Affiliate Management: Definition & How to Manage Affiliates Effectively

Did you know affiliate marketing drives over 16% of all online sales in the US and Canada (Business Insider)? As a key part of e-commerce, it enables businesses of all sizes to boost their sales and grow their brand awareness.

The global affiliate marketing industry is projected to reach $27.7 billion by 2027 (Proficient Market Insights). The data shows that well-structured affiliate programs can yield great results for brands.

But running a successful affiliate program isn’t just about having affiliates to team up with. You need to manage your partners consistently, provide them with the right tools, and continuously refine your strategies to ensure smooth operations.

This guide will cover the basics of affiliate management. We’ll discuss common challenges and practical tips with real examples to support your success with an affiliate campaign.

Explore our 8 tactics for managing your affiliates better:

1. Recruit and match affiliates to the right program
2. Onboard and train affiliates
3. Monitor and improve affiliate performance
4. Connect and foster relationships with affiliates
5. Provide affiliates with marketing materials & custom dashboards
6. Celebrate affiliate milestones with bonuses
7. Prevent fraudulent activities and handle risks
8. Ensure legal and regulatory compliance

Looking to better your affiliate management process? Try UpPromote, a top-rated affiliate management software with a 4.9/5 rating and over 4,000 reviews on the Shopify App Store, designed to help you manage affiliates effortlessly.

What Is Affiliate Management?

Affiliate management is the process of overseeing and optimizing an affiliate program to meet your business goals.

A wide range of tasks and responsibilities come with this role. The main activities include:

• Recruiting and training affiliates
• Tracking affiliate sales and paying commissions
• Building relationships with affiliates through communication, support, and recognition
• Ensuring affiliate promotional activities follow the program’s rules and brand values
• Analyzing affiliate performance and working on improvements

With effective affiliate management, you can harvest outstanding benefits such as:

• Boost affiliate performance
• Strengthen partnerships with your partners (affiliates, influencers, ambassadors, etc.)
• Scale your affiliate program by time
• Make data-driven decisions in optimizing your affiliate campaign

Challenges of Managing Affiliates

Managing your affiliates can be challenging. If not handled well, it can hurt your program’s success.

Here are common difficulties in running an affiliate campaign:

Finding the right partners

Not all affiliates fit your audience or deliver great results. Meanwhile, top affiliates are often in high demand and may already be partnered with competitors.

Screening affiliates who match your brand values and standards takes time and effort.

Tracking and attribution issues

Without a reliable affiliate tracking system, tracking referral orders and properly attributing them to affiliates can be tricky.

Customers often switch devices or click multiple links before buying. Ad blockers and privacy settings can disrupt cookie-based tracking.

Maintaining regular communication

As your program grows, it can be hard to keep in touch with a large base of affiliates.

Differences in time zones, languages, and affiliate engagement levels make communication more difficult.

Ensuring compliance and brand consistency

Affiliates may use spammy tactics or make false claims about your products. This could harm your brand and lead to legal troubles.

Fraud prevention

Some affiliates may fraudulently manipulate the system. They may use fake clicks, fake leads, cookie stuffing, or affiliate hijacking.

These scams can harm your program’s accuracy and cut into your profits.

Payment management

Managing multiple payment structures with varying rates is tough.

Payment delays or mistakes may cause dissatisfaction and distrust among affiliates.

Disputes over earnings can also arise due to misunderstandings or errors in commission calculations.

Market saturation and competition

In fact, over 80% of brands worldwide use affiliate marketing (Rakuten). Standing out in this crowded marketplace can be tough.

With many affiliates promoting similar products, the market is saturated. Competing with other businesses for the attention of top affiliates adds another challenge.

8 Tactics to Manage Affiliates Effectively

A good affiliate manager must do more than just create an affiliate program. To thrive in affiliate marketing, you need to manage it strategically for better outcomes.

1. Recruit and Segment Affiliates to the Right Program

Finding the right affiliate partners is key. But it can be hard to manage them.

Don’t think all affiliates are the same, the truth is they can be very different. This is why it’s necessary to understand affiliate types.

Differentiating between the types of affiliates makes it easier for you to find the best-fit partners for your business and develop tactics to get the most from them.

Five popular affiliate types you should know:

• Social media KOLs/ influencers
• Bloggers
• Function-based affiliates
• Management agency partners
• Email/ newsletter publishers

Social media KOLs/ influencers

These are probably the most well-known types of affiliates. They are individuals with a huge following and credibility on social media.

According to the number of followers, four popular types of influencers are:

• Mega-influencers: With over a million followers (also known as celebrities)
• Macro-influencers: Have 100,000 to 1 million followers
• Micro-influencers: Typically range between 10,000 and 100,000 followers
• Nano-influencers: Have 1,000 to 10,000 followers

These influencers usually post stories, videos, or posts with affiliate links or coupon codes to promote your products.

They can also add a link in their bios. Their followers can click it anytime, then visit the brand’s site and buy the recommended products.

With a large number of followers and a good reputation, KOLs or influencers can provide your brands with a notably greater reach. But the more famous they are, the higher the cost of working with them.

So, think carefully about your budget, company size, and campaign goals to choose the right type of influencer.

To recruit them, you can:

• Share your program on Instagram, Facebook, or Twitter to enhance the chances that potential partners will find it.

• Use keywords and hashtags to find aligned influencers on social media.

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• Join affiliate platforms like ShareASale, Impact, or UpPromote’s Marketplace. They connect you with niche influencers you want to reach.

Bloggers

Bloggers are individuals who write detailed articles, reviews, and tutorials on websites that attract readers interested in specific topics or industries.

If you sell kitchenware, food products or run a culinary brand, for instance, you can consider Pinch of Yum. This popular food blog features delicious recipes, cooking tips, and food photography. Its engaging content and strong community make it a great fit for your business.

To find bloggers, there are some ways you can consider:

• Promote your affiliate program on your website. Create a dedicated affiliate signup page and place it where it’s easy to find. Optimize it for SEO or run ads to attract potential partners.
• Use Google search with relevant keywords within your niche to look for the ideal ones.

Function-based affiliates

These affiliates specialize in specific functions, such as coupon sites, cashback programs, or comparison platforms. They attract users actively looking for deals or product comparisons.

To collab with this kind of affiliate, find popular coupons, cashback, or comparison sites in your industry. Then, contact them directly.

Versus is a popular comparison site. The site lets users compare products and services in over 90 categories. It also offers guides and articles on various topics.

Versus helps shoppers compare products and make informed buying decisions. Collaborating with the site can boost your store’s website traffic and sales.

Agency partners

Partnering with agency partners is beneficial for B2B and SaaS companies.

These agencies are knowledgeable about the B2B sales cycle or familiar with the SaaS industry. They have separate client networks and can leverage them to refer business customers to your brand.

To recruit them:

• Use Google search or LinkedIn to find affiliate marketing agencies that have experience in your industry.
• Join industry forums, events, or conferences. Look for brands with similar values or customer demographics. Ask them to collaborate and leverage each other’s customer bases to generate revenue.

Email/ newsletter publishers

These affiliates create and send emails or newsletters to a list of their subscribers on a regular basis (daily, weekly, monthly, etc.). They aim to deliver valuable content to their built-in audience.

For example, if you provide productivity tools, lifestyle products or sell books, you can partner with Tim Ferriss. He sends out a weekly newsletter called 5-Bullet Friday. Each issue includes five short recommendations ranging from books and gadgets to travel tips and personal insights.

Identify popular publishing platforms like Substack, Medium, or Patreon. Next, find popular publishers in your field with many subscribers. Ask them to collaborate.

However, don’t just go to a large pool of affiliates and collaborate with all of them. Instead, focus on the quality of the potential partners you want to work with.

Before reaching out, here’s what you should consider when recruiting affiliate marketers:

• Niche relevance: Experienced affiliates in your industry can create better, more effective ads. Their campaigns will align with your products or services.
• Target audience match: Identify your ideal customer—their age, location, and interests. Then, look for influencers, content creators, and bloggers whose audience matches yours.
• Content quality: Check if your potential partners create high-quality content. It must resonate with your brand’s values and personality.
• Engagement rates: In addition to the number of followers, prioritize affiliates with high engagement metrics (likes, comments, shares, etc.). This shows that the affiliate’s audience is active and responsive.

After choosing the best affiliates to promote your products, group and segment them.

Affiliates differ in experience, audience size, and marketing methods. Their results vary, too.

Consider organizing your affiliates into groups by type or marketing platform. Then, you can create programs with custom commission structures for each group’s contribution.

Don’t worry about managing multiple affiliate campaigns—it doesn’t have to be complicated. Connecting your Shopify store with UpPromote will make these tasks easier. You can customize programs for different affiliate groups without hassles.

2. Onboard Affiliates and Provide Training

A well-structured onboarding process sets the foundation for affiliate success.

Begin by warmly welcoming affiliates. Then, thank them for joining your program with a personal message.

After that, provide them with a comprehensive onboarding kit. Remember to include key product details, branding guidelines, commission structures, and marketing resources.

To help affiliates start quickly, offer step-by-step guides. Explain to them how to use the affiliate dashboard, track earnings, and access promotional tools.

Consider using different formats for training, such as:

• Email: Send detailed and helpful emails to provide affiliates with necessary information.
• Online learning portal: Create a site where affiliates can access materials at their own pace.
• Live webinars: Host real-time training sessions with Q&A.
• Video tutorials: Offer pre-recorded videos on how to get started.

With UpPromote, you can easily send welcome emails to new affiliates. Go to Outreach > Manage Emails. Use our templates or customize your message to greet new partners.

Then, enable the Status button. Our system will automatically send it to your affiliates.

Also, our app helps you give affiliates a detailed guide from day one.

Navigate to Settings > Affiliate admin > Guide page. Here, you can update a walkthrough video, notes, or announcements for partners.

Your affiliates can see this in the Guide tab of the affiliate dashboard after logging in.

3. Empower Affiliates with Marketing Resources and Dashboards

To improve your partners’ work, give them high-quality marketing materials and a good working space.

• Offering affiliates with pre-made marketing assets can simplify their promotion efforts. These assets include banners, product images, social media posts, and email templates. This will save affiliates time and ensure they promote your brand with consistent messaging.
• Meanwhile, providing a user-friendly dashboard can help affiliates easily find everything they need, such as affiliate links, coupons, and program details. It also empowers them to track their success and use data to improve their performance.

You can easily upload media (images, videos, docs, links) when running an affiliate program through UpPromote.

Within our app, go to Motivation > Media Gallery.

Then, you can add categories to better organize your assets. This will help affiliates access your media faster and easier.

UpPromote also lets you customize affiliate dashboards. You can easily add your branding elements and improve your affiliates’ working experience.

A clean, organized, and easy-to-navigate dashboard lets your affiliates access important info.

With the UpPromote affiliate portal, your partners can find:

• Affiliate links and coupon
• Media gadgets
• Detailed information & guide about your program
• Real-time tracking dashboard with clicks, sales, and commissions

Our affiliate app lets you add custom CSS. You can customize the affiliate admin page’s color or hide the affiliate link if you want to track conversions only by coupon codes.

4. Track and Optimize Affiliate Performance

A key to managing affiliates is to track and boost their performance. This helps you find which affiliates are performing well and pinpoints those who need support to improve results.

Review your goals and KPIs. Use them to measure success.

Focus on key affiliate metrics, including:

• Clicks and traffic: Check how much traffic each affiliate is sending to your store.
• Conversion rate: Monitor the percentage of clicks that result in actual sales.
• Sales and revenue: Track affiliate sales and the revenue they generate.
• Average order value (AOV): Measure the average value of orders made through affiliate links or coupons.
• Return on investment (ROI): Compare the profit from your affiliate program to its costs.
• Customer lifetime value (CLV): Calculate the long-term worth of customers brought in by affiliates.

Whether you’re running programs for a small business or a large company, using a reliable affiliate tracking app is essential for tracking affiliate sales automatically and accurately. It provides real-time data and detailed performance reports for review and optimization.

If you use UpPromote, our affiliate software offers various tracking methods, helping you monitor your affiliates’ performance closely.

You can track key details. These include the number of affiliates, orders, commissions, and referral sources. You can also view real-time reports in graphs, charts, and tables.

The affiliate analytics will show you which affiliates are excelling. Check the Top Affiliates board for the results.

By tracking affiliate performance, you can see what works and find areas to improve. From there, you can make data-driven decisions to optimize your campaign, such as:

• Ask affiliates who missed their targets about any issues. Offer support.
• Adjust rewards based on affiliate performance. This will keep your top partners engaged and motivated.
• Test different commission rates. Find the best ones to motivate affiliates

5. Communicate and Build Strong Relationships

Effective communication is essential. It builds strong, lasting partnerships with your affiliate marketers.

Here are some tips to help you communicate better and strengthen the affiliate relationships:

Regular updates

Frequently contact your affiliates via email, message, or call. Share updates on your affiliate program, new collections, marketing tools, or promotions with them. Ask for their suggestions or brainstorming ideas to promote your products more effectively.

Personalized communication

Give feedback based on individual performance. Address their strengths and areas for improvement.

Build an affiliate community

Create a social media group, a forum, or host regular webinars. These will let affiliates share tips, success stories, and challenges with each other.

Celebrate affiliate success

Recognize and celebrate the achievements of your affiliates, both publicly and privately. Send a thank-you message when they generate excellent sales. Give them bonuses or public shout-outs in newsletters or your community group.

Provide ongoing support and resources

Regularly check in with your partners. Ask if they have questions or concerns to give them timely support. Make sure your affiliates have access to updated marketing materials and tutorials.

With UpPromote, you can easily connect and communicate with your affiliate partners.

In the dashboard, go to Outreach > Affiliate Communication. There are two options available for your preference:

• In-app chat: You can send direct messages to affiliates within the app.

• Email: To reach more affiliates quickly, customize our templates. Then, send bulk emails to inform them of any changes in your program.

6. Incentivize and Reward Affiliates

A good affiliate manager knows when and how to incentivize affiliate marketers. It’s a good way to thank them for their promotion efforts and motivate them to do even better.

To reward affiliates, consider options like:

• Performance-based bonuses:

Offer cash bonuses for hitting specific sales targets or achieving exceptional performance.

If you use UpPromote, you can easily reward your top partners with bonuses.

To create bonuses, simply navigate to Motivation > Bonuses > Create new bonus.

From there, set the bonus conditions. Choose a Target Type, such as the Number of Referrals, Total Sales, or Total Commission. Then, enter the Target Amount.

UpProme lets you choose a bonus rule: One-time or Periodic (monthly, quarterly, or annually).

• Tiered commission structures:

Create a tiered commission system where affiliates earn higher commissions as they generate more sales.

That’s exactly what Tréskin has done. Using UpPromote’s commission system, the brand set up four different commission levels. Affiliates who generate more sales can earn more commissions, between 20% and 35%.

To set a tiered commission structure with UpPromote, navigate to Programs > Add Program. Then, choose Advanced (Commission on Order Values).

Next, you can decide on commissions as a percentage of sales or define a fixed amount per item or order.

• Affiliate contests:

Run contests or challenges that encourage healthy competition among affiliates. Offer appealing rewards, like cash, gift cards, or extra commissions, to winners.

Take CrakRevenue, a well-known CPA (Cost Per Action) network, as an example. The brand usually conducts affiliate contests to motivate its partners. Beside the cash prizes, CrakRevenue might also offer exclusive gifts to top achievers.

• Other types of reward:

Consider offering personalized rewards based on an affiliate’s preferences. These could include gift packages, early access to new products, or exclusive discounts.

With UpPromote, you can easily send surprise gifts to top affiliates.

When you spot those performing well, you can activate UpPromote’s gift feature.

Simply go to Motivation > Gifts > Create new gift. Next, design a special gift package for your top affiliates.

7. Prevent Fraud and Manage Risks

Fraud in affiliate marketing occurs when an affiliate marketer uses deceptive or fraudulent tactics to increase their earnings from your campaign. These activities can cause financial losses and false data in your affiliate marketing reports.

Affiliate fraud can cost businesses billions of dollars each year. According to the leader cybersecurity company CHEQ, ad fraud accounted for 17% of all affiliate traffic and caused $3.4 billion in losses in 2022.

As an affiliate manager, it’s important to be aware of common scams and act to eliminate them.

Affiliate fraud can take many forms, so watch out for these common types:

• Click fraud
• Fake leads
• Cookie stuffing
• Purchase fraud
• Affiliate hijacking

To protect your affiliate program from scams, here are some tips for you:

Set clear terms and conditions

Clearly outline your program’s rules and expectations. List prohibited practices, like misleading ads and spam. Specify consequences for violations. Include cookie expiration policies to prevent fraud.

Monitor affiliate data closely

Track traffic, earnings, and conversions by affiliate account. Watch for unusual changes, such as sudden spikes in clicks or conversions. Carefully cross-check and compare data through reports to identify suspicious activity.

Use fraud detection tools

Invest in solutions that automatically identify red flags, like cookie stuffing or repeated invalid clicks. Affiliate tracking software with fraud detection will be very useful for your brand.

Penalize fraud

If you find fraud, act quickly to avoid further damage. For example, withhold commissions, impose fines, or remove the affiliate from your program. Consider seeking legal advice to ensure the proper action is taken.

Look for an affiliate management system with a built-in fraud detection feature?

Try UpPromote for FREE today!

Our software will help you control and secure your affiliate program against fraud:

• Detect and prevent fraud signups/ referrals from suspicious IP addresses
• Block certain affiliates from joining your program
• Refuse referrals from suspected IP addresses
• Hide your affiliate registration form from search engines
• Allow affiliates from specific countries/regions register for your program

To enable this function, go to Settings > Fraud detection.

With UpPromote, you can easily prevent suspicious affiliate signups. The app helps detect multiple registrations from the same IP address within a set period.

To block certain affiliates from joining your program, enter their emails. Our system will prevent them from accessing your program.

You can select certain countries where you want to accept affiliate signups. You can also hide your affiliate registration form from search engines (e.g., Google, Bing) to avoid spam.

Besides that, UpPromote will help you detect suspicious sales from an IP address. Then, you can choose to ignore those orders completely or flag them for further review.

You can also create a list of suspected IP addresses, and our app will block any sales linked to them.

8. Address Legal and Compliance Considerations

Compliance in affiliate marketing is vital. It avoids legal penalties, prevents affiliate disputes, and builds partner trust.

Here are key factors that you should keep in mind:

• Follow data privacy and advertising regulations. For instance, comply with GDPR (General Data Protection Regulation) in the EU or CCPA (California Consumer Privacy Act) in California. Adhere to FTC (Federal Trade Commission) guidelines in the U.S. to maintain transparency in affiliate promotions.
• Draft legal documents that clearly state the terms and conditions of your affiliate program. Covering the enrollment process, affiliate responsibilities, promotional rules, commission structures, and payment methods. Be sure to include confidentiality, proprietary rights, and termination terms.
• Keep taxes and invoices clear. Affiliates must know their tax duties and provide the right documents, like W-9 forms in the U.S. or the EU format.

Bonus tips:

• Consult a legal expert. They can ensure your affiliate program and agreements follow all laws and regulations.
• For taxes and invoices, use an accounting or affiliate tool. It will save time and reduce errors through automation.

With UpPromote, you won’t worry about taxes or invoice issues.

In our dashboard, go to Settings > Payment > Advance section > Tax on paid commission. There, you’ll find the tax settings.

Based on your situation, decide who will pay the taxes: you or your affiliates. Then, enter the tax amounts according to local regulations. Our system will calculate taxes for payouts without manual input.

At the same time, you can enable the Export Invoice function. To meet regional requirements, you can choose either the default invoice or the EU format. Both you and your partners can download invoices for paid referrals.

The invoices will include Invoice ID, Payment method, Payment info, Payment amount, Affiliate name, and Referral details.

Best Practices for Affiliate Management

Smart tactics can make a big difference in how well you manage an affiliate program. They can be the key to success or failure.

By applying best practices, you’ll have better control over your partners and get the most out of your program.

Set Clear Goals and Expectations

Clearly defining your goals for the affiliate program is essential in your role as an affiliate manager. This lays the foundation for everything that follows, keeping your program on track. Are you looking to:

• Increase sales for your store?
• Boost sales for a specific product?
• Bring more visitors to your website?

But don’t stop there. You need to set specific targets to guide your program. Consider using the SMART model: Specific, Measurable, Achievable, Relevant, and Time-bound. It can help make this process easier. For example:

• Grow total sales by X% next quarter by teaming up with Y new affiliates.
• Increase sales of Product B by X% next month with a special discount code for Y influencers.
• Bring in X new visitors over 3 months by working with Y bloggers.

Then, clearly share these goals with your affiliates. Track relevant KPIs to check progress closely.

Leverage Affiliate Management Tools

Choosing the right affiliate software will help you manage affiliates better. It will simplify multiple tasks through automation.

A good affiliate management tool should provide:

• Automated tracking and affiliate sales attribution
• Automate payout process
• Real-time analytics and reports
• Reward management
• Fraud detection
• Scaleability

For a powerful solution that meets all the criteria, check out UpPromote. More than 115,000 users worldwide trust the app to manage their affiliate programs.

You can use UpPromote without worrying about upfront costs. Start with $0 and scale up anytime as your affiliate program grows.

Stay Updated on Industry Trends and Best Practices

The affiliate marketing landscape is constantly evolving. Stay updated on the latest trends, best practices, and new tools in your niche to create long-term success for your program.

Here’s how you can do that:

• Follow industry leaders’ or influencers’ posts on Twitter, LinkedIn, and YouTube
• Join online communities on Reddit or LinkedIn related to affiliate marketing
• Attend niche events and webinars to learn from experts and network with peers
• Read articles or subscribe to newsletters from industry experts

For example, you can explore MarketingProfs for useful marketing resources. The platform offers content in many forms to help you better market your products and services. These include blog posts, webinars, online events, forums, and courses.

 

Successful Affiliate Management Examples for Your Brand

A great way to improve your work is to learn from successful affiliate management examples. This approach can help you uncover proven strategies and select the best ones for your campaigns.

Here are some real case studies to check out:

Soundbrenner

Soundbrenner makes musical tools for musicians, from beginners to pros. It specializes in designing smart wearable devices to enhance practice and improve performance.

Soundbrenner has leveraged UpPromote to run and manage its affiliate programs. Now, affiliate marketing accounts for about 15% of the brand’s total revenue.

To achieve that, Soundbrenner has implemented some smart tactics:

• Segment its affiliate programs into groups for artists, music teachers, and content creators. Each program is customized with a specific commission structure.
• Offer product testing, allowing affiliates to try its music gear and write authentic reviews for social media.
• Identify & re-engage inactive affiliates for the past six months. Arrange calls with these affiliates to offer support, including content ideas and product updates.
• Ensure accurate and timely payments through UpPromote, boosting affiliate satisfaction.

Holbrook Pickleball

Holbrook Pickleball is a brand that provides high-quality pickleball paddles and gear for players of all levels.

By effectively managing its affiliate programs, the brand achieved impressive results:

• Orders through affiliates increased by 87% by the end of 2023
• Affiliate revenue rose by 86% in just one year

Below are the strategies Holbrook puts into action:

• Create three distinct programs. One for regular ambassadors (recreational pickleball players, coaches, and brand fans). A separate program for professionally sponsored athletes. And another for YouTube influencers.
• Motivate affiliates with monthly sales contests. Affiliates who meet monthly sales goals can win prizes such as products or bonuses.
• Host webinars regularly to update, share best practices, and answer questions. This also enhances the chance for ambassadors to interact with the Holbrook team and each other.
• Closely track affiliate sales through UpPromote’s analytics dashboard to identify high-achieving affiliates. Then, quickly reward them with gift packages using UpPromote’s gift feature.

Final Words

Effective affiliate management is key to running a successful affiliate program. It helps you stay in control. You can see how things are going and spot areas that need improvement.

Managing an affiliate program is ongoing. We hope this guide shows you how an affiliate manager can get the best results.

Use reliable affiliate marketing software along with smart strategies for managing your affiliates. It can make the whole process easier and less overwhelming.