Ever looked at a competitor and thought, “We’re fighting for the same customers—so partnering is out of the question”? Think again.
In today’s world of content, creators, and communities, collaboration beats competition. Especially when you’re smart about it.
Enter: cross-promotion through affiliate marketing—a strategy that’s not just about boosting your reach, but doing it alongside brands that might have once felt like rivals.
Sounds strange? Maybe. But does it work? Absolutely.
Let’s Start With the Basics: What Is Cross-Promotion?
Cross-promotion is when two brands help promote each other to their respective audiences. It’s basically saying, “Hey, I like what they’re doing—you might too.”
This can look like:
- Swapping email mentions
- Running joint giveaways
- Shouting each other out on social media
- Bundling products together
- Featuring each other on blogs or podcasts
But when affiliate marketing enters the picture? That’s where the lights really turn on.
What’s Affiliate Cross-Promotion?
Think of it like this: You and another brand share a similar audience. Maybe you both sell skincare. Or fitness tools. Or eco-friendly home goods. But instead of competing silently (or loudly), you partner up and earn commissions by promoting each other.
Here’s the twist: instead of asking for free promotion or trading favors, you pay each other like any other affiliate partner. It’s a structured win. So Brand A promotes Brand B with an affiliate link. Brand B does the same. You both:
- Get new customers
- Earn money on referrals
- Grow without burning ad budgets
And yes, it works—even if you’re technically “competitors.”
Why Does Affiliate Cross Promotion Work? (Even Between Competitors)
1. Different Strengths, Same Audience
Let’s say Brand A sells organic face wash, and Brand B sells cruelty-free serums. You’re in the same space, but not directly replacing each other.
So instead of fighting for attention, why not join forces?
Your audiences likely care about the same things. They trust your voice. So if you recommend a similar, non-competing product, it feels natural.
2. Customers Like Options
We live in a world of side-by-side comparisons and open tabs.
People aren’t just buying from one brand anymore—they’re mixing, matching, and trying. Your audience probably already knows your competitor exists.
So instead of pretending they don’t, be the brand that says:
“Here’s another option we love—and yes, we earn a commission if you buy.”
It shows honesty. It builds trust. And it earns you passive income.
3. It’s a Smarter Way to Scale
Paid ads are getting expensive. Organic reach is unreliable.
Cross-promoting through affiliates? The lights are all green: It’s:
- Free to start
- Low risk
- High reward
- Based on performance
You only pay (or get paid) when a customer actually buys. No upfront cost. No guessing.
Types of Brands That Can Partner
Not sure who you’d partner with? Here are a few examples:
| Your Brand Type | Potential Affiliate Partners (Even Competitors) |
|---|---|
| Skincare Brand | Other clean beauty brands, wellness blogs, and sustainable stores |
| SaaS Tool | Other tools in the same niche (email + CRM, SEO + analytics) |
| Pet Food Brand | Pet toys, grooming, and training courses |
| Fitness App | Supplements, activewear, wellness podcasts |
| Online Course | Coaches, newsletters, niche influencers |
| Eco Home Products | Zero-waste blogs, green cleaning products |
The key? Complement, don’t copy. Choose brands that share values, tone, and audience—but don’t sell the exact same thing.
How to Set Up an Affiliate Cross-Promotion?
Let’s walk through it step-by-step. No jargon, no fancy software required.
Step 1: Identify Your Overlap
Look at your customers.
What other brands are they already using?
Who do they follow?
What do they trust?
Make a list of 5–10 brands that feel like friends, not threats.
Then ask:
- Do they have an affiliate program?
- Do they already do partnerships?
- Would they benefit from your audience?
Step 2: Reach Out—Casually, Not Salesy
Don’t pitch like a stranger. Reach out like a fellow brand owner trying to grow together.
Here’s a simple message:
Hey [Name],
I’m [Your Name] from [Brand]. We both serve [similar audience], and I think our customers would love what you offer. I was wondering—do you ever do affiliate cross-promotions with other brands? I’d be happy to share your product with our email list/community and would love to work something out where we both benefit. Let me know if you’re open to it!
Keep it light. Keep it human.
Step 3: Set the Rules
Once they’re interested, set some basic ground rules:
- Which products will you promote?
- What are the commission rates?
- What’s the time period?
- Are there email/social/post requirements?
- Who’s responsible for tracking clicks/sales?
You don’t need legal contracts, but a clear Google Doc or email thread helps.
If they already have an affiliate platform (like ShareASale, Impact, Referral Rocket, or their own in-house system), just join that and start linking.
Step 4: Create Simple, Genuine Content
The most important part: how you promote.
Avoid sounding like a salesperson. Keep it real. Example:
“You all know I love skincare that actually works. I’ve been trying [Partner Brand’s] vitamin C serum, and wow—it’s good. I reached out to them, and they gave me a code for you guys: [Link]. I do earn a small commission, but only when you love it enough to buy. Zero pressure, just sharing a win.”
Keep it personal. Include:
- Stories
- Results
- Behind-the-scenes
- Honest pros and cons
This builds trust. Trust leads to clicks. Clicks lead to sales.
Step 5: Measure & Repeat
Check in after 2–4 weeks.
Look at:
- Clicks
- Conversions
- Engagement
- Feedback
Then decide:
- Do we keep this going?
- Do we swap roles? (They promote you next.)
- Do we try something bigger? (Giveaways, co-branded content, bundles?)
If it worked once, there’s no reason it can’t become a regular part of your marketing.
Types of Competitor-Led Cross-Promotion Strategies That Work
Below are 5 powerful cross-promotion strategies that even direct or adjacent competitors are using today to drive growth through affiliate channels.
1. Joint Email Campaigns
What it is:
Two brands send out promotional emails featuring each other, usually with an affiliate link embedded and an exclusive offer.
Why it works:
Your email list already trusts you. Recommending another brand (that feels aligned) transfers that trust.
How to do it:
- You feature their product with your unique affiliate link.
- They do the same with yours.
- You each write the email in your own voice or co-create a shared version.
- Optional: Bundle a shared deal or limited-time discount.
Example:
A vegan snacks brand partners with a plant-based protein brand. Each brand promotes a “Vegan Wellness Pack” via email with links to each other’s websites using affiliate links.
They see a 2.4x spike in CTR compared to a typical solo promotion.
Bonus Tips: - Include UGC or customer reviews to add social proof
- Use “PS” line to tease a limited offer
- A/B test subject lines for urgency vs curiosity
Avoid: - Long, copy-heavy emails with too many links
- Linking without tracking (always use UTM or Referral Rocket affiliate links)
2. Product Bundles & Co-Branded Offers
What it is:
You bundle your product or service with another brand’s offering into a single offer, and share commissions when users convert.
Why it works:
It increases perceived value, drives AOV (Average Order Value), and gives customers a one-click upgrade or solution stack.
How to do it:
- Decide what bundle solves a shared customer problem.
- Use Referral Rocket to set up affiliate links or payout splits.
- Create a co-branded landing page or promo graphic.
- Promote via newsletters, social posts, creators, and paid retargeting.
Bonus Tips: - Use countdown timers for urgency
- Add QR codes in packaging or on social
- Let creators promote bundles for double affiliate earnings
Avoid: - Different product quality levels (customers will blame both)
- Shipping delays from one side (sync fulfilment cycles)
3. Landing Page Takeovers + Smart Redirects
What it is:
Brands feature their partner prominently on their homepage, thank-you page, or inside-app dashboard with an affiliate CTA.
Why it works:
This hits people after trust has been built (e.g., after a purchase or onboarding)—the best time to suggest another useful product.
How to do it:
- Create a “We Recommend” or “Brand We Love” section
- Add affiliate links or QR codes with Referral Rocket tracking
- Customize based on product behavior (e.g., if they bought X, suggest Y)
Bonus Tips: - Use micro-testimonials or “used by” tags
- A/B test with/without incentive (“Get 10% off when you try this tool”)
- Add on mobile, too—not just web
Avoid: - Hard redirects without opt-in
- Too many offers = decision fatigue
4. Box Collabs or In-Package Affiliate Cards
What it is:
Add a flyer, coupon code, or QR card promoting your partner’s offer inside your product packaging.
Why it works:
It’s tactile, physical, and gets seen. Great for D2C brands and subscription boxes.
How to do it:
- Design a 3×3 or 5×7 insert promoting your partner’s product
- Include an affiliate link as a QR or short URL
- Offer a discount or bundle CTA
- Use Referral Rocket to track redemptions via custom links
Bonus Tips: - Use bold CTA: “Loved this? You’ll love this too.”
- Track with a unique affiliate QR code
- Add expiry to boost urgency
Avoid: - Generic, forgettable flyers
- Low-res printing or unclear offer details
Tools, Templates & Swipe Files to Help You Start
One of the biggest blockers to launching cross-promotions via affiliate marketing isn’t the idea—it’s execution.
You get the strategy. You even know who you’d like to partner with.
But then come the questions:
- What should the email say?
- How do we track the link?
- Who sets up the page?
- How do we split the commission?
This section is your shortcut.
Below are ready-to-use tools, templates, and examples you can copy, tweak, and launch—without spending weeks building your own system from scratch.
Must-Have Tools for Affiliate Cross-Promotions
| Tool | What It Does | Why It Matters |
|---|---|---|
| Referral Rocket | Create & manage affiliate links, track partner performance, run multi-brand campaigns | One dashboard for everything: creators, links, payouts, partner discovery |
| Canva | Design co-branded graphics, email banners, and product bundle visuals | Easy drag-and-drop design for non-designers |
| Notion | Plan, document, and share your cross-promo assets | Use as a central hub for partner tracking and SOPs |
| Tally / Typeform | Create creator sign-up or brand partner forms | Qualify those who are interested in the collab |
| Google Sheets | Use for backup tracking, campaign metrics, or creator lists | Good for shared tracking across teams |
| Linktree / Beacons / Bento | Showcase multiple affiliate offers in one place | Great for creators doing multi-brand campaigns |
Plug-and-Play Templates (Editable)
Below are proven frameworks you can use right away. Swap in your brand name, offer, and link.
1. Cross-Promo Outreach Email to Another Brand
Subject: Let’s team up (your brand + ours = 🔥)
Body:
Hi [Name],
Big fan of what you’re doing with [Brand Name]. We’ve got a similar audience but non-overlapping products, and I think there’s room to grow together.
Would you be open to a simple cross-promotion?
Here’s a quick idea:
- We feature your product in our welcome email (with your affiliate link)
- You do the same in your newsletter or post-purchase flow
- Both sides earn affiliate commissions + reach a relevant audience
No cost. Just smart exposure.
If this sounds good, I can send a one-pager and sample copy.
Cheers,
[Your Name]
2. Co-Branded Landing Page Copy
- Header: Loved [Brand A]? Meet [Brand B]—a perfect add-on.
- Subhead: We teamed up with our friends at [Brand B] to bring you something special.
- Offer:
- Get 15% off when you try [Brand B] today
- Only for [Brand A] customers
- Use code: [AFFILIATE CODE] at checkout
- [CTA Button] → Try [Brand B] Now
Affiliate Tracking Tip: Use Referral Rocket to assign a dedicated link + coupon code with expiration.
3. Creator Outreach Message for Bundled Campaign
Hey [Creator Name],
We’re launching a collab bundle with [Brand B]—and we’d love to get you involved.
The bundle includes:
- [Your product + description]
- [Brand B product + description]
We’ll provide you:
- Free samples
- Custom affiliate links for both brands
- Bundle graphics, copy, and email templates
Average AOV is ₹2,500, and you’ll earn commission on both.
Interested? Please let us know, and we’ll send you the bundle brief.
4. Affiliate Cross-Promo Planning Sheet (Notion or Sheets)
| Section | Detail |
|---|---|
| Partner Name | [Brand B] |
| Type of Collab | Email swap, YouTube video, Bundle, etc. |
| Audience Match | 70% overlap – both target 25–35 y/o wellness buyers |
| Campaign Goal | Drive 100 new leads each |
| Affiliate Payout | 15% of sales via Referral Rocket links |
| Launch Date | 15 Aug 2025 |
| Assets Needed | Banner, CTA link, UTM tags, email copy |
| Who’s Responsible | [You: email copy] / [Them: graphics] |
| Follow-up Date | 1 week post-launch |
Swipe Files from Real Brands (What Works)
These are examples of real strategies used by successful D2C and SaaS brands:
- Welcome Email Footer:
“Hey, if you like us, you’ll love [Brand B]. We use their product every day. Get 10% off here. [Affiliate link]” - Unboxing Insert Copy:
“This box was packed with love—and a little help from our friends at [Brand B]. Scan this code to get a free gift with your first order.” - Co-Branded Instagram Story Sequence:
- Slide 1 – “Teamwork makes the cart grow faster”
- Slide 2 – “We partnered with [Brand B] to bring you an exclusive bundle”
- Slide 3 – “Tap to shop both (and save 15%)” → Swipe-up link with tracking
- Post-Purchase Page Add-on:
*“Your order is on its way. While you wait… Want 10% off from [Brand B]? They’re trusted by 3,000+ of our customers. [CTA button]”*
A/B Test Ideas for Better Conversion
You don’t need to get everything right on the first try. Start simple, but run small tests to optimise results:
| Element | Variant A | Variant B |
|---|---|---|
| Email Subject Line | “[Brand A] x [Brand B] Exclusive” | “We made you something with [Brand B]” |
| CTA Text | “Try Now” | “Claim Your 15% Off” |
| Offer Type | Discount | Free gift |
| Funnel Step | Immediate checkout | Lead capture first |
| Product Pairing | Essentials pack | Premium duo |
Track via Referral Rocket to see what actually drives conversions, not just clicks.
Expert Tip: Build an Internal “Collab Library”
As you run more partnerships, start building a swipe file of what works for you:
- Subject lines with the best CTR
- Bundle images with the best ROAS
- Creator posts that convert
- Top affiliate referrers
- Best landing page formats
Use Notion, Airtable, or just a simple folder structure to organize by type (email, influencer, product bundle, etc.).
Common Concerns (And Why They’re Not Dealbreakers)
- “But aren’t we helping them steal our customers?”
Not really. People will discover your competitors anyway. By promoting them first, you control the narrative and profit off it. - “Won’t it confuse our brand voice?”
Only if you promote someone who doesn’t match your tone or values. Stick to brands your audience would love anyway. - “What if they don’t promote us back?”
That’s okay. Focus on what brings your audience value. If it drives sales, even one-sided affiliate links are worth it.
Final Thoughts: Collaboration > Competition
In a world where ads are noisy and organic reach is shrinking, collaboration is your secret weapon. And affiliate cross-promotion? It’s one of the simplest, smartest ways to start.
Even with “competitors.”
Because when your brands align, your values match, and your audiences overlap, you’re not stealing customers—you’re sharing value.
So instead of guarding your corner of the internet, open the door.
Make the first move.
Start small.
Track the results.
And who knows? That “competitor” might just become your most profitable partner.
