If your care homes want to “get the word out there” to your local communities, and ultimately get more enquiries, send a monthly or bi-monthly email newsletter to your local community network.

The focus here is NOT about emailing families or relatives (which you probably do already)

I mean local stakeholders and what I call “VIPs” – GPs, social workers, commissioners discharge teams, clergy, solicitors, financial advisors, MPs, journalists, and other community figures.

These are the people likely to refer families to your care home when a need arises.

But 98% of care homes aren’t sending these kind of emails! A massive missed opportunity.

To be clear, these emails are NOT sales-focused.

They are about celebrating your care homes, and showing off what makes your care homes special – your events, your residents, your team, your care.

So…. ✅ You’re not “selling” anything – You’re simply sharing your good news

So how do you do start?

(Watch my webinar 👇  on “Why email marketing is the most SHOCKINGLY easy way to promote your care homes! And how to do it!”) This webinar features real-life care home e-shots!

Step 1: Build your email list.

Go to the websites of GP practices, charities, councils, financial advisor websites, etc. Gather names and publicly available emails.

You’re not buying a list – you’re building one manually.

That’s what makes it so effective.

You know every person on your email list is local and relevant.

Step 2: Use Mailchimp.

Mailchimp is an easy CRM email system for sending out e-shots/e-newsletters.

You can set up a simple branded template and personalise every email with first names.

In this way you can send warm, friendly messages from your care home manager.

Step 3: You can be GDPR compliant.

You’re contacting emails based on “legitimate interest”

You’re a local care home, and people on your list are a local stakeholder

You’re clear about why you’re emailing them.

And recipients can unsubscribe anytime.

Now here’s the magic:

✅ These e-newsletters build your word-of-mouth reputation

✅ They go directly into inboxes of people who can refer families

✅ They get 50–60% open rates (yes, really)

Even if you start with just 25 contacts, that’s 25 more influencers hearing about your care home on a regular basis.

Over time, this email list builds up.

Month by month. Year by year.

And the more emails you send, the easier it gets.

And because so few care homes are doing this, it makes you stand out in your catchment area.

Remember – every new resident is worth 10s, sometimes 100s of of thousands in £ revenue.

One warm introduction from a local vicar or GP – prompted by your latest e-shot – could turn into a life-changing placement for a family.

So how often should you send your emails?

Ideally once a month.

But even every two months is a brilliant start. 30–90 minutes a month is all it takes.

These emails become your secret weapon.

They’re how your care home gets remembered.

Not just when someone needs care now – but in six months or a year, when someone asks for a recommendation.

And when that moment comes, your care home is the one that springs to mind.

So start now.

Build your email list.

Share your stories.

Let the right people see the wonderful things happening in your care home.

✅ Care Homes! Get Free Video On 7 Vital (And Proven) PR and Marketing Things You Must Do To Get 300% More Enquiries To Your Care Homes

✅ Join – Exclusive Facebook Care Home Owners + Managers Group

✅ Listen to the Care Home PR And Marketing Masterclass Podcast:

✅ Connect with Adam James on LinkedIn