How to choose the right channel for affiliate activities?

by | Jan 29, 2025 | Basics

Affiliation is one of the most effective marketing models that has revolutionized the way companies establish relationships with customers and achieve their sales goals. By partnering with publishers and fine-tuning the promotion strategy to the specifics of the audience, affiliation allows you to effectively increase reach, build brand recognition and generate sales on a massive scale. It's a results-based model - you pay for results, such as clicks, leads or orders, which makes it extremely attractive for both advertisers and publishers.

However, the effectiveness of affiliate activities largely depends on the right choice of communication channels. Not every channel will be suitable for every product or target group - the key is to understand the specifics of each channel and adapt it to the campaign objectives. Choosing the right medium allows you to precisely reach customers, minimize costs and maximize ROI. That's why it's important to understand from the planning stage of your affiliate strategy what opportunities the available channels offer and how to use them in a harmonious way.

In this article, we will look at five key channels used in affiliate marketing: email marketing, SMS, display ads, call centers and push notifications. Each of these channels has its own unique characteristics and uses that can determine the success of a campaign. See how to choose the right tools to not only capture the attention of your audience, but also effectively convince them to take action.

 

Email marketing: reaching customers with precision

 

Email marketing is one of the most classic yet effective tools in affiliation. It works especially well in industries that require building customer relationships and providing more detailed information, such as e-commerce, education and B2C financial products.

When is it worth choosing email marketing?

  • When an offer requires a more detailed presentation of the benefits.
  • If you have access to a well-targeted mailing base.
  • For campaigns promoting products with a longer decision-making process, such as loans, insurance or online courses.

Best practices:

  • Personalize messages to capture the attention of your audience.
  • Use catchy titles and calls to action (CTAs).
  • Regularly test different elements of the campaign, such as the message subject, graphics or base segmentation.

SMS: speed and efficiency 

 

SMS marketing is ideal if you want to reach users in real time. Short, informative messages can generate high conversion rates, especially in B2C campaigns.

When is it worth choosing SMS marketing?

  • When the offer is for a limited time (e.g., promotions, discounts).
  • With products or services that require quick customer response.
  • In local campaigns, where you can focus on a selected region.

Best practices:

  • Ensure maximum brevity and a clear message.
  • Add links to landing pages.
  • Ensure that content complies with RODO regulations.

 

Display: visually attracting attention

 

Display ads are an indispensable part of any affiliate strategy. With precise targeting capabilities and attractive graphic formats (banners, videos), you can effectively build brand recognition and increase reach.

When is it worth choosing display ads?

  • When you care about building brand awareness.
  • In retargeting campaigns that remind customers of your offer.
  • When promoting products with high market competition.

Best practices:

  • Create visually appealing advertising materials that stand out.
  • Use user behavior data for precise targeting.
  • Test different ad formats to find the one that converts best.

 

Call center: direct contact with the customer

 

Call centers are an effective channel for offers that require personal contact and direct interaction. Telephone sales are indispensable in industries such as insurance, finance and B2B services.

When is it worth choosing a call center?

  • When a product requires individual explanation of benefits.
  • If you offer services that involve a long-term customer commitment (e.g., subscriptions).
  • When handling leads generated from other channels (such as online forms).

Best practices:

  • Ensure that consultants are properly trained.
  • Personalize conversations based on data collected about the customer.
  • Use conversational scripts, but allow space for flexibility in communication.

 

Push: quick contact in browser or phone

 

Push notifications are a modern affiliate tool that allows you to send short messages directly to the screen of the user's device. With them, you can effectively attract customers' attention in real time.

When is it worth choosing push notifications?

  • When you care about immediate contact with users.
  • In campaigns to promote news, sales or exclusive offers.
  • If you want to reach mobile users.

Best practices:

  • Ensure compliance with user consent regulations.
  • Tailor content to audience preferences (e.g., based on past behavior).
  • Use catchy headlines and attractive offers.

 

How to choose the best channel? 

 

Choosing the right channel in an affiliate is a key element in the success of a campaign, as each channel has its own specific capabilities and uses that can determine the effectiveness of the activity. The choice depends primarily on the goal of the campaign - other tools will work well when the goal is to build brand awareness, and others when the priority is to generate sales or acquire leads. For campaigns focused on fast and mass outreach, SMS or push notifications will work well, as they can effectively attract attention due to their immediacy. On the other hand, for more complex products that require a detailed presentation of benefits, such as loans, insurance or specialized services, it is worth betting on email marketing or phone calls, which allow you to provide detailed information and build trust.

The nature of the offer is also an important factor in choosing a channel. Simple products, such as discount coupons, sales or last-minute offers, can successfully benefit from short, concise SMS or push messages that immediately mobilize recipients to take action. On the other hand, more complex products that require education or personal attention will require channels that allow for more sophisticated communication, such as emails or call centers. Understanding the target audience is also key. Older generations, who are more accustomed to traditional forms of communication such as phone or email, may respond better to these channels, while younger audiences, raised in the era of smartphones and quick notifications, are more likely to respond to push notifications or SMS.

Understanding customer preferences and behavior is the basis for effective channel matching. Analyzing the demographics, lifestyles and technological habits of your audience not only allows you to better target your activities, but also increases their effectiveness, minimizing losses resulting from a mismatch between the form of the message and the expectations of the target group. Choosing the best channel is therefore a harmonious combination of campaign objectives, product specifics and deep knowledge of the audience.