Effective Email Marketing For Assisted Living

Everyone has heard of email marketing in today’s fast paced technology driven society. Email marketing allows companies to send commercial messages to a targeted group of people through email. It’s an extremely effective medium to connect with current and potential clients, advertise current offers, and promote your business. This type of communication is widely known to enhance businesses brand awareness by targeting key audiences while remaining cost-effective.

When used in the proper manner it can be one of the best ways, if not the best, to reach a senior assisted living community. The goal of email marketing for a senior community should be to build and nurture relationships with senior citizens who are currently living and have lived, in your facility.

Two critically important points to remember when using email marketing with the senior citizen community:

1. Do not spam your user base

2. Gain permission to send emails

What is Spamming?

Spamming recipients presents your facility in a negative light. It leaves the reader with a bad taste in your mouth and associates your company as overly aggressive and pushy. If you have not gained permission from those on your list, there are potential consequences you could face. There are laws in place to protect the rights of individuals. It’s also very likely you won’t accomplish your goal as many will unsubscribe, preventing you from doing what you set out to.

You have permission if:

– The user entered their email address through a form on your site

– The user signed up for newsletters through your site

– The user is an active, paying customer

– The user provides their information to your company at an event with clear expectations

You do not have permission if:

– The email address was obtained from the Chamber of Commerce or another event

– An email list was purchased

– The email address was found through social media platforms

– The email address was provided for a contest without clear expectations for emails

Key takeaway: Permission means a clear expectation has been set for the user or recipient to receive emails from your company on a regular basis.

Email Marketing Your Best Assisted Living Marketing ROI

The analytics surrounding email marketing tell you everything you need to know concerning why you should be utilizing this strategy to connect with seniors in your assisted living facility. According to a June 2016 survey conducted by eMarketer, email marketing resulted in a median return on investment of 122%. This was four times higher than any other marketing strategies. Additionally, Statista found in 2016 that the number of email users worldwide is projected to grow to 2.9 billion by 2019. Specifically, in the United States, that number is expected to rise to 244.5 million users by the conclusion of 2017, and 254.7 million by 2020.

To see the type of return on your investment you’re expecting, you need to do it right from the beginning. Here are 4 things you need to do:

1. Become the assisted living expert

2. Personalize your email

3. Format emails to be mobile friendly

4. Send emails in the morning

5. Use an email marketing platform for automation

Provide Free Content

By providing content for free, you present your company as an expert in the industry and showcase that expertise. Your prospects will come to know your company as their trusted source for information and you’ll continue developing relationships with your current tenants. 95% of buyers choose the company that provides them with ample information to navigate the buying process at each stage (Clear Pivot, 2016).

If you want more people to read your content, personalize your email to make them feel important. Dear Steve instead of Dear Friend improves click-through rates by 14%, and conversion rates by 10% (IlluminAge, 2015).

Being mobile friendly is key in today’s society as everyone is constantly on the go. We move at a faster pace than ever before. Since your goal is to connect and build relationships with seniors, you need to make sure the recipient can easily follow your content on their mobile device. 80% of people will delete an email simply because it doesn’t look good on their phone (IlluminAge, 2015).

When of the best things you can do to gain viewership is to send your email in the morning. This is when people are fresh and more receptive. At the end of the day, people have hundreds of things on their mind and their mood is often drastically different. IlluminAge found 58% of adults check their phone first thing in the morning.

There’s a variety of email marketing and tracking platforms available to choose from. These will provide the data and analytics you need to determine the effectiveness of your email marketing campaigns. They’ll also help keep your content consistent and give readers the option to unsubscribe, an option required by law.

Email marketing has an extremely high ROI; treat your subscribers with integrity and respect as they’re a high source of revenue and one of your most valuable and profitable source of revenue.

I am a digital marketer that got my start marketing my restaurant businesses in Costa Rica and San Juan del Sur, Nicaragua. I took my online marketing success and joined an elite online SEO Mastermind to learn SEO. These skills have allowed me to drive traffic and leads to my clients and other SEO's websites. Now I am a digital nomad based out of Chandler, Arizona but spend much of my time in the Tropics.