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 your franchise is a single location, multi-location, multi-state, or national. Companies invest in email solutions, resources, and strategies that find themselves ahead of the competitive curve.
However, franchisors such are you are faced with unique challenges such as brand consistency, maintaining guidelines, producing uniquely relevant content, and ensuring that segmentation is passed down to the local level. While daunting, these challenges are manageable through experience, adaptability, optimization, and having a technology partner who understands and solves for your business.
We created this field guide to help you explore the world of email marketing through the lens of a franchise marketer, along with addressing and offering clear guidance on your challenges.