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We analyzed 100+ email campaigns from popular Health & Supplement brands over 3 months. This playbook highlights key trends in send times, frequency, subject lines, and CTAs to help you optimize your email campaigns.
GNC, Orgain, PipingRock, iHerb all have an inbox rate of 100%
These brands may be following best practices to ensure high deliverability, such as consistent sending patterns, proper email authentication, and highly engaging content.
✅ Brands like GNC, Orgain, and iHerb may be sending emails at optimal times and maintaining consistent frequency, which builds trust with email providers.
Using personalized subject lines, preview text, and maintaining a healthy text-to-image ratio could be contributing factors for inbox placement.
Email Authentication: Proper DKIM and SPF records might be in place to ensure emails are authenticated correctly, avoiding spam filters.
Average inbox rate
Average Spam Rate
Total Emails Analyzed
Download Subject Line Inspirations from All Brands
Words like “savings,” “deals,” “50% off,” and “save” are frequently used to reinforce the urgency and value mentioned in the subject line.
Preview texts often highlight health-related topics, such as “health,” “wellness,” “vitamins,” and “essential oils.”
This reinforces the brand’s positioning in the health space and appeals to health-conscious customers.
Many preview texts include specific product mentions, such as “Oxyshred sale,” “ShakeUp! Rewards,” and “Quality Supplements.” These are designed to directly inform the subscriber about the products and offers inside, helping to drive interest.
Promotional Emails are the most common, constituting about 67% of all emails.
These emails are likely focused on offering discounts, deals, and special offers, with brands aiming to drive immediate sales and actions.
Other category emails focus on engaging the audience with new products or timely content tied to specific events or seasons.
This distribution suggests that brands are primarily focusing on promotional strategies, followed by seasonal and thematic content to drive sales.
Educational content is less emphasized, possibly reserved for more specialized campaigns.
Note: Other email types include product launches, Holiday and seasonal emails, and thematic email types.
Promotional
Relationship Building
Educational
Other
“SHOP NOW” (appearing 46 times) is the most common CTA, indicating a strong emphasis on driving immediate action to purchase.
“CRAZY DEALS” and “DEALS” are also frequently used, focusing on promoting special offers and discounts.
“LEARN MORE” is used occasionally, suggesting a focus on educating customers about the product or brand, but it’s less prevalent compared to purchase-driven CTAs.
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In Q1 of 2025, email marketing in the health industry has focused primarily on promotions and urgency.
Health brands like GNC, Orgain, and iHerb have heavily leveraged discounts, BOGO offers, and time-sensitive deals to engage subscribers and drive conversions. The use of personalized content, mobile optimization, and clear CTAs has been critical in maximizing engagement.
Moving forward, we can expect continued emphasis on personalization and targeted content, as well as increased automation and segmentation to refine customer interactions. The integration of AI-driven personalization and data-driven strategies will likely dominate the future of health-related email marketing.
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