Thanks for your comment above – I was out and about when I phoned you (hence all the going through tunnels) or I’d have come here to reply earlier.

You’re exactly right that this is about introducing merchants gradually to the affiliate channel. We try to be as consistent as possible between types of affiliates and different merchant programmes, but to a certain extent affiliate approvals come down to how an individual brand wants to be represented through the affiliate channel.

You raised a good point when we spoke, which was that networks could go further to indicate this and explain what a merchant is looking for from their affiliates in the programme description. I’m going to have a chat with our account management team about putting this in place. This will not only avoid loss of goodwill from affiliates that we work with closely on other programmes, but should hopefully save affiliates who are better suited for other brands their time in going through the approval process.

There are occasions when we launch more hesitant merchants on a closed programme initially, but in most cases I would recommend a merchant avoids this. There are so many strong affiliates out there signing up for new programmes, as well as new affiliates coming along with original ideas, that some affiliates who would be a great match could be missed out. From my own experience, I’ve also found that you can’t always predict which sites will convert the best on a campaign – I’ve certainly seen some surprises before!

If your application to a programme is declined, you’re best bet is to call the account manager and talk it through. We’re here to help you as much as our merchants.

Thanks

Julia

From my understanding Lakeland want to put a nervous first toe into the affiliate arena.

Perhaps the way forward is for programs which are new to the industry, and who perhaps don’t wish to embrace it full on, is have them launched privately (although perhaps with clarity to other affiliates about what is happening) and with pre-selected affiliates (as recommended by network in consultation with merchant) as opposed to a full launch and the accept/reject process which then results in annoyed affiliates and instant loss of goodwill.

I’d also like to see consistency – especially if rejections on gambling reasons are valid and applied to all. A cashback site with a gambling section is as much promoting gambling (perhaps more) than a multi sectioned content/community site.

That said I’ve also received a document about the Lakeland rejection process, and it really makes fascinating reading: “Voucher, discount and price comparison sites that overtly focus on price are also likely to be declined”… are they simply saying that “our products are expensive and if you put them on price comparison we will never be top”?