Nothing gets me less excited than joining an affiliate program and receiving a generic "Thanks, you've been approved" email with no affiliate link and no call to action. It feels like they don't care that I'm in their program, and that's a bad first impression to make on someone who just raised their hand to promote you.
The affiliate welcome email is the first real conversation you have with a new partner. Done right, it sets the tone for the whole relationship and tells the affiliate, loud and clear, that there's a real person on the other side who's there to help. Here's how I think about it after 17+ years in the affiliate industry, both as an affiliate manager and as an affiliate myself.
Quick answer An affiliate welcome email is the first message a new partner gets after you approve them into your program. A good one is short: it welcomes them, gives them their affiliate link, makes it obvious who their affiliate manager is, and invites them to get on a call. Everything else (guides, creatives, swipe copy, logins) gets spread across a short onboarding sequence during their first week. |
In this post:
What does a great affiliate welcome email look like?
What should the first affiliate welcome email say?
How much personality should the subject line have?
How fast should you approve new affiliates?
Who should the welcome email come from?
What should an affiliate onboarding email sequence include?
Affiliate welcome email templates you can copy
What should you do when new affiliates go quiet?
What is the biggest mistake with affiliate onboarding emails?
Fill the funnel so your welcome sequence has someone to welcome
Wrap it up, Dustin
FAQ
What does a great affiliate welcome email look like?
A great affiliate welcome email is short, on-brand, and tells the new partner exactly what to do next.
A while back I joined the Moosend affiliate program and got a welcome email that nailed the basics. The subject line was "Ready to be a-moo-sed?", which made me smile before I even opened it. Inside, it had clean branding, an attention-grabbing GIF and a welcome that actually sounded excited ("You're officially a Moosend Affiliate, and we couldn't be more excited!"). Then it gave me a link to their affiliate guide, my affiliate link right there in the body, and a big "Start affiliating" button that dropped me into my PartnerStack dashboard.
That's the bar. In one short email, I knew who they were, what to do next, and where to find everything. (Moosend also has a solid page on welcome email automations if you want ideas beyond the affiliate use case.)
What should the first affiliate welcome email say?
Your first email should always say some version of this: "Thanks for joining the crew. Here's your affiliate link. Please let me know if you'd like to have a phone call or get acquainted."
Make it very visible that you are the affiliate manager and that you're there to help. Keep it short:
Get their attention.
Welcome them.
Let them know you're available.
Give them their affiliate link.
Get out of there.
Everything else can wait for the rest of the sequence.
How much personality should the subject line have?
Some, within reason. A subject line with personality is going to produce bigger open rates, and it sets the tone that you're going to be a fun brand to work with. "Ready to be a-moo-sed?" works because it fits Moosend's cow mascot and playful brand.
You want to be careful that you're not trying too hard, though. If your brand isn't that fun (say, a buttoned-up tech solution), stay in your lane. A clear, warm subject line beats a forced pun every time.
How fast should you approve new affiliates?
Approvals should be handled daily by affiliate managers, and you should never let one sit for more than two days without approving or declining. When an affiliate wants to join, you want to capitalize on that excitement before they move on to something else.
Getting them their affiliate link as soon as possible lets them hit the ground running. Every day they wait is a day your program slides further down their to-do list.
Who should the welcome email come from?
A real person. Using an "affiliates@" address is a great approach, because you never know when a new affiliate manager will take over or an old one will leave. The inbox stays the same even when the people change.
What you don't want is to sign off as "The Brand Affiliate Team." That's too generic and lacks warmth. Put the actual face of your affiliate program in the signature: the lead affiliate manager's name, photo and calendar link. Including your calendar link in every email is one of the simplest ways to show you're available.
It also helps to tell your story. Share how you've worked with affiliates in the past, or that you've been an affiliate yourself, so they know you understand what they go through.
What should an affiliate onboarding email sequence include?
The welcome email shouldn't carry everything, but the first week should. I like doing 5 emails in the first 5 days, while the affiliate is at peak excitement:
Day | What it delivers | |
|---|---|---|
1 | Welcome to the program | Their affiliate link and how to reach you |
2 | A little about the company | Swipe copy, affiliate assets and where to find everything |
3 | Your backstory as the affiliate manager | Who you are, why you do this, and that your door is always open |
4 | Logins and landing pages | Login links, landing page options to send traffic to, and a reminder to fill out payment details |
5 | An invitation to meet | A link to schedule time so you can get to know each other |
Spread across the week, these emails deliver the guide, creatives, swipe copy, dashboard link and your calendar link without burying any of it in one giant first email. All of it builds the relationship and keeps your brand top of mind exactly when they're most excited to promote your product. Make sure they know they have plenty of options for partnering with you and that you're there to help.
For more on structuring sequences in general, HubSpot's guide to onboarding emails and Shopify's email sequence guide are both worth a read.
⭐ Dustin's Choice: 5 emails in 5 days If you only change one thing about your affiliate onboarding, stop cramming everything into one giant welcome email. Send a short welcome with their link on day one, then spread the guide, creatives, swipe copy, dashboard link and your calendar link across the first five days, while the affiliate is at peak excitement. |
Affiliate welcome email templates you can copy
When affiliates join the program, they are ready to take action. Your role as the affiliate manager is to give them all the resources to help them succeed. The best way to do this is through automated emails spaced out over the first week. Use these templated emails and modify them to your voice, signature, company and so on.
Tip: Every email should have your logo centered at the top for brand recognition. Swap anything in [BRACKETS] for your own details.
The core five days
Email 1: Welcome to the program (Day 1)
Goal: Gain attention, get a reply
Strategy: Welcome them and get them excited about making big commissions
Image: 600x300, branded with your affiliate program
Subject: [COMPANY] affiliate program: Approved!
Body:
Welcome on board, [FIRST NAME]! [YOUR NAME] here with [COMPANY]. I'll be your personal partner manager, and I'm looking forward to working with you. Here's what to expect from the [COMPANY] affiliate program: [LIST 5 PROGRAM HIGHLIGHTS] I've created an account for you in our referral tracking system. Here's your unique tracking link: [YOUR AFFILIATE LINK] In your account, you'll be able to access our creatives (banners, links and forms) and put them on your website, social media and even emails. Just click the button below to log in to your account. [BUTTON: LOG IN TO YOUR ACCOUNT] One small request: once you add any tracking links, reply to this email with the addresses of the pages you placed them on, so I can personally check that all is well on both ends. [SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK] |
Email 2: Getting started (Day 2)
Goal: Get them moving
Strategy: Give them their link again and remind them to promote ASAP
Subject: Getting started with the [COMPANY] affiliate program
Body:
Hi [FIRST NAME], [YOUR NAME] here again. Many of the affiliates I work with are confused about how to get started. That's why I'm sharing a quick 4-minute video on how to use the [PLATFORM] dashboard to grab your first link and keep track of your commissions. Check it out: [LINK TO YOUR DASHBOARD WALKTHROUGH VIDEO] For your convenience, here's your unique tracking link: [YOUR AFFILIATE LINK] Cheers, [SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK] |
Email 3: Your resource center (Day 3)
Goal: Give them resources
Strategy: Introduce the affiliate resource center
Subject: [COMPANY] Affiliate Resource Center
Body:
Hey [FIRST NAME], Now that you have your link, you'll need some marketing resources to actually promote our products. That's why we created the Affiliate Resource Center. Come check out all the materials we have, including: |
Email swipes
Banners
Sample blog posts
Deep link landing pages
Logos
Our most popular blog posts
And more
[BUTTON: VISIT THE RESOURCE CENTER]
Happy selling!
[SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK]
Email 4: The story behind the company (Day 4)
Goal: Tell them about the company
Strategy: Brand awareness
Subject: The story behind [COMPANY]
Body:
Hey [FIRST NAME], [TELL YOUR COMPANY'S STORY IN A FEW SHORT PARAGRAPHS] [LINK TO YOUR ABOUT PAGE] Cheers, [SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK] |
Email 5: Tools to make them a better affiliate (Day 5)
Goal: Make them a better affiliate
Strategy: If they invest more time and effort, the program will grow
Subject: Affiliate tools you need to be more successful
Body:
Hey [FIRST NAME], To be successful in affiliate marketing, you have to keep learning the latest tips and hacks. The world's most successful affiliates use tools to make them more efficient. I wanted to share a guide that documents the latest tools affiliates are using: [LINK TO AN AFFILIATE TOOLS GUIDE]. Hope you find a few that help you drive more sales. And if you want to really speed up your efforts, find a mentor who will take you to the next level. Here's a list of affiliate marketing courses I trust to give budding affiliates the best way to make money: [LINK TO A COURSES LIST]. Good luck out there! [SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK] |
Optional add-ons for days 6 and 7
Email 6: Recruit other affiliates (Day 6, only if you offer two-tier commissions)
Goal: Have them recruit other affiliates
Strategy: Make them aware of two-tier commissions
Subject: Recruit affiliate partners and get paid
Body:
Hey [FIRST NAME], Did you know [COMPANY]'s affiliate program has a two-tier commission structure? If you're unfamiliar with how it works, here's the breakdown: You recruit an affiliate, that affiliate creates a sale, and you both get paid: [$200] to them and [$50] to you. There are no caps, and it's recurring as long as you're in the program. In your [PLATFORM] account, there are different links for this program, so make sure you have the right one when promoting. Here are some ideas for promoting two-tier links: [LINK TO TWO-TIER PROMOTION IDEAS] Cheers, [SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK] |
Email 7: The last email (Day 7)
Goal: Wrap up the first week
Strategy: Recap everything you sent and keep the door open
Subject: Last email from [COMPANY], I promise!
Body:
Hey [FIRST NAME], Over the last week, I've sent you [RECAP: YOUR LINK, THE GETTING-STARTED VIDEO, THE RESOURCE CENTER, OUR STORY AND THE TOOLS GUIDE]. [YOUR CLOSING NOTE AND ONE CLEAR NEXT STEP] Cheers, [SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK] |
Trigger-based emails after the first week
First click email (optional)
Goal: Gain attention, get a reply
Strategy: No links, which helps keep bounce rate down. Open with a compliment and show them you care. Put your message in the middle. Close by asking one question they can easily answer.
Timing: After their first click is tracked
Subject: Integration successful, [FIRST NAME]!
Body:
Hey [FIRST NAME]! We've registered your first tracked click, which means you successfully integrated one of our creatives! You're off to a great start! There's nothing you need to do from here. We'll actively monitor your referral activity and let you know when anything important (like conversions) happens. About that first conversion: [EXPLAIN WHAT COUNTS AS A CONVERSION IN YOUR PROGRAM AND HOW LONG IT USUALLY TAKES FROM CLICK TO CONVERSION, SO A DELAY FEELS NORMAL] [ONE EASY QUESTION FOR THEM TO ANSWER] Happy lead hunting! :) Cheers, [SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK] |
First sale email (most likely manual)
Goal: Praise
Strategy: We want more, so pat them on the back
Timing: After their first sale tracks
Subject: Booyah! Show me the commissions!
Body:
Whoa! Two '90s slang phrases in one email subject?! You earned it... We just tracked your first sale through [PLATFORM], so you'll be getting a nice commission payment soon. Make sure your payment information is up to date so we can send you that money. Stay tuned for more, and thanks for being an awesome referral partner! Cheers, [SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK] |
Incentive email
Goal: Get them posting links
Strategy: It's been too long, so give them a reason to move. Use this if you offered an initial incentive or created an activation campaign.
Timing: 2 weeks after joining the program
Subject: Only two weeks left to earn double commissions
Body:
Hey [FIRST NAME], [REMIND THEM OF THE INCENTIVE AND THE DEADLINE] Take advantage while you can! Cheers, [SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK] |
Monthly report email
Goal: Stay top of mind with the affiliate
Strategy: Give them an update on how they are performing
Timing: 1st of the month
Subject: Your [COMPANY] monthly affiliate report
Body:
Hey [FIRST NAME]! Here is the monthly performance report of your referral activity with us. If you have any remarks or questions, feel free to get in touch just by replying to this email. Thank you for being a part of our story! [REPORTS AND GRAPHS] Cheers, [SIGN-OFF: YOUR NAME, PHOTO AND CALENDAR LINK] |
What should you do when new affiliates go quiet?
Stay consistent, but don't chase forever. Affiliates going quiet after sign-up is not a new thing. Staying consistent with monthly newsletters will hopefully wake some of them up, and ideally they're naturally incentivized to get working with you anyway.
Just don't beat a dead horse. If they don't respond or schedule a call, don't take offense: some affiliates simply prefer to mind their own business and make sure they're getting paid.
What is the biggest mistake with affiliate onboarding emails?
The most common mistake affiliate managers make with onboarding emails is thinking they're enough. If you see an affiliate with huge potential, don't just rely on the sequence. Reach out with a unique, personalized email, a LinkedIn request, a direct message, whatever it takes to get hold of them and find the way they like to connect.
That high-potential affiliate is going to really appreciate the extra effort. If they're excited about your product right now, this is the best time to get in front of them. (We've written more on proven ways to improve your affiliate outreach, and I break down keeping that personal touch as you grow in how to scale affiliate partner outreach.)
Free download: Affiliate Partner Recruitment Playbook A welcome sequence can only welcome the partners who show up. The Affiliate Partner Recruitment Playbook walks you through finding the right partners and reaching out in a way that actually gets replies, so your inbox fills with affiliates worth onboarding. [BUTTON: GET THE PLAYBOOK] [PLAYBOOK LINK PENDING] |
Fill the funnel so your welcome sequence has someone to welcome
A great welcome sequence only pays off if the right partners are joining in the first place. That's where Alfie comes in: Alfie finds affiliate partners who fit your brand, scores each one from 0 to 100, and handles the outreach, so your team can spend its time on the personal touches that turn new sign-ups into producing partners. It works alongside the networks you already use, like Impact, Awin and Partnerize.
Curious how it fits into your workflow? Start with how to build a recruiting campaign in Alfie, read up on using AI tools for affiliate marketing, or start a 14-day free trial at alfie.io (no credit card required). And if you'd rather have a team run the whole program for you, start with a free program audit from Chief of Chaos.
Wrap it up, Dustin
Here's the whole thing in four lines:
Approve affiliates daily, and never let an application sit more than two days.
Send a short welcome email with their affiliate link and a real person's name, photo and calendar link.
Spread everything else across 5 emails in the first 5 days.
Personally chase your high-potential partners. The sequence alone isn't enough.
Now go write that welcome email. Your next top affiliate is waiting for their link.
Got a welcome email you're proud of (or one that made you cringe)? Send it my way on LinkedIn. I'd love to see it.
Ready to fill your program with partners worth welcoming? Grab the free Affiliate Partner Recruitment Playbook to find and recruit the right affiliates, then let Alfie do the heavy lifting on discovery and outreach. [BUTTON: GET THE PLAYBOOK] [PLAYBOOK LINK PENDING] [BUTTON: START YOUR FREE ALFIE TRIAL] https://www.alfie.io/ |
FAQ
What should an affiliate welcome email include?
A short welcome, the affiliate's unique link, a clear note that a real affiliate manager is there to help, and an invitation to book a call. Save guides, creatives and swipe copy for the rest of the onboarding sequence.
How quickly should I approve new affiliates?
Daily. Never let an application sit for more than two days without approving or declining it, because affiliates are most excited right after they apply.
How many emails should an affiliate onboarding sequence have?
Five emails in the first five days works well: welcome, company info and assets, the affiliate manager's story, logins and landing pages, and an invitation to meet.
What makes a good affiliate welcome email subject line?
One with personality that fits your brand, like Moosend's "Ready to be a-moo-sed?" If your brand is more buttoned-up, a clear, warm subject line beats a forced pun.
Who should affiliate welcome emails come from?
Send from an "affiliates@" address so the inbox survives team changes, but sign every email as the real affiliate manager, with their name, photo and calendar link, not "The Affiliate Team."
What if new affiliates don't respond to onboarding emails?
Keep them in your monthly newsletter and don't take it personally. For high-potential partners, go beyond the sequence with a personalized email, LinkedIn request or direct message.
