EMAIL MARKETING
FOR HEALTH AND WELLNESS BRANDS

The Health and Wellness Email Flow Stack

Email should drive 35-40% of your health and wellness brand revenue. If it is under 25%, the problem is configuration — not creative. The minimum flow stack for health and wellness brands, in priority order:

• Abandoned cart (3 emails, 72 hours): T1 at 45 minutes (not 1 hour), T2 at 24 hours with social proof, T3 at 72 hours with conditional offer. Target: 15-25% recovery rate.
• Welcome series (5 emails, 14 days): Sets brand relationship for lifetime. Health and Wellness welcome emails need identity-led copy, not a product catalog. Benchmark: 48-58% open rate.
• Post-purchase (5 emails, 30 days): Highest LTV lever in Klaviyo. Drives cross-sell, repeat purchase, VIP entry. Most health and wellness brands skip this entirely.
• Browse abandonment (3 emails, 48 hours): Captures high-intent visitors who did not add to cart. Converts at 8-12%.
• Win-back (4 emails, 90 days): Recovers lapsed buyers. 18% average conversion across health and wellness verticals.

Campaigns and Deliverability

Campaign cadence: 1-3 sends per week to your engaged segment (opened in last 90 days). Mix value content with promotional sends at a 2:1 ratio — brands that send pure promotions see list decay within 6 months. Best campaign types for health and wellness: new product launches, seasonal moments, editorial content, social proof round-ups, and limited edition drops.

Deliverability is the foundation everything else depends on. Requirements: custom sending domain, DKIM and SPF authentication passing, DMARC policy set to quarantine or reject, and active suppression of bounces and complainers. Monitor Google Postmaster weekly — domain health must read Good or High. If your open rate is below 30%, fix deliverability before touching creative.

• Engaged segment: Opened any email in last 90 days — send nothing outside this segment
• Safe cadence: Maximum 3 campaigns per week; more causes list fatigue in health and wellness
• Revenue target: Klaviyo should drive 35-40% of total revenue when all 12 flows are live

Sorted offers a free 45-minute Klaviyo audit. Book at sorted.agency/contact.