When you get in a personal relationship with someone in real life, you know who you’re getting involved with.
But when you get into an email marketing relationship with a business (aka email newsletter), are you making the deep dive with the right brand?
Brand or Location?
For example, if I sign up for Starbucks emails, am I getting an email from the SBUX giant in Seattle or is my local coffee shop going to reach out to me through email? The same goes for the multi-location McDonald’s.
How about IKEA? Am I going to read emails authored by the Scandinavian Marketing Team, the US arm of the Scandinavian giant or one of their multiple locations here in Tampa?
Who Am I Connecting With?
Let’s turn this around now. Say you manage a multi-location business. You solicit email subscribers everywhere you can. Your website, social media even your print materials and in-store collateral.
Who do your customers want to hear from? The Corporation? The Brand? Or do they want to know and learn about their local brand torch bearer?
There is no single answer. Rather I believe you need to ask tough question about your customers to learn what they want from an email relationship. Who knows maybe you’ll learn a thing or two.
Ask The Questions
- How many of my locations would my customer likely visit in one year?
- Are my locations close to my customer’s homes or likely visited while traveling?
- Is there a chance that my customers might like our brand so much that they want to visit other locations?
Asking questions like this of your brand and its customers will help you decide whether you speak to them as a single brand or whether each of your locations has its own brand that needs to have a dedicated and personalized email relationship with them.
Who Do THEY Love?
So it’s not who do YOU love, the right question is Who Do THEY Love?
Answer that and your customers will appreciate your email relationship more.
Are You Torn?
Do you struggle with the problem of how to develop a relationship between multiple locations and your customers?
Speak up in the comments below!