Audience
New Movers:
When a property decides to launch Amenify, they get a series of emails introducing them to Amenify’s services. This audience includes residents of communities who moved in post-launch of Amenify, meaning they never got any communication about the amenities available to them.
BlueSky ReEngage:
BlueSky is the campaign name we use to include the emails that go out from the community’s Property Manager. This audience was comprised of residents who got those BlueSky emails but never engaged with them or signed up for services.
Strategy
New Movers:
Research shows that people between the ages of 19-34 who have just moved are likely to develop new lifestyle habits: adopting a dog, starting a workout regimen, committing to eating healthier—or better yet, subscribe to new services. I took this research into account when developing messaging. Messaging included CTA’s revolving around lifestyle changes and welcome the resident to their new place.
BlueSky ReEngage:
Sure, research shows that people develop new habits when they move. But what if they need a minute to settle into their new life before they make big spending decisions. This was the thought behind BlueSky ReEngage. When you move into a new apartment, it’s sparkly and clean (at least it should be). This messaging revolved having a few months to, well, make their place dirty enough to sign up for cleaning amenities.
Results
A brand new (and automated, might I mention) strategy and suite of emails and texts for the New Movers subset
A 50% increase in subscribers in the month of August