Franchising Today - Summer 2016 - 14

Column by Kevin Layton

EMAIL MISTAKES
A CERTAIN DEGREE OF SKILL AND ARTISTRY IS INVOLVED IN
CRAFTING A WINNING EMAIL CAMPAIGN.

EMAIL
ISfarBY
FAR
THE
Email is by
one of
the bestONE
filtering OF
and other
technology condigital marketing solutions to have in
your toolbox. However, there is plenty of room for error in an industry
that is rife with regulations, delivery,

cerns, as well as a glut of ever-evolving
best practices.
Although email marketing is definitely not rocket science, a certain

degree of skill and artistry is involved
in crafting a winning email campaign.
Proceed with abandon and it's likely
you'll end up wasting time and money on failed email campaigns. Email
campaign failure can happen for a
multitude of reasons, and the five
missteps listed below are among the
most common and easily avoidable
offenses that every online marketer
should strive to avoid.

BORING

THE

AUDIENCE

There are a ton of ways online marketers can bore their audience, from lackluster subject lines to verbiage-laden,
text-only emails, to emails that only
talk about the company and provide nothing of tangible or even perceived value. Although email can feel
one-sided, it is really intended to be
the start of a conversation.
For a better success rate, provide
an enticing offer and an eye-catching subject line to encourage positive open rates. Design colorful and
well-branded graphics to appeal
to our world's love of visual content. Provide valuable resources, articles, offers and calls to action that
truly give something to your email audience. Ultimately, think about how
you can provide value to those on your
email list.

ANNOYING

Your audience will love hearing from
you if you are providing value that gives
them room to consider your offer.

14

franchising-today.com

SUMMER 2016

THE

AUDIENCE

You know the feeling when you get
interrupted by a little fly buzzing
around your head, and then again 30
seconds later, and then yet again 30
seconds after that? Don't be the little
fly pestering people too frequently. Of
course, finding the sweet spot for the
timing tolerance of each audience
takes a little experimenting, observation and an understanding of the industry in which they operate.
Your audience will love hearing


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Table of Contents for the Digital Edition of Franchising Today - Summer 2016

Contents
Franchising Today - Summer 2016 - Cover1
Franchising Today - Summer 2016 - Cover2
Franchising Today - Summer 2016 - 1
Franchising Today - Summer 2016 - Contents
Franchising Today - Summer 2016 - 3
Franchising Today - Summer 2016 - 4
Franchising Today - Summer 2016 - 5
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Franchising Today - Summer 2016 - Cover3
Franchising Today - Summer 2016 - Cover4
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