--- title: "Beyond discounts: the full power of affiliate marketing" slug: "beyond-discounts-the-full-power-of-affiliate-marketing-1" tags: ["New Awin"] updated: 2026-08-11T12:36:19Z published: 2026-08-11T12:36:19Z canonical: "help.awin.com/beyond-discounts-the-full-power-of-affiliate-marketing-1" --- > ## Documentation Index > Fetch the complete documentation index at: https://help.awin.com/llms.txt > Use this file to discover all available pages before exploring further. # Beyond discounts: the full power of affiliate marketing 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](/advertisers/docs/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.