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Omnichannel Marketing for the
Health & WellnessIndustry
Table of Contents 02
Table of Contents
03 Introduction: The Impact of Health & Wellness
05 Marketing Statistics for Health & Wellness Ecommerce Stores
• Single-Channel vs. Several Channels
• Health & Wellness: Segmented vs. Non-Segmented Campaigns
• Which Automation Workflow Performs the Best for the Health and Wellness Industry?
• When is the Best Time to Send Health and Wellness Campaigns?
• Signup Conversion for the Health and Wellness Industry
13 The 16 Best Tips & Tricks for Ecommerce Marketing in the Health & Wellness Industry
• Omnichannel Marketing for Health and Wellness
• Custom Automation Marketing
• Segmentation and Targeting
• Order Confirmation Emails
• Abandoned Cart Workflows
22 Key Takeaways
Introduction 03
As millennials become the demo-graphic with the largest disposableincome, the health and wellness industry is becoming an even bigger economic behemoth.
01 Introduction
In fact, by next year, the health and wellness industry is expected to reach nearly $350 billion dollars in the United States alone. Consid-ering that, it’s also no surprise that the United States holds the big-gest market potential for organic products, pharmaceuticals, vita-mins, and supplements in the world.
As this industry grows, so does its digital counterpart. It’s no secret that the lines between ecommerce and brick-and-mortar are becoming blurrier by the day, and this means that there is enormous potential for ecommerce businesses within this swelling niche.
However, how do you tap into a booming niche market that becomes ever more competitive by the day? It’s time for your marketing strategy to make you stand out from the noise. Creating an omnichannel marketing tactic for your health and wellness ecommerce business can be just the thing that transforms health-nut shop-pers into your most loyal customers.
With that, Omnisend has analyzed over2 billion campaigns across several ecom-merce niches in 2018 to find the biggest emerging trends. Omnisend is a popular choice for ecommerce marketers in the health and wellness industry, including growth-focused brands like Alastin, Yes Wellness, LifeVantage, OG Laboratories,and many more.
Having analyzed all of our health and wellness ecommerce marketers, we’ve compiled a report with the biggest trends, statistics, and tips exclusive to this niche.
Introduction 04
The Impact of Health and Wellnesson the Ecommerce Industry
Source: Shopify Health & Wellness Industry Report
Marketing Statistics 05
The health and wellness industry is unique simply in how vast it is. Covering everything from doctor prescribed medicine to anti-aging beauty products, this niche covers nearly all ages, all demographics, and all countries.
However, if there’s one thing we can say about consumers in the health and wellness ecommerce industry, it’s that they’re looking for just as much personalization as their cohorts in other niches.
02Health & WellnessIndustry MarketingStatistics
We compared marketing campaigns within this industry to see if adding more channels to a campaign made a difference. Much like similar niches, the health and wellness ecommerce niche benefits from adding three or more channels to their automation workflows.
Campaigns using three or more channels to reach their customers enjoyed a 22.4% engagement rate average across those channels, while marketers using a single-channel campaign earned only 11.1% engagement in that campaign.
Purchase rate between the two groups was also significantly in favor of several channels, marketing 219% higher order rates for those using multiple channels in a single campaign.
Not only did adding more channels to a campaign improve engage-ment and purchase rate, it also improved customer retention in the health and wellness industry:
In fact, health and wellness ecommerce marketers using three or more channels in their campaigns earned nearly 130% higher customer retention and repeat business.
Marketing Statistics 06
Single-Channel vs.Several Channels
Purchase Rate
0%
2%
4%
6%
8%
10% 8.52%
2.67%
Three or morechannels
Single-channelmarketers
Customer Retention Rate
0%
10%
20%
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70%
80%
Three or morechannels
Single channelcampaigns
72.3%
31.5%
However, it wasn’t enough in the health and wellness industry to just add extra channels, consumers in this niche were looking for personalization.
This is clear when comparing results of segmented versus non-segmented campaigns. Non segmented campaigns counted a poor open rate at only 14.2% and an average click through rate of only 3.6%. Compare this with segmented campaigns,
which counted nearly double the open rate at 32.1% and a click through rate of 7.2%.
Health and wellness consumers also pur- chased more from segmented campaigns, ordering on average 7.4 orders versus 4.2 orders for non-segmented campaigns.
This proves that targeted campaigns perform much better than general blastsfor this niche.
Marketing Statistics 07
Segmented Campaigns Non-Segmented Campaigns
Segmented vs Non-Segmented Campaigns
Health & Wellness: Segmented vs.Non-Segmented Campaigns
0% 1% 2% 3% 4% 5% 6% 7% 8%
Average orders7.4%
4.2%
0% 1% 2% 3% 4% 5% 6% 7% 8%
7.2%Click through rate
3.6%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Open rate32.1%
14.2%
0.0%
0.5%
1.0%
1.5%
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2.5%
3.0%
OrderConfirmation
CartRecovery
Automation
WelcomeAutomation
CustomAutomation
CustomerReactivationAutomation
OR
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AT
ES
Which Automation WorkflowsPerform the Best?
Open Rate Click Rate Order Rate
OrderConfirmation
CartRecovery
AutomationWelcome
AutomationCustom
Automation
CustomerReactivationAutomation
0.62%
2.78%2.64%
2.15% 2.1%
Marketing Statistics 08
Which Automation Workflow Performsthe Best for the Health and Wellness Industry?
In terms of automation in the health and wellness industry, the results were varied. For example, order confirmation had the best open rate at 61.4%, and the second best click-through rate of 17.5%. This makes sense when you think about the purpose behind these messages: the customer gets to consult their order and confirm that everything is correct.
While order confirmation messages only had an order rate of 0.62%, the lowest of the automation workflows analyzed, don’t let this discourage you. An order confirmation automation is the perfect opportunity to cross sell. Even if they don’t purchase, you’re still planting a seed with products that go well with what your customer has already purchased.
Cart recovery automation worked well inthe health and wellness industry. Average open rates for cart abandonment were over 50%, with an average click-through rate of 12.1%. Order rates were best for cart recov-ery at 2.78%.
However the best click through rates were for custom automation workflows, which were found at 18.2%. However, health and wellness ecommerce marketers had slightly lower open and order rate for custom automation workflows.
The workflow that performed all-around the best for health and wellness marketers was welcome automations. Coupled with a sweet incentive to make a first purchase, welcome emails earned marketers a 54.6% open rate, a 17.2% click-through rate, and a 2.64% order rate.
The big takeaway? Automation performs well for the health and wellness sector, and even though some KPIs may be lower for certain automation workflows, you should treat them as opportunities to reconvert customers.
OP
EN
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S
0%
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CL
ICK
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61.4%
51%54.6%
45.7%49.1%
17.5%
12.1%
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18.2%
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Best Days of the Month
3rd
6th
14th
Marketing Statistics 09
Timing is everything, and for the health and well-ness ecommerce industry, and sending your campaign at the right time can make all the differ-ence. Here, we’ve got statistics on the best time to send your next campaign:
When is the Best Time to Send Healthand Wellness Campaigns?
When is the best day of the monthto send your campaign?
For the health and wellness niche, the first half of the month is better for sending your email campaigns. The very first week is a sweet spot in this industry, with the third and the sixth of each month earning better open, click-through, and order rates.
The 14th is the third highest-performing day of the month for health and wellness consumers.
Average Open Rate
Best Days of the Month to Send a Campaign
D A Y O F T H E M O N T H
16%
17%
18%
19%
20%
Green bars show the bestcombined open and click rates
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Best Hours of the Dayto Send a Campaign
08 am
01 pm
05 pm
Marketing Statistics 10
What is the best time of dayto send your campaign?
The best time of day for your email campaigns falls around the typical workday. As it turns out, consumers are more susceptible to promotions around health and wellness while on break from work.
The best times of day for open, click-through, and order rate fall at8 am, 1 pm, and 5 pm. While there are a few spikes throughout the day and evening, these three times are the highest performing overall.
Obviously, timing may be different for your brand and your custom-ers. Though these statistics are a great launching point, it’s important to test and see exactly what works best around your customers’ busy schedules.
What Hour of the Day is Best for Email Campaigns?
Average Click Rate
2.25%
4.50%
6.75%
9.00%
08:00
02:00
01:00
03:00
23:00
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13:00 12:00 11:00
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Signup Conversion for theHealth and Wellness Industry
The statistics up until now have helped with the finer details of sending, optimizing, and creating campaigns in the health and wellness sector, but those tactics will go nowhere if you’re not getting signups in the first place.
Converting a visitor into a shopper starts with your signup form, and they’re not all created equal. Here are the best-performing signup forms for the health and wellness industry:
Which Signup Form Works the Best?
Across the board, consumers respond better to things that are more dynamic and eye-catching. This is no different in the health and wellness niche, with customers gravitating towards the flashier methods of signup.
We tested four kinds of signup that Omnisend offers to ecom-merce marketers for email capture, and found that landing pages performed the best for conversion at 27.2%. This comes as no surprise, as landing pages are used for a very specific kind of offer and are great at pulling customers in.
However, in day-to-day operations, which signup form converts the most customers? We found that the Wheel of Fortune gamified form was next with a 13.1% conversion rate. Everyone loves games- and customers looking for a great deal are no exception.
Marketing Statistics 11
Best PerformingSignup FormsAverage Signup Rate ......................... %
Popup ................................... 5.5%
Wheel Of Fortune ............. 13.1%
Signup box .......................... 1.4%
Landing page .................... 27.2%
Marketing Statistics 12
Which Field CombinationPerforms Best for Conversion?
It’s an oft-quoted best practice to ask for as the bare minimum of information from your customers to increase signup conversion. But sometimes, if the offer is particularly tantalizing, asking for a little more won’t kill your conversion rate.
We examined the top field combinations to see which converts the best for the health and wellness industry. While the three combinations we tested had similar signup rates, asking for an email address and phone number performed slightly better.
0%
2%
4%
6%
8%
10%8.9%
Birthday
+
0%
2%
4%
6%
8%
10%9.4%
0%
2%
4%
6%
8%
10%10.1%
Which Fields Work the Bestfor Signup Conversion?
Average Signup Rate
Phone
+
First name
+
The Best Tips & Tricks 13
Statistics are always a greatstarting point when defining a great ecommerce marketing strategy for your niche, but sometimes you need the real tips from the experts.
At Omnisend, we’ve been at mes-saging marketing for years, and we’ve tried and tested the best practices across the industry.
03Tips & Tricks forEcommerce Marketingin the Health & WellnessIndustry
Nothing gets more personal than how we feel about our bodies and our overall health. Health and wellness consumers are looking for personalization on a much larger scale than other niches for this very reason.
And no marketing strategy gets more personal than omnichannel marketing. You want your channels to update their messages with the stage of your customer’s journey based on their last interaction with your brand.
To implement a great omnichannel strategy, you have to follow four key steps:
4 Omnichannel Marketing Tipsfor Health and Wellness
The Best Tips & Tricks 14
#1Get Your Whole Teamon Board
Omnichannel marketing starts with central-izing customer data and having your channels adapt around that data. Much like you need to centralize that data, you need to make that data accessible to each member of your team and have them adapt the way they interact with your customers based on that data too.
The better each of your team members knows and understands your customers, the better they’ll be at their respective functions, whatever they may be. The customer deserves to be at the center of everything you do, and starting this way means you can’t lose.
#2Analyze Your Customer Data
Putting customer data at the center of everything you do means knowing where to collect it. Go through your whole customer experience from beginning to end, including actually receiving your products and unboxing.
You want to know exactly how your custom-er experiences your brand experience from the first discovery channels to the final unboxing experience. Not only will this allow you to remove any potential CX friction, but you’ll be able to gather important informa-tion about how your customers interact with your channels.
#3Target YourMessages
We’ll go further into this in the segmentation and targeting section of our tips, but what you need to know right now is that this is critical to person-alization.
You wouldn’t talk to two very different people the same way, so why would you send two custom-ers the same message? Each customer is wildly different, in different stages of their purchase journey, and looking for different things.
Creating the ultimate personalized omnichannel experience means breaking up your huge list of customers into smaller groups so you can create messages tailored to their individual needs.
#4Test EverythingAll the Time
It bears mentioning that tips and tricks might work for specific customers, but not for others. As we previously mentioned, the health and wellness industry is very personal to customers. They may not respond to any two products, messages, or promotions in exactly the same way.
So test your messages and promotions regularly, measure your results, and then test them again. It’s important to find the perfect mix for your customers.
The Best Tips & Tricks 15
Depending on your needs and the needs of your customers, you can pick and choose the best segments. The different types of segments typically fall into two main categories.
Within each of these categories are several subcategories, and then within those are even more subcategories. We’ll touch on the most useful types of segments.
4 Segmentation and TargetingTips and Tricks
#1Segment byShopping Behavior
• Whether a customer has or hasn’t purchased a certain product or any product?
• Whether a customer has or hasn’t purchased from a certain category
• Whether a customer has placed an order?
• How much a customer has spent in total?
• How much a customer spends on average?
#2Segment byCampaign Behavior
When segmenting based on email activity, or campaign behavior, you can really get precise. You can segment about whether or not a customer has:
• Been sent a campaign
• Opened a campaign
• Clicked campaign link
From here, you can c hoose which cam-paign the customer has or hasn’t been sent, opened, or clicked. You can even pick what time the campaign was sent.
Profile data is basically any kind of data you have on your customer that describes them. This helps you define who your customer is and how best to target them.
The 16 Best Tips & Tricks 16
The Best Tips & Tricks 17
#4Segment byGeographic Area
Geographic email segmentation can be useful for a variety of reasons. This kind of segmentation typically includes:
• City
• Country
• Language
• Climate
• Area
To pack an extra punch, try layering your segments for hyper personalization. (See Example)
The best part about segmentation? The only thing limiting you is your own imagination. If you have data on it, you can segment for it.
#3Segment byDemographics
When it comes to demographics, there are quite a few you can use for your segments:
• Age
• Gender
• Income / bracket
• Education
• Family
• Life stage
• Job
EXAMPLE OF SEGMENTATIONSegment for [customers] who [have purchased in the last 30 days], AND who [tag: aged 35-45] AND [tag: female] AND [tag: United States] AND have [received Black Friday Promo campaign].
This segment would then be sent to 35 to 45-year old female customers in the US, who have purchased in the last 30 days and have received your latest Black Friday campaign.
The Best Tips & Tricks 18
In the health and wellness ecommerce sector, trust is more important than anything else. After all, you’re asking customers to trust you with their health and their bodies. That’s not freely and easily given.
The best way to improve customer trust and bring a customer who recently purchased back into your customer journey is through order confirmation emails.
So here are some great tips to nail your order confirmation emails and boost your customer retention:
4 Ways to Nail Order Confirmation Emailsfor Health & Wellness
#1Make Sure You Include theNecessary Information
The formula for a great confirmation email includes:
• A list of products purchased with their prices (and preferably with photos of the products)
• A total order cost, plus the date and time purchased
• A confirmation of the delivery address
• A link back to consult their order if they have an account
• A link to your shipping and returns policy
• A link to track that order if available
#2Think About What Customers Normally Need
Do your customers have a lot of questions about your order and shipping process? Think about getting those questions answered sooner rather than later to reassure your customers.
Include a great FAQ section, plus contact information for customer service so they can reach you if there’s a problem.
#3Cross Sell with PersonalizedProduct Recommendations
If your customer just picked up free weightsfrom your store, think about adding a selection of protein bars, powders, and vitamin supplements to add to their workout routine.
We know that order confirmation has a lower purchase rate when compared to other automa-tion workflows, but it’s important to plant the seed so to speak. They may not purchase right away, but if they need one of the products you’ve proposed, they’ll be more likely to think of your store.
#4Gather Feedback onthe Order Process
There’s no better time to ask the customer how they liked ordering from you than with your order confirmation email. Don’t forget, this is long before they’ve received the product, so product review isn’t what we’re going for.
We want to know how their experience was through the ordering and checkout process. This is a great way to get feedback for future purchas-es, and your overall omnichannel strategy.
The Best Tips & Tricks 19
The Best Tips & Tricks 20
Across all niches in the ecommerce industry, cart abandonment is a constant headache for marketers. With 7 out of all 10 carts being abandoned, having a great cart abandonment strategy can win back quite a bit of lost revenue.
With that, here are 4 excellent health and wellness abandoned cart tips to help you win back those sales.
4 Abandoned Cart Workflowsto Recover Lost Sales
#1Use a Seriesof Messages
Anyone can ignore an email. However, it’s a lot harder to ignore three emails.
At Omnisend, we’ve found that a series of three emails tends to work better than just one, especially for cart abandonment.
This also gives you an opportunity to try to get the sale without offering a discount. Some customers will abandon carts in hopes of getting a discount or free shipping. Waiting it out to the third email to offer the best, last-chance incentives.
#2Use Eye-catching Subject Lines
Everyone knows that any email won’t gofar if it doesn’t have a great subject line. Abandoned cart emails, though amazingfor combatting this phenomenon, aren’t magical. If you can’t get them opened, you won’t get much out of them.
Don’t try to be too fancy. Just start off with something like:
• “Is your size still available?”
• “Don’t let these items go!”
• “Oops! You left this behind!”
You have just a few seconds to catch their attention, so make them count.
The Best Tips & Tricks 21
#3Include a Photo of theAbandoned Product
Your customer was interested enough in an item to add it to their cart in the first place. Remind them why they fell in love in the first place witha photo of the products they’ve left behind.
This even works for vitamins and supplements. Take some time to list a few health benefits so your customer sees exactly what they’re missing out on.
#4Use aSupport Tone
No one likes to be sold to, so don’t approachyour cart abandonment emails with an overly promotional tone. Instead, adopt a support tone.
Try asking your customer if there’s anythingyou can help with, show product reviews, order reviews, user-generated-content, etc. Show your customers that they can trust you and that you’re there to help with anything they need.
Key Takeaways
The health and wellness ecommerce market is a unique industry that serves all demographics of consumers. As this industry grows, so will the competition in the digital commerce world.
Here are the biggest takeaways to help you stand out among the noise and develop your health and wellness ecommerce brand:
• Health and wellness marketing campaigns using three or more channels earn 219% higher order rates than those using just one channel.
• Health and wellness marketers frequently using three or more channels in campaigns enjoy a 72.3% customer retention rate (130% higher than those using just one channel).
• Segmented campaigns in the health and wellness industry earn 76.1% more orders than non-segmented campaigns.
• Welcome automations perform best overall, but cart recovery automation performs best in order rate.
• The first half of the month is the most profitable time to send health and wellness email campaigns.
• Sending health and wellness campaigns around work breaks gives a higher probability of good performance.
• Landing pages perform best for signup conversion around special events and promotions, but gamified signup forms have the best overall performance.
Key Takeaways 22
PRODUCTS FOR MARKETING
Make Marketing Relevant with Omnisend 23
Make Marketing Relevantwith Omnisend
Omnisend is a robust all-in-one omnichannelmarketing automation platform that empowersmarketers to improve their ROI, increase their sales, and improve their customer relationships.
We help you stay connected to your customers,no matter what channel they use: email, SMS,Facebook Messenger, Viber, WhatsApp, and many more. With Omnisend’s marketing automation,you can integrate several channels into the same workflow that will shave hours off your week and keep your customers on the hook.
With thousands of 5-star reviewson G2Crowd, Capterra, and GetApp,our 50,000 customers love us,and we think you will too.
High Growth Commerce Brands Choose Omnisend
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