The international coronavirus pandemic derailed, properly, every part, so it’s no shock that folks’s psychological and bodily well being have been severely impacted. With so many different competing priorities, comparable to distant work, youngster and household care, and monetary safety, it’s fully comprehensible that many lost the motivation to stay active during these tumultuous times.
These explicit results of the pandemic have impacted these within the well being and wellness business, however there’s nonetheless hope for entrepreneurs on this area regardless of the collective malaise.
A current survey Iterable carried out confirmed that just about 44% of well being and wellness entrepreneurs had deliberate to launch New Year’s decision campaigns, and 36% deliberate to give attention to delivering focused messages that assist drive engagement and development.
Regardless of what your particular well being and wellness advertising objectives are, kicking off the brand new 12 months with campaigns that convey empathy and belief will help your prospects obtain a wholesome physique and thoughts—and a extra balanced life.
Here are 4 methods to do exactly that, utilizing ways from Iterable’s personal well being and wellness prospects.
4 Ways to Stick to Your New Year’s Marketing Resolutions
1. Analyze consumer engagement knowledge to optimize communications that drive income.
Calm is a mindfulness and meditation app that has helped thousands and thousands of individuals handle their feelings and discover their middle. Last April, 1.6 million people downloaded the app for the first time to address the stresses and anxieties introduced forth by the pandemic. But as Sue Cho (Head of Lifecycle Marketing at Calm) can attest, the trail to reaching a big consumer base got here with some challenges.
Previously, she launched a new-member onboarding marketing campaign that entailed eight emails over the course of 1 month. The first email was despatched the day after sign-up; the remaining emails have been dispatched each two days thereafter. During her post-launch evaluation, Sue found that 80% of latest customers have been dropping off after signup, which indicated that the messages didn’t make a strong first impression.
To treatment the scenario, Sue segmented half of the brand new members and delivered the identical eight emails in 15 days versus 27 days. Through testing and optimizing with Iterable and Amplitude, she noticed a major enchancment in consumer engagement and retention and observed a 4x enhance in income.
Learn extra about Calm’s analytics and testing methods in our webinar on-demand.
2. Apply dynamic segmentation throughout channels to enhance engagement and the underside line.
Curology understands {that a} stable plan is pretty much as good because the individual seeing it by means of. As an individualized prescription skincare firm that caters to Gen Z and Millennials, it gives bespoke therapy plans that handle a variety of pores and skin considerations, from pimples to effective strains and wrinkles. In addition, the Curology group presents its prospects 1:1 consultations with licensed dermatologists to guarantee they obtain the absolute best outcomes.
Given the character of the enterprise, its success hinges on its prospects’ means to observe their customized therapy plans. Knowing this, the Curology group launched a 21-day problem to encourage its younger prospects to abide by their skincare routine.
However, the Curology group’s preliminary use of two completely different platforms to handle their email and SMS campaigns proved tough. The knowledge disparity hindered their means to present customized suggestions at scale, not to mention achieve their prospects’ compliance. They additionally had to cope with the truth that Gen Z consumers have an attention span of about 8 seconds, which meant they’d to seize their consideration quick.
This prompted VP of Marketing Fabian Seelbach to search out Iterable to streamline the method, section unengaged SMS customers, and ship them focused follow-up campaigns to ensure that they have been sticking to the therapy plan. As for the outcomes? The group boosted buyer engagement by 26%, therapy plan compliance by 14%, and elevated income by 10%.
Check out the video beneath and learn Curology’s full case examine to find out how.
3. Strengthen new consumer onboarding for optimum positive factors in conversions.
Fiit.TV is a U.Okay.-based health subscription app with a mission to make on-line health lessons accessible to everybody. When the pandemic hit, the Fiit group noticed an enormous inflow of latest customers—300% YoY to be precise. But the exponential development raised the query among the many founders: How have been they going to ship customized experiences at scale and retain customers?
To reply that query, the group launched a 14-day free trial for all new customers in early 2020, and to their shock, conversion charges dropped. Upon nearer look, they found that their email onboarding sequence lacked clear targets, leaving customers undecided how greatest to get began.
After revising the onboarding sequence with Iterable’s Experiments and Workflow Studio (and testing and optimizing), the group’s exhausting work paid off: Trial-to-paid conversions elevated to 65% and first-day activations elevated by 12%.
Read Fiit’s case examine for a deeper dive into how the group optimized its well being and wellness advertising for peak efficiency.
4. Automate personalization to scale outcomes and take again your time.
In 2014, Noga Leviner, co-founder and CEO of PicnicHealth, launched the corporate to create a platform that will permit sufferers to entry their complete medical historical past and anonymously contribute to medical analysis.
During the early levels, the corporate’s engineering group dealt with all of the advertising initiatives within the absence of a advertising group. They wrote the email logic and launched and managed their ongoing medical file assortment marketing campaign. But as the corporate’s analysis packages grew, the engineers realized that manually segmenting customers was extremely inefficient and yielded less-than-ideal conversion charges.
After switching to Iterable, they have been ready to automate the medical historical past consent marketing campaign and ship customized emails to completely different viewers segments at scale. As a end result, PicnicHealth’s conversion charge skyrocketed to 90% and saved 10 hours per week in buyer help.
Learn how PicnicHealth automated its communications, whereas sustaining the safety and privateness of affected person knowledge, on this full case examine.
Closing Thoughts on Health and Wellness Marketing
If there’s something 2020 has proven us, it’s that well being and wellness are important. For entrepreneurs within the business, as you proceed to navigate the pandemic this 12 months, make a dedication to restore some steadiness in your prospects.
Whether it’s encouraging them to meditate for 5 minutes or rewarding them for finishing a exercise, ensure that your well being and wellness advertising messages exude empathy and relevancy like by no means earlier than.
Need some steerage on how to enhance buyer engagement and income? Request a demo with Iterable in the present day.