Like a runner visualizing the finish line at the beginning of a race, it’s natural to be mindful of end goals before executing email marketing campaigns. That said, does your senior living marketing team have a clear line of sight on the indicators of sound email performance, and tactics to test if they aren’t? It sounds like a no-brainer, but if your community hasn’t, it’s the equivalent to running a race without stretching.
Today, we’re assisting the success of your email marketing campaigns in 2019 by going back to the start. Your team will learn:
Key performance indicators, or KPIs for short, are metrics communities can use to measure and evaluate the effectiveness of a strategy in real-time, and whether that end goal will realistically be reached. Commonly-tracked KPIs for email marketing automation include:
Of course, the senior living marketing teams reaching their end goals aren’t passively tracking and reviewing KPIs. They may begin assessing email effectiveness with the definitions above but are also creating customized KPIs specific to their community’s goals. For example, your senior living marketing team might be tasked with improving the occupancy levels for assisted living. The KPIs that are tracked and reviewed will correlate with that specific goal.
Beyond customized KPIs, the senior living marketing teams seeing success with email aren’t waiting until a campaign’s concluded to report results. Instead, they’re proactively testing new ways to engage with email recipients during a campaign. Your community could perform A/B tests to determine the optimal email format. Or, your community could isolate a sample group of subscribers before applying a change across your entire email list.
Based on the KPIs your community identified, senior living marketing teams should proactively test:
Frequent testing will help your community determine which combination resonates most with prospective residents and ACIs.
While the goals of an email marketing campaign will vary from community to community, the components separating successful campaigns from those lacking results should be apparent after reading this post. If they aren’t, contact our team, and we’ll provide expert feedback to help your community create emails that help you reach your goals. Also, if this content is helpful, heed this shameless plug and subscribe to our emails.