Key Takeaways
22%
Increase in leads representing 18.5% of total affiliate sales
116
Leads completed after the campaign ended, extending the shelf life of the partnership investment while converting 92% of new leads generated after the campaign closed
25%
VSP Individual Vision Plan recognized the partnership’s impact on new customer growth by designating 25% of its 2024 affiliate marketing budget to additional campaigns
Overview
VSP Individual Vision Plans sought to boost new customer revenue through significant diversification and proven incremental revenue from its affiliate program.
Approach
PartnerCentric identified the most effective channels and growth tactics with the greatest probability of driving conversions by isolating new partnerships in untested verticals.
The team applied its FUSE Incrementality™ performance insights to VSP Individual Vision Plans, expanding promising partnerships while reducing investment risk in others. FUSE Incrementality™ benchmarks revealed new partnerships that included a high performing email marketing publisher. Data indicated that this new partnership could deliver an increase in new session starts that would eventually convert to incremental sales attributed solely to the affiliate channel.
Result
FUSE Incrementality™ data revealed new productive publishers which allowed VSP Individual Vision Plans to concentrate affiliate spending on these high-value opportunities to drive new, unique site visits. Further, the success of this partnership continued to deliver net new leads even after the campaign was completed. Within 2 weeks of launch, this new email marketing partnership delivered an 22% increase in leads that constituted 18.5% of total affiliate sales.
“Affiliate marketing has proven to be among our most efficient marketing channels this year and we’ve shifted more marketing spend to affiliate to take advantage of its incremental revenue performance.
Working with PartnerCentric’s account team and technology suite has been a game-changer for our affiliate program. By leveraging FUSE Incrementality ™, we were able to uncover the true potential of the affiliate channel as a leading driver of growth.”
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