Think about the emails your organization sends to subscribers, customers, and prospects. Do your subject lines pass your own glance test? How can you improve your subject lines to better draw in your target audiences?
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It can be challenging to implement effective communication at each level of a franchise, even in a normal year. And so far, this year has been anything but normal. COVID-19 has rendered many aspects of life unpredictable, increasing the need for active franchise messaging.
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This article was first published in IFA’s Marketing Toolkit in April 2017. For more recent IMN press releases and coverage, visit our Recent News page. As a franchisor, your key marketing goals are twofold: maintaining the consistency of your brand across your franchisees and retaining the loyalty of your customers. Multi-unit franchise organizations face unique challenges delivering a consistent message, identity, and set of offers through individual franchise locations. Finding that consistency can be especially tricky when considering franchisees’ understandable desire for at least a little individuality. After all, how can they credibly connect with their local communities and customer bases if they’re seen as just another faceless piece of a larger corporate entity, ultimately no different than any other franchise location? Delivering a Consistent Message One of the best solutions to this problem is the strategic use of branded email newsletters, a marketing solution offered by IMN (iMakeNews, Inc.). Branded email newsletters are designed to help multi-unit franchise brands acquire, retain, and engage customers. Branded email newsletters work as a solution at both the corporate and local levels, solving problems for […]
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As a franchisor, maintaining the consistency of your brand and the loyalty of your customers is at the top of your list of priorities. Email newsletters have proven to be an effective vehicle for delivering targeted, dynamic content, but there is an important technological component to understanding that effectiveness: measured results through tracking and analytics. Any email newsletter solution you may be considering, or have already implemented, should be backed by a full suite of tracking and analytics. The reason? This component gives you complete insight into which email newsletter articles, promotions, and products are most popular and impactful with your audience. How do you know if the email newsletter solution you’re looking at is up to the task? Check for these characteristics: Analytics should be easy to read and understand, and should highlight those customers who responded to articles and promotions, making it fast and easy to identify hot leads and the most interested prospects. When engaged consumers signal they are in-market for your products and services, your franchisees should be alerted through an automatically generated report. Each report […]
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As a franchisor, you aim to maintain a certain consistency of brand image and messaging across your franchisees. At the same time, you know your franchisees face unique challenges in their marketing strategy. They demand some measure of autonomy in their efforts, to be sure: they know best what local customer wants and needs are. These two goals seem to be almost at odds with one another, but they share a core common interest: retaining customer loyalty. So, how can a multi-unit franchise acquire, retain, and engage customers, while maintaining both a broad consistency of message and localized appeal? Here at IMN, we have the answer to this marketing dilemma: Loyalty Driver® for Franchise. Solving Problems at Both Levels We consider striking this marketing balance a specialty of ours, and we strike that balance with Loyalty Driver for Franchise: a branded email newsletter template that adheres to your corporate branding and messaging specifications, but is flexible so franchisees can add content, such as local promotions, hours, and even special events. Our email newsletter offers unique capabilities, ranging from customizable, content-driven […]
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