Measured Results: The Analytics Behind Email Newsletter Success

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 should list the prospects who responded to articles and promotions.
  • Ideally, include your own call scripts to turn every call into a sale.

Don’t shy away from the technological component of email newsletters. Put the full power of measured results to work for you today!


This article was previously published in the 2017 Technology Issue of Franchise Update Magazine.

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