The Art of Sending Newsletters that Matter (when Wellness is your Business)

No one wants an inbox filled with junk yet we receive it from trusted businesses and organizations all the time. From one-day-only discounts and free shipping to national donut day offers, we’re inundated with messages directing us to do this, buy that and be better with just the click of a button. So, how do the people who work in health and wellness use those same tools to reach their customers without doing the same? Here are a few ways we’ve found email marketing works best for entrepreneurs and small business owners who run their own wellness practices--whether it’s massage, chiropractic work, personal training or health coaching.

Tips to Help You Authentically Communicate with your Customers (without making them gouge their eyes out and dramatically hit 'Delete')

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  1. Find your Groove. Think about how many emails you want to receive from a local company you support and try that schedule on for size. If a short and sweet email once a week feels appropriate, try once a week, if twice a month is more your speed, give that a go. Consistency is key so you’ll need to pick dates and stick to them so your supporters know when to expect communication from you and look forward to it rather than dread that weekly ping and move your message to the trash. 

  2. Create valuable content in addition to your sell. Every company or organization needs to promote their business in order to sell their product or service. People also are curious to learn more about who you are, what you care about, and how what you do can be integrated into their life. Don’t just email the offer, send content they’ll find helpful to them (the same as you would receiving that email. If that feels daunting, that’s an area where we can help. It's why we created Content Corner as a service. If you feel comfortable writing and sourcing interesting and relevant information, then check out MyNewsletterBuilder instead as a way to organize your templates, schedule and send your businesses newsletters. 

  3. Segment your List. Your clients are likely local yet perhaps you sell something that can be purchased nationally--candles, handmade notecards, or a self-care zine. That’s wonderful. That also means your email list is made up of both of those types of customers. Your local customers may want to know about an opening in your schedule whereas your national clients could care less as they don’t live close by. You’ll want to segment those two groups of people into two separate lists so that you can create emails that are for your loyal locals and craft others that are for everyone. The more authentic you’re able to be in how you communicate and what you share, the better!

 

Tiffany Narron

Asheville, NC