franchise leads

The Do’s and Don’ts of Email Marketing

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Email marketing can be tricky. The last thing you want to do is send something that is meant to promote your services and convey your expertise, but instead seems like spam or just another straight-to-delete junk email. Marketing your business through email blasts to potential clients is a very valuable tool, but you have to go into it with a strategy.
Make a schedule and cohesive theme you stick to.

How often do you want to be reaching out? You may decide to send an email once or twice a month to the same group of people, or break down a big list into once a week emails and then a follow-up phone call and mailing, making the email just one step in a larger marketing strategy. However you decide to schedule it, stick to it. Don’t bombard people’s inboxes – think about how often you have pertinent information to give out, and what makes sense for your target market.

A cohesive theme to your emails is important. Maybe you are establishing yourself as an expert in your industry, and will present a short informative opinion piece each month. Maybe you’ll present “Top Tens” each week, or you’ll let people know about upcoming events in your industry, making you a go-to for this type of information. Just promoting your services isn’t enough – the emails should have a what’s-in-it-for-me aspect for the recipient. Even if they don’t sign on for your services or buy your product right away, if the content has some value for them, they’re likely to open more emails in the future and begin to think of your brand name, or you individually, as a solid knowledge source.


Create emails that are eye-catching.

While solid content is vastly important, so is the look of the email. Too many images can seem overwhelming, while none may seem empty or boring. Think about who your audience is, and don’t be afraid to sound personal while still being clear and straightforward with what you’re conveying.

Don’t underestimate the power of the subject line – it has the capacity to determine whether the email will get opened or moved directly to the trash. It needs to be interesting, but not promise something outlandish that you can’t follow through on. I’ve found a great way to do this is to ask a question that presents a need. If that need is something the recipient feels, they are likely to open.

Track Open Rates and Test what is Working

Using an email system that tracks open rates and statistics by send is invaluable. Try testing out different subject lines and writing styles on different prospect groupings if you have a big list to work off of. Then, simply see which styles or subject lines get the best open rates. Once you know your open rates, identify how to make them even better. One way is to avoid using spam words, because spam filters are getting more and more sensitive. Avoid using words like “free,” “cheap,” “click here,” and “discount,” as they are spam red flags.

Use links and even video

Multimedia is a great way to add an element of entertainment to your email. If you have a quick, pertinent video, embedding it into your email is a great idea. It can make you as a brand seem more personable. You can also provide useful, interesting links to whatever you’d like – blog posts, press releases, industry event pages, and valuable articles will help solidify you as a knowledgeable industry source.

Follow up

It usually takes a few attempts at communication with a prospect before anything really comes of your efforts. Be patient and be consistent, working to build a trust along the way by providing useful information and not being pushy.

Cross-Promote Social Media

With social media becoming more and more prominent in many communication forms, it’s important to provide links to your business or franchise social media pages.

Email Marketing, when done strategically and cohesively, really can work well for franchise promotion. And at Stark Logic, we love talking marketing of any kind. Questions? Comments? Give us a call at 888.915.6442.


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Oceanside, CA – May 23, 2012 – Rich Stark, President and CEO of  Stark Logic, a franchise marketing agency, made the top 20 on the 1851 Franchise Magazine  “Young Ones to Watch” list, a prestigious list naming the current young franchise industry leaders who are making waves and establishing themselves as key players within the franchise arena.  The list includes franchisors, franchisees and suppliers. Read more

Franchise Marketing Strategies: Video Marketing

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Video marketing can be a great way to connect with clients and potential clients because it has a personal element to it. But if you don’t consider yourself a tech wiz, you may find the idea of making and editing a video for marketing your franchise a bit intimidating.

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Using LinkedIn for Listbuilding

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Social media outlets like Facebook, Twitter and LinkedIn are constantly coming out with new updates and features, and let’s be honest, it can be hard to keep up. But if you stay on top of your game with these social media powerhouses, the potential for franchise leads is huge.


One way smart way to do this is to use LinkedIn to build up your contact list. LinkedIn is unbeatable as a resource for valuable business connections, and you can use these connections to build up your professional contact list.

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Internet Marketing Series #4: Content Management for Franchise Leads and Contacts

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Our most recent piece in this series focused on List Building – keeping your contacts and prospects organized.

Building on that idea, we’ve come to our next strategy: Content Management for your franchise sales leads. Being able to store and retrieve your information easily is as important as the information itself. Most growing businesses will need some sort of internal Customer Relationship Manager (CRM) that stores all of your information in an easy-to-navigate way.

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Internet Marketing Series # 3: List Building

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Internet Marketing Advantages

  By Stephanie Nations, Marketing Coordinator


Number three in our Internet Marketing series is List Building – building a database of leads is imperative. The more franchise leads you have, the more points of contact you’ll ultimately gain. There are a few ways to get going on your list building.

Get (and stay) organized! Use Excel or a similar list management tool and include key pieces of contact information.

Get more! Webforms – contact forms available on your website(s)- are a great way for visitors to your site to let you know they’re interested in being contacted. Make it easy – just an email address and phone number – you can always get more information through if you need it. Keeping it simple for the visitor is key. Also, let them know you’ll maintain their privacy.


Incentives! It may help to offer something of value to your prospects in exchange for filling out your webform – a coupon, a free consultation or trial, even a relevant e-book if your resources allow for it. Be creative!

Whatever your method, list building is key. Got any creative ways to get leads? We’d love to hear them!