Email marketing is a very effective way to generate leads, follow up and delight your customers. Nowadays it’s important to send personalized emails, since many companies send automated emails to their potential leads and customers that end up in the spam folder. People value personalized emails that start with their name, written in a friendly manner and not too professionally.
Since every industry is different, naturally the content and context of the emails vary greatly. Some industries appreciate offers and newsletters, the others go after product promotion and discounts. It’s important to understand the demands, emotions and paint points of your buyer personas, before starting your email campaigns, to avoid getting into the undesired spam folder.
Healthcare and Fitness Industry
The buyer personas of Healthcare/Fitness industry appreciate visuals, discounts and customer reviews most. This means that in order for your emails to be successful, they should include one of the above mentioned options. It’s important to not stuff your email with a lot of information for 2 reasons:
1st if you do that, you will run out of content very soon and will either have to repeat yourself or send fewer emails, and you want none of those. What you really want is to maintain constant engagement with your target audience.
2nd is the buyer personas of this industry are reluctant to read content that has too much information. They want specific, to the point, plain content preferably with visuals. Mixing in some content with stories can have a positive reaction as well.
Construct your email marketing strategy by focusing on offering one thing at a time, and don’t forget to take into account the Buyers Journey. Create a table/chart and plan all of your emails for the next month and answer the following questions: What time of the day are you going to send your emails? What days of the week? How many day intervals are there going to be between your emails?
Though the answers to these questions may vary a little depending on a specific business or buyer persona, they do have some common answers that I will provide you with. Please note that these answers are not to be taken for every single case and you still need to do your own research to maximize your results.
What time of the day are you going to send your emails? – Usually the buyer personas of this industry tend to read and click your CTAs during the evening hours around 8-9 PM.
What days of the week? – People are more willing to read/click/answer emails during the workweek, and less during the weekend. Avoid Saturdays and Sundays whenever you can.
How many day intervals are there going to be between your emails? – It’s a good idea to keep a constant engagement with your audience, which should not be too often, but don’t let them forget you either. 3 times a week, with 1 day intervals is a good strategy to go with. You can use Mondays, Wednesdays, Fridays for example, or Tuesdays, Thursdays and Saturdays.
Also it’s a good idea to make each day of the week some kind of “event day”. You could, for instance, send discounts on Fridays and Industry/company news on Monday. This gives your emails a sense of structure, which is taken positively by customers and makes it easier for them to follow you or expect news on a certain day.
Don’t forget about the special events that happen during the year, like Mother’s Day, Independence Day, etc. Offer something unique on those special days, like a free membership if they apply on that specific day, or a bigger discount than usual, etc. Customers always value companies that pay attention to holiday events.
To sum it all up, email marketing is definitely a must for the Healthcare/Fitness industry, even though it’s coming after social media and content marketing. The most important role of email campaigns in this industry is the engagement with your leads, fans and customers. Engage with your leads and guide them through their Buyer's Journey and delight your already existing customers to maximize your results!
Here is another article you might like: How to Promote Fitness and Nutrition Products With Twitter?
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