1851

In today’s world, consumers are overwhelmed by options. Countless brands are selling the same products and offering similar services. With increasing media use and an abundance of advertisements in play, it’s harder to convince people to make a decision. Online Marketing Institute reports&nbsp;<a href="https://www.onlinemarketinginstitute.org/blog/2013/10/why-it-takes-7-to-13-touches-to-deliver-a-qualified-sales-lead-part1/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=higher-sales-open-rates-and-responses-benefits-of-building-a-franchise-sales-drip-campaign-2719225" target="_blank" rel="nofollow">it takes 7–13 interactions before customers typically make a sale</a>. So, the goal for brands is to ensure the company is continuously marketing to consumers.The same goes for franchising and franchisors trying to bring more owners into their system. Consistently advertising and keeping in touch with interested parties — called lead nurturing — is key to convincing someone to actually sign an agreement. One of the most efficient ways brands can accomplish this is through a sales drip campaign.This type of marketing tactic sets up automated, continual communication with leads who have some interest in the franchising opportunity. Companies will send out pre-configured scheduled content to these leads and adjust the type of information and the speed at which it is sent out based on where they are in the sales funnel.&nbsp;<a href="https://ca.linkedin.com/in/coreynicholson?utm_source=1851franchise.com&utm_medium=article&utm_campaign=higher-sales-open-rates-and-responses-benefits-of-building-a-franchise-sales-drip-campaign-2719225" target="_blank" rel="nofollow">Corey Nicholson</a>, Founding Partner and CEO at Cadence Franchising, specializes in this area. He has an extensive background in direct marketing and data management. He led the conceptualization of a program called Intelligent Lead Nurturing that helps brands communicate with leads efficiently based on gathered data. He explained that drip campaigns are all about mapping out a personalized marketing campaign for that person based on the information collected.&nbsp;“It starts with creating a blueprint. We indicate what all the touch points are, anything we’re going to send to these leads over time via text, email, direct, etc. And we indicate send time and wait time in between sends,” Nicholson said.&nbsp;The timeline for sending content will vary between the different kinds of leads, which can fit mainly into three categories: qualified and ready, qualified and just looking, and not qualified. The leads who are ready should be capitalized on right away. Hot Dish Advertising&nbsp;<a href="https://www.hotdishad.com/blog/franchise-development-email-drip-campaign/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=higher-sales-open-rates-and-responses-benefits-of-building-a-franchise-sales-drip-campaign-2719225" target="_blank" rel="nofollow">recommends sending communications out every other day</a>. Consistency is key, so the opportunity stays on the forefront of their mind but adjust accordingly to the lead’s responsiveness. &nbsp;“Increase the wait interval over time to not over-communicate or be pushy. But then accelerate communication when you recognize there's engagement, and that can be done automatically using software and technology,” said Nicholson.&nbsp;What kind of information franchisors should be sending should be tailored to the kind of lead, as well. Provide a steady stream of content like franchisee testimonials and targeted ads to interested and qualified parties relevant to where they are in the discovery process. Those who requested data but don’t yet meet qualification requirements should be sent financial aid information and other resources. They should be kept in the drip at a slower rate.&nbsp;But the key is to never give up on the lead and to continue dripping because “ready” comes at a different time for everyone.“Timing is personal to each person. I've seen plenty of people who were interested, and the timing was not right. But a couple of years down the line, things changed, and they wanted to give it a go. So brands never want to lose track of them and want to stay at the top of their mind,” said&nbsp;<a href="https://www.linkedin.com/in/davidbusker?utm_source=1851franchise.com&utm_medium=article&utm_campaign=higher-sales-open-rates-and-responses-benefits-of-building-a-franchise-sales-drip-campaign-2719225" target="_blank" rel="nofollow">David Busker</a>, franchise consultant and founder of FranchiseVision. “You want to have it drip and feed them a little bit. You want to keep the dream alive.”&nbsp;And when executed right, it works. Data shows that drip campaigns have&nbsp;<a href="https://www.marketingtechblog.com/email-drip-campaign/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=higher-sales-open-rates-and-responses-benefits-of-building-a-franchise-sales-drip-campaign-2719225" target="_blank" rel="nofollow">80% higher open rates</a>, 4–10 times the&nbsp;<a href="https://www.sensiblemarketing.com/blog/18-lead-nurturing-stats-every-marketer-must-know?utm_source=1851franchise.com&utm_medium=article&utm_campaign=higher-sales-open-rates-and-responses-benefits-of-building-a-franchise-sales-drip-campaign-2719225" target="_blank" rel="nofollow">response rates</a>, and bring companies&nbsp;<a href="http://www.emailmonday.com/marketing-automation-statistics-overview?utm_source=1851franchise.com&utm_medium=article&utm_campaign=higher-sales-open-rates-and-responses-benefits-of-building-a-franchise-sales-drip-campaign-2719225" target="_blank" rel="nofollow">a 20% increase in sales</a>.&nbsp;

Higher Sales, Open Rates and Responses: Benefits of Building a Franchise Sales Drip Campaign

1851 Franchise

Experts in franchising share why this marketing tactic is a great way to easily bring in more leads. 

higher-sales-open-rates-and-responses-benefits-of-building-a-franchise-sales-drip-campaign

Caring Transitions

Celebrating National Women’s Entrepreneurship Day by Honoring the Women of Caring Transitions

celebrating-national-womens-entrepreneurship-day-by-honoring-the-women-of-caring-transitions

Minuteman Press International

Minuteman Press franchise owners Shane, Carlene, and Steve Brunk, Treasure Coast, FL.

Minuteman Press Franchise Owners Across Florida Build Momentum

minuteman-press-franchise-owners-across-florida-build-momentum

Express Employment Professionals

Express Employment Professionals franchise, people talking in a lobby

Express Employment Eyes Palm Springs as a Hot Market for Franchise Growth

express-employment-palm-springs-coachella-expansion-franchise

Mellow Mushroom

image of mellow mushroom FSR Magazine’s NextGen 25 List of Rising Restaurants To Watch Beyond 2025

Mellow Mushroom Lands on FSR Magazine’s NextGen 25 List of Rising Restaurants To Watch Beyond 2025

mellow-mushroom-fsr-nextgen-25-rising-restaurants-2025

Beansquad

BeanSquad Franchise - What BeanSquad Did for This Amazon DSP Owner’s Books and Bottom Line

What BeanSquad Did for This Amazon DSP Owner’s Books and Bottom Line

beansquad-amazon-dsp-bookkkeeping

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Jobseekers Are Flocking to “Unglamorous” Jobs — And Home Service Franchises Could Benefit

Jobseekers Are Flocking to “Unglamorous” Jobs — And Home Service Franchises Could Be Poised To Benefit

jobseekers-shift-boosts-home-service-franchises

The future of recovery studios, health and wellness franchise

The Future of Recovery Studios: Why Wellness Franchises Are the Next Fitness Boom

the-wellness-boom-recovery-franchises-future-fitness

Design with government building & "Open for Business" sign against American flag backdrop

Government Reopens After 43-Day Shutdown, Bringing Relief to Small Businesses and Franchises

government-shutdown-ends-franchise-impact

As Starbucks and Dunkin’ Navigate a Changing Market, New Coffee Players Keep Gaining Ground

starbucks-dunkin-franchise-coffee-market-trends

Paris Baguette Welcomes Zac Sulma as New Chief Operating Officer

new-coo-zac-sulma

AI-related job cuts, October U.S. job cuts, American job cut record

AI-Fueled Layoffs Reshape the U.S. Job Market — And Highlight Franchising’s Resilience

ai-job-cuts-franchising-path-forward

Senior Entrepreneurship - Franchising - 1851 Franchise

Senior Entrepreneurship Is Rising — And Franchising Is a Key Outlet

senior-entrepreneurship-franchising-silver-startups

Power Eats: Smoothie King Rolls Out Food Nationwide To Fuel Franchise Growth

smoothie-king-food-menu-power-eats

image of jerome hanway from right at home Las Cruces, New Mexico 1851 franchise franchisee spotlight

Jerome Hanway Is Building His Right at Home Franchise Around His Mission To Serve

Higher Sales, Open Rates and Responses: Benefits of Building a Franchise Sales Drip Campaign

MORE STORIES LIKE THIS