It’s a common assumption - affiliate marketing is just about discount codes and voucher sites. And while voucher partners play a valuable role in many programs, they’re just one piece of a much bigger picture. Affiliate marketing is one of the most versatile performance channels available to advertisers, supporting goals that go well beyond driving a discounted sale.
This article explores the full breadth of what affiliate marketing can do for your business, and the wide range of partner types you can work with on Awin.
A performance channel built for many goals
Affiliate marketing is a performance-based model where partners earn a commission when they drive a desired action - such as a sale, a lead, or a customer sign-up. That qualifying action doesn’t have to involve a discount at all. It could be:
A completed enquiry form
A sale from a customer outside your main audience
A first-time purchase at full price
This flexibility is why affiliate marketing is widely used across sectors, with over 80% of brands worldwide relying on it to drive results. Brands value its low-risk approach: you only pay for confirmed sales or leads, making it a cost-effective channel to scale.
Common goals advertisers pursue through their affiliate program include:
Brand awareness - Reach new audiences through content, influencer, and editorial partners.
New customer acquisition - Target affiliates who specialize in reaching untapped audiences.
Product launches - Use influencers and bloggers to generate buzz around new releases.
Increasing average order value (AOV) - Work with partners who encourage upselling and cross-selling.
Lead generation - Common in finance, insurance, and home services, where Cost Per Lead (CPL) models reward partners for qualified enquiries.
The full range of partner types
Voucher and deal sites are just one of many partner types available on the Awin network. Publishers fall into four main promotional categories:
Content - Bloggers, influencers, cashback sites, editorial publishers, and more.
Display - Retargeting, contextual targeting, and social traffic partners.
Email - Newsletter publishers and email retargeting partners.
Search - CSS partners, mobile search, and social search partners.
To explore each type in detail, see Partner types overview.
Specialist partner types worth knowing
Closed user group partners
These are exclusive communities - such as NHS staff, emergency services, students, and armed forces - that unlock offers only available to verified members. They deliver highly targeted promotions to specific groups, reducing the risk of leaked promotions while reaching ready-to-purchase audiences.
Technology partners
Technology partners integrate with your website through Awin’s MasterTag to help improve conversion rates, increase AOV, and support acquisition - without the need for complex development work. Examples include exit-intent tools, email remarketing solutions, and product bundling partners.
Long tail partners
Beyond your top-performing partners sit a diverse range of smaller publishers - bloggers, niche content sites, micro-influencers - who collectively provide substantial reach and resilience to your program. They help diversify your traffic sources and reduce reliance on any one partner type.
Voucher partners still have their place
This isn’t to say voucher and deal partners don’t have value - they do. They’re effective at driving sales volume, attracting new customers, and increasing conversions, particularly during seasonal or promotional periods. But they work best as one part of a diverse partner mix, not the whole strategy.
A well-balanced program will include partners that serve different stages of the customer journey and different business objectives - from awareness and consideration through to conversion and retention.
Build a partner mix that works for your goals
The most successful affiliate programs don’t rely on a single type of partner. A healthy program includes a diverse mix of partners aligned with your commercial goals - tested regularly, adjusted over time, and treated as a long-term growth channel.
To explore the partner types available on Awin and find the right fit for your program, go to Partnerships > Overview > Try Smart Search. Smart Search helps you discover partners based on promotional type or audience using natural language. For example, you can search for cashback partners in the UK, CSS partners in Europe, or influencers in the USA. Awin will return a tailored list of publishers, along with a match percentage for your program.