Email has gotten a bad rap lately…
No, we won’t be manufacturing any red hats and stumping on it’s behalf, but we do want to encourage our colleagues to take another look at email.
Sure some of the bad reputation email has gained is well-earned. (I’m looking at you Pottery Barn and the 57 emails you sent me in a single week after I almost bought that overpriced lamp shade.)
But for most senior living providers, a thoughtful senior living email strategy can help you stay top-of-mind with older adults and their loved ones.
Social Media vs. Email in Senior Living Marketing
We’ve heard loads of reasons why providers aren’t taking advantage of email.
For some, it’s a lack of writing talent on their staff. Others say they lack the automation necessary for email campaigns.
Then there are an overwhelming number of senior living providers who say they are putting their time and effort in to social media.
While Facebook can be a great way to showcase the life that happens everyday in your communities, many marketing teams who’ve taken time to dig in to their analytics are disappointed by their returns.
Those poor social media results aren’t unique to the senior living industry, either.
Rival IQ did some all-industry benchmarking studies that might have you re-thinking where you spend your time and marketing money. Here’s what they found in terms of engagement:
Not so great right?
It’s one of the many reason we encourage clients to invest in their own content on the platforms they own.
Pump up your blog. Revamp your senior living website. Invest in automation and email campaigns.
That doesn’t mean you should skip posting photos of your life enrichment activities, community events, tasty meals, and smiling resident faces. Just don’t make the mistake of putting all your dough into social media.
Drop us a line if you have questions. We’re always happy to help!
Until next time,