Recently, as we’ve seen some of our customers’ small businesses grow significantly, in addition to acquiring some larger restaurant, fitness, and retail brands, we’ve identified some very unique email marketing needs that apply to brands with multiple locations or franchised business models.
When companies have multiple locations, business owners are presented with a unique challenge to maintain the marketing efforts and brand standards they’ve worked hard to establish. This creates an increased demand for more centralized control over email marketing efforts and a better process to collaborate on content and approve campaigns. As we learned more from the people behind these businesses, we also discovered a desire for the ability to share corporate-sponsored content while also allowing marketers at each location to personalize messages.
And finally, we also learned that not everyone who is tasked with email marketing at their specific location or franchise is always an experienced marketer, and the stress of sending off-brand emails is very real. It’s also not easy to report on the performance of each location.
So, in summary, we found the main problem to be that, as companies grow and scale, email was becoming unmanageable and there was no email marketing platform specifically designed to help growing brands overcome these challenges. Because we understand that marketers don’t have time to manage emails for every location, we started researching other options.