Over the past few weeks, we’ve had a few clients reluctantly come to the conclusion that email marketing is no longer a luxury. It is a must-have for your census building toolbox. Since we are an industry that loves stats, here’s one that will probably be of interest. According to the Direct Marketing Association, email has an ROI of 4,300%. It is targeted, cost-effective and doesn’t require any trees to give up their lives.
Other industries like to compare how much more cost-effective direct mail is than email marketing. We won’t bore you with that. We know direct mail still works with our target audience even though the costs can be as much as 10 times higher.
Senior Living Email Marketing Basics
What makes senior living email marketing work?
- It allows you to build relationships with the adult children who are generally the decision makers. By giving people the option to “Subscribe,” you build followers. By carefully targeting the messages they receive, you can help educate them on assisted living or Alzheimer’s care programs and position your team as the experts.
- Email can keep you top of mind and tip of tongue without being the pest who is always calling them.
- You can use email tracking data to see what topics are connecting with readers. It will help you identify what issues adult children are really struggling with and avoid the guesswork. That is an important distinction when families are trying to make an informed decision.
So if you’ve been doing your ostrich imitation when the topic of email marketing comes up, stop it. Shake off the sand and discover just how easy and relatively inexpensive email marketing for your senior living community can be.
If you need a little outside support with writing content for your campaigns or a referral to a few companies who can help on the tech side of this, drop us a line. We’re here to help.