If you strategically plan to drive occupancy and revenue for your mid-sized operation, you know you need more than referral development. Boosting move-ins requires other effective strategies, such as a Senior Living marketing campaign.
One important part of leveraging the digital age to reach prospects is building powerful email campaigns. Emails give you the power to turn leads in your CRM system into move-ins.
But emails can be a double-edged sword. The right emails bond your prospects closer to your community, but the wrong ones may lead them to click unsubscribe.
To help you create emails that promote events, spark community tours, and, ultimately, drive revenue, here are 4 must-know facts:
1. Every word counts in your email subject line.
First impressions are important. For an email, the subject line creates the first impression with the adult child of tech-savvy seniors.
You’ll want to craft subject lines that actually appeal to your readers and invite them to open the message.
The last thing you want is to craft a subject line that sends your note to their trash.
HubSpot has curated some important statistics from different companies to shed light on email subject lines. Here are a few tips based on the data they’ve gathered from other sources:
- Don’t use “You.” It may decrease your email open rates by 5%.
- Do use “Tomorrow.” You may experience a 10% boost in open rates.
- Don’t use “newsletter.” You may lose 18.7% of people who would have otherwise opened your email.
- Do use one or two words. If you have a subject line with more than two words, you could forfeit 15% of potential readers.
2. Helpful content creates a powerful Senior Living marketing campaign.
Once the adult daughter or caretaker has opened your email, you need to make sure that he or she reads something that…
- Answers questions.
- Provides information that’s relevant.
- Helps build the emotional connection.
If your prospect provided an email address, more than likely, he or she didn’t do so to receive several worthless emails on how wonderful your community is. Your prospects want to know one thing—how will you meet their needs?
They want information to make the best decision for mom or dad. If your email doesn’t fit that bill, you’ve wasted their time.
3. You’ll reach your audience better if you segment your emails.
Segmenting your emails is important as you execute your digital marketing strategy.
When you divide your audience into relevant groups, you decrease your chances of turning them away and increase your chances of conversion.
It does no good to send your prospective assisted living resident an email on “How to Choose a Care Community for Your Elderly Parent” because you haven’t distinguished between the audience members on your email list.
The best way to avoid this mistake is to segment your email addresses by age, decision-making role, care level, or any other relevant categories.
4. The time you send your emails affects your Senior Living marketing.
Another important factor in your Senior Living marketing campaign is selecting a time to send your emails. After all, the last thing you want is to send an important email blast when your audience is least likely to read it.
CoSchedule has examined the data from different email studies to find the best time to send your emails, and here are two takeaways:
- As a general rule, Tuesday is a favorable day to send your emails.
- If you’re looking for a specific hour, you might want to try 10 a.m.
From supporting your email campaigns to helping you run important ads, Bild & Company is a team that’s committed to increasing your occupancy and revenue with better Senior Living marketing.
To get the help you need for planning a campaign that will drive revenue, partner with Bild & Company to gain our Senior Living marketing services.