Email Marketing For Franchised Restaurants - A Design For Franchisor And Franchisee Success

Restaurant franchise organizations have struggledgenerated for each customer sign-up. These
with how to effectively take advantage of emailwelcome messages should be specific to the location
marketing to promote their businesses. Creatingwhich generated the customer sign-up including
organization wide email campaigns that all of thelocation address, phone number, owner name, and a
franchisees can agree upon has tended to producelocation specific coupon.
customer email messages long on content and short5. Franchisees need the ability to easily create and
on bottom line results.send promotional mailings with enclosed coupons to
There are, however, ways to design an emailtheir customer email list on an every two to four
marketing system that benefits both the franchiserweek basis. These mailings are specific to that
and the franchisee. Designing in the followingownership group and include that location's address
capabilities into your email marketing system allowsand phone number in the email and the attached
franchisers to build their brand and franchisees tocoupon.
develop strong local customer relationships.6. Franchisers should email branding and chain wide
Email Marketing System Designpromotional messages every eight to twelve weeks.
7. Tracking capabilities are a must for every email
1. The email sign-up form on the corporate websitecampaign to understand the effectiveness of each
must be prominently displayed on the home page forpromotion and share profitable promotions across the
easy access. Customers choosing to add their nameorganization.
to the email list need to be able to specify theirBusinesses are built one relationship at a time. It is
preferred location. Email addresses captured on thethe local franchisee that touches the customer
website are copied to individual location listseveryday that needs to build strong relationships with
accessible by that ownership group.their customers. Give them the ability to promote
2. In addition to the corporate website sign-up form,what they want, when they want when building your
each location or ownership group should have theiremail marketing system. Franchisee involvement in
own sign-up form accessible to their customers withemail marketing will dramatically increase the number
a simple URL. Location owners can promote theirof customer sign-ups and will directly impact their
"email club" using in-store displays, sales receipts orbottom line.
promotional materials. Email addresses captured at aFranchisers will enjoy a much larger list of customers
local level can be copied to the corporate master listto email branding and company wide promotions.
for chain wide mailings.Locations that choose not to implement email
3. An attractive incentive should be offered to themarketing at a local level can still get the benefits of
customer to join the email list. The incentive can bebranding messages sent to their customers that
the same chain wide or can vary by ownership group.sign-up on the corporate website.
4. "Welcome" emails should automatically be