Email marketing is a powerful digital marketing strategy that can help health and wellness businesses build relationships with their customers and patients. According to recent statistics, email marketing generates a 4,200% return on investment, making it a valuable tool for health and wellness businesses of all sizes. In this post, we’re going to explore how frequently businesses should send marketing emails, the different types of email campaigns, and content ideas to include in your emails.
Email marketing has numerous benefits, including:
Increased Engagement
Email marketing allows you to engage with your audience on a personal level. This leads to higher open, click-through, and engagement rates. By providing valuable content, your goal should be to build trust with your audience and establish yourself as an authority in your niche. The more value you provide, the more trust you’ll build with your audience.
About 80% of your content should provide value and 20% should sell your services, courses and programs.
Targeted Communication
Email marketing allows health and wellness businesses to target specific segments of their audience with relevant content. This improves engagement and conversion rates because the content is tailored to the needs of the subscriber. For example: if a prospect signs up to join your list though an ebook lead magnet, make sure you tag this, and segment the prospect on your list so you can email them relevant information based on their expressed interest for your services.
Cost-Effective
Email marketing is one of the most cost-effective digital marketing strategies available. It requires little to no investment in tools and can be managed internally or outsourced to an agency.
Increased Revenue
Businesses can increase their revenue by promoting products, services, or events through email marketing. With the ability to track conversions, email marketing allows businesses to measure the effectiveness of their campaigns and make data-driven decisions.
One-Off Campaigns vs. Nurture Campaigns
When it comes to ongoing email marketing, there are two primary ways to nurture your list: one-off campaigns and nurture campaigns.
One-off campaigns are manually sent or scheduled, timely or seasonal emails. They can reference other things that are happening the day they’re sent. One-off campaigns can be thought of as newsletters containing relevant links or passing notes about your day or week.
A nurture series, in contrast, is an automated and evergreen series of emails that can be read at any time and still make sense. When you create a nurture series, you’re adding new emails to the end of the series, and different audience members will receive the emails based on when they entered your list. A nurture series is great for helping you develop a long-term relationship with your list and allows you to create a lot of content and schedule it out.
Content Ideas
To build a long-term relationship with your customer and patient, you should email them content that’s valuable and helpful. Here are some email content ideas:
- Helpful tips or blog posts
- Resources, books, or external articles they might find helpful
- Behind-the-scenes looks at your brand
- Special offers or sales
- Product or course announcements
- Upcoming events or webinars
- Case studies or stories of how you’ve helped others
- Frequently Asked Questions (FAQs)
The Frequency of Emailing Your List
The frequency of your emails will depend on your business, product, and audience. However, there are some general guidelines we can follow:
- Choose a cadence you can maintain.
- Start slow and increase frequency over time.
- Ask your list how often they want to hear from you.
- Don’t be afraid to experiment.
- Keep your content incredibly helpful and valuable.
Nurturing Your Email List
Lastly, we want to share some mindset shifts for you as you nurture your list:
- Try to get replies from your customers by asking them questions and encouraging engagement.
- Remember that email isn’t always about making the sale; focus on building a relationship and creating rapport with your list.
- Think long-term and stay consistent with your email communication to see results.
In conclusion
Email marketing is a valuable tool for businesses to build relationships with their customers and increase revenue. By sending helpful and valuable content on a consistent basis, businesses can create long-term relationships with their customers. Business owners should focus on choosing a frequency they can maintain and experimenting with one-off campaigns and nurture campaigns to see what works best for their business. By keeping in mind these tips and strategies, businesses can create successful and engaging email campaigns.
