Overcoming Limited Resources to Implement a Personalised Email Program
By Stuart Ayling, Solutions Found                                                                   

Many franchise groups and large companies would benefit from having regular personalised email communication with customers. But often they do not have the systems in place to collect customer data via franchisees, or the infrastructure to create, send, and monitor promotional emails (see chart below).

A recent survey of 700 senior marketers worldwide by the CMO Council found that 66% cite personalised email as the top choice to better reach their target market.

And survey respondents said the top benefits of personalization included:

• Making offers more relevant and meaningful to prospects.

• Building closer relationships with customers.

• Increasing the company’s overall marketing effectiveness.

Franchisee Limitations

Traditionally franchise groups have relied on each individual franchisee to manage the marketing in their local area. This could be part of the Local Area Marketing Plan, with some guidance provided by the franchisor.

When it comes to email campaigns the local franchisee would need to write content, create the email layout, and send one-off email messages to their customers – if they do it at all.

Even worse is that many emails that are sent by franchisees are done in a rush, or without any thought given to corporate branding. The result can be emails sent via Outlook or free email accounts that look like a ‘high-school project’.

Unfortunately these emails with multi-coloured sentences, hard-to-read fonts and waffling messages will do more damage than good to your franchise brand.

Protect Your Brand

However, there is a professional way to coordinate email promotions for your franchise group. You can develop an email marketing program that supports your brand identity, and gets sales results.

The answer doesn’t lie in getting franchisees to use one of the many DIY (do-it-yourself) email programs that are now available.

Most franchisees are not skilled in using email technologies. And they don’t have time to learn – and re-learn – new email software.

The best approach is to use a fully managed (outsourced) email planning and production service. This way you can access world-class email technology, create an approved set of email templates, and provide a technology-free method for your franchisees to use to send promotional emails to their local customers.

Harness the Power of a Combined Database

An important benefit of this type of system is that the franchisor can access the accumulated database of its franchisees. This opens the door for new promotional opportunities coordinated by head office and implemented direct to local customers. The local franchisee can stay focused on sales and service, not on email technology.

Email marketing is becoming more important for franchise groups. Consumers are now expecting information to be delivered online and via email. They want to be able to receive promotional offers that are relevant for them.

Is your franchise able to capitalize in this trend?

If you need further information on how your franchise or corporate group would benefit from implementing a fully managed email program please contact us.

Chart from CMO Council report:

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