Connecting with subscribers is a systematic approach to building relationships beyond the first transaction. It is one of many reasons why they become repeat customers. Getting to know customers better can create more opportunities for cross-selling and up-selling and ultimately boost business. And how can you do that?
Use different approaches
When you have a diverse audience, you need to reach out to them with various approaches. It is helpful to differentiate between subscribers who have signed up for the first time and those who haven’t bought anything in a long time. You will also have to differentiate the subscribers by their specialization.
Let’s take the example of a nursing home email list from Healthcare Mailing containing the contact information of nurse home administrators, licensed nursing home administrators, doctors, nurses, and directors. A doctor treating the patients will have different requirements than a nurse caring for the same patients. The requirements will also differ based on whether the patients are children, mid-aged adults, or senior citizens.
To start with, you will need a way to connect with the subscribers that goes beyond getting eyes on your products. Your subscribers have to resonate with your emails for any interaction to begin.
Send welcome emails
Initiate a conversation with new subscribers to say hello or thank them for signing up. It is the perfect opportunity to express your identity and let the subscribers get to know you. Give your nursing home mailing list subscribers a discount on their first purchase and get them involved in your brand.
Stay engaged with subscribers
Connect with your subscribers on other platforms, including social media. Request them to follow you and post messages that form emotional connections.
Re-engage inactive subscribers
Your nursing home email addresses may have become dormant for various reasons and may require your reminders to become active again. Personalize your emails and include links that take them to your website. Change the sending cadence; instead of sending emails daily, send them weekly; instead of sending weekly, send monthly.
You will have to encourage subscribers to read your emails and spend time on your website to know your brand better. Using innovative content and maintaining consistency in your branding will help only when the subscribers are already familiar with your business and have had a positive experience. But, for the uninitiated, there are several ways you can make it happen.
Techniques to connect with subscribers
- Use segmentation to send different messages
If you use a nursing home database, divide it into different segments by the type of patients being taken care of, the type of care given, the physician’s specialization, or the nursing home’s location. For example, you can divide them as-
- Adult Homes Mailing List
- Alzheimer’s Care Facility Email List
- Critical Care Registered Nurses List
- Residential Care Homes Email List
- Assisted Living Facility Email List
Segmenting gives you access to insights into your audience’s values, attitudes, and beliefs. It lets you identify subgroups among the subscribers to deliver more tailored messages for stronger connections.
- Send action-triggered emails
A welcome email is the first of a series of emails or drip campaigns. You can send subscribers an email thanking them for their first purchase. Following up is a good idea if the subscribers have stalled at the last stage of the sales funnel. Don’t bombard them with frequent emails; you don’t want them to be annoyed. Wait for 24-72 hours before you send a reminder to complete the purchase.
- Make customers feel like regulars
It is easier and more profitable to cater to regular customers than to acquire new ones. When subscribers purchase from you, offer them an incentive on their next purchase to make them want to keep coming back. Allow them to refer your business to their network and give them points if their referrals convert. Having a point system in place provides extra value to the subscribers. Once they reach a certain count, you can reward them with a special offer.
- Recognize subscribers as individuals
Don’t make them feel like they are part of a group. Even if you send similar emails to a certain segment of your nursing home email database, personalize them for each subscriber. Mention their names or previous purchases to show that you remember them and value their contribution to your business.
- Provide good service experience
Respond to queries quickly, within a day or a maximum of 48 hours. Solve the problem completely and increase the likelihood of the subscribers being satisfied with their experiences and returning to your brand in the future.
Subscribers purchase from businesses they trust. Earning this trust through constant communication and engagement is crucial in increasing your business revenue. Be transparent in your messages and treat your nursing home contact list subscribers respectfully.