Telling a Story with Dynamic Email Marketing

The Presbyterian Homes, Inc. often utilizes email marketing to connect with potential future residents. In this case, there was interest in creating a campaign that was a bit more exciting for its readers and delivered added value while supporting sales related to a community expansion. We created a drip email campaign for the Friends Homes retirement community whereby recipients go on different ‘journeys’ depending on their actions—like a choose-your-own-adventure novel.

The audience for this campaign consisted of interested parties who had opted in to receive email from Friends Homes. The campaign has proven to be very successful, with an overall open rate of 56.1 % and an average click rate of 21.5%, well exceeding industry averages for performance and generating quality inbound new resident leads.