What is a publisher?<\/h2>\n\n\n\n
Before delving into the ins and outs of social and content publishers, first we need to define what a publisher is and their role within affiliate marketing.<\/p>\n\n\n\n
A publisher (sometimes referred to as the affiliate) is the creator of content and marketing. The publisher landscape ranges from individuals to big corporations. They are one of the key components of affiliate marketing this term can cover a whole range of different people, sites, and other online offerings.<\/p>\n\n\n\n
In terms of affiliate marketing, publishers act as a virtual salesperson. They promote affiliated products to attract potential customers to buy a specific product in return for compensation based on their performance is. <\/p>\n\n\n\n
A publisher is an important part of how affiliate marketing works \u2013 a publisher is the source of traffic, engagement, and sales. There are a wide variety of publishers within the affiliate marketing network, each making a valuable and unique contribution, below are the top categories:<\/p>\n\n\n\n
- Content<\/li>
- Email and Newsletter<\/li>
- Social Media<\/li>
- Cashback and Reward Sites<\/li>
- Voucher Code Affiliates<\/li>
- Price Comparison<\/li>
- Employee Benefits & Corporate Intranets<\/li>
- CSS Partners<\/li><\/ul>\n\n\n\n
First up are cashback, rewards and loyalty affiliates. <\/p>\n\n\n\n
<\/span>\n<\/div>\n\n\n\nEXPERT VOICE<\/strong>
\u201cThese publisher types can be vital additions to a brand’s publisher mix as they increase sales by targeting a captive audience actively seeking out deals and looking for an incentive to spend.\u201d<\/p>\n\n\n\n\n\n![\"\"](\"https:\/\/www.webgains.com\/public\/wp-content\/uploads\/2022\/01\/Untitled-design-58.png\")
<\/figure><\/div>\n\n\n<\/p>\n<\/div>\n\n\n\n
\nBryony Hatherley<\/strong>
Publisher Manager at Webgains<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<\/div>\n\n\n\nCashback and discount dominance <\/strong>
In the UK in 2018, the five largest affiliates by commission generated were all cashback or discount code websites. Therefore, it seems apt to begin this series by taking a deeper dive into cashback, reward and loyalty affiliates. <\/p>\n\n\n\n<\/div>\n\n\n\nIN THE UK IN 2018, THE FIVE LARGEST AFFILIATES BY COMMISSION GENERATED WERE ALL CASHBACK OR DISCOUNT CODE WEBSITES<\/h2>\n\n\n\n
<\/div>\n\n\n\nCashback, reward or loyalty sites offer their audiences specific rewards for shopping via their websites. This can be applied for a single purchase or earned for multiple repeat purchases. These rewards will depend on the site, but can include collecting points, getting cash back or even making charitable donations. <\/p>\n\n\n\n
Given their current size, cashback giants Quidco and TopCashback alone could make up around 30% of sales on any affiliate programme. Other niches or closed group loyalty platforms such as Reward Gateway, Children\u2019s Mutual, Easyfundraising and Giving Assistant take this figure to 40%. <\/p>\n\n\n\n
Conversion rates for these partners will be the highest of all affiliates and significantly higher than a brand\u2019s on-site conversion rates. It\u2019s not uncommon for cashback partners to convert at rates above 30% from click to transaction. <\/p>\n\n\n\n
<\/div>\n\n\n\nIT’S NOT UNCOMMON FOR CASHBACK PARTNERS TO CONVERT AT RATES ABOVE 30% FROM CLICK TO TRANSACTION<\/h2>\n\n\n\n
<\/div>\n\n\n\nCashback and loyalty affiliates are highly suited to the post-click CPA model due to being close to the customer\u2019s purchase decision. These partners usually require advertisers to pay tenancy payments for additional promotional opportunities. These tenancy payments should be worked back to an effective-CPA and monitored closely to ensure the return is as effective as possible. <\/p>\n\n\n\n
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