Wellness Professionals: Are You Personalizing Email With Best Tools?

Health and wellness is a $3.2 trillion industry and growing every day. New trends in Wellness requires ever-changing health and wellness marketing strategies in order to reach your audience.  Consumers, focused on weight loss, digestive health, sleep optimization, and natural beauty trends, are seeking solutions from Wellness providers. Digital marketing, done correctly, offers a measurable way to reach consumers with your health and wellness marketing efforts?

Personalizing email is a key element in creating a solution. Getting started with personalized email marketing means making sure you are using the best tools to get the job done. That’s where marketing automation software plays a big role. If they haven’t already, you should be embracing marketing automation software to streamline, automate, and measure marketing tasks and workflows.  Automation software will help you improve your sales effectiveness, and free up more budget to spend on high-value marketing efforts like analytics.  

Essentially, marketing automation automates communication with prospects and customers across the customer journey, but in a manner that delivers highly personalized and relevant messages.  You probably already tag customers that visit your website, which allow you to track their behavior across the web. When a potential client fills in a web form, for example, you can build a more detailed profile of who they are and what they are interested in. From here, you can use this data to separate them into granular customer segments so that you can send out automated marketing emails customized to customers’ preferences and interests.  

Here are some ways that marketing automation can deliver ROI for you: 

Effective use of your resources 

Marketing automation software allows you to put your marketing team to work on the strategically important stuff, rather than leaving them to tinker with emails.  For a smaller business, marketing automation can help create the impression that the company is larger than it really is, without making disproportionate investments in resources. For example, a small online store selling high-end dietary supplements can automate the process of sending customers informative articles or offers, based on the products they usually buy. Of course, you’ll need to invest some time and effort upfront in getting the workflow right and mapping the process to your customer journey, but it will be worth it.

Better Sales Results

For Wellness professional that also engage in e-commerce, cart abandonment is a big issue. Rather than letting a sales lead escape because a customer browsing your e-commerce site went to Google to find a lower-cost supplier, marketing automation enables you to take action to close the conversion. You could trigger an email offering free delivery as a sweetener, for example. An automated process enables you to automatically up-sell and cross-sell to customers, based on real-time information about how they are engaging with your website. For example, if a customer has been browsing reflexology, you can email that person a discount voucher for a session.

Personalized Communication

Customers today demand personalized offers and communications from brands, but delivering this level of personalization is impractical and expensive without implementing some elements of automation. Marketing automation means it’s easy to send customers a personalized message in response to them completing a task like filling in a form on your website or clicking to your site from a direct mail. You could say something as simple as: “Dear Zoe, thanks for visiting our website and expressing interest in a patient visit. A physician will be in touch to schedule a free consultation with you.” The power comes from the fact that you can tailor your message to where the customer is in the customer journey, as well as the relevant demographic and behavioral factors.

Improved lifetime value of customers 

Understanding how a customer interacts with your content, website, and newsletter will allow you to sharpen your understanding of their decision-making process, preferences, and needs. You could use marketing automation to do A/B testing to ensure that you continue to deliver products or services that clients need.  Or you could send reminders to customers to ensure repeat sales. With marketing automation, you can also use lead scoring to identify and focus sales efforts on those that might be most profitable.  This approach boosts the impact of marketing dollars spent on generating leads through digital ads and content marketing. Need help with creating a digital marketing solution contact us.

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