Franchise marketing in 2025 isn’t just about brand guidelines and bulk email blasts. It’s about empowering franchisees—your “Zs”—to become confident, capable marketers at the local level while maintaining consistency and alignment with your central brand message.
In a recent episode of Email Never Sleeps, Andrew Kordek of iPost sat down with Aaron Smith, CEO of Sageflo, to unpack the evolution of franchise marketing strategies. Their conversation highlights how forward-thinking brands are blending tools, training, and trust to create meaningful connections between franchise locations and local customers.
Let’s break down the most effective franchise marketing strategies for 2025 and beyond.
From Good to Great: The Evolution of Franchise Marketing
According to Aaron Smith, many organizations aren’t doing much in the way of distributed or franchise marketing at all. That means just getting started puts you ahead of the curve. But going from good to great? That requires a strategic shift.
Good franchise marketing happens when corporate supports franchisees with assets and pre-made campaigns.
Great franchise marketing is achieved when:
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Franchisees are trained to use tools effectively
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There’s a consistent feedback loop between local and central teams
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Corporate sets clear guardrails while encouraging personalization
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Engagement and revenue—not just open rates—are used as success metrics
Franchisees wear a lot of hats. They’re running multiple locations, managing staff, handling inventory, and oh yeah—trying to market their business. Giving them the right tools, support, and autonomy can make them powerful local brand advocates.
Looking to optimize your approach? Start with the Field Manual for Franchise Email Marketing—a guide that breaks down the nuts and bolts of managing localized email efforts.
Empowerment = Engagement
Franchise marketing isn’t about control; it’s about empowerment with structure. When local operators are empowered to speak in a voice that resonates with their community—while staying on-brand—their messages hit harder.
For example, an Atlanta-based quick-service restaurant franchisee might say, “Come on in, y’all,” while a California location might stick with, “Stop by today.” That local flavor adds a human element, making the message feel less corporate and more personal.
This approach can be bolstered by centralized email tools like iPost, which allow corporate teams to control templates, assets, and approval workflows—giving Zs the freedom to customize without compromising consistency. Learn how email marketing for franchise development is evolving to meet these demands.
Measuring What Matters in Franchise Marketing
One of the biggest mindset shifts in franchise marketing is how success is measured.
Traditional marketers are obsessed with clicks and open rates. But in the world of franchise marketing, those metrics are secondary to in-store activity and revenue impact.
Here’s what smart franchise marketers track in 2025:
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Redemptions of digital coupons
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Loyalty sign-ups
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In-store visits tied to SMS or email campaigns
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Repeat purchase frequency
These data points help teams understand not just whether someone opened an email, but whether it moved them to action.
AI in Franchise Marketing: Game-Changer or Gimmick?
AI isn’t a threat to franchise marketers—it’s a tool. When used correctly, it accelerates campaign creation, ensures consistency, and helps local operators without marketing backgrounds create professional-grade content.
Here’s how AI is making an impact:
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Generating on-brand email copy based on offer type
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Auto-formatting campaigns to stay within brand guidelines
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Correcting grammar, spelling, and tone before approval
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Helping Zs write better, faster, and smarter
While AI continues to evolve, human connection remains key. As Aaron put it, “Franchise marketing is an antidote to AI.” People still crave authenticity—and that’s exactly what localized content delivers.
Campaign & Content Strategies That Work in 2025
Your franchise content shouldn’t just echo corporate promotions. The most impactful strategies tie into local events, causes, and community engagement:
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Hosting events before a neighborhood farmers market
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Participating in high school football sponsorships
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Promoting charity partnerships or local fundraisers
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Welcoming celebrity trainers at fitness franchises
These aren’t just “nice touches.” They’re powerful differentiators in a crowded inbox.
Central teams should encourage franchisees to promote what makes their store unique, while providing approved creative and assets to keep campaigns polished and brand-safe.
How Franchise Marketing Teams Scale
Aaron outlined the “crawl-walk-run” model for scaling franchise marketing operations:
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Crawl – Corporate handles all campaign execution; Zs submit requests.
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Walk – Zs use tools like Sageflo + iPost to send campaigns from a controlled platform.
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Run – Dedicated franchise support teams manage education, training, and performance analysis across hundreds or thousands of locations.
By the time you’re running, you’re not just “doing email”—you’re running a scalable, multi-location marketing engine.
Key Takeaways for Franchise Marketing Teams
As you gear up for growth in 2025, here’s what to remember:
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Start small—but start. Most brands aren’t even doing basic local marketing. Early movers win.
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Empower Zs with tools, training, and trust. Don’t just send assets—teach them to use them.
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Track results that matter. Opens don’t equal revenue. Loyalty redemptions and repeat visits do.
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Humanize your brand. People want a relationship, not just a coupon.
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Use AI to assist—not replace. It’s a powerful accelerator when combined with human insight.
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Test everything. Even small experiments can lead to massive breakthroughs.
Franchise marketing isn’t just a trend—it’s a transformational shift. Whether you manage two locations or 2,000, the strategies you implement today will define how connected, visible, and effective your brand is tomorrow.
Want help getting started? iPost’s franchise email solutions are built with scalability, compliance, and brand consistency in mind. Let’s build something better—together.
