Franchise Online Marketing: Effective Email Campaigning
Friday, December 9th, 2011People unfamiliar with email marketing often wonder what all the fuss is about. Didn’t spam kill email as a marketing vehicle? And if spam didn’t kill it, what about web feeds, instant messaging and all the other clever ways we can communicate online? Isn’t email outmoded?
Modern email marketing services, such as the integrated email marketing manager in the ElementsLocal platform, support database integration, segmentation and various other tricks and techniques for improving the targeting of outgoing messages. Advanced, franchise specific functionality, now allows Franchisor’s the ability to send out emails with the local owners names and addresses to reply to, thereby driving local marketing. Systems like the ElementsLocal platform also brand and content control email campaigns to be sent by franchise owners at the local level.
There are many proven benefits to Email Campaigning:
Email promotions and offers generate immediate action: sales, downloads, inquiries, registrations, etc. Informative email newsletters and other emails send people to offline stores and events, prepare the way for catalogs, build awareness, contribute to branding, strengthen relationships, encourage trust and cement loyalty.
Every email campaign you send out generates a heap of actionable data you can use to refine your approach and message.
According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $57.25 for every dollar spent on it. As such, it outperformed all the other direct marketing channels examined, such as print catalogs. 47% of marketers surveyed by Marketing Sherpa said that their top performing online marketing tactic was “email marketing to house lists”. The tactic was second only to search marketing in performance. Usability guru Jakob Nielsen listed an email newsletter as “probably the single-highest ROI action you can take to improve your Internet presence”.
Why does email marketing for franchises work?
- It allows specific audience targeting
- It is data driven
- It drives direct sales
- It builds relationships, loyalty and trust
- It supports sales through other channels
Here are some quick tips for effective email marketing:
- Focus on building a good list of people who want to hear from you
- Craft a message and ensure the emails get through and you have a good ‘click through’ rate
- Couple your email campaigns with web analytics to narrow the focus of your message and target the list it should go to
- Use coupons and other incentives strategically. For example send coupons to customers who haven’t purchased something from you in more than 3 months. existing and potential customers
Start the email marketing journey with a look at our Franchise Online Marketing System. Our platform has built in email campaign capabilities. Use the leads generated by the proven local lead generator to target your audience for effective email marketing.
Learn more about our Franchise Online Marketing platform by visiting: ElementsLocal Franchise Online Marketing System. Take advantage of our free Webinar focusing on Franchise Marketing January 18, 2012, at 12:00 pm CST by registering at : ElementsLocal Webinar: Franchise Marketers Boot Camp 2012.
