· Issue 21 · January 2013
Coupon Code Compliance In Affiliate Marketing
Andrew McCaffrey
by Andrew McCaffrey
C
oupons are a great tool for merchants to drive
Many merchants withhold these types of coupons for fear
online sales, and the affiliate channel is an effective
that the coupons wind up being shared on the web or appear
way to promote those coupons. By closely monitor-
on an affiliate website. Active coupon code monitoring helps
ing where coupons appear, merchants can use coupons strate-
a merchant ensure that these codes remain offline. Merchants
gically across their business and improve the profitability of
can quickly and easily identify when a consumer posts a code
coupon incentivized sales.
to a website and then reach out to the website owner to request
Active monitoring of coupons enables merchants to re-
removal of the code.
move expired coupons, distribute vanity codes and special coupons to affiliates, and ensure that non-affiliate coupons re-
One-Time Use Coupons/
main outside the affiliate channel.
Discounts or Expired Coupons
Affiliate Vanity Codes
vice, but were enticed back with a discount, you probably have
If you have ever called in to return an item or cancel a serMany merchants provide unique coupons, to select affili-
been given some form of a retention coupon. These discounts,
ates, in exchange for premium placement, special features in
typically provided on an individual basis, are only intended for
newsletters, and as rewards for great performance. These cou-
one use. However, just like a “Friends & Family” discount, these
pons can benefit both parties and can help foster strong affil-
can occasionally find their way to a user-submitted affiliate site.
iate-merchant relationships. However, the benefits of a vanity
Expired or one-time use coupons can create poor custom-
code become diluted when someone other than the affiliate it
er experiences and may result in an unhappy support request
was created for showcases it.
on the merchant’s website. Monitoring for these one-off reten-
By tracking and controlling the placement of these vanity codes, merchants and affiliates can work together to ensure that each affiliate will have a unique coupon/experience to promote.
tion coupons or expired/invalid coupons helps merchants ensure a positive customer experience. It’s not only helpful for the experiences of the consumer and merchant, but affiliate sites will continue to have the trust
Non-Affiliate Coupons Every consumer loves getting an email with the subject,
of consumers who can confidently come to affiliate sites and know that any coupon they find will be valid.
“Friends and Family Sale.” Usually it means big discounts and
Through active coupon monitoring, merchants are able to
the opportunity to buy goods from their favorite retailer at
create a situation where they can support their consumers’ ex-
steep discounts. Merchants love this too, as they are able to re-
perience on their website, support their affiliates and maintain
ward their best customers with killer deals.
coupon segmentation between different marketing channels.
☞ Andrew is the Sales Manager at BrandVerity.
7