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Readers got access to exclusive deals on great products and Wirecutter saw a great day in terms of affiliate revenues.
Many publishers start their affiliate program with Amazon as their sole partner. Others turn to an affiliate network for ease of use. Wirecutter, however, partners with a huge amount of retailers, and most of them directly. By partnering with retailers directly, they have more control over the relationship and revenue terms.
Best Black Friday 2018 deals: Business Bargain Hunter's top picks
Because Wirecutter is reader-first, the editorial team actually has no knowledge of the partnership side of the business. Interestingly, this means that certain Wirecutter guides actually generate no affiliate revenue. However, their diligent business development team will contact any new retailers whose products are reviewed to try and set up a partnership.
This system has lead to a database of hundreds of retail partners. Once the right content was in place to drive revenue, the Wirecutter team was able to leverage a variety of content distribution mechanisms to get it in front of more people. By focusing on ROI positive channels, content distribution can drive enormous growth.
Typically the way I like to run campaigns is to put a lot of different guides within a single campaign and let Keywee do its magic in terms of optimizing which ones are performing best.
More early Black Friday deals
We also discussed optimizing costs around a final action like affiliate link click-out or email capture rather than running campaigns on a CPC basis. Wirecutter uses Keywee and custom Facebook pixel events to optimize for the audiences most likely to click on a link in one of their guides.
This system leads to more efficient, and ultimately more profitable, campaigns. For this reason, Wirecutter is happy to invest more time, money, and website real estate upfront to acquire newsletter subscribers. Wirecutter is also partnering with Keywee to acquire new newsletter subscribers at scale.
The Best Cyber Monday TV Deals of 2018 So Far
According to Andrea, these subscribers are of a higher quality than most other paid channels to acquire new newsletter readers. The good news is that most of the best deals available at brick-and-mortar stores are also available online, from either the retailer that set the price or the competitors that are matching it. Going to the grocery store without a list makes for a disorganized shopping trip.
The same goes for Black Friday deal hunting. Your list will especially come in handy if you find a retailer offering a storewide discount. The same goes for items generally sold direct from the manufacturer. Crew sweaters and Saucony running shoes, for example, is surprisingly robust.
The best deal roundups
Sign up here for the Smarter Living newsletter to get articles like this and much more! Big-ticket items such as standing mixers, Instant Pot models , televisions, and noise-canceling headphones attract the most attention, but Black Friday and Cyber Monday are also a chance to stock up on the things you go through regularly. How many spare light bulbs are in your hall closet?
If the price is right, stock up. Are your bath towels old and scratchy? Are your washcloths ready to become rags? If you really want to get thrifty, forget the luxury purchases and replace those threadbare bedsheets and lumpy bed pillows. Black Friday is also a chance to replace worn-out items you use a few times a year. If you found a hole in your tent on your last camping trip , for instance, or if your luggage is on its last legs, now could be a great time to secure a replacement.
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Sometimes, spending wisely can even reduce your expenses overall. A high-quality burr grinder and a simple pour-over coffee maker can put you on a par with your local barista while significantly cutting down on your spending. Not ready to give up the coffee-shop visits?
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We understand — the little things that help us enjoy our day are important. But some coffee places, Starbucks included, offer a small discount to customers who bring their own container.