1851

Effective franchise development hinges on&nbsp;<a href="https://1851franchise.com/how-to-nurture-every-franchise-lead-2708848">nurturing leads</a> thoughtfully and strategically.&nbsp;<a href="https://1851franchise.com/how-to-create-an-effective-franchise-sales-drip-campaign-2713853">Drip campaigns</a> — automated email sequences designed to guide prospective franchisees through the discovery process — are vital to turning leads into franchise owners.&nbsp;<h2>Understanding Your Leads: Qualification and Connection</h2>According to&nbsp;<a href="https://www.linkedin.com/in/erica-tarnowski?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-franchisors-can-build-effective-drip-campaigns-for-lead-nurturing-2727741" target="_blank" rel="nofollow">Erica Tarnowski</a>, franchise development director at&nbsp;<a href="https://franchising.aromajoes.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-franchisors-can-build-effective-drip-campaigns-for-lead-nurturing-2727741" target="_blank" rel="nofollow">Aroma Joe’s Coffee</a>, the most critical step in nurturing leads is the initial connection. "As far as connecting and making sure you are nurturing leads, it's usually not the closing of the deals that is the problem, it's the initial conversation," she said. "My goal is always to learn as much about the candidate and their motivation as I can."Not every lead is a perfect fit, and identifying early signs can save valuable time. "There are some candidates you want to fall off,” Tarnowski said. “You can get a good first impression that tells you a lot about what you need to know about them moving forward.”<h2>Building an Effective Drip Campaign</h2>Tarnowski recommends a structured drip campaign that starts strong and continues to nurture engagement. "We’ve implemented a 10-email drip campaign for clients. Initially, people who inquire get three emails over the course of the week," she said. "The first one is just an intro, the second talks more about the brand, and the third asks if they're interested in a follow-up. After that, seven more emails go out, addressing specific aspects of the franchise opportunity and speaking directly to candidate interests."The result? Renewed engagement even from&nbsp;<a href="https://1851franchise.com/franx-stop-judging-cold-leads-as-dead-2717803">leads that initially seemed unresponsive</a>. "It's amazing the engagement you can get from previous leads that never went anywhere," Tarnowski said.<h2>Personalization and Segmentation: Speaking Directly to Your Audience</h2>Personalizing emails based on lead behavior is crucial. “Segmentation is where it all starts,” said&nbsp;<a href="https://www.linkedin.com/in/lonniejones?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-franchisors-can-build-effective-drip-campaigns-for-lead-nurturing-2727741" target="_blank" rel="nofollow">Lonnie Jones</a>, founder of&nbsp;<a href="https://localseohelp.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-franchisors-can-build-effective-drip-campaigns-for-lead-nurturing-2727741" target="_blank" rel="nofollow">Local SEO Help</a>. “Prospects at different stages need different messages."For example, early-stage leads might receive content around franchising benefits, while those further along get success stories from franchisees. Franchisors can take it even further by dynamically aligning drip campaign content with user interactions. If a prospect interacts with specific content on the website, franchisors can use dynamic content to elaborate on their interests in their emails."Every email should add value, helping move the lead closer to making a decision," said Jones. Incorporate various types of content to maintain interest. Whether it’s educational content, case studies or offers tailored to the candidate’s needs, each step should consistently deliver helpful information.<h2>Finding the Right Frequency</h2>Balancing email frequency to maintain engagement without overwhelming leads is essential.&nbsp;<a href="https://uk.linkedin.com/in/tom-jauncey?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-franchisors-can-build-effective-drip-campaigns-for-lead-nurturing-2727741" target="_blank" rel="nofollow">Tom Jauncey</a>, CEO of&nbsp;<a href="https://nautilusmarketing.co.uk/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-franchisors-can-build-effective-drip-campaigns-for-lead-nurturing-2727741" target="_blank" rel="nofollow">Nautilus Marketing</a>, suggests “starting with a weekly or bi-weekly email, then adjust[ing] based on engagement.”Jones offers a blended approach: "Initially, one or two emails per week works well, then space them out as leads move through the funnel."Ultimately, the optimal frequency depends on audience response, monitored through engagement metrics such as open and click-through rates.Effective drip campaigns can also rely heavily on automation tools. Jauncey and Jones both favor&nbsp;<a href="https://www.hubspot.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-franchisors-can-build-effective-drip-campaigns-for-lead-nurturing-2727741" target="_blank" rel="nofollow">HubSpot</a> and&nbsp;<a href="https://www.activecampaign.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-franchisors-can-build-effective-drip-campaigns-for-lead-nurturing-2727741" target="_blank" rel="nofollow">ActiveCampaign</a> for their segmentation, automation and tracking capabilities, for example. "These platforms let you fine-tune campaigns over time based on real-time data," Jauncey said.<h2>Converting Leads With Thoughtful Drip Campaigns</h2>Overall, franchisors aiming for growth must carefully nurture leads through personalized, engaging and strategically automated drip campaigns. By implementing expert-backed strategies and industry specialists, franchisors can successfully convert leads into dedicated franchise partners. Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit&nbsp;<a href="http://www.1851growthclub.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-franchisors-can-build-effective-drip-campaigns-for-lead-nurturing-2727741" target="_blank" rel="nofollow">www.1851growthclub.com</a> and see what we can do for you.

Selling Franchises: Build Effective Drip Campaigns for Lead Nurturing

1851 Franchise

Franchisors looking to nurture leads effectively through drip campaigns should focus on personalization, relevant content, balanced frequency and using the right automation tools.

The Ultimate Guide To Selling Franchises: How To Build Effective Drip Campaigns for Lead Nurturing

how-franchisors-can-build-effective-drip-campaigns-for-lead-nurturing

CapitalSpring

What Makes a Successful Franchise Investment Partner: Understanding What To Look For  

What Makes a Successful Franchise Investment Partner: Understanding What To Look For Beyond the Check

franchise-investment-partner-capitalspring

Wild Bill's Craft Beverage Company

Fueled by Freedom: How This Veteran Franchisee Is Expanding Wild Bill’s Across New England

wild-bills-veteran-franchisee-expansion-new-england

Melting Pot

Photo of Melting Pot table with chocolate fondue and "Cheers to 50 Years" plate

Melting Pot Evolution Sets the Stage for the Next 50 Years

evolution-design

DRYmedic Restoration

image of drymedic restoration franchise brand

Why DRYmedic Restoration Is the Franchise Built for the Climate Era — And Why Now Is the Time to Join

drymedic-restoration-franchise-opportunity

From Startups to Franchises: How a Serial Entrepreneur Masters Scalable Growth

carlos-hesano-serial-entrepreneur-dry-medic-franchise-growth

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

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

California Pizza Kitchen’s Sale Is the Latest in the Era of PE-Backed Turnarounds in Franchising

california-pizza-kitchens-sale-is-the-latest-in-the-era-of-pe-backed-turnarounds-in-franchising

Buying a fitness franchise, people exercising

Boutique vs. Big Box Gym Franchises: Which Offers Best ROI in the $7 Billion Fitness Market?

buy-fitness-franchise-boutique-big-box-comparison

Pieology Pizza Enters Chapter 11 Following Costly Bid To Save Struggling Stores

pieology-pizza-files-chapter-11-bankruptcy

CNBC: McDonald’s Will Assess if Franchisees Are Offering Value for Customers Under New Standards

mcdonalds-franchise-standards-value-metric

How AI Is Transforming Restaurant Operations and Franchises

ai-impact-restaurants-franchises-human-centric-technology

A Practical Playbook: Who To Call First When Franchising Your Business

franchising-your-business-who-to-call-first

Meet the Supplier - The Franchising Company - 1851 Franchise

The Franchising Company: Helping Aspiring Business Owners Take the Guesswork out of Franchising

the-franchising-company-franchise-consulting-firm

Scaling by Slowing Down: A Founder’s Playbook for Sustainable Franchise Growth

founder-to-franchisor-when-pause

How Top-Tier Franchises Build Systems for Employee Retention

how-top-tier-franchises-build-systems-for-employee-retention

Photo of group of dogs standing together in day care facility

Top Pet Boarding and Day Care Franchise Opportunities for 2025

top-pet-boarding-daycare-franchises

Do You Qualify? A Look at the Chick-fil-A Franchise Requirements

do-you-qualify-a-look-at-the-chick-fil-a-franchise-requirements

The Top 15 Pet Wellness and Vet Care Franchises for 2025

top-pet-wellness-franchise-opportunities

The 15 Top Pet Grooming Franchises To Consider for 2025

the-15-top-pet-grooming-franchises-to-consider

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

right-at-home-franchise-las-cruces-jerome-hanway

The Ultimate Guide To Selling Franchises: How To Build Effective Drip Campaigns for Lead Nurturing

MORE STORIES LIKE THIS