6 Best Practices for Managing Affiliates

I thought it’d be all passive — just hand out links, sit back, and watch the sales roll in. Spoiler alert: it doesn’t work like that. At all.

If you don’t have a system — or worse, if your affiliates feel ignored — the whole thing falls apart faster than a cheap tripod. I learned that the hard way.

Let me walk you through what I’ve picked up after managing affiliate partners for a couple of product launches and a digital course that honestly did way better than expected… once I got my act together.

Start With Clear Communication (Seriously, Over-Communicate)

The first time I recruited affiliates, I sent one email and thought that was enough. Just a Google Drive folder and a generic link. Half of them didn’t even know the launch date. Totally my fault.

Now? I have a system:

• I send a welcome email with everything they need — dates, payout info, audience tips, swipe copy, images, FAQs.

• I follow it up with weekly updates leading up to the launch — reminders, content ideas, even a few behind-the-scenes updates to keep them excited.

• And yep, I keep it human — emojis, voicey copy, sometimes even a quick video message.

Affiliates are busy. Make their job super easy.

This kind of support is why I also started training affiliates to sell more — because sometimes, they just need clear direction and encouragement to actually take action.

Give Them Tools They’ll Actually Use

If your affiliate toolkit is just a link and a logo? Yeah… they’re not gonna use that.

Here’s what I include now:

• Pre-written emails and social captions (but optional — they should always tweak!)

• Banners and graphics in multiple sizes

• Promo calendar with key dates

• Talking points for Reels or Stories

• Short video snippets or GIFs (especially if I’m promoting something visual like a course or product)

And I always remind them: Use what feels natural for your audience. That way it doesn’t sound robotic or overly “salesy.”

Make Tracking Transparent and Payouts Timely

Oof. This is a big one.

I once paid out commissions two weeks late because I didn’t have a system in place. Not only did it stress me out, but a couple affiliates didn’t work with me again after that. Lesson learned.

Now I use an affiliate platform (like ThriveCart or Rewardful) that lets everyone log in and see their stats in real time — clicks, conversions, commissions, all that good stuff.

And I set my payout schedule in stone. No delays, no surprises.

There’s nothing more frustrating than vague stats, which is why tracking affiliate sales and performance became a top priority for me. When affiliates know exactly how they’re doing, they stay more engaged — and they trust you more.

Stay in Touch Even When You’re Not Launching

This one’s easy to skip but makes a huge difference.

Between launches, I send quick “check-in” emails every couple months. Sometimes I share helpful content, other times I just ask how things are going. I might even spotlight an affiliate’s post in my newsletter or share their offer in return.

It builds trust. It shows you’re not just using them to make a buck. Plus, when it’s time for another promo? They’re way more likely to show up strong.

Reward Top Performers and Encourage the Newbies

Look, not all affiliates perform equally. That’s just how it goes.

But instead of getting frustrated, I started doing this:

• I run leaderboards during launches — a little friendly competition works wonders.

• I offer extra bonuses to top performers (gift cards, extra commissions, shout-outs).

• I check in with lower-performing affiliates to see if they need help — content ideas, graphics, whatever. Some of them just need encouragement or better direction.

If you’re not sure where to start, here’s how rewarding high-performing affiliates can build serious momentum for your affiliate program.

Don’t just manage — coach. Your success depends on theirs.

Treat Affiliates Like Partners, Not Just Promoters

The biggest shift for me was realizing that affiliates are more than just traffic sources. They’re real people, with real audiences, and real lives.

I now treat them like collaborators. I ask for feedback. I show gratitude. I try to make it fun.

Because here’s the truth: good affiliates can become long-term partners, collaborators, even friends. But only if you put in the effort to make them feel valued.

Final Thought

Managing affiliates isn’t passive, it’s a relationship-building game. And when you treat it like that? You’ll not only make more sales… you’ll build a solid network that keeps growing with you.