For brands in the health and wellness space selling nutraceuticals and health supplements, marketing isn’t just about promoting a product. Customers of these brands are making choices to improve their wellbeing, and brands know that with such an important decision, it’s all about building trust, which isn’t quite as straightforward as it seems. 

Take supplements, for example. Not only are these brands navigating all sorts of regulations, they’re also trying to differentiate themselves in a very crowded market. In a space where consumers rely on products as an essential component of a healthy lifestyle, supplement brands have to understand what motivates them. 

So how can health and wellness brands foster credibility and trust while standing out in a crowded market and show that they are truly concerned with their customers’ wellbeing? It starts with the marketing. 

Taking the time to build a personalized approach to customer outreach and marketing can be the difference between a thriving health and wellness business and one that gets lost in the shuffle.

Navigating three unique challenges of marketing in the nutraceuticals space 

Nutraceutical and health supplement brands face three major challenges when it comes to marketing. The first is how to build trust and credibility. People who are health-conscious enough to buy supplements likely also want to know exactly what they’re putting into their bodies. Of course they want to know that a product is not only safe and effective. But they also want to know that it will suit them and their unique needs. 

The second major challenge supplement brands face is differentiation. In a hyper-crowded space where bold claims are the norm, it’s not enough to simply state what your product will do. You have to communicate clearly what sets it apart. 

The final challenge is knowing the pain points of who you’re selling to. Neither of the previous challenges are possible to overcome without deeply understanding your customers and their motivations. It’s not as simple as creating a laundry list of potential benefits and seeing what sticks. Each individual has unique needs and will respond differently to each message. You have to take the time to understand what those needs are. 

How personalized email marketing gives you an edge in the supplement market 

In the health and wellness space, one-size-fits all marketing doesn’t work. Consumers know their own needs better than anyone, especially when it comes to their health. So when you show them you get this, your brand will stand out. A personalized approach to marketing takes a keen understanding of your customers, which can take time—but it’s worth it. 

Personalized email marketing is an opportunity to meaningfully reach out to customers and potential customers without annoying them. By communicating consistently and predictably with content that actually helps those you serve, you become a trusted resource. This lets customers know you understand their wellness needs, and you’re not just another brand trying to make a sale. 

At the same time, personalized communications make it easy to help customers understand what sets you apart. You’ve likely put a lot of research and development into your supplements. A one-and-done messaging approach not only short-changes your customers, but also sells your products short. 

Understanding the needs of your customers gives you an opportunity to highlight your products’ various benefits and features. For example, maybe you have a customer segment in a region experiencing a particularly gloomy Autumn. You could send a message of support sharing the unique benefits of your Vitamin D gummies.

When it comes to understanding customer motivations, there’s nothing more important than data. It’s even better when it’s first-party data straight from them. By engendering trust and engagement with your brand, you’ll stay in step with your customers’ wants and needs. In fostering this engagement, you’re creating a feedback loop that will give you a continuous intimate understanding of your customers. 

Three tips for using personalized customer journeys to elevate your supplement marketing 

Every great personalized email marketing engine starts with the right tools. Look for featurse like Maropost Marketing Cloud’s Journey Builder. It allows you to build customized journeys based on customer behavior. Then you can set them to run automatically so your communications are predictable and never miss a beat.

Here are three ways you can use Journey Builder to elevate your personalized email marketing strategy for your supplement brand: 

1. Build relationships with post-purchase nurture emails 

After a customer makes a purchase, send a well-designed thank-you email. Include specific information on how they can best use their new supplements. You could remind them of the best time of day to take them or include tips for incorporating them into daily routines. 

You can also segment out subsequent emails by customer behavior. For example, you could send out educational content based on the customer’s familiarity with your brand: 

• For new customers, send a warm welcome and an introduction to your brand. You could include a beginner’s guide or interactive content like a quiz to see what health behaviors, recipes, or other supplements they could benefit from. 

• For repeat customers, include content that integrates past purchases, like a wellness challenge based on the products they’ve bought. 

• For all customers, consider sending replenishment reminders on a delay based on the quantity they purchased. 

A personalized post-purchase nurture like this one strengthens relationships and fosters trust. In essence, you’re demonstrating that your brand is genuinely invested in your customers’ wellbeing beyond the sale. Take the opportunity to provide content that is relevant and valuable to your customers, rather than just promoting your products. By staying connected and offering ongoing support, customers feel valued. And importantly for you, their trust in your brand continues well after their purchase. 

2. Tap into your customers’ needs with values-based engagement campaigns 

Use Marketing Cloud’s Journey Builder to create an engagement campaign that aligns your brand with what matters most to your customers. Do you have educational content on your website, such as articles about specific health benefits or sustainable practices? If so, try setting triggers based on customer interactions with it. For example: 

• For customers who frequently click on sustainability-related topics send them emails highlighting your use of biodegradable packaging, sustainably sourced ingredients, or certifications like USDA Organic or Non-GMO Project Verified. 

• For customers who engage with content related to specific health concerns, such as anxiety or digestive issues, provide related educational content, offer additional information about how your supplements address those concerns, suggest complementary products, or give discounts on targeted formulas designed to meet their specific needs. 

This type of engagement can meaningfully and powerfully differentiate health and wellness brands. Honing in on features or values that resonate with each customer’s unique interests and behaviors is important, because it demonstrates that you understand their specific concerns. It also positions your brand as a trusted partner in their wellness journey.

3. Create feedback loops 

Use engagement data (like email opens or content clicks) to identify customers who are actively interacting with your brand. Or encourage them to leave a review by making it easy and rewarding: 

• If they leave a positive review, send a follow-up email thanking them and inviting them to join a loyalty program. 

• If they leave a negative review, use it as an opportunity to add a human touch. Respond with a personalized email that acknowledges their feedback, offers assistance, or suggests alternative products to meet their needs. 

• If they don’t leave a review, send a follow-up email with a week or so delay. In the email, ask if they have any questions or share educational content like a list of FAQs. 

This approach enhances both trust and differentiation by using direct customer feedback to refine your products and messaging strategy. By actively listening and responding to their needs, you continuously adapt and personalize your communications. This helps reinforce the trust built through post-purchase nurture. It also strengthens the differentiation achieved through values-based engagement by aligning your messaging even more closely with customer preferences. 

Want to learn more about how personalized journeys with Maropost build trust with your customers? Get a demo.