The benefits of email marketing

There's a right way and a wrong way to do email marketing. Done right, it can not only increase frequency of visit, but also increase ticket average, put butts in seats and, whether you're a franchise or a single-unit operator, increase the value of your business.

You just need to set your expectations as to what it can accomplish for your unit.

Increase awareness. Email marketing is inexpensive compared to other media and should be used to augment existing efforts. If you're posting billboards and running ads, email becomes an additional contact. Unless there is an offer in the mail you likely won't spur traffic, but you can increase awareness among existing users for new products, catering services, dayparts, and community involvement.

Drive sales. I just said you likely won't drive traffic with email, but that's if you use it as an additional contact and for frequency of message. If you add an offer (free drink for the first 20 people today, BOGO this Saturday only, 10% off catering orders of $100 or more) you can spur sales within a defined period.

Increase frequency. The people getting your message are existing customers. Use email to drive menu trial (you love our burgers, but have you tried our chicken?) and increase frequency of visit. Combine with an offer to get customers to come back within a few days, or to try carry-out, or cater a meal.

Increase sale price / value of business. As a franchisor, your email database is an asset. Having thousands of names and email addresses raises the value of your organization because you have the infrastructure and process to consistently communicate with your customers. As a single-unit operator, the value is increased for the same reason, but also because you appear to have a more intimate connection to your customers - something for which a prospective buyer will pay a premium.