By Sultan Riaz | Marketing Coordinator
Editor’s note: “Ask the Performance Marketer” is a regular series in which MediaWhiz’s performance marketing, SEO and digital media experts answer some of the most popular questions we from clients.
To get more answers to your performance marketing questions, download our free eBook, “The CMO’s Guide to Performance Marketing.”
Mike Sisto, MediaWhiz’s director of performance marketing, has worked in performance marketing for 14 years. He’s seen it all, from the earliest days of the industry to the current evolution in which media, mobile, content, SEO and many other digital media channels are mixed together. Needless to say, he knows how to help his clients engage, acquire and retain customers more profitably.
Recently, we sat down with Mike to discuss some of the most common questions he gets from clients about accountability in affiliate marketing campaigns, email acquisition and optimizing lead quality.
How do you ensure accountability of affiliates for campaign and creative materials compliance?
We first establish accountability with each affiliate by employing a suite of external and internal tools to monitor advertisements. We hold publishers accountable for compliance violations. Once our high standards are made clear, the possibility of losing out on business due to compliance violations exerts pressure on affiliates to comply with advertiser guidelines. With adherence, publishers have the opportunity to cultivate a long-term business relationship with MediaWhiz as they continue to provide quality traffic via compliant marketing practices.
My company isn’t very familiar with email acquisition marketing. Where does MediaWhiz get its opt-in subscribers and what are the CAN-SPAM-compliance steps we need to adhere to?
Our WhiteDelivery™ list management division has arrangements with thousands of publishers to monetize their opt-in email data. These publishers range from finance, dating, news, travel, etc., and each list’s characteristics are segmented in a manner to match each audience to each advertiser in the hopes of acquiring the most customers from each mailing. The tens of millions of records we have access to generally are available on a pay-for-results model, making branded acquisition campaigns extremely scalable and immediately profitable for marketers.
CAN-SPAM-compliance for both WhiteDelivery™ and the advertiser’s brand are of critical importance. While federal law requires certain timelines for suppression files and unsubscribe language within email creatives, our standards offer higher degrees of respecting consumer privacy requests. This level of compliance reduces advertiser complaints, improves our reputation with the major email Internet service providers (ISPs), and maintains brand integrity — all of which produces the greatest amount of consumers with genuine interest in particular offers, and opts them out quickly when there isn’t an affinity.
How do you optimize the lead quality over time?
Web traffic is not a one-size-fits-all pool. Having thousands of disparate audience segments to market an offer to, MediaWhiz’s media planners take the first step of strategic campaign analysis. With more than a decade of past performance metrics to cull from, our team has the directional insights for each category of offer from the outset, thereby placing new campaigns into environments where profitable acquisitions have historically occurred. These placements, over time, could further be whittled down to the cream-of-the-crop with frequent collaboration with the advertiser on their lead-nurturing efforts per traffic source. Our employment of industry-standard URL, subID and transaction ID recordkeeping makes for a start good and ensures our clients receive high-quality leads.
Have a question about performance or affiliate marketing? Drop us a line in the comments below or tweet us at @MediaWhizInc.