If you are a franchise email marketer, you undoubtedly have many things to do, but I highly encourage you to stop what you are doing for the next 3-5 minutes to read this post.
It doesn’t matter what type of franchise email marketer you are, only that you have influence or decision-making capabilities for your program. I want you to think about the second email that is sent to your subscribers and answer the following five questions:
- What the purpose of the email?
- Why should the recipient care?
- Does the email serve to educate or provide value to them or your brand?
- Does the email provide a clear and concise call-to-action?
- What does success look like for that email?
If you struggled with answering any one of these five questions, you have some work to do.
The second email that you send your new subscribers is the most important email you can send because it serves as the benchmark of what is to come. It typically is the tipping point before engagement starts to decrease, and you have to continue the conversation and provide value to them or run the risk of slowly losing them. The second email should be unique to them and not something you would send to everyone; otherwise, you look like 75% of all other marketers out there, usually impatient in wanting to on-board and nourish.
The second email is the most important in franchise email marketing because it’s hard to resist wanting to lump the subscriber in with the others and find the right things to say.
If you are struggling with that second email or want to learn more iPost’s approach to email for franchises, drop us a line.