How to run a successful voucher campaign

Robert Glasgow, Webgains

Mon, 30-05-2011 12:19

In my last post How to cash in on the Recession we looked at how important voucher code campaigns are in the current economic climate, but how do you turn your voucher campaign from ‘good’ to ‘great’? Here are Webgains’ top tips.

1. Set your affiliate commission levels to apply to the vouchers themselves, not specific affiliates

2. Conduct thorough research internally, with your affiliate network and with your most trusted affiliates to discover what is possible and what will work best

3. Take action against affiliates that don’t respect the rules

4. Begin with long expiry dates on vouchers – two to three months – to help you and your affiliates test their effectiveness

5. Offer exclusive vouchers to your most effective affiliates

6. Thoroughly communicate the conditions of vouchers to affiliate customers to reduce enquiries

7. The Internet Advertising Bureau (IAB) and its affiliate marketing council (AMC) have established a code of best practice for use of online voucher codes. Read them carefully and make sure your network has signed this agreement.

Online vouchers are becoming such a key part of the customer experience that those merchants and affiliates not yet offering them are losing out on sales.

But, properly designed and executed, an on-line discount voucher campaign can produce real value increasing sales and introducing new customers, enabling retailers to meet many of their goals. Merchants, affiliates and networks are all fast developing tools and tactics to make the most of this emerging opportunity.

Robert Glasgow is the Founder and Managing Director of international affiliate network Webgains.