Franchise Update Magazine Issue II, 2017 - Page 67

MARK BORN

IMN , INC .

Measured Results : The Analytics Behind Email Newsletter Success
As a franchisor , maintaining the consistency of your brand and the loyalty of your customers is at the top of your list of priorities . Email newsletters have proven to be an effective vehicle for delivering targeted , dynamic content , but there is an important technological component to understanding that effectiveness : measured results through tracking and analytics .
Any email newsletter solution you may be considering , or have already implemented , should be backed by a full suite of tracking and analytics . The reason ? This component gives you complete insight into which email newsletter articles , promotions , and products are most popular and impactful with your audience .
How do you know if the email newsletter solution you ’ re looking at is up to the task ? Check for these characteristics :
• Analytics should be easy to read and understand , and should highlight those customers who responded to articles and promotions , making it fast and easy to identify hot leads and the most interested prospects .
• When engaged consumers signal they are in-market for your products and services , your franchisees should be alerted through an automatically generated report . Each report should list the prospects who responded to articles and promotions .
• Ideally , include your own call scripts to turn every call into a sale .
Don ’ t shy away from the technological component of email newsletters . Put the full power of measured results to work for you today !
CONTACT INFORMATION
MARK BORN
E-mail mborn @ imninc . com
Phone
866.964.6397
Address
460 Totten Pond Rd . Suite # 530 Waltham , MA 02451
2017 Smart Technology Guide
65
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