How do you find publishers?

Start with search results, communities and creators around your category. Look at where competitors are already visible and who consistently creates content for your audience.

Build a list per market: comparison sites, content sites, cashback and voucher platforms, newsletters and creators. Note how each earns money and what they need from you.

Content partners build demand, comparison sites capture intent, cashback and voucher sites sit close to checkout. They do different work and shouldn't automatically earn the same rate.

A healthy programme has a mix. Leaning only on voucher sites means buying revenue you would probably have had anyway.

A generic 'we have an affiliate programme' email fails. State why their audience fits your product, what the commission is, how the site converts and what content you supply.

Do outreach in the language of the market. In Germany and France an English email is often reason enough not to reply.

A signup is not revenue. Partners need clear information about commission, content, campaigns and opportunities, plus a reason to pick you over a competitor.

Run an activation rhythm: welcome email, product data, seasonal campaigns, temporary rate increases and personal contact with your top ten partners.

Look beyond revenue per partner. New customers, return rate, average order value and position in the customer journey tell you whether a partner is incremental.

Prune partners who only bid on your brand name or skim last-click value, and invest in those who create demand.