In terms of digital marketing trends, email might seem as antiquated as the rotary phone, however, it’s still one of the best ways to build a loyal customer base for your franchise brand.
Email marketing remains one of the most effective ways to reach and engage with customers. But it has to be professional. It must look good. That’s what will help you stay in contact with customers on a personal level, reach them in real time, all while being affordable and tracking a variety of data. And while it has now been around for decades, it’s a proven method that should remain in your marketing toolkit. But that doesn’t mean there isn’t room for improvement.
To give it more of an updated 2023 polishing, franchise brands should now consider leveraging the use of artificial intelligence, or AI, systems to enhance their franchise marketing campaigns to improve customer engagement in every step of the process, from content creation to when the customer receives and acts on it.
For starters, AI machine learning can assist marketing teams in getting personal. The algorithms used in these systems are able to create a more customized email campaign based on a customer’s purchase history, browsing behavior and product preferences. Through this customization, franchises can get more targeted and increase the likelihood of conversation.
By using an AI-powered email marketing platform, franchise companies can leverage its ability to create dynamic content that adapts to your customer. These systems generate personalized subject lines, email copy and visuals based on your customer’s data. It makes the interaction between you and your customer more engaging.
The algorithms used can also help to send your emails to specific customer segments, which can help improve your company’s marketing analytics. Think increased open rates, click-through rates and overall engagement. Through precise programming within the applications, your AI system can segment your email lists by demographics, purchasing behavior and engagement levels. An AI system can identify patterns and trends in customer behaviors and use them to predict future customer actions. Franchises can use these insights to optimize email content and timing.
AI email systems can also assist with A/B testing of different versions of email campaigns on subsets of your customer audience and analyze the results. Testing helps identify the most effective email elements, such as subject lines, calls to action or visuals to optimize future campaigns.
After you’ve put your content together, it’s time to send it out into the internet universe. But have you ever wondered what’s the best time to send your customer that email? AI can help with that, too. The system can analyze your customer data and behavior patterns to determine the optimal time to send emails to individual subscribers. By considering factors like time zone, historical engagement and open rates, franchises can increase the likelihood of emails being seen and acted upon.
And as a final step in the process, AI can help make sure that beautifully crafted email doesn’t end up in spam purgatory by identifying filter triggers and increasing the chances of the emails reaching the customers’ inboxes.
By leveraging your AI systems in these ways, franchise companies can enhance the effectiveness and efficiency of their email marketing campaigns, leading to better customer engagement, increased conversions and improved overall ROI.
