While there are many ways to market a nutrition or wellness business, email marketing is one of the most effective methods to grow your nutrition business – especially online. Email marketing allows you to directly reach new clients, stay connected with existing clients, and can be very cost-effective to drive traffic to your website.
New wellness and nutrition businesses enter the arena of online marketing every year. Thousands try to get their products or services in front of consumers. With so much competition, it’s more important than ever to have a solid plan for marketing your nutrition and wellness business.
Your people are constantly bombarded with the latest fad meal plans or health trends on social media, in their inboxes, and even on TV. It can be hard to make your voice heard above the noise.
That’s where email marketing comes in.
Importance of Email Marketing for Nutrition Business
Email marketing is one of the most important aspects of digital marketing, yet it is often overlooked or underestimated.
Why? Because email marketing requires time, effort, email marketing software, and a little bit of tech know-how to get started.
While an email campaign is similar to content marketing, it takes a bit more planning and effort, but it is well worth it.
The very first thing is to start collecting email addresses. Ideally, you want to start building your email list from day one.
Statistics prove that 90% of people aged 15-64 use emails daily, and there are 4 billion users across the globe. Not only that, 50% of the consumers prefer to get information via emails over other marketing channels!
Let’s take a look at how email marketing can help you grow your nutrition business.
Email Marketing Tips to Grow Your Nutrition Business
Email marketing can surely help you to take your nutrition business to the next level. But it’s not just email marketing campaigns but the right email marketing strategies that will generate results. Plus, it’s easy to outsource. It’s one of the first things most online business owners get help with.
Let’s say you are growing your health coaching business and have a list of 10k email subscribers, but all you get from it month after month is a few hundred dollars, while other health coaches with 1k or 2k subscribers make 5x or 10x that amount… it means you’re doing something wrong.
If you’re not using email marketing to convert your ideal clients, you’re missing out on a huge opportunity.
Let’s assume you have a list of email addresses that you can start sending your email marketing campaign to… now what?
How do you create an email marketing campaign that results in more clients for your nutrition business? What do you need to do to knock the socks off of your audience members?
Let’s start at the top…
The Importance of Your Email Subject Line
The email subject line is one of the most important aspects of your email marketing campaign. This is what will determine whether or not your email gets opened.
As a matter of fact, 47% of email recipients open email based on the subject line alone. It’s well worth your time to make sure that it’s interesting, catchy, and to the point.
The only purpose of your subject line is to catch the interest of your reader.
You want your message to stand out. Depending on their email platform, they may or may not see the secondary text so be sure to focus most of your effort on the subject line to increase your open rates.
A lot of email marketing software gives you the option to split test (also known as A/B testing) different subject lines to see what your potential clients respond to. This is standard on most email marketing software platforms but you may need to look for an ‘advanced features’ option to find it.
It’s your strategy and execution.
Email Marketing Strategy
The tips below will help you take your email marketing to the next level so you can start growing your wellness business and get every time a paying client from your email list.
- Define Your Target Audience
The first step to email marketing success is to define your target audience.
Who are you trying to reach with your emails?
Are you targeting athletes? Health-conscious individuals? Busy moms? Menopausal women?
Defining your target audience and potential customers is essential to email marketing success because it will determine the type of relevant content you send, the tone of your messages, and the offers you make.
For example, if you’re targeting athletes, your emails should be focused on sports nutrition and helping them reach their fitness goals.
On the other hand, if you’re targeting busy moms, your emails should be focused on healthy meal ideas, quick and easy recipes, and time-saving helpful tips.
If you try to appeal to everyone, you will end up appealing to no one. You can invest in the best email marketing software and if your email broadcasts are too vague and boring, your email campaigns will fall flat if you don’t “speak to” your ideal clients.
So, define your audience, segment your list accordingly and start with highly targeted content.
- Personalize Your Message
Think about it. Everything is available on Google and YouTube.
Then why do we open emails? Because they are personal. They offer something that is relevant to us as an individual.
Emails don’t talk to us like a faceless company; they talk to us like a friend. Each of your subscribers is an individual with different needs, so treat them that way.
Let’s say you provide clients with a meal planning service. You wouldn’t send the same email to a bodybuilder as you would to a mother who is looking to lose weight. They are not the same person!
You would customize the message and offer it to each group. The athlete would be interested in building muscle, while the mother would be more interested in something simple so she doesn’t feel overwhelmed.
If you narrow it down even further, the bodybuilder trying to bulk up would want a different message than the one trying to cut fat.
You get the idea.
The point is that you need to personalize your call to action for each segment of your audience.
How would you do that?
Email marketing platforms like Active Campaign and Convert Kit can segment your list into different groups based on factors like age, gender, interests, location, etc.
Then, you can send different email campaigns and automated sequences to each group based on their needs – and they will always be looking forward to your next email!
- Send Relevant and Timely Emails
The key to a successful email marketing campaign is to send timely emails packed with valuable information. Your subscribers are not interested in receiving a generic email that could have been sent to anyone.
They want to receive an email relevant to them and their interests.
For example, if you own a nutrition business and it’s someone’s birthday, you could send them a voucher for a free coaching session.
Or if you own a gym and it’s the New Year, you could send them a discount on a membership.
The key is to send emails that are relevant to your subscribers and their current situation.
Another important factor is timing. You need to make sure you’re sending your emails at the right time. When is the best time to send an email?
It depends on your audience and what you’re offering.
The key is to experiment and see what works best for your audience. If you’re feeling stuck on what to write, here are 7 free email templates to give you a head start.
- Always Back Your Offers With Data
If people subscribe to your monthly newsletter, you want them to trust your information and want to learn from you.
That’s why it’s important that you always back your email content with credible research and data.
Now, how would you do that?
The best way is to include links to credible sources in your email. Never write your email content based on what you read in the first result on Google.
Blogs are not peer-reviewed and don’t have to adhere to any scientific standards. They know SEO – how to get their blog on top of Google. But that’s about it.
On the other hand, peer-reviewed journals are published after a rigorous review process by experts in the field.
And these journals have to adhere to strict scientific standards. So, if you want your email content to be credible, always back it up with data from peer-reviewed journals. This helps your credibility with your clients and makes your call to action that much more persuasive.
Let’s say you want to write an email about weight loss with a Ketogenic diet. This niche is very hot right now, and there’s a lot of misinformation out there.
So, it’s important that you back your claims with data. The best way to do that is to include links to credible sources in your email.
For example, you could link to a study conducted by the National Institutes of Health or the Journal of the American Medical Association.
Doing this will add a lot of credibility to your email, and it will show your subscribers that you’re a trusted source of information.
- Write Engaging Subject Lines
People subscribe to many email lists at the same time so they can get information from multiple sources. That means your emails need to stand out in their inbox.
One of the best ways to do that is to write engaging subject lines.
Your subject line is the first thing your subscribers see in their inbox. So, it needs to be attention-grabbing and engaging.
For example, let’s say you want to write an email about the benefits of intermittent fasting.
Others would write something like “The Surprising Benefits of Intermittent Fasting.” Everyone is talking about the benefits of intermittent fasting, so your email would probably get lost in the noise.
Instead, you could write something like, “How Intermittent Fasting Helped David Lose 20 Pounds in 2 Months.”
Or, “The Intermittent Fasting Plan Helped Sara Lose 10 Pounds in 1 Month.”
See the difference?
People want to read how something helped others achieve their goals. In short, case studies, testimonials, interesting blog content, and personal stories are always more engaging than general information. Your job is to get your best content out to your email list so you create interest in your coaching program, service, or product.
- Don’t Sound Salesy or Sleazy
It goes without saying that your ultimate goal with marketing efforts is to sell more products or services.
Email marketing is more like copywriting than anything else. Copywriting sells but in a subtle way.
Your email should be designed in a way that it educates, entertains, and engages your subscribers. It should build trust and credibility. You’re providing the best solution to the problems your client is facing.
And only then you should make an offer with a link to your services on your website.
If you sound like a sales team pitching, people will unsubscribe from your list in a second. No one wants to feel like they are being sold to.
Let’s say you want to write an email about a new product you’ve just launched.
You would start by writing about the problem your product solves. How does the problem make people feel?
Then you would introduce your product as the solution to that problem. It’s not about selling the product. It’s about selling the solution.
When you know people read your emails and shout, “YES, I NEED THIS,” that’s when you make your offer. Also, get your reader to follow you on social media so they can get to know you better.
Remember, it’s always about them, not about you.
- Try to Surprise and Delight Your Readers
How would you feel to get multiple emails a week that just talk about, “Hi, we launched a new protein powder; it’s the best in the market; we are having a 10% off sale; click here to buy.”
You would unsubscribe from that list in a second.
How would you feel about getting one email a week with an interesting article about “How to Make the Perfect Post-Workout Meal in 5 Minutes” or “5 Science-Backed Ways to Boost Your Metabolism.”
You would probably read that email, right? In the end, there’s a mention of the new protein powder you just launched. It would read something like, “The last thing you need to add to your post-workout meal is a high-quality protein powder.”
That’s a much better way to sell a product.
The goal is to always surprise and delight your subscribers. Give them more than they expect.
If you’re constantly selling, people will unsubscribe from your list. But if you’re constantly providing value, they will stay on your list and eventually buy from you.
Conclusion
Email marketing is one of the most effective ways to grow your nutrition business and more clients.
The key to getting ahead of your competitors in nutrition is to have a well-executed strategy to convert your audience into more nutrition clients.
In addition to an automated email sequence, it’s important to regularly write high-quality, engaging emails that build trust and credibility with your subscribers.
This way, you would never need to collect email addresses ever again. Your list will continue to grow on its own, and people will be more likely to buy from you when they’re ready.
Content that educates entertains, and engages your subscribers. And only then, make an offer.
If you can do that, you’ll be well on your way to building a successful nutrition business.