How to Improve your Health & Fitness Welcome Series Emails

person holding cell phone surrounded by hand weights, yoga mat, water, fruit denoting health & fitness emails

This post is a part of an ongoing series on the best practices for ecommerce email marketing by industry.

If you have an ecommerce shop in the health and fitness industry, and you’re looking to level up your email marketing strategy, the path to success is clear: double down on a great welcome series.

Looking at Klaviyo’s data, we find that the average welcome series in the health & fitness industry perform well:

  • Open Rate: 34.91%
  • Click Rate: 6.55%
  • Conversion Rate: 0.98%
  • Revenue per Recipient: $0.71

Our customer data demonstrates that 70% of the top quartile of accounts by number of ordered products have a welcome series live.

But these accounts aren’t just sending a generic welcome series. They are finding success by following one specific tactic: including industry-related advice and resources.

Providing helpful content targeted at the customer research phase is a solid way to assist readers and help them decide what action to take. Just what type of advice and resources? Think diet tips and advice like “reasons why your symptoms for xyz might be worse.”

It makes sense that this tactic would work well for this industry: shoppers are generally looking for effective ways they can improve their health or fitness goals which typically involves a process of research, reading, and finally, action.

Let’s take a look at what one of the most successful health & fitness welcome series is doing.

Breakdown of a resource-focused welcome series

RnA ReSet, a company that specializes in quality dietary supplements, has one of the best performing welcome series in the health & fitness industry.

When we take it closer look, it’s easy to see why. They’ve built out a smartly timed, three touch welcome series complete with resources, customer stories, and expert advice. The subscription form lets subscribers know what to expect when they sign up for RnA ReSet’s email.

Email 1 goes out immediately upon sign up. While lengthy, it has an impressive open rate that’s nearly 3x the industry average, 3x the industry click rate, and 7.2X over the industry average conversion rate.

Email 2 goes out 24 hours later. This email is chock full of resources – including blog posts and a radio show – relevant to the products they offer.

The final touch goes out 48 hours later, delivering a clear call-to-action to try their product.

Email # Send Time Subject Line
Email 1 Immediately Start your Journey to Completement here!
Email 2 24 hours later Those natural health resources I promised you
Email 3 48 hours later Magnesium deficiency could be making you feel sick

Email 1

Email 2

Email 3

The data is clear if you’re looking to improve your health & fitness emails— double down on a great welcome series. But not just any welcome series; one that includes industry-related advice and resources.

If you’re in the health & fitness industry and you’re looking to take your welcome series to a higher level, learn more about how to improve your welcome series using email preferences, segmentation, and when to send your welcome series.


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