How to Prevent Affiliate Marketing from Cannibalizing Your Email Channel

Preventing Email Channel Cannibalization by Affiliate Marketing

Have you ever taken a step back and looked at your own shopping habits and tried to understand how they impact the way you evaluate digital marketing performance at your company? I know I’ve developed a tendency to stop at checkout—no matter what website I am on—and search the internet for any available coupons, says Peter Briggs, Director of Strategic Services at Oracle Marketing Cloud Consulting.

From what he has seen with some of our clients, this is a common behavior among online shoppers. If you’re not careful, it’s also a behavior that can wreak havoc on your channel attribution, hurt your profitability, foster price-sensitivity, and undermine the integrity of your customer data, he explains.

Consider This Scenario…

Your email marketing team sends a perfect email with highly relevant and engaging content. The subscriber clicks through and puts one of the email’s featured items in their cart and starts the checkout process. Then they see a ‘COUPON’ field and realize their email didn’t have an offer code, so they decide to search online for one. They leave their cart and find a coupon code on an affiliate network like RetailMeNot, CouponCabin, or DealCatcher. They then click through from that link and apply the coupon and complete the checkout…

>> Read the entire post on Oracle’s Modern Marketing Blog

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