Email marketing automation might seem like a magic wand. But you have to set it up correctly to get the biggest benefits.
Below, you’ll find four email marketing automation best practices that’ll help your senior living community experience the magic.
1. Email marketing automation best practices: Don’t buy lists.
Recently, we’ve had several clients interested in purchasing email lists. We advised them against it. (And we told them we wouldn’t upload the lists to HubSpot or Active Campaign.) Why are we anti purchased lists? For several reasons.
- First, purchased lists are truly COLD lists. List vendors can only deliver on demographics, such as location, age, sex. They can’t deliver on need or intent. Meaning, they have no way of knowing whether someone on their list needs a senior living community or currently has any intention of moving to one.
- Second, purchased lists violate the terms of most (if not all) quality marketing automation software, like HubSpot or Active Campaign. (That’s one of the reasons we refuse to upload these lists.)
- Third, a better way exists. Why not create keyword-rich content that your prospective buyers are already searching for in Google and use this content to attract them to your site? Doesn’t that make more sense? It’s not rocket science either. Inbound marketing, when done right, will produce more qualified leads than a purchased list—every single time.
2. Email marketing automation best practices: When it comes to messaging, one size doesn’t fit all.
The most effective email marketing automation is custom. We realize that might sound like an oxymoron. How can something be “custom” and “automated” at the same time? Simple. You start by knowing the personas for your senior living community.
Let’s say you have five key personas. You should focus on writing custom content for each persona. Why? Think about it. An email to the adult daughter of an eighty-year-old woman with memory issues should be different from the email you send to a seventy-year-old couple looking to start the next chapter of their lives.
Once you have your custom content for each persona, THEN you can automate the delivery via email.
3. Email marketing automation best practices: Revisit copy regularly.
Messages will change over time. The year 2020 served as a great example. Most (if not all) messages in your emails should have referenced COVID-19, even if it was only a link in your signature. (Something like, “Visit our COVID-19 resource center for current information on how we’re navigating the pandemic.”)
Auditing email copy should be a regular part of your marketing plan. You don’t need to audit everything at once. But every quarter, make sure you’re reviewing some email campaigns. Lather, rinse, repeat.
4. Email marketing automation best practices: Review analytics and make adjustments accordingly.
Marketing automation doesn’t simply exist to make life easier in terms of sending out emails. Yes, that’s a benefit. But marketing automation’s main purpose is to help increase conversions by moving marketing-qualified leads down the sale funnel.
The only way you’ll know if it’s working is by monitoring the results. Marketing automation software like HubSpot provides excellent analytics that’ll show you things like open rate, click-through-rate (on links and offers you include in your emails), and conversion rates. Depending on how sophisticated your marketing automation is, you can even A/B test the all-important email subject lines so you can identify a clear winner.
The biggest mistake we see senior living communities make is they’ll give the analytics a cursory glance every month or quarter. That’s not enough. You need to make decisions based on what the data is telling you.
For example, do you have an email marketing campaign where one email isn’t getting many clicks? Change the offer and/or revise the copy and see if that helps boost clicks.
Or maybe you’re getting clicks, but once people get to the landing page with the offer, they bounce away. Make some tweaks to the landing page (or adjust the email copy’s messaging so it better reflects what people can expect once they get to the landing page).
Analytics offer a treasure trove of intel that you can use to get your email marketing automation working better for you. Take advantage of these insights.