Rusty’s Australian affiliate program launched in 2015 and in February 2017, Navigate Digital were appointed as the retailer’s performance marketing agency to optimise their program and deliver growth in revenue through the affiliate channel.
Navigate’s objective was to deliver 100% revenue growth year on year and to build better program awareness amongst affiliates in the market. Our approach involved personal communication with affiliates and calendar support in conjunction with tactical use of minimum spend discounting.
We established consistent and personal communications planned with key affiliates to capitalise on marketing calendar mutual opportunities. This was achieved by creating visually engaging and personalised emails. The response rate to communications and adoption of the programme both increased significantly.
Account Managers worked closely with affiliates to establish key offer dates around Rusty’s peak seasonal events, not industry-defined or general holiday dates. One tactic was increasing publisher commissions for 1-2 weeks in exchange for complimentary exposure. As a result Rusty was more visible on publisher sites and engagement increased.
We utilised ‘Spend & Save’ codes as the go-to promotional method. This aimed to boost revenue (our main KPI), but not to the detriment of AOV. This maintained steady AOV on the program while increasing transaction volumes.
As a result of Navigate’s recommendation, Rusty embraced the use of paid search as part of an agreed campaign with a key publisher. The campaign granted access to Rusty’s ‘brand plus vouchercode’ keywords to support an exclusive code which ran throughout the month of July 2017. Conversions dramatically increased due to the relevancy of the ad copy and placements against the voucher related search terms.
Over the course of three months under Navigate’s management (May – July 2017):
As a result, Navigate met and exceeded the objectives of delivering 100% revenue growth year on year and building brand awareness in the affiliate market.