CapGrow Partners: Benefits of Email Marketing

Case Study: CapGrow Partners

Sector: Healthcare; Real Estate
Project: Email Marketing, Blogging, Copywriting

As a trusted voice among I/DD service providers, Chicago-based behavioral health leasing company, CapGrow Partners, capitalizes on the benefits of email marketing to educate their subscribers about industry news and trends, policy updates, and quarterly opportunities for behavioral healthcare providers. With a redesigned template from SBS that appeals to audiences in healthcare and real estate industries, their 2022 monthly newsletters averaged an impressive open rate of 31.1% among their VIP clients, significantly higher than the industry average of 19.7%. With an average 3.9% clickthrough rate for monthly blog posts, their quarterly newsletter is driving traffic to their website.

The Challenge

Since 2005, Chicago-based behavioral health leasing company CapGrow Partners has been providing safe, secure, and appropriate housing for individuals with behavioral health needs. They purchase existing homes and custom-build new homes for service providers in the intellectual/developmental disability, brain injury, behavioral health, mental health, and substance use fields; in turn, these partners lease the homes back at an affordable rate. Trusted by organizations nationwide, their team offers high-touch customer care, rapid response, and unparalleled industry experience.

CapGrow Partners sought to build upon their established, award-winning brand and presence through the benefits of email marketing, given its high ROI (return on investment) and lead-nurturing capabilities. They found an ideal partner in the Sarah Best Strategy team, who not only specialize in sustainable and cost-effective email marketing, but also have deep sector-specific experience, collaborating with organizations that focus on behavioral health, the disability community, and inclusive housing solutions.

We began our collaboration with CapGrow Partners in 2017. Initial goals for our work together included:

Maintaining an active email and blog presence in order to stay top-of-mind with customers during a long sales cycle;
Facilitating the growth of trust between prospective clients and the organization by positioning the company as warm, friendly, and accessible; and
Positioning the organization as a thought leader that understands human services, which adds value to CEOs, CFOs, and decision makers at target organizations.

The Idea: Seeing the Benefits of Email Marketing

CapGrow Partners found a great fit in our email marketing and blogging package for small to mid-sized businesses, which includes a monthly content strategy call, monthly and quarterly email newsletters, and monthly blog posts with content optimized for search engines. They customized their package further with custom graphic design, layout, and scheduling for their monthly newsletter, and monthly blog and newsletter analytics reporting.

The organization’s success relies upon robust relationship-building with two distinct audiences: 1) behavioral healthcare providers and those in human or social services, and 2) those working in real estate development and acquisition. With this in mind, our team created a branded email newsletter template that would resonate with both audiences, intentionally selecting images and design elements that reflected both professionalism and approachability.

Providing Guidance and Support as an Email Marketing Consultant

To support their goals of being a thought leader in their field and building client trust, our copywriters create monthly blog posts for CapGrow that spotlight the latest behavioral healthcare news and are optimized for Google searches. Directed at on-the-ground human services professionals, these blog posts employ a friendly, accessible tone and style, summarizing and reflecting on critical industry trends and initiatives.

Our team also provides copywriting, graphic design, and layout services for CapGrow Partners’ quarterly Deal Reader, an e-news publication featuring news, initiatives, and opportunities in the behavioral healthcare industry. Designed for top-level professionals engaged in the management, acquisition, or merger of existing provider locations, this quarterly reader is written and designed in a more pragmatic and journalistic style.

Utilizing a Mailchimp-Certified Email Marketing Expert

Placing one of our MailChimp-certified account managers on the project ensures consistency and expert guidance on the project and allows us to provide CapGrow Partners with in-depth monthly reporting on relevant metrics, key insights, and strategy recommendations. Regular reporting and monthly check-ins help us continually refine our deliverables and improve results.

The Results

Growth of trust: Our monthly blog posts maintain a consistent, reliable presence for CapGrow Partners' clients, averaging a 3.9% clickthrough rate (clicks on blog links from monthly newsletters)—higher than the industry average of 2.79%. Meanwhile, our email template redesign balances professionalism and warmth, appealing to readers across CapGrow Partners’ discrete audiences in healthcare and real estate.
Strong presence for customers: In 2022, when we segmented the monthly newsletter audience to focus attention on VIPs (clients who engaged with previous campaigns), we saw an average email open rate of 31.1% across the year (well above the industry average of 19.7%). This reflects a strong ongoing relationship with highly engaged clients—even during slower parts of the sales cycle.
Thought leadership status: The quarterly Deal Reader has an average open rate of 16.9% from the behavioral healthcare professionals who receive it. Steady readership of both this quarterly newsletter and the monthly blog posts indicate that CapGrow Partners’ current and prospective business leads see them as a credible source of industry-relevant information.

"Working with the Sarah Best Strategy team has been essential for our company's success. The Sarah Best team's dedication, creativity, and expertise have transformed our blog, increased our reader list, and amplified our brand recognition. We are truly working with a team of fantastic professionals!"