Provided for an assisted living, memory care, senior housing client, this is part 1 of a 3 part email training for their executive directors and community relations directors.

1. Effective Email
Communication
Part I: PEP* Talks
*Perfect Email Preparation

2. Information Citations
Michael Hyatt
Constant Contact
HubSpot
Kris’ Experience

3. What You’ll Learn
Identify Good Subject Lines
Learn Segmentation Rules
Create Relevant Emails

4. But first…WHY do we email?
Inform
Invite
Connect

5. Inform
Local Happenings
Community Internal
New Staff or Management
Kudos
What’s the Action Expected?

6. Inform
Informational Emails are a warm fuzzy.
They help you connect with your prospects
as a company that cares enough to share.
You’re connecting with them and building
rapport.
Examples…

7. Invite
Community Public Events
Community Private Events
Try our Lunch/Dinner
Tours
What’s the Action Expected?

8. Invite
Invitational Emails tell others that you have
an opportunity to share with them.
You’re extending your hand in friendship to
build a relationship.

9. Connect
 AL/MC Information
 Resources
 Case Studies – HUR or IN2L
 Activity Calendar/Newsletter
What’s the Action Item Expected?

10. Connect
Connection Emails tell others that you are a
trusted brand.
You’re solidifying your role as a trusted
resource.

11. Purpose
Identify Good Subject Lines
Learn Segmentation Rules
Create Relevant Emails

12. Good Subject Lines
 Subtle and Targeted
◦ More Ways to Cope with Dementia
◦ How Ice Cream and Exercise Mix Well
◦ 1Million Cards for Veterans in 1Week
 Relate to Your Target Audience
 Personalize It

13. Purpose
Identify Good Subject Lines
Learn Segmentation Rules
Create Relevant Emails

14. Segmentation Rules
 Helpful and Relevant
 Study Demographics
◦ Target Age Range
◦ Local Industry Market

15. Purpose
Identify Good Subject Lines
Learn Segmentation Rules
Create Relevant Emails

16. Relevant Emails
 Building Trust = Providing Relevance
 Avoid Opt-Outs
◦ 69% Too Many Emails
◦ 56% Irrelevant Content
◦ Source: Constant Contact

17. The End
Right Subject
Right Person
Right Message