Email marketing is still an incredibly powerful tool that will allow you to reach out to seniors and their families directly. Email marketing can help you build points of contact and establish yourself as an authority in senior living through valuable advice and content that help seniors and their families make critical decisions about the community where they want to age. Do you have a solid email marketing strategy that will make it easier for you to reach potential residents and their families?
How to Get People to Share Their Email Address
Today, all too many people–including seniors–are reluctant to share their email address. They don’t want yet another piece of spam making its way into their inboxes. Fortunately, there are still several strategies that will allow you to capture those valuable email addresses and more effectively increase your marketing reach.
If you want to collect email addresses from potential residents and their families, offer value in some way. This can come in the form of gated content–that is, content that they can only reach by offering their email address–or through offers that potential residents can only get by allowing you to contact them. You might, for example, ask for an email address as you’re setting up a visit for a potential member of the community.
Collect Email Addresses at Events
When you host an event, people are excited about your community, and they want to learn more about what you’re going to offer next. They’re eager to give you their email address so that they can hear more about your next event and be the first to sign up. Read, “45 Creative Event Promotion Ideas and Tips.”
Continue to Offer Value in Every Email
You don’t just want to collect email addresses. You want to keep them! In order to keep people on your mailing list, make sure you’re continuing to offer valuable content with every email you send out. If your emails become repetitive or annoying, they’ll find their way into the spam folder.
How to Create an Email Marketing Strategy for Your Sales Process
Your email marketing strategy is a great way to meet with customers at all stages of the sales process, from seniors who are just starting to consider what senior living community they want to call home to seniors who are almost ready to choose your facility. It’s helpful, however, to follow a few key tips in designing your email marketing strategy so that it follows your sales process.
Identify the Flow
What are some markers that indicate that a senior has moved further through the sales process? What actions are they taking? How do they let you know that they’ve almost made a decision? Note the signs that a senior or their family member is moving through the buyer’s journey, then match them to your email marketing plans.
Segment Your Email List
Segmented emails will allow you to create highly specific types of content that are designed to appeal to individual customers. You can target your emails based on gender, marital status, or, most importantly, the stage a specific senior is at in the buyer’s journey. Ideally, you also want to target your emails based on the type of customer. You might send different types of content to a senior who is looking for a community they want to age in than you do to an adult child who is looking into senior living communities for an aging parent.
Include Multiple Types of Content
Video in email marketing, for example, is becoming increasingly common. Long-form content in an email might not reach as many people as, for example,
Implementing Your Email Marketing Strategy Into Your Sales Process
Your email marketing strategy isn’t a standalone effort. Instead, it’s part of your wider sales process: one more point of contact that will help increase the odds that seniors will choose your senior living community out of all the others in your area. How do you integrate your email marketing strategy into your sales process? Try some of these tips.
Understand Your Audience
You already have multiple points of contact for your seniors. Do you know what they genuinely want? Talk with current residents or with seniors who are currently looking for a new senior living community to further your understanding of what your customers need.
Maintain Consistency Across Your Marketing Platforms
Whether they’re checking out your website, interacting with you on social media, or reading an email, seniors should have the same experience with your brand. Brand consistency is key, especially as seniors are planning the community where they want to spend their golden years.
Track Your Customers
Make sure you have a good idea of where they are in the sales process so that you can continue to tailor content specifically to their current stage in the process. A good sales software will allow you to track potential residents based on where they are in the buyer’s journey as well as maintaining an awareness of the customer across every platform they use to contact you.
While you shouldn’t jump to change your emails based on a single complaint–after all, one senior certainly doesn’t represent them all!–pay careful attention to what people have to say about your emails. Note customer responses. Are there certain types of emails that more often get a positive response? Do you find that your email subscription rates drop off when you offer certain types of content? Consider that feedback to create a more effective email strategy that flows throughout your sales process.
Are you ready to improve your email marketing campaigns and create a more effective marketing strategy? Do you want to take a look at free templates or sample marketing guides that will give you a better understanding of what your senior living community needs from its marketing plan in order to be more effective? Check out our tools today, or contact us to understand how we can help you create more effective marketing strategies, from your email and social media to your website.