How Email Marketing Can Grow Your Nutrition Business

PHOTO: THINKSTOCK/CARMENMURILLO

Every nutrition entrepreneur has probably had this same thought: “I should really send out a newsletter.” It’s usually followed with this thought: “But I’m already doing so much marketing and social media. Eh, I’ll do it later.”

As an entrepreneur and blogger, I know how hard it is to keep up with all the ways to connect with potential clients. But a newsletter is an essential part of any nutrition business. Here are five reasons why email marketing can help nutrition entrepreneurs grow their nutrition business. 

1. Direct Communication with Your Readers

The inbox is the most sacred and private place in the digital world. Anyone and everyone is “chatting” with your clients on Facebook, Twitter or Instagram, which means your content might not get the notice or attention it deserves. A newsletter is the best way to get your clients’ undivided attention and spend a little one-on-one time with them.

2. Instant Access to Potential Customers

By landing in the inbox of your reader, a newsletter gives you instant access to customers. These are people who visited your website and liked it so much that they signed up to hear more from you. In other words, they are most likely to buy what you are selling. A newsletter lets them know about any products or services you have available.

3. Increase Traffic to Your Website

Let’s be honest — with all the information on the Internet, it’s easy to assume that your readers might miss some of your blog content. With a newsletter, you can put the content that you want your readers to see directly in front of them, ensuring that a great post won’t be missed. Don’t have a blog? You still want readers to visit your website to read about your services, and a newsletter is a great way to drive traffic there.

4. Build a Personal Relationship

Remember the days of getting letters — or even handwritten cards — in the mail? Although those days are long gone, there is still a way to write a letter to the people who you want to reach: potential clients. A newsletter lets you communicate directly and build a personal relationship with your audience. People are more likely to read your content and buy your services if they feel like they know you.

5. Promote Partnerships

For dietitians who partner with brands, sponsorships make their careers possible. A newsletter is a great thing to add to your portfolio. For all the reasons listed above, brands will love to sponsor your newsletters.

Where to Start with Email Marketing?

Hopefully I’ve convinced you that email marketing is an essential part of your business. You may be thinking, “Where do I start?” These tips will help.

  1. Sign up for an email marketing service. There are several free options available. Research and demo a few to find what works best for you.
  2. Make sure there is an opt-in form on your website. You can’t send out a newsletter if you don’t have a list of people to send it to.
  3. Determine how often you will send the newsletter. If once a week sounds overwhelming, then once a month may be more doable.
  4. Make your newsletter look professional. Edit for typos. Use the same font throughout. Check the links to make sure they go to the correct pages.
  5. Write a catchy subject line. Sending out a newsletter is just one step in your email marketing journey; you also need to entice people to open your newsletter. This happens with a killer subject line that makes people want to read more.
  6. Include an offer. This may not apply to every newsletter you send, but email marketing is a great free advertising tool. Selling a nutrition workshop, cookbook or online class? Highlight these things in your newsletter and drive traffic to your sales page. The people on your list have already been to your site and liked what they saw enough to give you their email address. Now that you have their attention, offer them something!

If it all sounds overwhelming, hire someone to do it for you! It’s worth it to spend a little extra cash on this marketing tool.

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Natalie Rizzo

Natalie Rizzo, MS, RD, is a New York City-based registered dietitian. Read her blog, Nutrition à la Natalie, and connect with her on Twitter.