Get With the Programs

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How many times have affiliates griped about being refused for a merchant's program? Maybe your
site isn't up to snuff or you applied too soon. Or, perhaps, application processes are automated and
one little thing is what got you kicked back.

What is less talked about is the opposite of that - the scrutiny you should be giving the programs
themselves. Before you consider a merchant's program you should examine it with as much laser
attention as they give you. Whether you are just starting out or do this on auto-pilot, here are the
obvious things to look at:

Open a dialogue: Feel free to ask the affiliate manager any questions even before you submit the
application either by email or phone. Most managers will respond and if your questions are
probing, asking via email gives you a paper trail to refer to when building and selling on your site.

Read the affiliate agreement: This is probably the most important thing that so often goes undone.
The agreement or terms of affiliation is where the merchant puts down in writing all the things you
need to do to stay in the program - this includes payment structures, codes of conduct, what you
can do with their links, etc. If an agreement doesn't have that basic stuff in it, you may have to ask
for it in writing.

How do they do it: Find out - even if you have to do the research - how the program tracks your
sales, and make sure they use the basic industry standards - real-time tracking software, cookies,
etc., to track your sale. Just because they are a well-known company doesn't mean they are using
the best affiliate partner.

Check the payment arrangement: Examine carefully what percentage you get and when they pay.
Look for any hidden costs such as initiation or setup fees that don't come back to you until you exit
the program. These days, you also have to make sure you get your unpaid commissions if the
company suddenly goes belly-up. Some programs have two levels of commission - you get paid
when you sell product and when you bring in other affiliates. These are some of the better
programs.

Info, info, info: Agreements, contracts, applications that hold back on the information need to be
scrutinized. Not always, but programs that don't disclose everything in writing should probably be
avoided - even if they are a very big name brand.
Eric Reyes is the Senior Editor at Revenue Magazine.

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