Franchising Today - Winter 2017 - 12

Column by Colby Cavanaugh

only your subject line, headline(s)
and call to action and still understand what you're trying to get
them to do.
Bold headlines make it easy for
your subscribers to scan your email
and glean the most important information in a matter of seconds.
Remember: Details should not be
buried at the bottom, where many
of your contacts might not even see
them. If you need to expand on your
message, link out to a landing page
that contains that information.

Most people only scan emails, so emailed
messages need to get right to the point.

GET THE WORD OUT
four tips to help ensure your email communication
efforts during an emergency are effective.

MANY
OF
OUR
FRANCHISE
Many of our
franchise
customevacuation details with employees
ers have found themselves faced with
the task of using mass email to communicate vital information during a
crisis situation.
Though email marketing is typically considered a means of pushing
out promotions or content to a list of
subscribers, it's also one of the most
effective ways to quickly reach a large
group of people with an important
message. Perhaps you need to let
customers know that certain stores
will be closed until further notice,
or maybe you need to share specific
12

franchising-today.com

WINTER 2017

at some of your franchise locations.
Regardless of the need, here are four
best practices you should follow to
ensure effective email communications during an emergency.
	 1.	Stay	Concise	
When communicating during a
crisis, it's important that emailed
messages quickly get to the point
and that the most vital information is easily scannable. Eighty percent of people only scan emails, so
ideally they should be able to read

	 2.	Think	Mobile	
According to Litmus Software,
over half of all emails are now read
on a mobile device. Couple that
with the fact that during times of
crisis people are often evacuating
or displaced from their homes, so
you know they'll likely be reading
messages only on mobile.
Optimize your emails for mobile
by making sure the text is large
enough to read on a smartphone,
all the links work properly and that
overall your design renders well
on smaller screens. Avoid putting
anything important on images just
in case your audience uses images-off inbox settings, and don't use
too many images in general - image-heavy emails may take more
time to load, causing people to
abandon the email before they ever
see your message.
	 3.	Use	Segmentation	
Smart segmentation is a part of
virtually every successful email
marketing program, but it might
be tempting to blanket your entire
audience with the same message to
save time during a time of crisis.
Don't do it. If whatever is happening is location-specific, be sure to


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Table of Contents for the Digital Edition of Franchising Today - Winter 2017

Contents
Franchising Today - Winter 2017 - Cover1
Franchising Today - Winter 2017 - Cover2
Franchising Today - Winter 2017 - 1
Franchising Today - Winter 2017 - Contents
Franchising Today - Winter 2017 - 3
Franchising Today - Winter 2017 - 4
Franchising Today - Winter 2017 - 5
Franchising Today - Winter 2017 - 6
Franchising Today - Winter 2017 - 7
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Franchising Today - Winter 2017 - 12
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Franchising Today - Winter 2017 - Cover3
Franchising Today - Winter 2017 - Cover4
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2020_vol5issue1a
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