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We analyzed over 25,217 emails from 800+ popular health & supplement e-commerce brands over three months and compared them with the previous quarter. This playbook highlights key trends in send times, frequency, subject lines, and CTAs to help you optimize your email campaigns.
This report is based on data collected from publicly available email campaigns sent by Health & Supplement products ecommerce brands between April and June 2025 to random subscribers across 15+ email inboxes. While we strive for accuracy in our analysis, individual results may vary based on specific audience demographics, market conditions, and other factors. The strategies outlined in this report should be tested and adapted to your unique business needs. TargetBay is not affiliated with any of the brands mentioned in this report unless explicitly stated. All trademarks and brand names are the property of their respective owners.
We analyzed 25,217 emails from 800+ Health & Supplement brands across Q1 and Q2 of 2025 — including 4,370 emails in Q1 and 20,847 in Q2. This report uncovers how top brands approached email marketing: from send times and frequency to subject line tactics, preview text strategies, inbox placement, and CTA usage. Whether you’re looking to improve open rates, reduce spam placement, or refine your messaging, this data-driven analysis offers actionable insights tailored to the unique challenges of the Health & Supplement industry. Use it as a playbook to sharpen your strategy and drive better results from your campaigns.
| Metric Studied | Q1 (2025) | Q2 (2025) |
|---|---|---|
| Number of Emails Studied | 4,370 | 20,847 |
| Number of Brands Studied | 251 | 807 |
| Average Emails Sent / Week / brand | 1.34 | 1.99 |
| Email Inbox Rate (%) | 0.37% | 2.84% |
| Promotion Placement Rate (%) | 93.52% | 87.27% |
| SPAM Rate (%) | 6.11% | 9.92% |
| Popular Email Send Time Segment | 12pm - 3pm | 3pm - 6pm |
| Most Common Email Type | Promotional Emails | Promotional Emails |
| Most Common Email CTA | Shop men (434) | Shop now (2,488) |
In Q2 2025, brands in the Health & Supplement industry shifted their email send strategies significantly compared to Q1. The most popular window was 3pm–6pm, accounting for 23.86% of all campaign sends — a sharp increase from 17.12% in Q1. This was followed by 6pm–9pm (17.05%) and 12pm–3pm (14.28%), suggesting a clear pivot toward late afternoon and early evening engagement.
By contrast, Q1 favored midday sends, with 12pm–3pm (21.76%) and 6am–9am (18.40%) leading the charts.
Some brands strongly leaned into these new windows:
Pro Compression dominated the 3pm–6pm slot with over 222 campaigns.
Amy Myers MD favored 6pm–9pm, aligning with evening routines and after-work inbox checks.
My Village Green and Tommie Copper both showed consistent preference for afternoon and evening hours.
This shift likely reflects evolving shopper behavior. Afternoon and evening send better target consumers who check personal emails post-lunch or during evening relaxation hours — particularly important for supplement and wellness brands aiming to connect with a health-conscious, working demographic.
In Q2 2025, the average email frequency per brand in the Health & Supplement industry was 1.99 emails per week, showing an increase from Q1’s average of 1.34. This surge indicates brands are becoming more aggressive in their outreach, likely aiming to stay top-of-mind in a competitive space.
Top senders like MorningOffering (53.08 emails/week), ProCompression (45.77/week), and TommieCopper (38/week) significantly outpaced the industry average — a clear signal of high-frequency strategies possibly tied to flash sales or seasonal campaigns.
When it comes to day-of-week preferences, Saturday emerged as the dominant choice, accounting for 24.78% of all sends — a major departure from traditional weekday-heavy patterns. It was followed by Wednesday (18.89%) and Friday (15.21%).Notable brand-day alignments:
✔️ Pro Compression and Morning Offering are heavily utilized Saturday, suggesting a focus on weekend shoppers and relaxed email browsing behavior.
✔️ Ageless LX and Pro Compression preferred Wednesday, possibly targeting midweek engagement for wellness content.
✔️ BodyHealth showed strong presence on Friday, likely capturing attention before the weekend.
Average inbox rate
Promotions Placement Rate
Average Spam Rate
Email deliverability saw modest improvement in Q2 2025, but challenges persist. The inbox placement rate rose from 0.37% in Q1 to 2.84% in Q2 — a 667% increase, though still a small fraction of total campaigns. Meanwhile, the Promotions tab remained the dominant destination for most emails, dropping slightly from 93.52% in Q1 to 87.24% in Q2.
Unfortunately, the spam rate climbed to 9.92% in Q2, up from 6.11% in Q1, indicating more campaigns are being flagged or failing basic deliverability filters.
| Health & Supplements Industry Email Deliverability Rates | |||
|---|---|---|---|
| Email Deliverability | Q1 (%) | Q2 (%) | % Change (Q2 vs Q1) |
| Inbox Rate | 0.37% | 2.84% | 2.47% |
| Promotions Rate | 93.52% | 87.24% | -6.72% |
| Spam Rate | 6.11% | 9.92% | 3.81% |
Some brands, however, demonstrated excellent deliverability:
✔️ Optimally Organic achieved a 100% inbox placement rate.
✔️ Blue Sky Vitamin (90.91%) and Accelerated Health Products (88.24%) also stood out.
✔️ BodyHealth, one of the highest-frequency senders, maintained a strong 76.22% inbox rate, proving volume doesn’t have to sacrifice deliverability.
Low inbox rates and high spam placement can significantly hurt campaign ROI. Emails in Promotions or Spam folders rarely get opened, reducing engagement metrics and damaging sender reputation.
Brands must focus on email list hygiene, domain authentication (SPF, DKIM, DMARC), and engagement optimization (like segmentation and A/B testing). Avoid using aggressive sales language or large images-only emails. Aim for a healthy mix of value-driven content and personalized campaigns to boost inbox placement.
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Analyzing over 25,000 email subject lines across Q2 2025 reveals a clear preference for high-engagement tactics.
In Q2, subject line strategy shifted noticeably:
✔️ Discounts were the most used strategy at 26.13% (vs. 19.97% in Q1), signaling an aggressive push to drive sales.
✔️ Personalization also rose to 22.51% (up from 20.95% in Q1), with brands using “your,” “you,” and “just for you” more frequently to build direct appeal.
✔️ Emoji use jumped to 8.86% in Q2 (vs. 5.75%), reflecting a trend toward visual inbox attention grabs — especially from brands like Tommie Copper and Amy Myers MD.
✔️ Product Mentions dropped from 9.27% to 6.39%, suggesting brands are leaning more into urgency and discount messaging than educational or product-led content.
Notably, “Other” subject types (neutral or vague) decreased to 36.1% from 44.06%, indicating a maturing strategy across brands that favor clarity and conversion-friendly phrasing.
| Brand Name | Best Health Supplement Marketing Email Subject Lines |
|---|---|
| Achoo Allergy | 🔥 Grab Your Memorial Day Deals Now! |
| Revolution Nutrition | Last Chance – UP to 80% OFF your most-loved picks 💥 Don’t miss it! |
| Revolution Nutrition | Summer Body? Let’s Start Now 🔥 Deals That Push You Closer! |
| BlissWorld | 🚨 Last chance to choose your deal – make it count! |
| BlissWorld | 🚨 Last chance to slash 40% off your Bliss kit! |
| Ashley Black Guru | 🎁 The Galentine’s Sale is Happening Now! - Celebrate YOU! |
| Body and Mind Botanicals | 🔴 LAST CHANCE to save up to 60% on your favourite products! |
| Mobaak | 🧬 Your Faves, Now on Sale – 30% Off Everything Mist & More! |
| Bragg | ACV Refreshers now 15% off 💥💥 |
| Dr. Axe | ⚠️ BOGO flash sale starts now! |
| Holistic Vybez | 50% OFF Sale Ends Tomorrow! 🚨 |
| HSA Store | 🚨FINAL HOURS 🚨Up to 40% OFF Ends Soon! |
| Inahsi | Last Chance for 25% Off! |
| Energy Muse | Up to 70% OFF starts NOW ✨ |
| Om Mushrooms | ⚠️FLASH SALE ⚠️ 20% off starts now |
| RYZE Superfoods | 🚨The Summer Sale ENDS TONIGHT!🚨 |
| Vitruvi | ⚠️ LAST CHANCE 25% OFF EVERYTHING |
| Dr. Axe | ⏳Memorial Day Sale ends soon! |
| RYZE Superfoods | The Memorial Day Sale Starts Now 🛍️ |
| Amy Myers MD | Today: Your 20% Off Gut Reset! |
In Q2, 9.92% of emails landed in spam, up from 6.11% in Q1. On analyzing subject lines from spammed emails, one standout word emerged: “rockin” — appearing 36 times in spam, but rarely in inbox or promotions. This kind of informal or misleading tone may be misinterpreted by spam filters.
Other common pitfalls? Subject lines overloaded with emojis, hyperbolic discounts, or buzzwords without clear context.
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In Q2, “Subject Reinforcement” remained the dominant strategy, used in 39.8% of emails with preview text. This approach echoes or expands upon the subject line — helping reinforce urgency or context (e.g., subject: “Last Chance to Save,” preview: “Only hours left. Shop now!”). Though slightly down from 42.37% in Q1, it remains a reliable tactic for continuity.
However, a significant shift was seen in the rise of the “Other” category, growing from 28.48% in Q1 to 38.98% in Q2. This includes more conversational or unrelated copy — often misaligned with the subject line — which may confuse readers and miss the opportunity to drive opens.
| Preview Text Strategy | Usage in Q2 2025 |
|---|---|
| Reinforcement | 39.8% |
| Other | 38.98% |
| Offer Highlight | 10.41% |
| New Arrival Tease | 4.73% |
| Urgency/CTA | 3.48% |
| Minimal/Teaser | 2.6% |
“Offer Highlight” increased modestly (from 8.28% to 10.41%), especially from brands like Revolution Nutrition and TommieCopper, which used previews to surface benefits like “Free Shipping” or “Extra 10% Off.”
On the decline: “Minimal/Teaser” previews dropped sharply from 10.83% to just 2.6%, suggesting brands are prioritizing clarity over mystery.
In Q2, Discount-focused emails led the chart at 34.82%, up from 28.28% in Q1. Brands leaned heavily into urgency-based offers like:
Subject: “20% OFF 24HR FLASH SALE ☀️”
This shift indicates a clear strategy to boost sales amid increasing competition and seasonal events.
Personalized emails ranked second at 31.44% in Q2 (slightly down from 32.65% in Q1), often using subject lines like:
Subject: “2x rewards points, two days only!”
Discount
Promotional
Personalized
Others
These emails aim to drive loyalty and engagement through segmentation and customer-specific offers.
Other Engagement emails dropped to 30.95% in Q2 from 36.84% in Q1, yet still form a critical part of nurturing strategies. They include relationship-building, educational, or urgency-driven messages such as: Subject: “How to Habit Stack Your Skincare Routine…” Preview: “Our holistic beauty products do the hard work…”
The emails classified under “Other Engagement” is a catch-all that includes:
Promotional emails: focused solely on announcing new arrivals or collections — remained a minority (2.79% in Q2 vs. 2.22% in Q1), showing brands are prioritizing conversions over just broadcasting.
In Q2, CTAs saw a noticeable shift in tone and intent. Out of all emails with a CTA, the most dominant category was still “Other” (56.1%)—these included vague or brand-specific actions not tied to typical verbs, such as “Experience the difference” or “Glow with us.” However, this marked a decline from 61.8% in Q1, showing that brands are moving toward clearer, more action-driven language.
In Q2, “Simple Action” CTAs like “shop now”, “buy now”, and “shop all” remained the most popular, making up 19.33% of all CTAs — consistent with 19.06% in Q1. These direct phrases are especially popular among high-frequency senders like Pro Compression and Tommie Copper, designed to minimize friction and guide users quickly to purchase.
The standout change in Q2 was the sharp rise in “Urgency”-based CTAs, growing from 9.59% in Q1 to 18.29% in Q2. These included phrases like “Hurry, ends soon” or “Limited time only,” signaling that brands are leaning heavily into FOMO-driven language to push conversions — especially during weekend or seasonal campaigns.
Surprisingly, “Discount”-driven CTAs (e.g., “Save 20%”) dropped from 2.77% to just 1.14%, even as discount-themed subject lines rose. This suggests brands may be using offers as hooks in subject lines but favoring cleaner CTAs in the email body to preserve deliverability and reduce spam triggers.
Personalized CTAs (like “View your picks” or “See your bundle”) also fell in usage — down to 0.63% in Q2 from 2.04% — possibly due to operational challenges in dynamic content scaling.
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In Q2 2025, We analyzed over 25,000 emails from 800+ brands to uncover the top trends shaping email marketing in Q2 2025. Here’s how this quarter stacks up against Q1:
Email Send Times Shifted Later in the Day: In Q2, 3pm–6pm was the most popular send time (23.86%), with brands like ProCompression and AmyMyersMD leading this trend.📉 In Q1, 12pm–3pm was dominant (21.76%), showing a shift toward post-lunch engagement windows.
Email Volume & Frequency Increased: Brands sent an average of 1.99 emails/week in Q2, up from 1.34/week in Q1.
📈 MorningO ffering sent over 53 emails/week, indicating a push toward sustained visibility.
Inbox Placement Improved, But Spam Rate Rose: Inbox rate improved to 2.84% in Q2 from 0.37%, but spam rates also rose from 6.11% to 9.92%.
📉 Brands like OptimallyOrganic hit 100% inbox rate, while others struggled due to trigger words.
Discounts Dominated Subject Lines: Discount mentions grew to 26.13% in Q2 (up from 19.97%), with emojis and urgency also on the rise.
CTAs Got More Urgent: Urgency-based CTAs doubled in Q2 (18.29%) vs Q1 (9.59%), showing brands favor direct conversion pushes.
➤ Test campaigns in this slot to align with customer downtime.
➤ Start with two well-timed emails (one educational, one promotional) to stay visible without overwhelming.
➤ Focus on clear offers or personalization — e.g., “Your Exclusive 20% Off Awaits.”
➤ This duo improves open rates and inbox placement.
➤ Urgency works, but avoid aggressive or overly promotional language.
➤ Blend promotions with content that builds trust and product understanding.
➤ Use tools to test inbox placement and adjust your sending strategy as needed.
Begin by analyzing your current email metrics against the benchmarks in this report. Identify gaps in your strategy and prioritize areas for improvement based on potential impact.
Create a structured testing plan to experiment with different send times, subject line formulas, and CTA strategies. Document results and iterate based on performance data.
Implement more granular audience segmentation based on purchase behavior, engagement level, and product preferences to deliver more relevant content to each subscriber.
With over 60% of health supplement marketing emails opened on mobile devices, ensure your templates are fully responsive and CTAs are easily “tappable” on smaller screens.
Thousands of templates in one place.
The Health & Supplement industry is becoming one of the most competitive spaces in ecommerce email marketing. With rising send volumes and urgency-led campaigns, standing out in crowded inboxes requires more than just promotions — it takes smart timing, clean deliverability, and the right message at the right moment.
This quarter’s trends show that brands investing in clear CTAs, late-afternoon sends, and a blend of discount and educational content are seeing stronger engagement. But with spam rates creeping toward 10%, email deliverability remains a critical challenge — one that can make or break your campaign performance.
If you’re looking to improve your email results and stay ahead of the competition, the email marketing experts at TargetBay are here to help you implement what works, backed by real data and proven results.
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