With fewer chances to meet face-to-face as a result of the pandemic, it’s critical for home care agencies to try innovative, digital home care marketing ideas. And one key digital tool to be sure not to overlook is email campaigns.
To ensure you’re maximizing your use of email marketing, follow these top five strategies:
1.DO: Use a professional company email address for everyone at your agency with a company email. The ideal set-up is: email@example.com.
DON’T: Use a default email address domain such as: MyHomeCare@yahoo.com.
2. DO: Standardize email signatures. Everyone with a company email should be using an approved and branded agency email signature block, to include: first name, last name, job title, and any credentials the person has earned; contact information; company logo and website address; a small, professional headshot; any accreditations or awards for your agency; and review links to Caring.com, Home Care Pulse, Google, Yelp, etc.
DON’T: Let staff members create their own email signatures that differ from the standard company signature block.
3. DO: Request an email address from each person who inquires about your services. Then follow up with a personalized email that covers what you spoke about and includes any applicable resources.
DON’T: Neglect to ask the caller for additional key information needed for follow-up: phone number, full name, name of person in need of care, etc.
4. DO: Standardize your inquiry follow-up process. Utilizing a standardized follow-up process is incredibly important. We recommend:
- Outlining a process and training your team on how inquiries are handled.
- Send an email thanking the caller for his/her inquiry and provide additional information about the agency.
- One week later, send another email to check in.
- Sending a follow-up email in several more weeks if unable to reach the prospect by phone, and then monthly for six months before moving the inquirer into a nurture campaign.
DON’T: Forget to document in your CRM each call that comes in and each email that is sent to everyone who has inquired about your services.
5. DO: Develop at least one type of nurture campaign for cold leads. A nurture campaign is a series of emails that provides periodic, helpful information for prospects.
DON’T: Email people the same information multiple times. Content should be relevant, helpful, educational or informational; interesting; well-written; concise.