As a franchise email marketer, you undoubtedly have many things to do. However, 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 marketer you are, only that you have influence or decision-making capabilities for your marketing plan program.
The reason why I am asking is that individual franchisees typically have one thing in common: they want results! If franchise owners/managers like yourself view email as valuable and implement it into their marketing plan, then the results will follow suit (in theory). But…are they? Why would franchise buyers think this way? Does your franchisee follow up with franchisees after receiving multiple emails with no action taken?
I want you to think about the second email that is sent to your subscribers and answer the following five questions.
- What is 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.
Successful Franchise Marketing Includes a Winning Second Email
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 onboard and nourish. This email is the most important in franchise email marketing because most want to lump the subscriber in with the others and find the right things to say. It’s hard to resist the alluring call of franchise marketing automation tools.
However, if you take your time and nurture your new subscribers without constantly reminding them about how much better their franchise experience will be (when it should be), then you’ll maintain a healthy franchise email program for years to come.
Franchisors and Franchisees Email Marketing Success
Just like franchise buyers want to know why they should buy your franchise, so too do they wish for franchise marketers to give them a reason not to opt-out of all marketing emails. Just figure out what that reason is.
That’s franchise email marketing success.
Get The Free Franchise Email Marketing Field Manual
Get the free field manual for Franchise Marketing, it’s a pragmatic guide to success and ROI in email.
If you are a franchise marketer inside a franchise organization, this effective and cost-efficient way to connect with current and future customers via email marketing will help you solve those three big challenges; Fragmentation, Segmentation, and Content.
I encourage franchise marketers to never stop learning and improving their franchise email marketing strategy. Never be afraid to ask for help or advice from franchise marketing ESP’s because you will be surprised how much more exposure and positive results they can provide and the ease at which they can simplify franchise email marketing.
If you are struggling with that second email or want to learn more about iPost’s winning email marketing for franchises approach, don’t hesitate to reach out and book a free demo.