Marketing
Email Is Still the Most Underrated Channel
Owned audiences do not get repriced at auction. That alone makes email the most stable line in most growth plans.
NutraMora Growth · · 8 min read
Build the list honestly
A list acquired through aggressive pop-ups and prize draws looks impressive and performs poorly. Ask for the address in exchange for something genuinely useful — a guide, a first look, a service — and set the expectation of frequency at the point of sign-up.
Consent that is specific and informed is both better practice and better commerce.
Four flows do most of the work
Welcome, abandoned browse, abandoned checkout and post-purchase education. Built once and maintained, these four carry the majority of email revenue for most direct-to-consumer brands.
Campaigns sit on top of that foundation; they do not replace it.
Write to one person
The best-performing emails read as though a knowledgeable colleague wrote them, not as though a template was filled in. Short paragraphs, one idea, one clear action.
Design restraint helps deliverability too: heavy image-only emails are more likely to be filtered and less likely to be read on a commute.
Measure the programme, not the send
Open rates have become unreliable. Judge the programme on revenue per recipient, repeat-purchase rate among engaged subscribers and unsubscribe rate as a health check.
Suppress the unengaged rather than emailing them harder — sender reputation is an asset worth protecting.
This article is general information, not medical advice. Food supplements should not be used as a substitute for a varied, balanced diet and a healthy lifestyle.