The key to the success of your cross-promotional email campaign is the right partners. To find them, marketers opt for the companies operating in the same niche as their brand does. However, you’d better avoid collaborating with your direct competitors and cooperate with someone who promotes complementary products or services.
Another option is to rely on your target audience’s preferences and interests. Try to think of the things your customers might like as well as your product or use alongside your services. For example, if Affise would run a cross-promotional campaign, we chose fraud prevention, CR optimization, billing tools, and so on.
As long as you want to benefit from email marketing, concentrate on the brands that do cross-promotion via email and have impressive subscriber lists. Don’t neglect small businesses — sometimes they gain more trust from email subscribers than enterprises do.
Finding partners that meet these requirements may be arduous work. To alleviate the process, you can use social media listening tools or content analyzers. They will help you spot the brands operating in the same niche and pinpoint your target audience’s interests.
Also, you may address dedicated solutions, such as Affise reach. This tool allows you to access verified media partners — marketing agencies, affiliate networks, and publishers. The potential partners’ profiles contain all the information you need — websites, vendor types, verticals, geo, and so on.