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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
Health & Supplement product brands are using time-sensitive language like “Ends” (9), “Last” (8), and “Hurry” (8) to drive immediate action. However, other powerful urgency cues like “Flash Sale” and “End of Season” are not being leveraged.
Strategy in Play: Brands are making some use of urgency but could significantly increase their effectiveness by capitalizing on seasonality or limited-stock cues to prompt faster purchases.
60% of the email subject lines mention “%”, and “Off” is mentioned in nearly 50% of the subject lines. Health and supplement brands are heavily relying on percentage-based offers.
“Save” (17) and “BOGO” (17) are also used, but other valuable formats like “Price Drop” (0), “Flat” (0), and “Bundle” (0) are not utilized at all.
Strategy in Play: Percentage discounts are being effectively used by the Health & Supplement brands. “Price Drop,” “Flat” discounts, and “Bundles” could help boost average order values (AOV).
Seasonal events are underused, with only “Spring” (9) and “Valentine” (2) making an appearance. Other seasonal triggers like “Winter” (0), “New Year” (1) were not employed.
Missed Opportunity: Given the health and supplement market’s alignment with New Year’s resolutions and seasonal health goals, these are key missed opportunities.
The use of exclusivity-driven messaging such as “Exclusive” (6) is present but minimal. Other options like “VIP” (0), “Pre-Order” (0), and “Buy Now Pay Later” (0) are entirely missing.
Missed opportunity: Exclusivity and flexible payment options could significantly enhance customer loyalty and attract buyers who prefer premium offerings or more convenient purchasing options like subscription services.
“New Arrival” is used in nearly 10% of the email subject lines and preview texts. However, terms like “Trending” (1) and “Best Seller” (1) are rarely used.
Strategy in Play: While new products are showcased to push open rates, there is limited emphasis on bestsellers or trending items that could be more persuasive to customers.
“Shipping / Free Shipping” is mentioned only once, and no emails include “Buy Now Pay Later” (0).
Missed opportunity: Given the competitive nature of the health and supplements industry, offering free shipping and flexible payment terms can be powerful conversion drivers, particularly for larger or recurring purchases.
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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