5 must-solve email marketing challenges for franchises

By Colby Cavanaugh posted 04-21-2017 13:22


Franchise email marketers know that their job comes with a unique set of challenges. You have to address the individual needs of multiple locations, yet somehow maintain a cohesive brand image across all of them. You want to empower your franchisees, but at the same time ensure you're providing a consistent experience.

Thankfully, many of these challenges can be solved with the right platform. And yes, to be completely transparent, we offer all of these things at my employer Emma, but we also know there are a lot of other great options out there and we’re not the perfect fit for everyone. So regardless of who you use to power your emails, here are five things to look for in your email platform to ensure you're ready to take on marketing's toughest challenges.

The challenge: Maintaining control at the corporate level
The solution: One central admin

A tiered or parent-child account structure is a must-have for franchises. This allows you to set up sub-accounts for every location – each with its own set of user permissions – and easily manage them from one central account. It gives you the ability to give franchisees as much freedom as you would like without losing your central authority.


The challenge: Staying true to your brand identity
The solution: Asset sharing

Another huge need in the world of franchise marketing? Controlling your brand identity. So be sure to find an ESP that allows you to share creative assets — like logos, images, and templates — with one, 50, or all of your franchisees to ensure a consistent brand experience. Bonus points if the ESP lets you lock down certain parts of the design to give you total control over what franchisees can and can’t edit.


The challenge: Empowering your franchisees
The solution: A platform that’s easy to use across the board

Having control is nice, but that doesn’t mean you should (or even have the bandwidth to) do it all. Empower your franchisees with a feature set makes it easy for them to create and send email campaigns that look great and get great results.


The challenge: Knowing what’s going on across locations
The solution: A homepage dashboard

It’s not necessarily a must, but definitely a “nice-to-have.” A homepage dashboard allows you to see what’s happening at all locations and drill into individual franchisee accounts with ease. The at-a-glance view of most recent activity and results lets you quickly identify which locations are nailing it and which ones could use a little help.


The challenge: When you can't do it all
The solution: Strategic services

Even the savviest marketers sometimes need an extra hand or some strategic advice. Finding an ESP that goes beyond basic customer support and offers strategic, design, or technical services can help you and your franchisees hit your goals that much faster.





Colby Cavanaugh is SVP of Marketing at Emma. Prior to joining Emma, he worked as VP of Global Channels at Return Path, where he drove customer success through their