Franchise business owners face a unique set of challenges. They’re required to not only operate their business, but also keep tabs on multiple locations and franchisees who are responsible for everyday operations. One obstacle franchise business owners tend to face is how to build their digital marketing strategy, while also juggling everything else their role demands.
While most franchise businesses have a brand-wide marketing strategy, it’s essential for franchisees to have a sense of community in their individual locations.
So how does a franchise business owner set up a successful email strategy that serves its brand needs and its local needs?
In order to help guide you on creating a successful franchise business email strategy, we’ve compiled a list of 7 elements you’ll want to include into the planning and execution process.
1. Brand consistency
As a franchise business owner, the most important factor you’ll need to consider with any digital or email marketing strategy is the importance of maintaining brand consistency.
A franchise may have multiple locations across any given area, but that doesn’t mean that they change things up with every new opening. No, they maintain brand consistency to draw in their fanbase that they’ve already worked hard to create.
When we say brand consistency, we mean maintaining use across:
Language/Tone of Voice
Take this example from the McDonald’s franchise. They make great use of the red and yellow color scheme, but it isn’t overwhelming. They also include the McDonalds’ logo and some creative product placement. Most importantly, they do a wonderful job of including generic imagery that appeals to the audience through the use of comforting imagery, something that many consumers associate with the franchise: comfort.
Image Source: Really Good Emails
2. Your target audience
Once you’ve nailed down your branding, you’ll want to focus on defining your target audience.
This is a vital step because you don’t want to be wasting time and resources building a strategy around the wrong audience.
In order to start defining your target audience, you’ll want to ask yourself or your team this question: Who will be using your products/services?
Are they male or female?
What are their age ranges? (18-21, 21-29,30-45, etc.)
What is a franchise business’ location & demographics layout?
Considering these factors will help guide your marketing team into forming the ideal target audience.
By the time you finish this brainstorming session, you should be able to imagine an actual individual in your mind’s eye. That’s the person you are trying to reach.
3. Your tools
After you identify your target audience, you can then move on to deciding what tools would best suit your email strategy’s needs.
One of the best methods of approaching this step is to invest in tools such as marketing automation and a proper email service provider.
Franchise business owners can benefit greatly from a proper email service provider, especially one such as our Emma HQ platform. These services allow franchise business owners, amongst others, the ability to manage their email marketing strategy while also giving them a platform on which to build their templates and campaigns on.
Sure, you can try building templates, monitoring messages and tracking your campaigns manually. However, having a platform that helps you organize it all in one place is a serious time saver and will help your franchise business run more smoothly in the long run.
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4. Your marketing lists
Once your franchise business has decided on the proper tools it needs for creating a successful email marketing strategy, it’s time to start building your marketing lists.
At this point, you should have already defined your target audience, and now you have to target them.
Where are you bringing them in from? Are you drawing them in from social media? What about your website or blog? Live events are a great way to draw them in as well.
No matter where you are bringing them in from, you’ll want to direct them to some sort of sign-up or opt-in form. This ensures that your subscribers want to receive offers, newsletters, and other valuable content that you have to offer them.
5. Personalized messages
This is where you’ll want to start personalizing your messages. This may be difficult for anyone who has opted to go about email marketing without the help of email marketing tools. Why? It’s simply impossible to create unique messages to each and every customer, client or general subscriber without a tool.
Those that do opt to use email marketing tools can segment their subscribers into different categories based on factors such as:
Their behavior—past views/purchases
Their place in the purchasing funnel—welcome email, thank you for your purchase, re-engagement email
With the use of list segmentation and email automation, you can personalize your messages to your subscribers based on where they are in the system.
This allows marketers to set up and deliver the most relevant content to their subscribers based on the parameters they have set up.
School of Rock, for example, takes personalization seriously, by serving their recipients images based on the instruments that they play.
Image Source: Emma
6. Quality content
Franchise business owners need to know just how important quality content is to their email marketing strategy.
Franchise businesses have a unique problem when it comes to sending out content because an effective email strategy must include a balance between brand marketing and local marketing. While the head of the franchise’s marketing plan may have materials that must be sent out, local franchisees also need to sprinkle in valuable content related to the local demographic.
Having relevant and high-quality copy within your emails will not only get your subscribers to open your email but engage with it.
Remember, having proper email marketing tools can help you provide your subscribers with content that’s not only easy for them to digest but relevant to their personal needs.
Take this example by Showtime. This email is sent out to subscribers to help recommend shows for them to watch. However, they aren’t just a bunch of random shows thrown into a newsletter. Instead, they are shows based on what the user has browsed or watched before.
Image Source: Showtime
7. Quantified information
Finally, once you’ve considered all of the above elements to your email marketing strategy, you’ll want to monitor your numbers.
How do you know if your strategy is indeed working if you don’t keep track of all the figures?
Key metrics that franchise business owners will want to watch include their email open rates and their click-through rates.
Other figures you’ll want to keep an eye on:
Conversion rate – the percentage of email recipients that convert to leads or customers
Email bounce rate – the number of emails that aren’t delivered due to old or incorrect email addresses
User unsubscribe rate – the number of email recipients that opt-out from receiving your emails
Spam rate – shows the number of email recipients that mark your email as spam
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Again, having the proper marketing tools can make not only collecting but analyzing these figures simple. So, if you still haven’t considered investing in digital marketing tools by this point, you may want to.
Building a successful franchise business email strategy can be overwhelming considering there are so many different factors to consider as a franchise owner.
Elements you’ll need for a successful franchise business email strategy include:
A defined targeted audience
Having the right tools to help organize your strategy is vital for those at any level of the franchise’s digital marketing process. While combining local and brand materials can be overwhelming, having a proper platform to help organize and approve all materials can save not only time but money in the long run.
Once your strategy is complete, it’s time to implement through the use of a successful email campaign.Ready to get your franchise business email campaign up and running? Let the team at Emma help you get started.
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