Email Marketing: Goodwin House Uses Data to Excel

As we face unprecedented circumstances, marketers must take a strategic approach to reach clients and prospects. With the focus on smart spending as budgets tighten, the need for quick and accurate communication increases.

Email marketing is a cost-effective way to connect with both clients and prospects as one part of an omnichannel and data-focused marketing strategy. Goodwin House at Home uses email marketing to support their direct mail efforts based on the demographic breakdown of their target market.

Goodwin House at Home

Goodwin House at Home is an innovative membership program that combines long-term care solutions with care coordination and in-home services. Their model offers seniors a way to receive the care and security they need from the comfort of their homes.

Goodwin House at Home hosts events to educate prospects about their programming and the options available for care. They use both direct mail and email to communicate targeted messaging, and this omnichannel approach effectively reaches their audience over the course of multiple touches.

Omnichannel Marketing Solutions

Goodwin House at Home uses email to support their direct mail campaigns and to reach a broader audience. Specifically, their direct mail goes out to a narrower specific age and geographic group. Communication via email arrives after the direct mail and closer to the event date.
In addition, the email campaign includes prospects who are part of a wider age and geographic segment. While emails inform prospects about a local event, the call to action directs the recipient to visit the website to learn more about Goodwin House at Home’s offering and how they differ from the competition.

The key to omnichannel marketing across platforms is powerful messaging and a consistent brand image to build cohesive communication and brand awareness. The data drives the right message to the right people at the right time to produce more high-quality leads.

Cost-Effective Communication

The low cost per touch is a major benefit of an email marketing campaign. The average cost per lead for senior living communities is estimated to be about $450; email allows communities to reach more people at a lower cost without sacrificing the quality of the message. With built-in links, it’s easy for your audience to connect directly to your website or call you directly if they read the message on a smartphone.

Plus, email doesn’t have limited space, unlike direct mail. The cost per piece remains consistent regardless of the message or type of communication. And email doesn’t need postage. Overall, email offers a cost-effective marketing solution and, crucially, when combined with the right data analysis, marketers can tailor their messaging to elicit the right response from specific segments of the audience.

Choose Email Marketing

Current events are creating challenging conditions that are tough for companies and marketers to navigate. In the face of constant change, email offers a safe, easy, and affordable way to reach your audience and new prospects quickly in a competitive environment where solid data and targeted messages are more important than ever.

Email gives you the opportunity to share your brand's voice with your target audience on a consistent basis no matter what set of circumstances you're facing. This offers you the chance to build valuable trust among a community that, more than most, has always appreciated honesty, transparency, and meaningful insight.

Omnichannel and Data-Focused Marketing

At Sabal Group, we know the importance of staying in touch without breaking your budget. We do so with omnichannel marketing strategies that are developed using data-driven processes that achieve the best possible target lists and results. Connect with us to learn more about how to use data analytics to maximize your ROI.

Maribeth Maribeth Jenkins is passionate about building long-term relationships and developing solutions for inbound and outbound marketing. With more than 10 years experience in the field, she understands the power of having the right information when you're making a decision. If you'd like to know more about how Sabal Group can help you and your team, please email her or connect with us on LinkedIn.