If the newsletter contains updated creatives, coupons and so on, keeping the newsletter style will help affiliates move quickly.
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