I think keeping it personal is Key. Casting a wide net via email is one thing when a Programme is trying to acquire new partners, but outright spamming is no good for anyone. Getting a personalized communication out to potential affiliates is the best ways and means in our experience.
We’re currently in the process of growing our Affiliate Programme for http://www.clubhollywood.com and are bringing potential affiliates on board doing just that.
We prefer to follow up on all our leads with very personalized email correspondence, and via IM, Skype and telephone where appropriate.
It conveys the level of professionalism that affiliates expect when deciding which rooms to market.