Email Nurture Campaign

For Franchise Sales

Case Study

Background

The company was looking to promote their Hometown Stores and Outlets to multi-unit franchisees within the restaurant segment who might be looking to diversify their portfolio.

To accomplish this, the company purchased an email blast to go out to a proprietary list of QSR Magazine subscribers.

The company asked the Fishman PR content marketing team to design the email blast.

We saw an opportunity to increase the ROI of the initiative.

The Idea

Instead of creating a one-time ad that could be easily

ignored, we recommended creating something the

recipients would be interested in receiving.

Our team decided to create an eBook titled, “Secrets to

Becoming a Franchise Empire Builder.”

The Process

eBlast: We created an eBlast advertising the book that went out to 19k+ people.

We achieved an open rate of 33%. The average is between 20% and 25%, according to marketing research.

Landing Page: From the email, a recipient is directed to click on the link that bounces them to a landing page where they can download the eBook that gives tips on becoming a successful multi-unit franchisee.

Landing Page

The landing page highlighted the various company opportunities available. In order to access the eBook, potential leads were required to enter their name and email.

3.5% of people clicked through to the landing page. The average click through rate is between 1.5% and 2.5%.

There was a 22% conversion rate of people downloading the eBook. The best landing page conversion rates is around 5% - the average is more around 2.5%, according to marketing research.

By offering a piece of valuable content in exchange for contact information, the company was able to capture a percentage of QSR’s proprietary email list to use for future marketing efforts!

eBook

The eBook profiled Tony Lutfi, a The company franchisee who has also invested in 300+ restaurant locations of varying brands.

We chose him because the target audience could relate to Tony’s story. His success story validated the company’s franchise opportunity and acted as a trusted third party testimonial.

The eBook featured:

Tony’s career as a Franchise Empire Builder

Tony’s process for evaluating franchise concepts

Tony’s experience with the brand

Email Nurture Campaign: Email #1

This email was delivered 7 days after someone

downloaded the eBook. By spacing out the

communications, we were able to keep the brand

top of mind, without annoying the recipient

enough to unsubscribe from the campaign.

The first email continued to introduce the brand

and provide information about the industry and

segment that validated the franchise opportunity.

Email #2

The second email was delivered 14 days after

someone downloaded the eBook from the landing

page.

The content of the email worked to counteract many

of the misconceptions a potential franchisee may

have surrounding the brand.

Again, the email works to keep the brand top of mind

and nurtures the lead.

Email #3

Email three was delivered 21 days after the eBook was

downloaded from the landing page.

It worked to personalize the brand by highlighting successful

franchisees.

Email #4

Email four was the last email in our nurturing

campaign and was sent out 28 days after an

individual downloaded the eBook from the landing

page.

This email focused on the iconic brand of the

company and emphasized the emotional

attachment that consumers have for the brand. It

relied heavily on a final call to action, which was for

the recipient to call the Director of Franchise

Business Development.

Results

Sold a Sears Hometown Store Unit

Closed a Multi-Unit Deal that had Been on Hold

Generated a Greater Percentage of Qualified Leads

Four units were sold as a result of the strategic content marketing campaign. A new lead generated by the campaign

invested in a Sears Hometown Store. By leveraging the interest of a fresh lead from the campaign, a three-unit deal with

an existing Sears Hometown & Outlet Stores (SHOS) franchisee was closed after months of inaction. The Director of

Franchise Sales informed the franchisee first and he quickly pulled the trigger, purchasing all three Sears Outlet Stores.

Overall, the email marketing campaign was a success. While it resulted in the sale of a unit and played a key role in

closing three deals with an existing lead, it also generated several new leads among prospects interested in the various

franchise opportunities. 50% of the leads were from qualified candidates, who the client is still in talks with today. Besides

the leads, a great aspect of this campaign is that the content can be repurposed indefinitely.

Contact Us

Contact Rachael Wachstein,

Vice President of Content Marketing for a free consultation:

(847) 945-1300

rwachstein@fishmanpr.com