Has there ever been a hotter moment for health and wellness brands? It seems like people are becoming more aware of their lifestyle and habits every year. And the experience of a pandemic has meant that the healthy living market has opened up in a whole new way – People are more willing than ever to invest in their wellbeing.
In terms of marketing, this industry faces some particular challenges. Authenticity is a critical factor in customer communication and the basis of the customer-brand relationship is trust. Once this is established, creative brands have no limits in terms of offering their services or communicating digitally with their customers.
Email Marketing is an opportunity for personalized content, and that is its greatest strength. Here are some ideas to help your subscribers open, read, and click through your email:
- Offers and discounts
- Scientific, data-driven information
- Updates on your product or service
- Personalized recommendations
- Online services such as booking appointments and purchasing products
- Testimonials that give your brand credibility
The health and wellness industry is diverse – Products and services range from nutritional supplements and alternative therapies to fitness and rehabilitation. Here are some brands that do a great job of connecting with their customers through Email campaigns.
1. Vital proteins
After becoming ubiquitous on social media, Vital Proteins has become a trusted name in collagen supplements. They are also refreshing and creative with their emails, with light-hearted headlines and fancy design.
Vital Proteins uses a combination of different content in their campaigns and uses certain times of the year that inspire a healthier life. For example, the New Year is the best time for health and wellness brands as people tend to set fitness goals at the beginning of the year. In their New Years email, Vital Proteins included their products and other non-product fitness activities that are indirectly related to the purchase of their dietary supplements.
As always, their branding is bright and cheerful – to give positivity and a sense of energy to the reader. And who doesn’t love gifs?
Vital Proteins takes real goals and connects them with their product. It’s a clever way to position your product as a solution to some very real needs of your subscribers.
What makes it even better is the recipe at the very bottom. Not only do they show you a product, but they add temptation, are fun, and show how the product can be used. Even if a subscriber isn’t 100% interested in those particular products, they’re more likely to click their way through the recipe – which it sends to the Vital Proteins website.
2nd class pass
Converting a customer can be difficult for fitness brands. People are generally resistant to action and upfront payments, and it’s even more difficult to maintain a consistent flow of communication that won’t put them off while encourage them to stick with the brand and use the service.
ClassPass did an excellent job on this email addressing the three main problems people have with gyms and fitness centers:
- Comfort and location
The e-mail is straightforward and the offer and the advantages are in the foreground. No guesswork here.
This test email is another example of their direct approach with visually appealing graphics and design.
Your reservation email goes above and beyond by providing tips to subscribers after reserving a course. They provide helpful tips and instructions on clothing and activities, as well as a location guide. The “Add to Calendar” option is also a well thought out take and ensures subscribers are sticking to their plans. After all, if they miss the courses they have booked, they will not see the benefits of ClassPass.
While it’s not a purely wellness brand, Fitbit has become a product that people perceive as an essential accessory in achieving their fitness and health goals. This perception was no accident – it is a product of strategic and targeted marketing.
The first rule of all Email Marketing Strategy understand you target group. For Fitbit, it’s about addressing a customer’s motivation and using them to bind them to the brand.
Obviously, owning a Fitbit is different from signing up for an actual fitness activity. However, if their customers want to fully appreciate the benefits of their product, they need to engage in activities that show exactly what the product can use. Fitbit works with other fitness brands to provide their customers with ideas and inspiration to get active, which will help them discover the joy of using their product.
This email below is not from Fitbit, but it nonetheless promotes the purpose of the brand and is a lesson in email marketing – Partnership with brands that have a similar audience to increase your visibility and boost the performance of your product.
Here is a fun email that will bring a smile to the reader’s face and act as a motivation by showing customers how much they have accomplished.
This type of email shows Fitbit users the insights that will help them see the true value of the product. By addressing their highlights and making fun comparisons, Fitbit proves that they’re more than just products. They are insightful, invaluable, and always think of clever ways to help keep their customers loyal.
Health and wellness can be a tough industry in the marketplace. Still, with the right creative strategy, brands have successfully turned skeptics into loyal customers. There are many opportunities – after all, everyone wants to look and feel good. These wellness brands have proven that email marketing is a direct link with customers that should be used to build and nurture relationships and cement brand loyalty.