Affiliate Marketing
Build and scale SaaS affiliate programs that drive 20-50% of customer acquisition at 30-50% lower CAC.
Quick Start
- •Define Program → Choose commission model matching business stage
- •Select Platform → Pick tool based on scale and integration needs
- •Recruit Partners → Identify KOL/KOC aligned with ICP
- •Prevent Fraud → Implement multi-layer protection
- •Scale & Optimize → Track KPIs, iterate on performance
Commission Models
| Model | Best For | Rate | Cookie |
|---|---|---|---|
| Recurring | SaaS subscriptions | 20-30% | 90 days |
| One-time | High-ticket products | $50-200 | 60 days |
| Tiered | Scaling programs | 20→40% | 90 days |
| Hybrid | Top affiliates | Base + % | 120 days |
Platform Quick Reference
| Platform | Best For | Price | Setup |
|---|---|---|---|
| FirstPromoter | Early-stage SaaS | $49/mo | 1 hour |
| Rewardful | Stripe-first | $29/mo | 30 min |
| PartnerStack | Enterprise | $500+/mo | 1 week |
| Impact.com | Large scale | Custom | 2 weeks |
Key Metrics
- •Conversion Rate: Target 3-5%
- •EPC (Earnings/Click): $5-50 for SaaS
- •CAC via Affiliate: 30-50% lower than paid
- •Affiliate Retention: Target >70%
- •Program ROI: 3:1 to 5:1 typical
References
Strategy & Design
- •Program Structure - Commission models, tiering, cookie windows
- •Platform Selection - FirstPromoter vs PartnerStack vs Rewardful
Partner Recruitment
- •KOL/KOC Partnerships - Influencer identification, vetting, compensation
- •Outreach Templates - Cold emails, proposals, onboarding
Operations
- •Fraud Prevention - Detection, clawbacks, risk management
- •Compliance & Legal - FTC disclosure, GDPR, contracts
- •Case Studies - Dropbox, PayPal, Shopify, ConvertKit
Decision Tree
code
GOAL → STRATEGY ├─ Launch Program → FirstPromoter + 25% recurring + 10-20 affiliates ├─ Scale Revenue → Tiered commissions + content creators + KOC focus ├─ Enterprise → PartnerStack + agency partners + hybrid compensation ├─ Reduce Fraud → 90-day holds + vetting + clawback policies └─ Optimize ROI → Track EPC + CLV attribution + retention bonuses
Quick Wins
- •Two-sided rewards - Both referrer AND referee get incentives (68% higher participation)
- •90-day cookie - Industry standard for B2B SaaS sales cycles
- •Recurring commission - Aligns affiliate motivation with customer retention
- •Commission holds - 60-90 days matching refund window prevents fraud
- •Tier advancement - 20%→30%→40% based on performance
Report Output
Activate: assets-organizing skill for report file paths
Affiliate reports go to assets/reports/performance/{date}-affiliate-program.md
Anti-Patterns
| Issue | Fix |
|---|---|
| Low participation | Increase commission to 25-30% |
| High fraud rate | Implement 90-day hold + vetting |
| Inactive affiliates | Monthly check-ins + content support |
| Brand bidding | Explicit TOS prohibition + monitoring |
| Poor conversion | Provide better landing pages + training |
TikTok Shop Affiliate (Vietnam Market)
TikTok Shop sử dụng mô hình CPS (Cost Per Sale). Creator quảng bá sản phẩm qua video/livestream, kiếm hoa hồng khi có đơn.
Commission Models (TikTok Shop)
| Model | Range | Best For |
|---|---|---|
| Open Collaboration | 1-80% GMV | Mở cho tất cả creators |
| Target Collaboration | 1-80% GMV | Invite-only, creator cụ thể |
| Flat Fee | Cố định/video | Awareness, brand content |
Vietnam Platform Fees (2026)
| Fee Type | Rate |
|---|---|
| Standard commission | 3-4% |
| Shop Mall | 5.78-7.7% |
| Order Processing | 3,000 VND/đơn |
| Products < 100K VND | +3% phụ phí |
WIN Product Scoring (100 points)
| Criteria | Points |
|---|---|
| Commission ≥ 20% | 30 |
| Rating ≥ 4.5 stars | 20 |
| Price 100K-500K VND | 15 |
| Bestseller rank | 15 |
| Free sample | 10 |
| Visual appeal | 10 |
≥ 70 → Test | < 50 → Skip | Check NRR < 2x category average
Operational Rules
- •80/20: 80% proven products, 20% new tests
- •Stop rule: 3 videos < 500 views OR conversion drops > 50%
- •Spark Ads trigger: Organic > 10K views AND confirmed orders
- •Post frequency: 2-3 videos/day, peak 11h-13h & 19h-22h
- •Livestream: 2-3x/week, 3-tier products (loss-leader/mid/premium)
Content Strategy (5 Formats)
- •Unboxing — First impression, curiosity hook → follow CTA
- •Honest Review — 3 likes + 1 small dislike → trust building
- •Before/After — Visual proof, comparison → FOMO
- •Tutorial — Step-by-step + tips → save + share
- •Storyline — Personal story + product placement → viral
All scripts: HOOK (0-3s) → PROBLEM (3-8s) → SOLUTION (8-15s) → DEMO (15-40s) → CTA (40-60s)
TikTok-Specific KPIs
| Cadence | Metrics |
|---|---|
| Daily | GMV, Revenue, Orders, AOV |
| Weekly | CAC, CTR (5-8%), Views, Retention |
| Monthly | Top posts, Audience patterns |
References
- •TikTok Shop Vietnam Policies - Fees, compliance, CHR system