Email marketing has a high return on investment. It’s a great way for local franchises to connect directly with consumers in their markets—and whether you’re sharing news about a specific event or communicating as part of a broader campaign, email marketing can grow brand loyalty, generate leads and boost sales. Here are five tips to help you fine-tune your email marketing strategy:

1) Target local audiences

For the best results, look local. When local franchises can speak directly to the people in their communities, they can grow deeper relationships. Make it easy for them to get the word out about what’s happening at their location: grand openings, store anniversaries, local promotions and sales, and more. Establishing customizable templates and easy approval processes makes this process efficient yet allows oversight and control.

2) Make it worth their time

When someone opens your email, what do they really get? Make sure you’re giving consumers something of value. Offer a newsletter with relevant content, a deal, an invitation to an event, or more information on a specific topic of interest. Make the point of your communication clear, so people know you value their time—and aren’t tempted to just click “unsubscribe.”

3) Timing is everything

People are used to getting brand communications and offers in their email, but there can be too much of a good thing. Plan your email marketing to suit your strategy. Are you aiming to build loyalty? Is it a drip campaign? Work with a partner who understands your needs—and the needs and preferences of your consumers—to build the best strategy to meet your goals.

4) Model best practices

We’ve all seen bad email marketing. Don’t get lumped in to that crowd! Make sure to follow industry best practices, allowing people to engage in your communications as much or as little as they like. Ensure you follow compliance regulations, and keep your data lists clean and updated.

5) Find excellence

Email is a powerful platform, and since it’s so public, it’s easy to put off starting a campaign or exploring it fully. Look into partners who can help you get the most from your effort. Bring efficiencies to your process to make sure you set yourself up for success.

Can an MRM (marketing resource management) provider help you find efficiency, personalization and control for your email marketing? Feel free to give us a call. We’re always happy to talk about your company’s needs and how we could help.