Franchising Today - Winter 2017 - 13

CRISIS COMMUNICATION

Make sure the text is large enough
to read on a smartphone and all
the links work.

segment your audience by zip code
so that only the people affected will
get your email. Not only will it help
ensure that only the right people
hear what you need to say, it will
condition your audience to pay attention to your emails because you
only send when the message is relevant to them.
For instance, our franchise client
Orangetheory Fitness used email to
inform the members of their Florida
locations about class cancellations
and evacuation information during
Hurricane Irma. By only sending to
locations in Florida, Orangetheory
simultaneously addressed the situation and prevented any confusion
among non-Florida members.
	 	4.		Follow	Deliverability	
Best	Practices
When there's a sense of urgency
to your message, it's important
for emails to get delivered - peri-

od. The worst-case scenario for an
email that contains vital information is that it gets stuck in a spam
filter, so follow deliverability best
practices to ensure messages reach
the inbox.
The best thing to do is to only
send to people who have explicitly
opted into your email list and focus
on strong subscriber engagement -
that's what will help you avoid the
spam filter for today's emails and
any future emails you send. However, here are a few additional tips
that should help your chances of
reaching the inbox:
Update your organization's sender policy framework (SPF) record
and register your ESP as a sender
on your behalf. Simply contact
your ESP for resources on how
to do this - all the major players
should have them available.
Avoid using an overabundance of

colors and font styles and types
in your email. Not only will your
audience have trouble reading
your message, but excessive design can make for an overly hefty
email that gets trapped in the
spam filter.
Use a consistent "from" name and
address. That way, your recipients
will recognize who they're hearing from and be less likely to mark
your message as spam.
In times of crisis, email can be one of
your franchise's most powerful communication tools. Follow these tips
to ensure that no matter what situation occurs, you're able to quickly
and effectively get the right information to the right people at exactly the
right time.
Colby Cavanaugh is senior vice president

of marketing for Emma.

WINTER 2017

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13


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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
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