10 Proven Techniques to Create Great Franchise Lead Gen Emails

10 Proven Techniques to Create Great Franchise Lead Gen Emails

Get Good at Email and Watch Prospects Beat a Path to Your Brand

1. Write your own subject line

This is 70% of email effectiveness. Is it relevant? Should I read, park or delete it? Do I recognize this brand? Your subject lines must quickly strike a chord with the reader. Doesn’t matter how good the rest of your email is. A bad subject line gets ignored or worse put into a spam folder.

3. Put yourself in your prospect’s shoes

Forget your brand. Be a prospect. Recall the top 3 things prospects share about what got them excited at the very beginning. If you don’t know, ask. Build on that. And make sure your copy doesn’t just tell what, but explains ‘what’s in it for me’ so your prospect gets it.

5. Test longer copy (150-350 words)

Despite hundreds of so-called “best practices” no one can tell you what works best for all brands all the time. You want great results not aggregated results. You want to shine. In preparing your email campaign start with long-form copy. Integrate subheads so a reader can quickly scan your most relevant points.

7. Test more than one subject line

Engaging your reader from the first second is critical to email marketing success. Testing more than one subject line, leaving everything else the same, is the easiest to get a bump in your email open and click numbers.

9. Only change one thing at a time

If you adopt testing make sure you only make one change at a time. Otherwise it’s quite difficult to figure out which of multiple changes affected your results. A one-to-one test program is simplest to execute.

2. Write your own headlines, copy and do smart design

This is the remaining 40% of email effectiveness. Great headlines, copy and smart design keep readers engaged. Since this is a list of inbound leads, we won’t consider list quality. Keep your design simple and void spam traps. People don’t read business lead emails because they’re pretty, but because they’re relevant.

4. You’ve already written your own brand profile, right?

You need to write your brand profile. You know your story best. If you’re not a great writer, develop the best draft you can and let a good writer punch it up. You know what turns people on about your brand. Make sure it’s not lost in someone else’s prose.

6. Test shorter copy (50-100 words)

After you’ve written your long copy see how short you can make it and still offer a benefit for them to learn more. Short copy takes compelling benefits about your franchise and teases the reader to click to learn more. Different prospects respond to different styles. Find yours. It may not be the same for every lead gen source you use.

8. Email more than one time

When your reports show an email hasn’t been opened it usually comes down to one of two reasons: missed/too busy to read it or it hit their spam folder and they never saw it. Email again after a few “no open” days and have a “check your spam” text only email.

10. Track and analyze results

So, if you start testing make sure you’ve got a way to easily track your results over time. It could be a spreadsheet you keep or perhaps your email provider can do this for you and deliver regular reporting.

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By Dug Aylen, Co-Founder & COO

These reports showcase important aspects of recruitment pipeline activity. These critical performance metrics are often scattered;
if available at all.


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Fast growing brands can easily slip into one or more of these traps as they tackle the challenges of rapid growth. Avoid them or risk hitting speed bumps along the journey.


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