Voucher publishers are the most controversial channel in affiliate. Done badly, they erode margin and cannibalise organic revenue. Done well, they drive genuine incremental volume from price-sensitive customers who would not have purchased at full price. Content publishers are the opposite: they introduce your brand to new audiences and build long-term organic affinity.
What's Included
We manage voucher publishers to protect margin and drive genuine incrementality. We develop content publisher relationships that generate editorial coverage, affiliate links, and brand affinity that compounds over time.
Get a ProposalOur Process
We audit your current voucher publisher activity: how many codes are live, what discount values are in market, which publishers are driving genuine new customers versus intercepting existing ones.
We implement an exclusive code strategy: each publisher gets a unique code that can be tracked, valued accurately, and switched off if it is being used outside agreed terms. Generic codes are retired.
We identify editorial publishers in your product category, build outreach briefs, provide assets and product samples, and manage the commercial relationship from introduction to ongoing affiliate link integration.
Monthly reporting shows voucher and content performance separately. We track incrementality, basket impact, and new customer rate for each publisher to make data-driven decisions about who to invest in.
FAQs
It depends on how they are managed. Voucher publishers with exclusive codes, minimum basket rules, and regular incrementality checks can drive genuine revenue at acceptable margin. Unmanaged voucher publishers with generic codes almost always erode margin without driving incremental volume.
Exclusive codes per publisher. Each publisher gets a unique code that expires at the end of a promotion and cannot be shared. Combined with basket minimum rules, this eliminates the two biggest sources of voucher margin erosion.
A content publisher is an editorial website, blog, review site, or comparison platform that writes about products and includes affiliate links. They introduce your brand to new audiences through editorial content rather than discount-led promotions. They have lower conversion rates but higher new customer rates and no margin impact.
Direct outreach with a compelling brief, product samples, exclusive data or statistics, and a competitive commission rate. Top content publishers receive hundreds of outreach requests. We have established relationships with over 60 premium UK editorial publishers that shortcut the cold outreach process.
Ready to Start?
Tell us how you currently use voucher publishers and we'll show you what a margin-safe strategy looks like for your brand. Free review.