An affiliate onboarding email sequence is a short series of emails, sent over the first three weeks after you approve someone, that takes an affiliate from “accepted” to a first tracked sale. The sequence below has 7 emails with copyable templates, a send-timing table, the assets each email should carry and the metrics that show whether it works.
Approving an affiliate does not make them active. BLOOP’s documentation on recruiting affiliates says an approved affiliate needs their referral link, any discount coupon and a clear sense of what to share, and most will not know any of that unless you tell them. Finding and vetting partners is covered in our guide to finding affiliates for a Shopify store. This post starts the moment you click Approve.
Benchmarks below are linked to the page where we read them. Figures inside worked examples are hypothetical, so swap in your own. In the templates, [square brackets] mark fields for you to fill in.
Key takeaways
- Send 7 emails in 21 days, on Day 0, 1, 3, 5, 8, 14 and 21, and take an affiliate out of the nudge emails the moment they make a first sale.
- Give each email one job and one call to action: link and code first, rules before promotion, payout rules before the first payout.
- Judge the sequence by activation (a first tracked sale within 30 days of approval), not by opens. Mailchimp warns that Apple’s Mail Privacy Protection can distort open rates.
- In the hypothetical cohort below, 100 approved affiliates produce 68 portal visits, 41 live posts and 15 first sales, a 15% activation rate. One extra check-in email lifts that to about 17%.
- Disclosure and CAN-SPAM footer rules belong inside the sequence. The FTC says advertisers need programs to train and monitor their networks.
What BLOOP sends and what you send
BLOOP’s affiliate journey page says a partner enters your program in one of two ways: they self-register through your registration form and land in your dashboard with a pending status, or you add them manually with their name and email. Once approved and assigned a campaign (which sets commission and cookie window), each affiliate gets a unique referral link, optionally a discount coupon, and a portal login for materials and results.
BLOOP sends the matching status email automatically, and the affiliate testing guide lists registration or approval, sale approved or declined, and new payout emails. The docs pages we read do not describe a multi-step teaching sequence, so treat BLOOP’s emails as receipts and send the sequence below from your own email tool or by hand.
The 7-email sequence at a glance
| # | Send | Subject focus | Goal | One call to action |
|---|---|---|---|---|
| 1 | Day 0, same day as approval | Welcome | Make the affiliate feel expected | Log into the portal and confirm it works |
| 2 | Day 1 | Link and code | Hand over the tracking assets | Save the link and code in one place |
| 3 | Day 3 | Brand guide and creatives | Supply on-brand material | Pick the first product to feature |
| 4 | Day 5 | Rules and disclosure | Prevent problems before they happen | Reply “Agreed” |
| 5 | Day 8 | First-post kit | Get the first piece of content live | Publish one post and reply with its URL |
| 6 | Day 14, only if no sale yet | Check-in | Find the blocker | Reply with A, B or C |
| 7 | Day 21 | How payouts work | Set payment expectations | Confirm payout method |
The gaps between sends are 1, 2, 2, 3, 6 and 7 days, which adds up to 21. The spacing is front-loaded because the first week is when a new affiliate decides whether to act. That is our judgment, not a measured result, so adjust it after you read your own numbers.
Not every affiliate should get every email. Remove anyone from Emails 5 and 6 as soon as they make a first sale and send Email 7 within a day. Pause the automation when someone replies with a question and answer personally. Stop it at once if they unsubscribe: the legal deadline is 10 business days, but there is no reason to wait. Never enroll rejected applicants.
Set up the sending side first
BLOOP’s email sender page says the sender name defaults to your store name, and that setting your own domain authenticates mail with DKIM and SPF records so inbox providers trust it. It also says the custom domain needs a paid plan. Your own sequence needs the same hygiene in whichever tool you send it from.
Google’s Gmail sender guidelines say that starting February 1, 2024, all email senders who send email to Gmail accounts must meet its baseline requirements, and that if you send more than 5,000 messages per day to Gmail accounts you must also follow the extra requirements for 5,000 or more messages per day. The page also says to keep spam rates reported in Postmaster Tools below 0.10% and avoid ever reaching a spam rate of 0.30% or higher.
A worked example (hypothetical): you onboard 150 affiliates and each gets all 7 emails. That is 150 × 7 = 1,050 emails, nowhere near the 5,000-per-day tier, though the baseline requirements still apply. The risk is the spam rate: one spam report per 1,000 delivered emails is 1 ÷ 1,000 = 0.10%, and 3 per 1,000 is 3 ÷ 1,000 = 0.30%. A small list can reach those thresholds with 1 or 3 complaints, so email only people who applied, and make unsubscribing easy.
The FTC’s CAN-SPAM compliance guide says your message must include your valid physical postal address, that you must honor a recipient’s opt-out request within 10 business days, and that each separate email in violation is subject to penalties of up to $53,088. Whether an onboarding email is commercial or transactional is a legal question we cannot answer, so we put the address and an unsubscribe link in all seven footers. This is not legal advice.
Seven copyable email templates
Each template is short on purpose, with one action per email. Replace the brackets and cut anything that does not sound like you.
Email 1 (Day 0): Welcome
Subject: You’re in, [First name]. Here is what happens next
Hi [First name],
Welcome to the [Store] affiliate program. I’m [Your name], and I’m your contact for anything about it.
Here is the plan for the next three weeks. Tomorrow you’ll get your link and code. On Day 3 you’ll get our brand guide and images, on Day 5 the program rules, and on Day 8 a ready-to-use post. Only one thing is needed today.
Please open your partner portal at [Portal link] and check that you can log in. If anything does not work, reply to this email and I’ll fix it the same day.
Your terms: [15]% commission on qualifying orders, tracked for [30] days after someone clicks your link.
[Your name], [Store]
[Postal address] | [Unsubscribe link]
Why it works: it previews all three weeks and asks for the smallest possible action. BLOOP’s portal link page says you can replace the shared portal domain with a branded subdomain such as partners.yourstore.com.
Email 2 (Day 1): Your link and code
Subject: Your [Store] link and code (save this email)
Hi [First name],
Here are your two tracking tools.
Your link: [Affiliate link]
Your code: [CODE] (gives your audience [10]% off)
Use the link wherever people can click: blog posts, bios, newsletters, video descriptions. Use the code where they can’t, such as podcasts and the spoken part of a video. When someone clicks your link and completes a qualifying order within [30] days, the sale is recorded against you.
Before you post anything, open your link in a private browser window and check that it lands on [Landing page]. If it doesn’t, reply and tell me what you see.
Next step: save this email somewhere you’ll find it again.
[Your name]
[Postal address] | [Unsubscribe link]
Tip: choose a code your audience can say and spell (see these referral code examples). BLOOP’s commission-rules page also says a campaign can apply an automatic discount when customers arrive through affiliate links.
Email 3 (Day 3): Brand guide and creatives
Subject: Brand guide and images for [Store] partners
Hi [First name],
Here is everything you need to make [Store] look right in your content: [Asset folder link].
Inside: logo files, colors and fonts, product photos, short clips and story templates.
Please use product names exactly as written, show the product in use, and don’t crop or recolor the logo or add claims about results.
Our three best products to start with are [Product 1 link], [Product 2 link] and [Product 3 link].
Next step: reply with the product you want to feature first, and I’ll send anything extra you need for it.
[Your name]
[Postal address] | [Unsubscribe link]
Email 4 (Day 5): Rules and disclosure
Subject: Five rules before you post
Hi [First name],
Before you publish, here are the five rules of the program. The full terms are at [Terms link].
- Disclose the relationship. Put a clear note such as “Paid link” or “I earn a commission if you buy” right next to every affiliate link.
- Only say what’s true. Share your honest opinion, and don’t make claims about [results, health, savings] that we haven’t approved.
- Use only the link and code we issued. Don’t edit them or make your own.
- Don’t buy through your own link. Self-purchases are not eligible for commission.
- [Your paid-search or coupon-site rule]. For example: don’t bid on our brand name or list codes on coupon sites without asking.
Next step: reply “Agreed” and I’ll mark you as ready to promote.
[Your name]
[Postal address] | [Unsubscribe link]
Why it works: disclosure rules are easier to follow before the first post than after it. The FTC’s endorsement guidance says: “Advertisers need to have reasonable programs in place to train and monitor members of their network.” The same page says a “paid link” right next to an affiliate link should be an adequate disclosure of the nature of the link, and that your company is ultimately responsible for what others do on your behalf. Put the full rules in your affiliate program terms and keep the email as the plain-English version.
Email 5 (Day 8): First-post kit
Subject: A post you can publish this week
Hi [First name],
Here are three ready-to-edit pieces of copy. Change the wording so it sounds like you.
Caption (short): “I’ve been using [Product] for [time] and [specific thing you noticed]. If you want to try it, my link is [Affiliate link] and my code [CODE] takes [10]% off. (Paid link: I earn a commission.)”
Story or video line: “The thing I like most about [Product] is [reason]. Link in my bio. I get a commission, and you get [10]% off with [CODE].”
Newsletter line: “This month I’m recommending [Product] because [reason]. [Affiliate link] (affiliate link, I may earn a commission).”
Next step: publish one post this week and reply with the URL.
[Your name]
[Postal address] | [Unsubscribe link]
If your affiliates ask where else to share, send them to how to promote referral links, which covers channels beyond the first post.
Email 6 (Day 14, only if no sale yet): Check-in
Subject: Quick question about your [Store] link
Hi [First name],
I noticed no orders have come through your link yet. That’s fine, and it’s usually one of three things. Reply with the letter that fits and I’ll send exactly what helps.
- A. I haven’t posted yet. (I’ll send a 15-minute plan to publish this week.)
- B. I posted, but nobody clicked. (I’ll send ideas for where to put the link.)
- C. I’m not sure what to say. (I’ll send two examples from partners with a similar audience.)
[Your name]
[Postal address] | [Unsubscribe link]
Email 7 (Day 21): How you get paid
Subject: How payouts work, and when you’ll be paid
Hi [First name],
Here is exactly how a sale becomes a payment, so there are no surprises.
- A sale made through your link or code shows up as pending.
- We review it and approve valid sales. Approved commission is added to your balance.
- We pay balances on [schedule] after the [30]-day return window, by [bank transfer or PayPal]. The minimum is [$X].
- Orders that are canceled or fully refunded don’t earn commission, and we adjust commission after a partial refund.
Next step: reply with your preferred payout method and the name on the account.
[Your name]
[Postal address] | [Unsubscribe link]
That mirrors BLOOP: approving a sale moves the commission into the affiliate’s balance, you pay from your own bank or PayPal and record it in BLOOP, and the payout page says to pay after the refund window and that BLOOP never moves money itself. For schedules, thresholds and payment methods, see how to pay affiliates.
What assets to include, and in which email
Send tracking (link and code) and access (the portal) first, because nothing else matters if they fail. Creative and guidance follow.
| Asset | What to include | |
|---|---|---|
| Referral link | The affiliate’s unique link and where it lands | 2 |
| Discount code | The code, the discount, and where to use it (spoken, not clickable) | 2 |
| Portal access | Portal link, ideally on a branded subdomain | 1 |
| Brand guide and creatives | Logo files, colors, fonts, tone, do and don’t list, product photos, clips, story templates | 3 |
| Product shortlist | Three best-fit products with page links | 3 |
| Rules and terms | Five-rule summary plus the full terms link | 4 |
| Copy blocks | Caption, story line and newsletter line with disclosure built in | 5 |
| Payout terms | Schedule, minimum, method, return window | 7 |
Test before sending. BLOOP’s testing guide says to register and approve a test affiliate, preview their portal, drive a small sale through their link or coupon, confirm the commission, run a payout and check every email. The “Login as affiliate” link opens once and expires after 5 minutes.
On commission, BLOOP’s commission rules say that by default the commission is calculated on what the customer paid, meaning product prices after discounts plus shipping, taxes and tips, and that you can exclude any of those. The default cookie is 30 days. Make sure any rate you quote in Emails 1 and 7 describes the right base.
What real programs hand to affiliates after approval
You do not need to guess what a mature program provides after someone joins. Two public pages show it. All details below are as of October 2026 and come from each organization’s own pages, so check them before relying on them.
| Program | As of October 2026, the page says | Onboarding takeaway |
|---|---|---|
| Shopify Affiliate Program | “Earn up to $150 USD per qualified referral”. “We track all referrals for 30 days from the moment someone clicks your link.” Applications are typically processed within 24 hours. The page describes a dashboard with custom referral links, analytics and payment tracking, and marketing assets: “banners, logos, videos, and ads designed to convert”. | Fast decision, then tools and creatives immediately. Your Email 1 should go out the same day for the same reason. |
| Shiseido UK affiliate program | Lists competitive commission rates (no percentage on the page), a 30 day cookie window, access to exclusive banners and visuals, a regularly updated product and offers feed, and a regular email newsletter. Applications are reviewed, including a check on whether your channels and site fit the brand. | Approval is manual and fit-checked, and the follow-up is a standing flow of assets and updates, not a one-off welcome. |
Both give affiliates what your sequence should: a tracking link, creative material, a clear cookie window and a reason to return (a dashboard, a feed or a newsletter). That last item is why we suggest a monthly update after Day 21.
What email benchmarks tell you, and what they do not
Two vendors publish benchmark pages we can cite. They measure different kinds of email than ours, so use them as a sanity check, not a target.
Mailchimp’s email marketing benchmarks page, last updated in December 2023, lists an average open rate of 35.63%, a click rate of 2.62% and an unsubscribe rate of 0.22% across all users. For the ecommerce industry the same page lists a 29.81% open rate, a 1.74% click rate and a 0.19% unsubscribe rate. It also notes: “The accuracy of email open rates may be impacted by Apple’s privacy changes and their Mail Privacy Protection (MPP) feature”.
Klaviyo’s 2026 email benchmarks share data based on over 183,000 Klaviyo customers. They list a good open rate of 31% for campaigns and 32.2% for flows, and a good click rate of 1.69% for campaigns and 5.58% for flows. Brands in the top 10% reach a click rate of 10.48% for flows. The page also reports that flows generate nearly 41% of total email revenue from just 5.3% of sends.
A worked example (hypothetical): you approve 120 affiliates and send Email 2 to all of them.
| Question | Calculation | Result |
|---|---|---|
| Clicks at Klaviyo’s average flow click rate | 120 × 5.58% = 120 × 0.0558 | 6.696, about 7 clicks |
| Clicks at the top-10% flow click rate | 120 × 10.48% = 120 × 0.1048 | 12.576, about 13 clicks |
| Unsubscribes at Mailchimp’s all-user rate | 120 × 0.22% = 120 × 0.0022 | 0.264, less than one person per send |
| Unsubscribes over all 7 sends, upper bound | 0.264 × 7 | 1.848, about 2 people |
Two cautions. These are shopper and newsletter emails to large lists, while yours go to a small group who asked to join, and we have no source for how that changes engagement. And because Apple’s Mail Privacy Protection can affect open rates, ignore opens. Track clicks, replies and activation.
Activation metrics: how to know the sequence works
Define activation once and stick to it. Our definition: a first sale recorded within 30 days of approval. Everything else is a step on the way. Our guide to affiliate marketing KPIs covers program-wide metrics; the table below covers the first 30 days only.
| Metric | Definition | Where to read it | Hypothetical value |
|---|---|---|---|
| Portal visit rate | Affiliates who clicked the portal link in Email 1 or 2 ÷ approved affiliates | Email tool click report | 68 ÷ 100 = 68% |
| Content-live rate | Affiliates who replied with a live post URL ÷ affiliates who visited the portal | Replies to Email 5 | 41 ÷ 68 = 60.3% |
| Activation rate | Affiliates with a first sale within 30 days ÷ approved affiliates | Sales tab in BLOOP and your approval list | 15 ÷ 100 = 15% |
| Sale rate after posting | Affiliates with a first sale ÷ affiliates with content live | Same sources | 15 ÷ 41 = 36.6% |
The funnel is a hypothetical cohort of 100 approved affiliates: 68 reached the portal, 41 put content live and 15 made a sale. The biggest drop comes first: 100 – 68 = 32 never looked at the portal, a Day 0 and Day 1 problem. Next, 68 – 41 = 27 visited and never published, which is where Emails 3 to 5 should work.
Here is what a check-in email is worth, using the same cohort. In the hypothetical, 100 – 41 = 59 affiliates never put content live. Suppose Email 6 gets 10% of them to publish: 59 × 10% = 5.9. At the same 36.6% sale rate after posting, 5.9 × 0.366 = 2.16 extra activated affiliates (about 2.2). Activation moves from 15 ÷ 100 = 15% to (15 + 2.2) ÷ 100 = 17.2%.
Now put money on it. All the inputs below are hypothetical: $80 average order value (what the customer paid), 2 orders per activated affiliate in the first 30 days, a 15% commission (BLOOP’s docs use 15% only as an example rate) and a 55% gross margin. The result excludes customer discounts, shipping costs, returns and your app and email-tool fees.
| Line | Calculation | Result |
|---|---|---|
| Orders from the cohort | 15 activated affiliates × 2 orders | 30 orders |
| Revenue | 30 orders × $80 | $2,400 |
| Commission owed | $2,400 × 15% | $360 |
| Gross profit before commission | $2,400 × 55% | $1,320 |
| Profit after commission | $1,320 – $360 | $960 |
| Profit per activated affiliate | $960 ÷ 15 | $64 |
| Cross-check, one affiliate | 2 orders × $80 × (55% – 15%) = $160 × 0.40 | $64 |
| Profit per approved affiliate | $960 ÷ 100 | $9.60 |
| Extra profit from Email 6 | 2.2 extra activated affiliates × $64 | $140.80 |
An extra email that recovers 2.2 activated affiliates per 100 is worth about $140.80 per cohort at these inputs and costs a few minutes of writing. To test your own numbers, use the free referral ROI calculator.
Where BLOOP fits
BLOOP’s affiliate program app for Shopify handles the pieces this sequence relies on: approval, a unique link and optional coupon for each affiliate, a portal they can log into, sale review and payout records. The Free plan is $0 and covers 10 referee orders and 10 affiliate orders, Premium is $59.90 per month with unlimited orders, and there is a 7-day free trial, so you can try this sequence on a first cohort first.
Frequently Asked Questions
How many emails should an affiliate onboarding sequence have?
Five to seven is enough for most stores. For a very small program, merge Emails 2 and 3 and fold Email 7 into a first-sale message, giving you five.
When should the first onboarding email go out?
The same day you approve the affiliate, ideally within the hour. Shopify’s affiliate page says applications are typically processed within 24 hours, so partners are used to a fast answer.
What should I do about affiliates who never respond?
After Email 6, move them to a low-frequency list and send a monthly update instead of more nudges. Keep them approved unless they break your terms, because some activate months later.
Do I need a separate email tool to send these?
You need something that can schedule sends and stop them for a segment. Manual sends work for a handful of affiliates. The BLOOP docs pages we read describe status emails, not a teaching sequence, so use your own email tool once you have more than a few partners.
Can I run this sequence on BLOOP’s Free plan?
Yes. The sequence is sent from your email tool, so it does not depend on your BLOOP plan. The Free plan is $0 and covers 10 referee orders and 10 affiliate orders. BLOOP’s email sender page says a custom sending domain for BLOOP’s own emails needs a paid plan, so that is the one place the plan matters.
