National brands and marketers are faced with a tough challenge — grow sales at the local level while protecting brand equity. National brands and marketers want to power up targeted communications with customers and prospects, but if franchisees are executing individual email campaigns, it will be next to impossible to control the messaging. But they can’t afford to lose the local connection. To keep a balance, they need centralized marketing.
Here are ten data-driven reasons why centralized marketing works, how it works and why franchises, franchisees and agencies can’t afford to be without it.
- For an increasing number of franchise marketers and agencies, the answer is to centralize automated, data-driven email marketing to localize their national marketing strategy. It’s a powerful way to get the best of both worlds, gaining the ability to control brand voice and tone while allowing franchisees to tailor the offer to their specific locations.
- Unlike other marketing channels, a centralized approach to email marketing let franchises deliver targeted, personalized, localized and measurable campaigns while maintaining consistent brand image. They can leverage — not lose – brand equity while managing campaigns across the entire organization from one central location. They can increase sales with a centralized email marketing approach built on local relationships, and send campaigns to customers franchise-wide with geo-targeted promotions corresponding to individual franchise locations.
- They can also collect valuable data as a centralized approach lets them collect and immediately analyze actionable data franchise-wide to help spot trends and tweak campaigns for optimal results.
- Multi-level reporting lets them report on campaigns globally or by individual locations, then find out what works, and what doesn’t, so locations can learn from one another.
- Franchises can also maximize time and minimize resources, leveraging the data collected franchise-wide to develop triggered, personalized email communications that cross sell and upsell customers based on purchase history and preferences.
- Big data may be making the headlines, but it’s the small details of data that are key. The information stored in the database, and how it’s organized, will largely determine the email strategy’s success. If your prospects and customers don’t receive relevant content, they are more likely to opt-out from lists. But relevant, timely and personal email communications can convert a prospect into a customer, boost emails’ average order value and increase existing customers’ lifetime value.
- Centrally decide what email campaigns to send. Weekly special offers with coupons that recipients can bring into the store? Ecommerce campaigns? Monthly “what’s new” emails? Interactive emails such as surveys and contests? Emails incorporating your social media sites?
- You can define the types of automated emails you’ll use. Welcome emails? Cart abandonment reminders? Purchase association emails? Birthday offers? Reactivation emails?
- Determine how to segment those campaigns. What information will trigger your automated emails i.e., zip codes, purchases, birthdays, etc.?
- Capture that data. Having defined how email campaigns will be segmented and what type of information to leverage for automated emails, make sure your database captures this information from your franchise locations, purchase forms and landing pages.
Learn more about centralized marketing and the other ways agencies can put the power of email marketing to work for their clients — read StreamSend’s Agency Email Marketing Guide.
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