Newsletters are nothing new, but their modern-day cousins are sent via email and are highly-tracked to optimize results. Indeed, the days of sending letters via “snail mail” are mostly over, which has had both positive and negative affects on home care marketing. On one hand, companies save a fortune on postage, envelopes and labor costs. But on the other, many savvy email recipients are conditioned to instantly delete anything viewed as “solicitation.”
Today’s newsletter email campaigns prove successful when correctly executed and analyzed. Writers must focus heavily on creating compelling subject lines that pique curiosity but don’t over-promise. The bodies of the emails should be both educational/informative and subtly self-promoting. Newsletters that only “sell” the agency’s services are quickly viewed as advertisements and discarded.
As previously suggested, the right tools dramatically improve the success of email newsletter campaigns by providing detailed analytics. This information includes “open rate” and data that highlights how many folks are being directed to the home care company website. In other words, owners can determine if people are actually reading the email, and if the email itself is encouraging them to view the website. Email open rates of 20% or higher are generally considered acceptable, and agencies can experiment with techniques and subject lines to improve the percentage.
LinkedIn, Facebook and Social Media
It’s no secret that many companies across all industries now have social media profiles. While social media exposure is generally positive, agencies should make note of platforms that are especially advantageous in home care marketing and branding. The most important sites are probably LinkedIn and Facebook.
LinkedIn is great for home care agencies, since it’s professionally-oriented and useful for both marketing to referral sources and caregiver recruiting efforts. Savvy marketers can leverage the platform to “connect” with healthcare and community gatekeepers for new communication avenues. Home care recruiters can likewise achieve results in caregiver outreach by targeting specific prospects and executing general recruiting campaigns.
Facebook can also assist in general home care agency branding and caregiver outreach. However, the platform is usually less beneficial for actual client acquisition. It’s unlikely that a marketer will connect with a referral source via Facebook prospecting unless she already enjoys an established relationship. With that said, the service is great for crafting a positive community image by “sharing” positive company updates, charity efforts, etc.
Instagram, Twitter and other niche platforms are certainly worth exploring but don’t warrant the same efforts. Instagram is very lifestyle-focused and visual, which translates well in the retail and hospitality industries but is less effective in home care marketing. Likewise, Twitter is limited, since most healthcare professionals don’t have personal Twitter accounts.