The Health and Wellness industry is made up of brands promoting physical and mental wellbeing: Personal care and beauty, nutrition and weight loss get the lion’s share of the business. CBD businesses are a growing segment of the market, as are wellness tourism, meditation, spa retreats and wearable tech.
How do these brands make themselves heard? There are many ways for health and wellness brands to build an audience—social media, PPC, direct mail—but your email list is arguably the most important of them all. It’s simply the most effective to connect your business with a targeted audience
The United States has the biggest market potential for organic products, pharmaceuticals, vitamins, and supplements in the world. Today we're going to look at how your business can leverage killer email marketing campaigns to tap into this market and grow your business.
Challenges Fitness, Nutrition & Wellness Brands Face
The wellness industry is extremely competitive. The landscape is saturated with startups trying to become the next market success and global brands that have been household names for decades. How do you set yourself apart?
If you’re an eCommerce brand, the challenge is significant. The industry has rules and regulations that other verticals don’t have. If you sell nutrition products, for example, federal laws require ingredients, allergy info, and other information to be clearly labeled on product packages and (sometimes) in marketing materials.
Finally, health and wellness consumers are more savvy and critical than ever. They have lots of choices, so it’s going to take a bit more work for you to earn their trust.
3 Ways Email Marketers Build Relationships
Thanks to email marketing, you can overcome the challenges of the health/wellness industry. Email allows you to reach out to your customers without a social media platform’s algorithm standing in your way.
As long as you have a good deliverability score, if a customer opts into your list, they are most likely going to see your content in their inbox. Remember: Email is a personal marketing channel, so trust is important.
Here are three ways to build on this fact to create long-lasting (and profitable) relationships.
#1 Leverage User-Generated Content
One killer Health and Fitness ecommerce strategy is to use user-generated content on product pages. Campus Protein, an online supplements supplier, uses a gallery of photos curated from Instagram using their hashtag #TeamCP on their product pages and marketing emails.
The result? Their product page-to-checkout conversion rate increased from 20.7 percent to 26.7 percent.
#2 Give Helpful Resources With An Effective Welcome Series
Health and wellness shoppers want to improve their health and fitness goals. This means they are willing to research their options before taking options (making a purchase).
Therefore, email marketing for health and wellness brands means giving them advice and resources in the welcome email series. Whether it’s info about healthier eating, chronic disease management or exercise trends, personalized communications that deliver value will have the biggest impact.
A welcome series is a chance to thank users for signing up to your mailing list, explaining what they can expect, and letting them know how often they can expect to hear from you. After a new subscriber is added to your email list, it’s a good idea to send them the first email right away.
A great welcome series in the health space can mean open rates around 35 percent and click rates well over six percent or more. More importantly, it could start your relationship off on the right foot, setting the tone for a profitable future together.
#3 Use Targeted Landing Pages (Not Generic Pitches)
The key to effective marketing is tapping into your audience’s pain points. In the health and wellness space, often these are literal pain points.
Segmented email lists let you send messages that talk about things that interest the recipient. This, in turn, gives you the opportunity to usesegment
landing pages for specific health and wellness products that pertain to those interests. If you want people to find more information about a specific program on your website, use a link to take them there—don’t send them to your home page!
Pop-Ups Still Work For Building Lists
Don’t overlook one of the most effective tools for growing your email list: the promotional pop-up.
Adding a pop-up to your eCommerce site gives you a chance to make an opt-in offer—whether it’s a coupon code, a free informational download, a special offer, or simply an invitation to join your list for wellness tips and updates. The pop-up can be designed to fit your brand.
Everyone SAYS they hate pop-ups. But you can’t argue with the fact they work. You can set the pop-up window to display for visitors after either a certain amount of time or a certain length of the page scrolled. You can make it display on all pages of your site, or a just a specific page.
When a user “opts in,” they’ll be automatically added to your list. Collecting email addresses in this way will give you an “owned” audience that you can cultivate and nurture over time.
More Tips for Killer Email Marketing
Here are a few additional things to remember that will help you get the most from your health and wellness email marketing:
Testing. Every single email needs to be optimized to convert. A/B split testing different elements like subject line, imagery and content length will give you a better idea which emails do best with your customers.
Consistency. Create a seamless online shopping experience with a consistent experience from email to landing page. This not only means having your branding look the same throughout the buyer funnel, it also means making sure you aren’t giving different pitches and different offers at different points along the way. You want to reassure the user and make them feel confident in making the sale.
Urgency. Create a sense of urgency with calls to action that push the reader in the right direction and make them want to take their next move.
Timing. Don’t send emails out whenever the mood strikes you. The “shotgun approach” to email marketing hasn’t worked in a long, long time. Your team needs to build out a detailed email calendar months in advance to ensure that you are taking advantage of all seasonal opportunities.
Be (A Little) Pushy. Follow up every interaction with an email series to appeal to subscribers who have already engaged but who need a little nudge.
Segment. Segmenting your lists is key to personalization. Your marketing emails are considered spam the instant they are no longer relevant to your customers. Build accurate buyer personas based on customer research conducted through surveys and interviews. In health and wellness, individual likes, dislikes, and opinions are important. Relevant messaging means making the recipient feel like you understand their likes, dislikes, and opinions.
Compatibility Across Devices. The most effective email marketing campaigns are designed for all devices: desktops, laptops, tablets, and mobile phones. That means taking into consideration all the popular Web browsers. Make sure the CTAs are large enough to use on small screens. And remember that, regardless of the device used, visuals help people understand the point of the email much more easily than walls of text.
Using Email To Solve The Cart Abandonment Problem
Finally, let's look at one issue that has been a problem for eCommerce brands since the dawn of online shopping.
If you have a problem with cart abandonment, you want to make sure your email marketing is bringing users back to the unfinished business they left on your website.
Roughly 60-80 percent of online shopping carts are abandoned before the customer completes a sale. For eCommerce shops, that means about two-thirds of the business is left on the table.
The average eCommerce email open rate is around 15 percent, but abandoned cart emails are three times that! An abandoned cart email is your chance to follow-up with a message sent to someone who left without converting. Abandoned cart emails sent to people who leave part-way through checkout have been shown to recover around 10 percent of lost revenue.
The huge benefit of abandoned cart emails? They’re automated. Consider setting up a series that goes out all on its own – and wins back revenue that would otherwise have disappeared.
Your abandoned cart drip campaign might go something like this:
- Email 1: Reminder (sent the same day of cart abandonment). Include a photo of the item(s). Show them the vitamins, the CBD oil, the exercise equipment … This reminds them what they wanted to buy in the first place.
- Email 2: Followup ( a few days later). Don't be pushy, but give them an encouraging, to-the-point reminder. People are busy, and maybe they simply forgot.
- Email 3: “Bribe” them with a discount. You might send this one a week or so after cart abandonment if they didn’t respond to the first two emails.
Studies show that a series of emails works 63 percent better than a single email for abandoned cart emails, so don't just send one email and call it a day.