Average Franchise & Franchising Email Benchmarks
Franchise email marketing operates at two levels: B2C campaigns driving customers to franchise locations and B2B communications targeting prospective franchisees. The dual audience creates unique segmentation challenges. Average open rates range from 20% to 30%, with click-through rates between 2% and 5%.
Key Findings
- Open rates of 20–30%, with franchise opportunity alerts reaching 28-38%
- Click-through rates of 2–5%, with ROI calculators and financial examples performing best
- Localised campaigns for individual franchise locations outperform national broadcasts by 30-50%
- Franchisee compliance and operations updates see 35-45% open rates among existing franchisees
Open Rate Benchmarks
Franchisee operations communications achieve the highest open rates at 35-45%. Franchise opportunity emails reach 28-38%. Local store marketing averages 20-28%. National brand campaigns see 18-24%.
Best Practices
- Separate B2B franchisee recruitment from B2C local marketing
- Provide franchisees with customisable local email templates that maintain brand compliance
- Send franchisee updates on a predictable schedule
Frequently Asked Questions
What is a good open rate for franchise email campaigns?
Franchisee-facing: 35-45%. Consumer-facing local: 20-30%. Recruitment: 28-38%.
Should franchisees send their own email campaigns?
Franchisees can send local campaigns, but franchisors should provide approved templates and centrally manage the platform to ensure brand compliance.
How important is localisation?
Very — localised emails with location-specific offers see 30-50% higher engagement than national broadcasts.
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