- Nurture existing leads and prospects
- Upsell existing customers
- Keep in touch with previous customers
- Advertise new promotions
- Drive a higher franchise marketing ROI
Compliance for Franchise Marketing
If you intend to build an email list you will want to be sure you understand and adhere to the laws guiding emails and spam. For example, every email sent must include an unsubscribe link, where people can opt out of your email.
Segmentation for Franchise Marketing
It’s a good idea not to send emails to your entire list every time. Some email tools will allow you to create lists of your most active accounts (people who open and click on most emails you send) and mark them for a more frequent communication cadence, while gathering less committed customers onto a list to contact less frequently or with more blockbuster offers.
Analytics
Having a constant awareness of the progress and outcomes of your email marketing can help you find ways through which you can grow better. Email marketers often take note of the following statistical measures:
Open Rate - This refers to the amount of people that get to open your emails. It will help you get a better knowledge of the behaviour and responsiveness of your email list.
Click-To-Open Rate - Among the people that open your email, this is the percentage that really clicked and entered the email. This process will help you find out the degree of importance placed on your emails and designs. Since most costumers probably won't read over a few paragraphs, it is important that you keep your emails brief and direct.

Sometimes, the franchisors and the franchisees keep a different email list. In such cases, the franchisors don't need to worry much about branding. They just simply equip the franchisees with adequate email marketing tools, then create guide lines and means to supervise the activities and results.
You may also create email templates that are not completely editable so that there are little restrictions and limits on the number of emails that can be sent and when they can be sent, without necessarily refusing the franchisees the freedom to operate and communicate with their lists.
Testing
Testing is the life-blood of email marketing and is recommended even for local franchisees. You can conduct an A/B test, where sample groups are sent two different options of email, and the winning email goes to everyone. Each test you send provides you with more information to understand what your customers will respond to.
Personalization
Many email systems allows you to include tags that will fill based on the email profile. This won’t work if you only have an email, but if you gather names along with your email collection, you can send an email that says
“Hi [firstname]”. Personalization can be very effective in email marketing, as studies show consumers engagement rises when they see their own names.