Manmeet Kaur, email, email marketing,

Email Marketing For Women’s Health Brands

Manmeet Kaur, welcome to Female Health Founders. What common challenges do you observe among women’s health brands when incorporating sales tactics into their newsletters?

In my years of experience working with email marketing and communication strategies. I’ve noted a pattern of obstacles and apprehensions they face when setting goals for sales tactics in their newsletters and leveraging emails to boost sales.

  1. Fear of Over communication: This reluctance often surfaces vividly whenever I suggest to clients the strategy of emailing their list twice a week. Many immediately hesitate, calculating that this approach translates to reaching out 8 times a month, revealing a deep-seated fear of spamming their audience and potentially driving them away.
  2. Misconception of Email Content Value: There’s a common misconception that emails must always contain offers or sales pitches to be valuable.

However, the truth is that value can be delivered in various forms, including educational content, insights, and personal stories that help the audience grow or feel connected.

By focusing solely on sales, businesses miss the opportunity to build a deeper relationship with their subscribers, which is crucial for long-term engagement and trust.

-Manmeet Kaur

Before we delve into potential solutions, let me ask you something: What if I sent you emails packed with good stuff, no sales pitch, just tips to make things a bit better for you every day? Would you stick around on my list? Take a moment to consider that. You probably would, right? After all, who doesn’t like getting helpful advice for free? So, here’s the question: How can you do the same for your folks? Let’s talk about finding that sweet spot between sharing valuable info and sprinkling in those sales pitches in your emails, without scaring anyone off.

Manmeet Kaur, email, email marketing,
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3 Challenges in Email Strategy:

  1. Sole Focus on Newsletters: Concentrating only on newsletters can be limiting. Newsletters often contain multiple calls to action, which can overwhelm or distract the audience. A more focused approach, with emails dedicated to a single topic or action, can be more effective in driving engagement and conversions.
  2. Professional vs. Conversational Tone: Many business owners struggle with finding the right tone for their emails. While there’s a tendency to maintain a professional tone, adopting a conversational style—as if writing to a friend—can create a more personal and engaging experience for the reader.
  3. Sale vs. Sold Mindset: A critical challenge is the balance between making sales offers and nurturing the audience. If the only time subscribers hear from a business is when there’s something to sell, they may feel undervalued. The key is to nurture relationships through value-driven content, so when an offer is made, the audience feels more receptive and ready to engage because they’ve been consistently warmed up with valuable insights.

Strategies for Overcoming These Challenges:

  1. Value-First Emailing: Instead of fearing email frequency, focus on the value provided in each communication.
  2. Regularly sending value-driven content that educates, entertains, or inspires your audience can keep them engaged and looking forward to your emails.
  3. Strategic Offer Timing: Limit the frequency of direct sales emails or newsletters with offers to once or twice a month, ensuring the rest of your communication is focused on nurturing the relationship with your audience. This strategy helps in making your sales offers more effective as they come to an audience that’s already warmed up and values your expertise.
  4. Personalise and Humanise Your Emails: Treat email communication as a personal conversation with each member of your audience.

This approach helps break down the formal barriers and creates a more authentic connection, making your audience more receptive to your messages, including sales pitches. Enhancing the effectiveness of their email marketing efforts but also contributes to building a loyal and engaged community around their brand.

Manmeet Kaur, email, email marketing,
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What common misconceptions have you seen holding women’s health founders back from email marketing?

You know, I’ve noticed that a lot of women’s health business owners are kinda hesitant to go all out promoting their products or services in their emails. And it really boils down to a few things holding them back.

First off, there’s this big question mark over whether subscribers enjoy getting emails from them. It’s like,

“Do people even read these, or am I just bothering them?”

-Manmeet Kaur

That kind of doubt can really throw a wrench in deciding to use email marketing to its full potential.
Then, there’s the worry about coming off too strong. No one wants to be that person—the one who’s always in your face, trying to sell you something. It’s like walking a tightrope, trying to find that sweet spot between letting people know what you’ve got and not sounding like a sales robot.

And let’s talk about the elephant in the room—the fear of losing subscribers. It’s a real concern, right?

-Manmeet Kaur

Nobody wants to see their subscriber count drop. But here’s the thing to think about what’s better in the long run? Having someone just hanging out on your list doing nothing, or trying to engage with them, see if they’re interested in what you have to offer? Whether they buy something or not is kinda secondary. It’s more about making that effort to connect and see where it leads.

Manmeet Kaur, email, email marketing,
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What are some effective strategies that women’s health brands can adopt to begin integrating sales elements into their email marketing?

Alright, diving right into it, there’s this super handy approach I like to call the 80-20 Rule. Basically, it means you’re aiming to fill 80% of your emails with solid, valuable content that your audience can really use—think actionable tips or insights they can apply straight away. 

Then, the remaining 20%? That’s your window to slide in those offers. So, if you’re sending out 10 emails, two of those are where you get to talk shop and make your pitch.

Now, about how often to hit ‘send,’ I say, go with your gut. If you’re feeling a once-a-week, that works. If you’re all about that daily touchpoint, that works, too. There’s no set playbook for this. 

-Manmeet Kaur

The key is just opening up those lines of communication with your audience in a way that feels right to you. Think about sharing things like workout guides, health tips, or even offering free Q&A sessions. These are golden nuggets of content that your audience will not only appreciate but will keep them coming back for more.

Let’s not forget the power of a killer subject line. This is like your golden ticket. You want a subject line that speaks directly to those burning questions your audience has—the ones they’re itching to get answers to.

Here is an example, which one would you click?

  1. Why don’t I get sales from my newsletter? 
  2. Edition X: Newsletter Update

And when you’re rolling out these emails, mix up your calls to action. Encourage a little back-and-forth by asking your subscribers to hit ‘reply.’ This not only gets a conversation going but also works wonders for your email deliverability, making sure your messages cozy up in the Inbox, where they belong.

A simple, straightforward CTA like, “Got a question about your health? Hit reply and ask away—I’m here to help!” can work wonders.

Manmeet Kaur, email, email marketing,
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How important is it for women’s health business owners to understand their target audience’s needs?

Understanding your target audience’s needs, preferences, and pain points is absolutely crucial when you’re crafting sales-focused email content, especially in the women’s health sector. If you’re offering tea to someone who’s all about their coffee, sure, they might take a sip out of politeness. But will they come back for more? Probably not.

Your audience is looking for content that resonates with their specific needs and preferences. Give them what they want, and they’re more likely to stick around, loyal and engaged.

-Manmeet Kaur

In the realm of women’s health, this connection becomes even more critical. Health is deeply personal and emotional. Your audience needs to feel seen and understood, not just as a customer but as a person with unique concerns and aspirations. When people decide to invest in a product or service, especially something as intimate as health, they’re not just buying the item itself. They’re buying into the trust and the emotional promise behind it. If your emails can’t speak directly to them, addressing their concerns and aspirations, then converting sales will always be an uphill battle.

So how do you understand your target audience? 

  1. Survey Calls: Don’t underestimate the power of a good conversation. Reach out to your existing customers or even prospects. Find out what drew them to you in the first place. What problems were they trying to solve? What do they wish to achieve? These insights are invaluable for tailoring your content.
  2. Competitors’ Audience: This would need your time. Check out your competitors’ social media presence. What are their followers praising or complaining about?
  3. ive into the comments section—it’s often a treasure trove of insights. And yes, subscribing to their newsletters can give you a peek into what works (and what doesn’t).
  4. AI to the Rescue: Here’s where technology can lend a hand. Get your AI tools (like ChatGPT) up to speed on what your business is all about and who you’re trying to reach. Ask it for advice on appealing to your target audience. Keep in mind, though, that AI might only scratch the surface. For a deeper understanding, you’ll need to put in a bit more effort. 

By employing these methods, you’re not just shooting in the dark. You’re making informed decisions based on real insights into what your audience truly values. This approach not only makes your sales-focused content more effective but also helps build a stronger, more authentic connection with your subscribers.

black and gray digital Manmeet Kaur, email, email marketing,
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Could you share examples of successful email campaigns from women’s health businesses?

I’d be thrilled to break down a winning formula that blends storytelling, value, and promotion seamlessly.

Create a 7-day email journey that’s all about YOU—your mission, your backstory, why you’re so passionate about what you do, and the impact you’ve made on others’ lives. 

-Manmeet Kaur

It’s a narrative that lets your audience connect with you on a personal level. For the first six days, there’s no sales talk, just a pure story, and a little nudge at the end of each email (like a “stay tuned for more” or an invitation to reach out for health tips).

After this introduction, you shift into regular mode, sending out two value-packed emails every week. These aren’t sales; they’re about keeping that connection alive, and providing useful content your audience looks forward to. And then, only after you’ve built this relationship and established trust, do you introduce your sales pitches.

Let’s take my client “Dr. Catalina,” a Weight Management Coach, as our example:

I kicked off Dr. Catalina’s campaign using the same effective approach. We began with a 7-day email sequence deeply rooted in her narrative—sharing her passion, experiences, and successes in weight management, without a single sales pitch. Each message ended with an invitation for readers to engage further. 

Following this personal introduction, we maintained engagement with bi-weekly emails filled with valuable content.

This set the stage for introducing sales pitches to a warmed-up, trusting audience. 

-Manmeet Kaur

This strategy led to a significant milestone for Dr. Catalina, helping her close $5,000 worth of clients for her weight management program within just a month.

Lessons that can be learned from this example, use the 80-20 Rule, always. Be Conversational, your email will go to each person individually. Keep your Newsletters once a week and add more emails to your marketing strategy. 

Manmeet Kaur, email, email marketing,
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What role does storytelling play in creating compelling sales pitches within email newsletters?

In my experience, storytelling is essential in sales pitches for newsletters, especially in the women’s health domain. It’s not just the product or service we’re buying; it’s the trust and emotion connected to it. Storytelling is a powerful way to earn that trust and evoke those emotions. In health matters, winning over trust is even more critical.

Here are some practical tips for using storytelling:

  1. If possible send videos in which you tell the story with your emails
  2. Ask your audience after stories did they had a similar experience 
  3. Try to build the newsletter & emails around one story’s main story {can link other stories as well but just like a movie person should be hooked the entire time}. Make sure the audience doesn’t feel that it’s too much to digest.
  4. Be Honest: Share your real experiences.
  5. Be Observant: Stories are everywhere; we need to notice and craft them.
  6. Use Fiction Wisely: If you use fictional stories, make it clear they’re imaginary, but always stay truthful.
  7. Relevance is Key: Your story should be something your audience wants to hear.
Manmeet Kaur, email, email marketing,
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What metrics should women’s health business owners track to measure the effectiveness of their sales-oriented email campaigns?

To effectively measure the success of sales-oriented email campaigns, women’s health business owners should focus on several key metrics that can provide valuable insights into their campaign’s performance. These metrics help in understanding what resonates with their audience and how to fine-tune strategies for better results.

Here’s a more detailed look at what to track:

  1. Open Rate: This measures the percentage of recipients who open your emails. A healthy open rate indicates your subject lines are engaging and relevant to your audience. Aiming for an open rate of 15% or higher is generally considered good, but the higher, the better. If your open rates are low, it’s a signal to revisit and improve your subject lines.
  2. Click Rate/Reply Rate: This metric assesses the effectiveness of your call to action, whether it’s a link click or a prompt to reply to the email. Analyzing the click or reply rates can reveal if your messages are compelling enough to encourage engagement. If these rates are low, you may need to adjust your message’s positioning or make the value of your offer clearer.
  3. Case Study Emails: Incorporating case study emails as part of your follow-up strategy can significantly aid in decision-making for your subscribers. Tracking engagement on these emails can provide insights into how persuasive your success stories are in showcasing the value of your product or service.
  4. Unsubscription Rates: While it’s normal for some subscribers to opt out, it’s important to monitor your unsubscription rates. An industry-acceptable range is between 1-2%. A rate within this range shouldn’t cause alarm, but a sudden spike might indicate issues with content relevance, frequency, or other aspects of your campaign.

Tip: Another factor that could contribute to higher unsubscription rates is attracting the wrong audience to your list. This issue often stems from the marketing channels used to acquire subscribers, such as ads or promotional strategies.

-Manmeet Kaur

It’s essential to regularly review and adjust these tactics to ensure you’re drawing in the right audience who finds value in your content and offerings. To put these metrics into practice, consider using specialised email marketing tools that offer comprehensive analytics.

How do you advise women’s health business owners to approach the frequency and timing of their emails?

The whole deal with how often and when to send emails. Well, it’s pretty much up to what feels right for you and your audience. I’ve seen businesses go all in, sending an email every single day, and others take it easy, touching base just once a month. It’s all about finding your groove.

Now, about picking the perfect time to hit ‘send,’ my advice? Keep experimenting.

We tend to shoot out emails either early in the morning or late at night—aiming to be the first thing you see when you check your inbox.

-Manmeet Kaur

And we’re always mixing it up between weekdays and weekends to see when we get those eyes on our emails. Whenever we notice a spike in opens, that’s our cue to send more around that time.

And here’s a little nugget of wisdom: Segment your email list. Break down your subscribers into groups based on what they like, what they do, and who they are. This way, when you’re sending out those sales emails, you can make sure they’re hitting the mark, offering something genuinely useful and interesting to each specific group.

Manmeet Kaur, email, email marketing,

Final advice for women’s health brands.

Dive deep into this article, and I promise, you’ll come out the other side ready to rock email marketing like a pro.

Email is the audience you own, all social media channels can be taken down with all your efforts down the Vain. You might have changed your phone number in a couple of years. When did you change your email last time?

That’s the thought I want to leave you with. 

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