Wednesday, 30 September 2015 by Eli Gladden
Unfortunately for those of us in email advertising, trying to work with top-tier performance email publishers is like trying to find a wife in Alaska. There are so many of us and so few of them, and they know it. So what happens? Only the most attractive offers survive. Those are the offers with no caps on traffic, no schedule restrictions, higher payouts, etc. If you won’t give it to them, they are on to the next offer, and very few offers can take uncapped traffic at a high payout with zero restrictions.In an article titled “How to Negotiate with Powerful Suppliers” from the Harvard Business Review Magazine, this kind of difficulty in getting publishers to work with your needs is due to the fact that the good ones are scarce. There are only a handful of top-tier quality email publishers that can really drive traffic at scale at any given time. Therefore, their services are in high demand and they gravitate to the offers that make them the most money with the fewest headaches.
So then, as advertisers, are we totally powerless? No. Luckily this article is titled, “How to Negotiate with Powerful Suppliers.” We have four options:
Ultimately, the easiest way to get what you need from the top-tier email publishers is to give them what they need first (which is high-performing offers). If you have gotten to the point where you are looking to expand your new customer acquisition outside of your current marketing channels, chances are that your offer is already strong enough. You may need to just optimize your advertising message to make it perform at a high level in the performance email marketing space. If you are not set up to optimize your creatives and site internally, definitely connect with an agency that specializes in digital direct response advertising.