Using Client Feedback For Home Care Agency Email Marketing

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If you’ve never used feedback to segment your subscribers, this may seem like a daunting task. But in this post, we’ll walk you through various ways you can use email marketing to ask for subscriber feedback and then use that data to segment your list.

If you use email marketing for your home care agency, then you know the importance of segmentation.

The Data & Marketing Association (DMA) says that segmenting your campaigns can increase your email marketing revenue by 760%. Furthermore, Emarketer reports that 39% of email marketers who practiced segmentation saw better engagement, deliverability, and revenue.

It’s undeniable that segmentation is one of the pillars of email marketing. However, there are still home care agencies that only segment their subscribers using the most basic of methods, including segmenting subscribers based only on their demographic information.

You can avoid making this same mistake while simultaneously utilizing subscriber feedback, one of the most effective data points you can use to segment your list.

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The power of subscriber feedback

Getting feedback from clients is critical to running your home care agency, and yet, it is extremely easy to overlook.

Feedback is vital to your business because it provides you with valuable insight into how you can improve. For example, if a significant portion of your clients complain that your caregivers are not providing high-quality  care, then you know you need to provide better training to your caregivers.

If you’ve never used feedback to segment your subscribers, this may seem like a daunting task. But in this post, we’ll walk you through various ways you can use email marketing to ask for subscriber feedback and then use that data to segment your list.

Gather feedback via email

Here are eight tips on how to get feedback from your subscribers using email marketing.

1. Establish your goals.

The first thing you need to do is to determine what you want to achieve out of collecting feedback from your subscribers

Are you looking to increase the overall efficiency of your service? Perhaps you want to make improvements to your quality of care in order to boost client satisfaction. 

These are the types of things you should first consider before sending out a feedback email. 

2. Ask the right questions.

Align your questioning with your goals. If your objective is to improve care quality, then your headlining question could be:

Were you happy with your most recent caregiver? or How happy are you with the services provided by your most recent caregiver?

3. Be straightforward.

When you request that subscribers  provide feedback, you are essentially asking them to take time out of their day to do something for you. This is why your email needs to be as short as possible.

Ask only a few questions that require simple answers. For instance, the first question in the example above is a yes-or-no question, while the second question can be answered using a rating scale. 

Here is the principle at work.

4. Include one or two open-ended questions.

While being short and sweet is essential, it’s also important to give your subscribers the opportunity to describe, in their own words, how they feel. At the end of your email, include one or two optional questions and fields where subscribers can type out their answers.

5. Simplicity is key.

6. The purpose of your email is to collect feedback, so the design of your email should focus on that. Keep your email simple—include a clear call-to-action and avoid distracting subscribers by placing unnecessary graphics and other design elements in your email. This helps ensure that your subscriber responds to your email and provides you with the feedback that you need.

6. Personalize.

You run a home care agency, so show your subscribers that you care. Personalize your email by including your subscriber’s first name in the subject line and also greeting them with their first name in the body of the email

7. Give the reason for your email.

Your subscribers will be more willing to give you feedback if they understand what it’s for. 

The heading of your feedback email could be something like: 

The feedback you provide will be instrumental in ensuring that we are able to provide each of our clients the high quality of care that they deserve.

8. Give something in exchange.

Incentivize your subscribers by offering them something in exchange for their feedback. According to a study, feedback response increases by 30% when an incentive is offered.

Reward your subscriber for spending time completing your feedback email or answering your survey. 

For example, in exchange for their response, you can offer subscribers 10% off on their next bill.  

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Using subscriber feedback for list segmentation

Once your feedback campaign is completed, you can segment your list based on the response data. There are a number of segments you can create including:

Unresponsive subscribers – These are people who didn’t even open your email.

Subscribers who opened your email – They opened your email but did not take the survey or complete the feedback form. You may need to send them a follow-up email to remind them of your original email

Positive responses – These are your satisfied clients—it’s definitely important to target them in your upcoming email campaigns.

Negative responses – These are the clients who were not happy with their most recent caregiver. Can you create a campaign to win them back or re-gain their trust?

Wrap up

Gathering feedback from clients helps you  figure out the areas in which your home care agency can improve. Doing so also shows that you  care for your clients, which goes a long way in building a lasting relationship with them.

One of the easiest ways to get feedback from your clients is via email marketing. You send an email and your clients respond, making it an engaging, two-way channel of communication. And to top it off, the answers you receive could seriously help you segment your future campaigns for better results.

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Aug 13, 2019|Categories: Articles, Grow Your Agency|

About the Author:

Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.

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