Managing an inbox can feel like full-time work. We’re in a constant state of opening, replying, forwarding, deleting and flagging important emails to reply to later.
99% of consumers check email every day, making email an essential channel for marketing purposes. A logical question rehab marketing teams often have is: how can my addiction treatment center earn more opens, click-throughs to generate quality calls from our email list?
The answer to that question could be as simple as ensuring that your rehab is engaging with the right individuals in the right way using email. Continue reading to learn:
Anyone with an inbox clogged by “spam” email offers can relate to how frustrating it is when brands try to advertise the same message to unrelated recipients. As a rehab marketing practitioner, you’re aware that each of your admission candidates are struggling with something different, even if they share the same type of addictive behavior. Is this understanding reflected in your email messaging?
Segmenting emails with behavioral data will help. Behavioral email segmentation is the practice of separating email lists into distinct categories that share common interests and needs, based on a collection of datapoints.
Behavioral email segmentation makes an automated email feel more personalized to the end recipient. To put this into practice, an addiction treatment center could segment email lists the following ways:
1.) Segment Email Marketing Campaigns/Cadences Based on Website Activity – The concerns of an individual suffering with a cocaine addiction will be different than an individual addicted to heroin. Additionally, the needs of a concerned family member will also differ depending on the type of addiction. Your team will be able to append the data and build a profile for these individuals based on the criteria below:
These interactions with your treatment center’s website will help your team appropriately route individuals into segments that make sense. Once you’ve separated these individuals into different lists, your team can tee up applicable pieces of content and copy into automated email cadences. This applies both to struggling addicts and concerned family members.
It’s important to note: the behavior marketing teams will look to segment within an email campaign aren’t categorized by the type of addiction the individual is suffering with or based upon drug use. Rather, teams will look to segment email lists by the behavior traffic displayed on a treatment center’s website.
2.) Segment Email Marketing Campaigns/Cadences by Intent – The behavior of your email recipients will indicate their level of intent. One individual may passively consume content without ever filling out a ‘contact us’ form. Whereas another visitor downloaded premium content resources, clicked on a page to verify insurance and read numerous reviews. If your treatment center has the individuals described above in the same email cadence, it isn’t picking up on the varying signals of intent.
Using automation, rehab marketing practitioners can gain an understanding of the interest level and intent of prospects to help streamline the sales process for your treatment center. Using an if/then methodology, teams can segment lists into three categories:
For example, if an email prospect doesn’t click-through after two emails have been sent, segment those individuals into a “don’t call” or “cold” prospecting category. If an individual visits pages at the lower end of the funnel, downloads various resources and frequently interacts with your treatment center, your team can filter that individual to your admissions team with confidence.
According to data from Nielsen, people are four times more likely to buy when referred by a friend. And who would be the most likely candidate to loyally refer others to your addiction treatment center? Alumni who have successfully completed one of your treatment center’s programs. Reaching out to your alumni network and requesting them to feature your treatment center within AA, NA and Al-Anon newsletters could be the exposure your rehab needs to drive awareness for your programs.
To maximize this outreach, have your rehab marketing team create an email list of alumni. This outreach will help your treatment center cultivate a diverse referral network. Additionally, it’s always nice to touch base with those who completed a program. Recovered addicts/alumni could also provide objective feedback your team could use to improve the experience for future admissions. As your staff is fully aware, relapses happen.
Staying in touch with your alumni could also be a way of extending an olive branch and helping hand to those who completed your program and are struggling again, but otherwise wouldn’t have reached out to your rehab.
Increasing the number of opens, click-throughs and quality calls from email requires constant testing, proper segmentation and compelling copy. Due to the sensitive subject matter of addiction, it can be difficult to strike a chord and connect with those via their inbox. If your addiction treatment center feels as if it can improve its email marketing strategy, contact us. Our team of technologists and experts can help your rehab generate more qualified leads via email.