Email marketing strategy, design and logistics
By overhauling Sunrise Senior Living’s email marketing communications and managing its distribution, Carousel30 helped the 30-year-old senior care company improve the user experience, increase engagement and better the performance of its monthly email newsletters and campaign email blasts.
Sunrise Senior Living has more than 300 unique senior living communities in three countries. Dedicated to providing quality, personalized care that encourages individuality and independence for its residents, Sunrise sets the standard for excellence in senior living and offers a full range of personalized senior living services.
From family members of residents to industry professionals, email marketing is an important component of how Sunrise Senior Living interacts with several very different target audiences. Our objectives included improving Sunrise’s email communications, creating a better management process for communicating with separate audiences, and optimizing the user experience for all of Sunrise’s email newsletters and campaign emails.
We needed to improve how Sunrise’s messages were presented, how they managed their email marketing and lists, and improve several key performance metrics including email deliverability, opens and click-through-rates driving more traffic to its website. In order to better deliver valuable information and resources, build relationships with new audiences and assert its brand as a thought leader in the industry, Sunrise needed a complete redesign of its email marketing strategy.
Carousel30 worked with Sunrise in several ways to achieve these objectives, starting with an in-depth review of its existing email designs and metrics to determine past issues, challenges and new opportunities for improvement throughout its email marketing efforts.
Adhering to Sunrise’s brand identity and the Sunrise signature experience, our Creative department designed custom email templates for Sunrise’s e-newsletter and announcement/campaign email blasts, as well as wrote the copy for all email blasts. The new design focused on creating a better experience for the email recipients and provided tailored content for each audience Sunrise needed to reach. From that, our Technology department coded and tested the emails to optimize their display across all email platforms and devices.
Carousel30’s Marketing department managed Sunrise’s email lists and ensured compliance with CAN-SPAM regulations. The team also oversaw each email send, regularly monitored email campaign performance and worked with Sunrise on improving and optimizing future emails.
Sunrise’s redesigned emails successfully delivered a better user experience, resulting in hundreds of new subscribers and an increased average click-through-rate on both newsletter and campaign emails. Open rates for Sunrise’s newsletters were 17% higher than industry averages, and 42% higher than industry averages for its campaign emails.
Carousel30 helped Sunrise Senior Living optimize every facet of its email marketing, from design to performance measurement, allowing the company to communicate to seniors, caregivers and professionals in a more targeted, efficient and helpful way.
- 22.6% increase in average open rate
- 28.9% increase in average click-through-rate
- 1,538 new subscribers in three months
- 17% higher open rate than industry average
Campaign Email Results:
- 42% higher open rate than industry average
2012 Gold Horizon Interactive Award