Email Advertising Campaign Playbook for Supplement Brands

If you’re running a private-label supplement brand and not using email marketing, you’re leaving money (and loyal customers!) on the table. Social media algorithms change, and ad costs fluctuate, but what about your email list? That’s a direct and constant line to people already interested in your products.

A well-crafted email marketing campaign isn’t just about sending random emails; it’s about building customer relationships, keeping your brand top-of-mind, and nudging people toward the Buy now button. Done right, it can:

• Drive sales. Email marketing campaigns have one of the highest success rates of any marketing strategy.
• Boost loyalty. From a warm welcome email to exclusive deals, emails keep customers engaged.
• Strengthen brand trust. Consistently showing up in your subscribers’ inboxes builds credibility.

Whether you’re new to email marketing or looking to optimize your next email marketing campaign, this guide will break down everything—from building an engaged list to crafting high-converting email content!

The fundamentals of email marketing

Before we dive into specific email strategies, let’s first break down what email marketing is and why it’s a must-have for supplement brands.

What is email marketing, and why does it matter?

Email marketing is the practice of sending targeted messages to a group of email subscribers—people who have opted in to receive updates from your brand. Unlike social media, where algorithms dictate who sees your content, email marketing campaigns gives you direct access to your audience’s inbox.

For supplement brands, this is a game-changer. Whether you’re launching a new product, sharing wellness tips, or offering exclusive deals, email allows you to connect with customers in a personal and intentional way.

5 Key types of email marketing campaign types

Not all email campaigns serve the same purpose. Here are the core types of email marketing campaigns and how they fit into your email marketing game.

1. Welcome emails

A welcome email is the first message new customers receive, and it sets the tone for their relationship with your brand. These customer journey-focused marketing emails typically include:

• A friendly introduction to your brand
• A thank-you message for signing up
• A special offer or useful content to keep them engaged

👉 Example: "Welcome to [Your Brand]! Here’s 10% off your first order!"

Welcome emails generate 4x higher open rates and 5x more clicks than regular marketing emails. Send your welcome email immediately after someone subscribes. Delays reduce engagement, and subscribers may lose interest.

2. Promotional emails

These emails are promotional campaigns that focus on special offers, product launches, or seasonal email marketing campaigns to encourage immediate purchases.The ideal time to send promo emails:

• Announcing a new supplement or product line
• Running a seasonal email marketing campaign (Black Friday, New Year, etc.)
• Offering a time-sensitive deal

Promo emails work best when combined with urgency and a compelling call to action (CTA).

👉 Example: "Final hours: get 20% off our bestselling supplements!"

Avoid overwhelming your audience with too many promotional email campaigns. Instead, balance them with info emails to keep engagement high.

3. Informational emails

Not every email should be about selling. Although they might hint at making a new purchase, the main goal here is to remind the customer about your brand and hint at a new purchase.

Informational emails help nurture leads and position your brand as an expert in the supplement industry by providing valuable content, such as:

• Health and wellness tips
• Customer success stories
• Behind-the-scenes insights into your supplement brand

👉 Example: "3 Superfoods you should be taking daily" or "The Science Behind Our Best-Selling Protein Powder"

4. Re-engagement emails

Not everyone who buys your products will want to repurchase right away, but that doesn’t mean they’re gone for good. A re-engagement email campaign helps reconnect with inactive customers and reminds them why they signed up in the first place. With the ultimate goal—encourage engagement and shopping.

👉 Example: "We miss you! Here’s 15% off to welcome you back"

5. Transactional emails

These email campaigns are automated emails triggered by customer actions, like order confirmations and shipping updates. While they may seem routine, they’re a great opportunity to enhance customer relationships and even cross-sell products.Here are the essential transactional email campaign types you should also be sending:

• Order confirmation email campaigns. Builds trust by confirming the purchase and providing order details.
  👉 Example: "Your order is confirmed! Here’s what happens next"
• Shipping notification email campaigns. Keeps customers excited while they wait for their package.
  👉 Example: "Good news! Your order is on its way"
• Review request email campaigns. Encourages customers to leave feedback and builds social proof.
  👉 Example: "How’s your new supplement? Leave a review!"

Pro tip: Add product recommendations or small incentives to shop in your email campaigns to encourage repeat purchases subtly. It doesn't even have to be a part of the text, but, say, a small banner at the end of the email.

Why email marketing outshines other marketing channels

Email marketing isn’t just another marketing channel—it’s one of the most effective ways to reach customers. Here’s how it compares to other strategies:

• More control. Unlike social media, where algorithms limit reach, email marketing campaigns ensures your message lands in subscribers’ inboxes directly.
• Higher return on investment. Email marketing can generate $36 for every $1 spent, outperforming paid ads.
• Better targeting. With email marketing tools, you can segment subscribers based on their interests, past purchases, or engagement levels. That's something you can’t do as effectively on social platforms.

Mastering these types of email marketing campaigns will help you create a well-rounded email marketing strategy that boosts engagement, builds loyalty, and drives sales.

Now that you know the basics of email marketing campaigns, let’s move on to how to build a strong email list—because great emails mean nothing without the right audience!

Building a strong email list

A great email marketing strategy starts with one crucial element: your email subscribers. You can craft the best email content in the world, but if you don’t have a quality list of engaged subscribers, your emails won’t drive results.

Let’s break down how to grow your list the right way, capture interested contacts, and keep them engaged over time.

Growing your email list organically is key

Sure, buying an email list sounds tempting... instant access to thousands of contacts! But here’s the reality: purchased lists are often full of inactive subscribers who never signed up for your brand, leading to low engagement, high spam complaints, and even damage to your sender's reputation.

Instead, focus on organic list-building strategies to attract real subscribers who actually want to hear from you. These are the people who will open your email marketing campaigns, click your links, and, ultimately, drive sales.

Ways to capture interested contacts

To grow your email list, you need to make signing up easy and enticing. Here are the two best ways to do this.

Opt-in forms

Opt-in forms are short signup boxes placed throughout your website where visitors can enter their email addresses in exchange for something valuable. Best places to add these forms:

• Website homepage or sidebar
• Blog pages (especially on blog content related to your supplements)
• Pop-ups triggered by exit intent or time on a page

👉 Examples of what you can offer in exchange for an email:

• A discount (e.g., “Get 10% off your first order if you sign up now!”)
• A freebie (e.g., “Download our ultimate guide to daily wellness”)
• Early access to exclusive discounts and product launches

Landing pages

Unlike opt-in forms, a landing page is a full page designed specifically to capture email signups. This is a great tool for running ad campaigns or offering exclusive offers to drive list growth.

Your email collection landing page can and should be very simple. Remember that its main goal is to collect email addresses. So, the more elements you add to the page, the more opportunities for your customers to wander off.

Here's what you should take into account when building your email-collecting page:

• A strong call to action that tells visitors exactly what they’ll get
• Minimal distractions—keep the focus on signing up
• A visually appealing design that matches your brand

Remember, a strong email list isn’t about having the most subscribers but the right ones. By growing your list organically, optimizing email collecting forms, and keeping your audience engaged, you’ll create a solid foundation for your email marketing efforts.

Email marketing apps for all things email marketing campaigns

Having the right tools can make or break your email marketing strategy. Whether you're crafting automated emails, setting up email collection forms, or tracking email marketing campaign performance, the right email marketing software will save you time and maximize results.

In this chapter, we’ll explore beginner-friendly email marketing apps that help streamline workflows and the best Shopify apps for collecting emails to grow your subscriber list effortlessly.

Shopify apps for collecting emails

Growing your email list is essential, and Shopify offers a variety of apps that help you capture leads effortlessly. Below are the best Shopify apps for email collecting to ensure you’re reaching the right audience with your email marketing campaigns.

1. Privy

‍Why it’s great: Privy helps you create high-converting email collection forms, exit-intent pop-ups, and web pages to grow your target audience list.

Features:

• Customizable pop-ups and banners
• Spin-to-win games to encourage sign-ups
• Automatic welcome email setup

Pricing: Free trial available; paid plans start at $12/month.

2. Pop Convert

‍Why it’s great: Pop Convert helps you collect emails and phone numbers through pop-ups, banners, and smart bars while also allowing you to drive traffic to key areas of your store.

Features:

• Pop-ups to capture leads and share discount codes
• Custom campaigns to drive traffic to specific pages
• Drag-and-drop editor for easy customization

Pricing: Free plan available

3. Justuno

‍Why it’s great: Justuno uses AI to optimize email collection forms, helping you capture more new subscribers without annoying visitors.

Features:

• Smart pop-ups based on visitor behavior
• Lead scoring to identify engaged subscribers
• Built-in A/B testing

Pricing: Free trial available; paid plans start at $59/month.

Beginner-friendly email marketing software

If you’re new to email marketing, you need an easy-to-use platform that helps you create, send, and automate emails without technical headaches. Below are some of the best options for supplement brand owners looking to engage customers and drive sales.

1. Klaviyo

‍Why it’s great: Klaviyo is designed for ecommerce businesses and integrates seamlessly with Shopify. It offers advanced email marketing automation, pre-built templates, and segmentation tools to target different subscribers effectively.

Features:

• Drag-and-drop email builder
• Pre-built welcome email and drip campaign workflows
• Customer segmentation based on shopping experience

Pricing: Free for up to 500 contacts, then starts at $20/month.

2. Mailchimp

‍Why it’s great: Mailchimp is one of the most beginner-friendly email marketing tools, offering an intuitive interface and easy automation setup. It’s perfect for small supplement brands just starting with email marketing.

Features:

• Pre-designed email templates
• Simple automation for re-engagement emails
• Basic customer segmentation

Pricing: Free for beginners, paid plans start at $13/month.

3. Omnisend

‍Why it’s great: Omnisend allows you to run email campaigns, SMS marketing, and push notifications—all from one platform. Ideal if you want to engage customers across multiple marketing channels.

Features:

• Pre-built automation for transactional emails
• Email and SMS marketing in one dashboard
• Advanced segmentation based on shopping behavior

Pricing: Free plan available; paid plans start at $16/month.

Choosing the right email marketing software and Shopify apps can greatly impact your email marketing efforts. Whether you’re looking to automate your email campaigns, collect leads, or improve subscriber engagement, these tools will help streamline your workflow and boost results.

Creating email content that converts

Now that you’ve built a strong email subscriber list, it’s time to focus on what really matters—your email content. A well-written and successful email marketing campaign can boost sales, strengthen customer relationships, and keep your audience engaged. But if your emails feel too generic, pushy, or bland, they’ll be ignored.

Let’s break down how to write persuasive email content, craft subject lines that boost open rates, and ensure every email reflects your brand’s personality.

How to write persuasive email content

Writing email marketing campaigns isn’t just about putting words on a page—it’s about speaking directly to your target audience in a way that feels personal and valuable. Here’s how to make your email marketing campaigns more engaging.

1. Keep it clear, concise, and conversational

Your existing customers don’t have time for long, boring promotional emails. Make sure your writing is:

• Easy to read, and we mean short paragraphs, simple language
• Conversational, so write like you're talking to a friend
• Actionable, meaning every email should have a clear purpose

👉 ❌ Poor example: "Our new protein powder contains high-quality ingredients designed to support muscle recovery."

‍👉 ✅ Good example: "Need a post-workout boost? Our protein powder helps you recover faster—so you’re ready for your next workout!"

‍2. Focus on benefits, not just features

People don’t just buy supplements—they buy results. Instead of listing product features, highlight what’s in it for them.

👉 ❌ Poor example: “Our collagen supplement contains hydrolyzed peptides and vitamin C.”

‍👉 ✅ Good example: “Stronger hair, healthier skin, and better joint support—our collagen supplement makes it easy!”

3. Make it personal

By using personalization tools in your promotional emails, you can insert the recipient’s name, recommend products based on past purchases, or send seasonal email campaigns tailored to their interests.

👉 Example: "Hey [First Name], loved our pre-workout blend? Here’s 15% off!"

‍How to create email campaigns that reflect your brand’s personality

Your email marketing campaigns should feel like your brand—not a generic marketing message. Here’s how to make sure your emails align with your brand’s personality.

1. Define your brand voice

Are you fun and playful? Professional and educational? Keep your tone consistent across all your email marketing campaigns.

👉 Example for a bold and energetic brand: "Let’s crush those fitness goals! Here’s 20% off to fuel your next workout."

‍👉 Example for a calm and educational brand: "Prioritizing wellness? Here’s how our supplements can help you feel your best."

‍2. Add engaging visuals

A great email marketing campaigns isn’t just about words—use product images, GIFs, or branded graphics to make your emails more appealing.

3. Make your CTA stand out

Every email should have one clear call-to-action, whether it’s Shop now, Read more, or Claim your discount.

Strong email content is what turns subscribers into customers. By writing in a conversational and benefit-driven way, crafting bold subject lines, and keeping your tone aligned with your brand, you’ll create emails that get opened and drive sales.

Tracking email key metrics and optimizing your email marketing campaigns

To run a successful email marketing campaign, you need to track key performance metrics and continuously refine your strategy to reach your business goals. Focus on:

• Open rate. Measures how many subscribers open your email marketing campaign.
  The average open rate for health & wellness brands falls between 22% and 28%, depending on audience engagement and email subject line quality.
• Click-through rate (CTR). Tracks how many people click on links inside your email marketing campaign.
  A strong CTR for supplement brands is typically between 2.5% and 4%, with well-placed CTAs and personalized content improving performance.
• Conversions. The number of subscribers who take action (buy, sign up, etc.) via your email marketing campaign.
  The conversion rate (actual purchases or sign-ups) averages 1% to 3%, but loyalty programs, discount deals, and optimized web pages can push it higher.

Use A/B testing to compare different email subject lines, CTAs, and email content, refining your approach based on real data. Optimizing over time ensures higher engagement and more sales from your email marketing campaigns!

Buckle up for your next successful email marketing campaign!

A strong email marketing strategy helps supplement brands gradually encourage sales, nurture leads, and build customer relationships. You'll turn subscribers into loyal customers by growing your email list organically, crafting engaging email content, and tracking key performance metrics.

Next steps: choose the right email marketing tools, set up your first email campaign, and start optimizing to reach your business goals. The sooner you hit Send, the sooner you’ll see results!