4 Simple Ways to Boost Your Funeral Home’s Email Newsletters
Posted October 2, 2019
5 min read
Email marketing can be frowned upon when companies over-use it.
But when you create value-packed emails and send them at the right frequency, you can build trust, connect with past and current families, and you can grow your reach within your local community.
Since email marketing is an effective way to deepen relationships and to stay top of mind with your families, here are 4 best practices that can help you get meaningful results:
1. Always deliver value
One of the reasons email newsletters or email campaigns can get a poor reputation is because some companies only use email campaigns to ask for something. Instead of asking for something, be sure that nearly all your emails give value to your readers.
So what does that look like? A good rule of thumb is to be strategic about providing content that is always relevant to your audience. That might take a bit of research to be sure you are delivering information they truly find valuable.
Once you know what kind of information they’d like to know more about, be sure your content is one (or more) of the following:
One great test of whether or not your content is being perceived as high-value? If families feel inclined to share your content, you know it’s on-strategy, super relevant, and very engaging.
2. Be personal from the start
When you think back to the email newsletters you’ve done in the past, did you formally address the recipient, or does it say something generic?
If and when you can, try a casual, truly personalized greeting within your email body. Many email platforms allow you to personalize your email campaigns thanks to “personalization tokens” or “merge tags.”
How it works: Once you’ve uploaded a list of emails that also includes peoples’ names, this kind of “token” or dynamic content allows you to add a person’s individual name to each and every email. That way, recipients receive a personalized email (“Hi, Dave”) instead of something that feels more generic. The great part is, you only have to add this kind of dynamic content into your email campaign once—and it will work for anyone whose name you’ve added to your list.
PRO TIP: Make sure you also include other personalized content, too, on top of just the greeting. Maybe it’s about a families’ interest, something they want to know more about, or another way you can segment your campaigns/audiences to give them customized content. More and more, even a personalized greeting in the body text of an email isn’t going to set you apart.
3. Think responsive and mobile
One thing is true: more and more people are relying on their phones to access and read their emails! In fact, emails are opened on mobile more often than on desktop now (1).
That means you want to be sure your email is formatted in a way where it can be easily read on any mobile device.
Double check your images are 600 pixels wide or less, in most cases, which will set you up for ideal viewing on a mobile device. At minimum, preview your email campaign before you send it out to make sure images are properly aligned and to see how fast your content is loading.
After all, research show that if an email doesn’t load properly on mobile, it’s likely to be deleted within 3 seconds (1).
You also want to be sure you write for the digital, mobile reader: that’s someone who is almost skim-reading, so break up long paragraphs into smaller ones. Be sure to add alternative text to images in case they don’t load, among other reasons. When appropriate, use formatting that is left aligned, which again, is easier for someone who is reading off their phone.
4. Make it easy for families to subscribe to future newsletters
All of these tips are useful when you have a list of community members that’s already compiled. Don’t forget about building your email list for the future.
One easy win you can implement: make it easy and simple for families to be able to subscribe to your emails.
You can start by adding a visual cue to prompt people to subscribe on your website. But you can also add a button that asks people to subscribe within the email campaign itself. Just imagine someone sending your value-packed email to a friend or a to family member; You want that recipient to have a seamless way of subscribing—right then and there—to get more of your great, can’t miss content.
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