Channel Crossing: Guiding Customers to Web Sites

Use affiliate programs judiciously, concentrating your efforts on quality partners. Be sure your margins can withstand the bounties you pay, or eschew traditional affiliate relationships to build marketing partnerships among equals. For example, a Gap e-mail promotion featured fashion picks from the editors of In Style magazine, followed by In Style’s own content-rich (and richly sponsored) e-mail promotions (see page 31).