[...]... campaign? email marketing › further reading further reading www.marketingsherpa.com – MarketingSherpa provides regular case studies, charts and how tos Essential reading for any eMarketer www.email -marketing- reports.com/blogs.htm - this one-stop resource provides guidelines, regular articles and links to other excellent blogs in the email chapter questions marketing industry www.campaignmonitor.com/blog/... footer for emails helps to build consistency, and is the customary place to keep the contact details of the company sending the email At the very least, this should include the name and contact email of the company It can also include the privacy policy of the sender One way to grow the email list is add a “forward to a friend” link in the footer The most important part of the footer is a clear unsubscribe... on a web site As you click from one step towards gaining the customer’s trust and patronage The better known a brand is page to another, you are shown this advert before the next page is shown Sometimes, the more business they can do And the ultimate goal is to do more business and sell you are able to close the advert more of the product pop-ups and pop-unders Online, creative advertising or banner... on the database would not have been heavily exposed to these types of campaigns The creative approach was primarily to appeal to the target market’s connectivity by finding something which would fit into their social value system Research of the group told us that they were highly social but also aspired towards older, affluent males of the same culture who had made a success of their lives in the. .. cookie will allow the tracking software to collect the information needed to award the commission For example, if a customer were to use an affiliate link to purchase a Affiliates have so many options open to them to promote merchants’ web sites But gift from a merchant (using the same URL as before as an example), the following before we get to that, we need to take a look at tracking – the thread that... all together • tracking (the lifeline of affiliate marketing) Referring URL and affiliate • Total sale amount for commission • Date and time of sale • Unique order number of sale The key to affiliate marketing is being able to track the whole process from potential All this information will allow the merchant to confirm that the sale is valid, as well as customers being sent to a web site through to. .. tracking so that they can better optimise their There are merchants who offer what is called an affiliate lock-in Here, the first their web site It is crucial that any of these changes are tested first with the tracking purchase that the customer makes will earn the affiliate commission 52 own marketing efforts Or, a merchant may make some kind of technical change to affiliate to refer the customer earns... adverts - their revenue is the EPC - CPC Social network applications 55 affiliate marketing › how it works › how do affiliates promote merchants? affiliate marketing › tools of the trade the level of support offered to the merchant Affiliate networks usually charge the merchant a percentage of the commission earned by the affiliate (called a commission override), so that there are incentives for the networks... micro-sites were all the rage , now the same functionality can exist right within the ad This includes filling in a form or playing a game within the ad – no need to be taken to a separate page • Viral marketing - clever viral marketing games or “send to a friend” functionality from within the ad • Video - viewers can check out video previews or trailers from within the ad measurability and data gathering... like all eMarketing tactics, are measurable Track click-through rates and you get an idea of exactly how many people are responding to your call to action Some publishers even have the ability to do post-click tracking’ i.e you can track the user all the way to a sale if that is the purpose of the advert 38 Online advertising has two main objectives: • Branding • Direct response and sales The Internet . inspiration to see such a well written and truly essential guide to online marketing being written by South Africans! eMarketing: The Essential Guide to Online. textbook@quirk.biz. eMarketing: The Essential Guide to Online Marketing Second Edition by Rob Stokes compiled by Sarah Blake iv When writing the preface to the rst