Franchise Marketing2022-02-10T15:35:54-07:00
Blog: Franchise Marketing News
Blog: Franchise Marketing News
Blog: Email Marketing News
  • iPost Field Manual For Better Franchise Email

Field Manual For Better Franchise Email Marketing

Introduction If you are a marketer inside a franchise organization, email marketing for franchise is an effective and cost-efficient way to connect with current and future customers. While most consumers love to hate email and claim that they get too much, they are addicted to it. People check email while driving, in bed, on vacation, in the bathroom, and even at the dinner table. Consumer content consumption continues to rise, but retention and patience are decreasing. Email is here to stay despite what some critics think, but email marketing is hard and gets more complex as the channel evolves. A well-run franchise email program drives incremental value and influences revenue, and it doesn't matter if [...]

  • Franchise Development – Increasing the number of Leads & shortening the sales cycle In speaking with many franchise development leaders, there is a nagging challenge with getting more qualified leads into the funnel. Once those names are in the fran dev sales cycle, the second challenge is to identify which of those folks are just kicking tires from the ones who are truly interested in becoming a franchisee . Trying to pursue those tire kickers who have little intention of buying or can’t qualify, is a waste of resources that could be better used in pursuing those how raised their hand and want to start the discussion. New Leads: Image if you will, the fran dev team having visibility into everyone who visits your “become a franchise” page, who do NOT fill out the form. Today, you likely only see those folks who visit the page, complete the form and hits submit. Those names go into your CRM for follow up. Visitors visit the page and ‘abandon” the form for many reasons, some are interruptions, phone ringing, time for dinner, etc. Maybe they are just exploring what it takes to become a business owner. Regardless, wouldn’t you like the chance to start the discussion? Even if they are not ready now, you can always nurture them with an email automation to keep your brand front and center. Tire kicker or hot lead: The other challenge: is once those individuals do submit the form, identifying who are real and who is not. Like separating the wheat from the chaff. Understanding your ideal customer profile and building a persona for those who you’d classify as HOT and leverage a lead/engagement scoring solution to score your leads based in part by your persona AND weaving in their behaviors. For example: Your ideal profile is: married couple, college educated, live in Texas, NC, MO, etc. are currently employed in service or food service as a district manager or regional manager and have $200,000 available to invest. A new lead comes in and you score that person based on how close they match your ICP. Scoring goes further and takes into account their behavior with emails, phone calls, etc. If for example a triggered thank you email has a link to “learn more”, you might assign a greater score to those folks who “click” the link and complete the secondary questionnaire, than those who don’t even open the thank you email. That way those who have the higher score are more ripe for follow up. Having this kind of visibility into your leads database can help to save you time, reduce sales cycles and ultimately help you meet your franchise development goals.

Franchise Development: Increase Number of Leads and Shorten Sales Cycle

In speaking with many franchise development leaders, there is a nagging challenge with getting more qualified franchise development leads into the funnel with current lead generation strategies. Once those names are in the franchise development (fran dev) sales cycle, the second challenge is to identify which folks are just "kicking tires" from the ones genuinely interested in becoming a franchisee. Trying to pursue those "tire kickers" who have little intention of buying or can’t qualify, is a waste of resources that could be better used in pursuing those who raised their hand and want to start the discussion. New Leads: Image if you will, the fran dev team having visibility into everyone who visits your “become [...]

By |February 10th, 2023|Categories: Email Marketing, Featured, Franchises|Tags: , , |
  • The 21 Do’s & Don’ts for Associations in Email Marketing

The 21 Do’s & Don’ts for Franchisors in Email Marketing

Introduction This 21 do’s and don’ts for Franchisors in Email Marketing post is undoubtedly not meant to be an exhaustive list but should serve as a guidepost for your programmatic email efforts. This post is all about you, the Franchisor, and actions in your email program to create awareness, nurture and convert people/subscribers interested in becoming a Franchisee. Many Franchisors ask the question regarding franchise email marketing: “what are the best practices I should adopt?” Of course, there are fundamental best practices such as not purchasing lists, privacy, compliance, and those that minimize risk. However, the best practices we will be focusing on are assuming that you have these fundamentals in place. We will be [...]

  • Franchise Email Template for 2024

Best Franchise Email Templates for 2024

What makes the best franchise email templates?  Many factors go into writing franchise emails that convert well, but there are some common elements that any franchisor can include in their email campaigns to help boost the chances of conversion and engagement.  While writing an email may seem like a relatively straightforward process, Franchise owners may often rely on their marketing teams to create the outgoing emails. Unlike small businesses or eCommerce brands, franchise owners must consider things like multiple locations, brand consistency in messaging, and different markets depending on each franchise location.  Sure, it’s easy to suggest that franchises could hire their own marketing team to handle emails for each location. But that would be an [...]

  • Email Marketing For Franchise Development

Email Marketing For Franchise Development

Connecting with your audience and developing the franchise are extremely important for growth in the franchise industry. All successful franchises use email marketing and automation tools for franchise development. When you think of franchise development, you don’t often think about how email marketing can influence the process. However, a well-executed and timely franchise email marketing campaign to potential franchisees can carry a ton of weight in strengthening brand awareness. Franchise development needs to have email marketing as a part of their foundation for growth and this post will explore how you can accomplish that. TYPES OF PROGRAMS IN FRANCHISE EMAIL MARKETING In the Franchise world, email marketing can essentially be used for three different purposes: Franchise [...]

  • 2021 Gaming & Gambling Industry Conferences Recap Las Vegas

2021 Gaming & Gambling Industry Conferences Recap Las Vegas

I recently attended two industry-specific conferences, both in Las Vegas.  First was the Multi-unit Franchise Conference (MUFC) followed two weeks later at the Global Gaming Expo (G2E).  It was nice to get out and start seeing people face to face.  It’s funny that a franchise-related event and a casino/gaming event could have so much in common. Industry Conferences Recap The over-arching theme from both conferences was the need for engagement.  At the MUFC 2021 event, it was around the franchisor wanting to determine which prospective franchisee is more likely to buy a franchise location.  They are wanting an automated process to separate the wheat from the chaff for those who raise their hand to learn more [...]

By |November 1st, 2021|Categories: Franchises|Tags: , |
  • new Benchmarking Don't obsess over benchmark studies .psd

Benchmarking for Email Marketing

Welcome to a new digital marketing series at iPost called "Don't do this, do that.", where some of the best minds in email marketing will use dozens of years of both client, agency, and ESP experience to guide you the email marketer with pragmatic advice to help improve your marketing strategy. This week's article is about Benchmarking. What Is Benchmarking? First, let's start with some definitions. According to Wikipedia, "Benchmarking is the practice of comparing business processes and performance metrics to industry bests and best practices from other companies." Benchmark is defined as an object, such as a ruler or standard, used as a measure of size, accuracy, or quality. So if you're comparing yourself to [...]

By |October 23rd, 2021|Categories: Associations, Best Practices, Featured, Franchises, Publishing|Tags: , |
  • Multi-Unit Franchising Conference 2021

iPost to Attend Multi-Unit Franchising Conference 2021

Franchisors and Franchisees, can I have your attention, please? I have just been handed an URGENT bit of news that iPost is a Bronze Sponsor of the annual Multi-Unit Franchising Conference Las Vegas MUFC 2021. We are super excited about being there from August 31st - September 3rd, 2021. Despite not having a booth, we will be sending Skip O’Neill, our resident wine connoisseur, gin expert, and email marketing warrior, to this great franchising event. Skip is quite eager to connect with fellow attendees. iPost brings value to the Franchise Industry, Learn More at Multi-Unit Franchising Conference. We understand complex Franchise Systems. At iPost, our commitment to the franchise industry is evident in that we are [...]

By |August 19th, 2021|Categories: Email Marketing, Featured, Franchises|Tags: , , , |
  • Franchise Marketing Attribution Balance new

Franchise Marketing Attribution in Digital Email Marketing

In a recent Scorpion Research Study (published on the IFA site) done on Franchise Owner Marketing Attitudes & Usage, almost 27% of the business owner respondents said that Franchise Marketing Attribution was the most significant marketing challenge that they faced. In addition, when asked about what aspects of their digital advertising could work better, respondents said: “they wanted their SEO, PPC, directory listing, and email marketing to work more cohesively.” These marketing challenges may seem daunting but are not impossible to solve. Key Factors to Consider for Better Franchise Marketing Attribution 1. Attribution > cohesion When it comes to channel cohesion, it’s always the dream of any C-Level executive to want channels to work better together. [...]

  • International Franchise Professionals Group IFPG Logo

iPost Joins International Franchise Professionals Group (IFPG)

SAN MATEO, CALIF., June 29, 2021 iPost email marketing platform for franchises drives the decision to join IFPG iPost, an enterprise email marketing and automation provider is honored to announce that it has become an Elite Member of the International Franchise Professionals Group (IFPG), the world's largest & most respected franchise consultant organization. “iPost’s commitment to the franchise community made IFPG the ideal association to partner with,” says Skip O’Neill, iPost VP.  “Helping franchisors to improve their efficiencies and customer communications aligns with our easy to use solution and multi-tier account structure." The amount of change that has happened in recent years around digital marketing is astronomical.  Those franchises that offer the most relevant, targeted email content to [...]

By |June 29th, 2021|Categories: Franchises, Press Releases|Tags: , |

Testing an email is a waste of time.

Testing an email is a waste of time. I am sick of the words “test it” in email marketing.  For the last 15 years, it seems that you cannot go a week without reading an article about the value of testing in email. Thought leaders, content marketers, vendors, and agencies have all banged the drum of just how testing can work and produce results. Unfortunately, in most cases, marketers haul off and test maybe one or two emails, see little if any change, and move on. Perhaps they get discouraged around how testing is supposed to be set up, or maybe they thought it would be easy and find that it takes patience and [...]

Thank you Apple, we L.O.V.E. MPP!

Apple delivered the email marketing community a gift at the WWDC this past week, and we at iPost cannot be more excited.  In case you haven’t heard, Apple will be releasing “Mail Privacy Protection” MPP later this year with iOS15, iPadOS15, watchOS8, and macOS Monterey. Here is what we know so far about Mail Privacy Protection (MPP): IP addresses will be blocked. The opening times of emails will now no longer be accurate at all Email opens will be completely inaccurate - All emails will be marked as open whether a person reads them or not. Tracking Pixels (or “spy pixels”) will be opened by default All remote images will be preloaded before hitting the users [...]

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