Archive for the ‘Franchisee Resources’ Category

5 Keys to Successful Email Marketing

Wednesday, March 14th, 2018

successful email marketing

Successful email marketing is a critical, and often overlooked, element of digital marketing.

According to an article on Inc:

But after a couple decades of Nigerian prince schemes, Spanish lotto scams, and mountains of unsolicited spam (which is never a good marketing tactic), how do people feel about email now? Is it still a worthwhile tactic for small-business owners and marketers to pursue?

The simple answer is yes.

Take a look at the graphic below and you’ll see how important successful email marketing is to your bottom line–generating nearly 2X the ROI of the next more cost-effective tactic.

successful email marketing

Image courtesy of Data Mentors

Successful email marketing

Successful email marketing requires 2 tactics: 1) list building and 2) email campaigns.

So, you’ve really got your work cut out for you. Here are some tips to get you started:

List building

Before you can have a successful email marketing campaign, you need a good list. In the bad old days before CAN-SPAM, you could simply buy a list and spam a bunch of folks with your message. Some experts advised against such “cold messaging”, but it worked well if you were very selective in purchasing a list of likely buyers. List buying was an art in those days and I got paid a lot of money to guide businesses on which list purchases were likely to result in high returns. And, selling lists is what kept a lot of small, specialty magazines in business–they provided unique access to highly targeted subscribers.

Now, of course, you can’t buy lists, so you have to develop your own (and comply with CAN-SPAM regulations which you can find by following the link above). Since, the law makes your email client (for instance, Constant Contact, AWeber, or MailChimp) responsible for your violations, they can get hit with a big fine, so they’re invested in keeping you honest in this.

So how do you go about building a list?

  1. Include your sign-up form everywhere-on the home page and each page of your website, in your store (if you’re a brick and mortar), at events, on social platforms …
  2. Offer something (like an ebook, coupon, etc) in exchange for signing up for your email list
  3. Don’t ask for information you don’t need so it’s fast and easy for visitors to sign up. Maybe all you need is an email address and name. Don’t forget you can get additional information after they sign up.
  4. Make your sign-up form obvious without interfering with user experience (I hate those popups that block content until you either sign up or x out). I prefer a small band at the bottom of the screen that asks for an email address or something that pops up as the visitor starts to scroll away from your site. Remember, your website is critical for SEO and you don’t want to mess with anything that reduces visits, bounces, or time on site.
  5. When you send an email, include social sharing and the ability to subscribers to forward your email to a friend. These are great ways to build your list.

Email marketing campaigns

Your email client should make it easy to create attractive and professional email campaigns to subscribers. I use AWeber because of their flexibility and ease of creating campaigns (they recently added drag and drop capabilities).

Here are some things to keep in mind as you craft your campaigns:

  • Your goal. What do you hope to accomplish with the email.
  • Timing — how often, time of day, day of week, etc. Sure, email is available whenever a user wants to view it, but it’s more likely to get opened soon after it’s sent. The better your timing, the better your open rate.
  • Optimize open rates with a great pre-header, the description users see when they check their email. Check out the image below:

successful email marketing

  • Make your email easy to read and inviting on multiple screens (especially mobile) with great design.

Keys to successful email marketing campaigns

1. Strong content

Just like everything in marketing, the message is everything.

  • Make your content (both text and images) attractive and inviting, use lots of white space and a little humor doesn’t hurt. The more an email looks like a personal conversation with a friend, the better it will perform.
  • Personalization doesn’t end with including the person’s name. Make the email look like it was designed especially for each reader.
  • Don’t waste your readers’ time with nonsense: say what you need and provide links to more information.

2. Timing

You don’t want to overload your readers by sending too many emails, but you want to use your email marketing to build loyalty and engagement with your target audience. That’s a tight balancing act.

And, there’s no one-size-fits-all answer to this question. A good gauge of the right frequency comes from analytics. If your open rates drop or you start getting complaints or a bunch of folks unsubscribe, you’re probably emailing too often. If you’re not getting folks unsubscribing or complaining, you could probably send more frequent emails.

The key is to send emails when you have something worth saying to your audience.

3. Use marketing automation

Marketing automation often receives a negative knee-jerk reaction because it sounds like you’re treating your subscribers as robots who all get treated the same. But, it’s actually the opposite. Whether you prefer Salesforce or Hubspot or some other marketing automation tool, successful email marketing requires you send the right content to the right people at the right time and that means using marketing automation.

No marketing automation platform works well unless you spend time keeping information up-to-date to ensure the content the subscriber receives is targeted to their product interests, stage in the customer journey, and other key elements, like gender.

4. Use analytics

The wonders of digital marketing provide a plethora of metrics which should guide every marketing decision you make. Here are some metrics you should watch:

  • Subscriber data such as new subscribers and unsubscribes
  • Performance of your email form–I do this by setting up goals in Google Analytics, but AWeber also shows me how many times my form was shown and how many subscribers were generated. I periodically do A/B testing to determine the optimal form, placement, etc.
  • Campaign performance–how many opens, how many clicks, and, if you’ve installed tracking codes, goal completions based on each campaign.

5. Mobile-friendly

Making your content mobile-friendly is a key to successful email marketing. According to Buffer, 47% of emails are opened on a mobile device. Here’s their advice for making your content easier for mobile users:

  • Convert your email to a one column template for an easy mobile fix.
  • Bump up the font size for improved readability on smart phones.
  • Follow the iOS guideline of buttons at least 44 pixels wide by 44 pixels tall.
  • Make the call-to-action obvious and easy to tap. Above the fold is preferable.
  • Consider ergonomics. Many users tap and scroll with their thumb, so keep important tappable elements in the middle of the screen.

The do’s and don’ts of successful email marketing

Here’s a nice infographic if you want more keys to successful email marketing:

successful email marketing

Infographic courtesy of: Campaign Monitor

This article originally appeared in Hausman Marketing Letter.

This article was written by Angela Hausman and PhD from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to

Ten Steps to Starting a Franchise

Thursday, August 24th, 2017
  1. Read through the franchisor’s franchise disclosure document (FDD). The franchisor is required by law to supply this document to prospective franchisees. The FDD provides information about the franchise system, such has its history and corporate structure, as well as the information about the franchise relationship, such as fees, financing, obligations, intellectual property and financial performance. Be sure to study the FDD before making any decisions. Pay particular attention to the FDD’s Item 19, which details the franchise’s earnings data. A franchise that values transparency will include the grosses, expenses and EBITDAs of all its franchises for the previous year. In other words, it should provide information so you can make the most informed decision.
  2. Do your due diligence. Talk to other franchisees who have been in business a while. Ask them what they think of the business. What are the challenges? What are the rewards? What made them decide to open a franchise? Is the franchisor easy to work with? While this is obviously a great way to get information, it may also help to form working relationships with other franchisees if you decide to open a franchise.
  3. Experience a franchise in action. Visit a franchise during business hours, see how it works, see what the franchisee and the employees have to do on a day-to-day basis. This should give you a better idea of what being a franchisee is like. Also be sure to talk to customers. Are they happy with the service the franchise provides? Would they recommend it to others? Getting a feel for the customer base is just as important as seeing what a franchise does every day.
  4. Find a franchise that offers excellent support. The great thing about buying a franchise is that you go into business for yourself, not by yourself. But this concept only works when the franchisor offers the best support in all aspects of business operations, including, but not limited to, marketing, advertising, IT, finance, training and real estate. Visiting the corporate headquarters is highly recommended.
  5. Visit the corporate headquarters. Some franchisors host a “meet our team” day that allows prospective franchisees to tour the corporate office as well as meet the people who will be supporting their business needs. This is an excellent way to get a first-hand look at how the franchisor operates.
  6. Review the terms of your franchise agreement. If you decide to pursue a franchise, the franchisor will give you its franchise agreement, which lists your obligations and theirs. It is a good idea to hire a lawyer with franchise experience to review the agreement to make sure it meets your expectations.
  7. Obtain financing. When you sign the franchise agreement, you will need to pay the franchisor. These initial costs, which vary from business to business, can amount to hundreds of thousands of dollars. Many entrepreneurs need to secure a loan, such as a Small Business Administration loan or a bank loan, to pay those fees. A franchisor that offers excellent support will often have a franchise finance team that can help you navigate the loan process.
  8. Locate a suitable site for your business. Many franchises have specific site requirements that your business will need to meet. These may include things such as square footage, a minimum lot size and a minimum number of parking spaces. A high-quality franchise will staff real estate experts who will help you with the process of finding a suitable site.
  9. Receive training. You will need to complete a series of training courses, either at the franchise’s corporate headquarters and/or online, that will teach you what you need to know to operate a franchise.
  10. Prepare to open your business. If you have never opened a business before, which includes many different things that need to be done, this process can seem daunting. A franchise with best-in-class support will provide assistance with this process, usually in the form of an openings team who will work with you to ensure your business is ready to open.

Goddard Systems’ VP of Marketing, Paul Koulogeorge shares three key insights along with actions to help business owners market to the Millennial generation.


The Goddard School, with 460 locations and counting, has been listed as one of twenty emerging brands exhibiting at the 2017 International Franchising Expo.


Jim DiRugeris, Vice President of Franchise Development at Goddard Systems, explains how he evaluates and applies customer data during the franchisee recruitment and development process.


  How Goddard Systems Is Using Data To Improve Franchise Development

Jim DiRugeris, vice president of Franchise Development for The Goddard School Franchise, provides insight on how to responsibly navigate a growing franchise.



Small Business Financing Made Easy

Tuesday, November 17th, 2015

Accessing capital for a new business can be an unfamiliar territory in the start-up process, so it’s not surprising when new franchisees have questions. Outside of securing home mortgages, many people have not had experience with commercial lending, much less government-backed loans from the Small Business Administration (SBA). This is one reason having the support of an experienced franchisor like The Goddard School Franchise can help make obtaining financing easier than navigating the finance process alone.

The Right Support

Without the right support, knowledge and guidance, the commercial lending process can be tedious. The Goddard School Franchise conducts an internal financial pre-approval screening so prospective franchisees are not awarded a license unless we feel confident that they will be financed. After an approved prospect enters into an agreement with The Goddard School Franchise, they work with the Real Estate Department to decide whether to lease or purchase a building. A member of the Franchise Finance team is available to review the finance options for both. After the site is secured, our team guides the franchisee through every step of the finance process. We explain commercial lending practices, offer resources and contacts, answer questions, provide insight and feedback and serve as a liaison between our franchisee and the lenders.

The Goddard School Franchise’s Franchise Finance Department addresses questions, provides guidance and communicates directly with the lenders to help avoid surprises along the way. We want our franchisees to have the same confidence in their loan as they do in The Goddard School brand.

Our Franchise Finance team creates an allocation of funds for each project; provides necessary templates, such as business plans and projections; directs franchisees to financing sources; reviews loan proposals and commitment letters to ensure the loan is structured properly, covers all project costs and offers competitive terms; and assists with the loan closing. This support can definitely help the finance process go more smoothly.

The Right Resources

Due to the record demand for childcare and The Goddard School Franchise’s success, reputation and unrivaled support, The Goddard School system is an approved franchise concept for many national and local lenders. We also meet the criteria for SBA eligibility, and our Franchise Finance team has great relationships with many national SBA lenders. We have one main contact with each lender who is already familiar with our model and lending needs.  Most of these lenders are part of the SBA’s Preferred Lender Program, which allows them to approve SBA loans in-house. These valuable relationships result in competitive terms and a streamlined process for our franchisees.

The Goddard School Franchise makes the financing process easy for our franchisees by providing great resources, a strong business model, superior support and knowledgeable employees. We pride ourselves on finding the right lender and terms for each franchisee, and we look forward to working with prospects who are considering joining The Goddard School family!


The beauty of The Goddard School franchise model is that franchisees go into business for themselves, not by themselves. Our support team of knowledgeable professionals assists franchisees in the following areas.

  • Real Estate and Construction – No matter where Goddard School franchises are opened, we are there to help guide franchisees through the process. A Real Estate Representative assists in locating a suitable site, while a Project Manager assists with the development and construction phases;
  • Finance – Our finance team ensures that the loan process for each franchisee goes as smoothly as possible. There is one point of contact at each financial institution who knows The Goddard School inside and out. This means that each franchisee works with an experienced professional who has helped many other Goddard School franchisees;
  • Operational Support – Franchise Business Consultants (FBCs) from our Field Operations team regularly visit Schools and check in with franchisees to provide ongoing support. Each FBC is also available via email and phone to assist franchisees. A team of trained experts guides each franchisee through the opening process as well;
  • Training – Think you need education experience to open a Goddard School franchise? Think again. Our team teaches franchisees the skills they need to operate a high-quality preschool. Designed specifically for Goddard School teachers and directors, Goddard Systems University (GSU) provides ongoing training and faculty development;
  • Quality Assurance – To help reinforce the training GSU provides, our Quality Assurance (QA) team regularly reviews each School’s procedures and program performance. It also offers guidance on how to continuously improve each School for the benefit of the children and their families;
  • Marketing, Advertising & PR – Getting word out about The Goddard School is crucial for lead generation and enrollment. Our Marketing, Advertising & PR department develops the marketing and advertising materials to help franchisees create awareness of their Schools through radio, television, search engine marketing and more;
  • Information Technology – The Goddard School Franchise encourages the use of computers to keep track of School records, and many of our tools for franchisees can be found online. Our IT team will help you with any computer-related questions or issues you might have, and our in-house Help Desk provides hands-on, continual support via phone and email.


A recent article in The Huffington Post featured Dr. Jack Maypole’s advice for helping children get a good night’s sleep. Dr. Maypole serves on The Goddard School’s Educational Advisory Board, which is one of the many resources that GSI provides to support its franchisees. Read the full story here.