How to Write Better Healthcare Nurture Emails (Deep Dive Example)
Make it about the end user. Get specific. Create a gap.
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting, marketing examples, and conversion tactics from the most recognized healthcare & tech brands.
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Nurture emails are more than simple top-of-mind emails.
They get your mind spinning. They get your audience's eyes opening wide with insight and awe. There’s a lot that goes into a good nurture sequence.
What’s the most important thing? Getting the users to say yes to your service or product. Let’s take a look
What Value Are You Sending Your Audience?
Value is such a loaded term. It’s also something that gets thrown into the wind because we tend to think anything we give away for free is valuable.
Not true.
What your audience wants is valuable. What gets your audience to their “aha” moment and helps them see a brighter future is valuable.
This is value:
How are you showing your audience the problem you’re solving?
What insights are you giving them to make their life easier?
How are you showing them the products that have failed them in the past?
You do this in your emails with stories, frameworks, and techniques. You answer these questions for your audience to get them closer to a yes.
You show them the gap between where they are and where they want to be.
Let’s look at an example.
Four Techniques From the Innovaccer Rewrite
I rewrote the Innvaccer email with three new techniques. My goal wasn’t to just make it sound better, but to create more urgency.
These four techniques made it more about the end user and helped remove objections.
Create a gap by asking a question, “Is your data as confident…”
Led with “Your”
Took away objections, “It’s even louder and clearer.”
Reaffirmed their identity, “You’ve already committed.”
These were the steps I took to make the email more engaging to the end user.
Of course, I missed the most central part of what makes a good email: Pulling from the voice of the customer. That’s a process of looking into reviews, customer data, demo calls, and understanding what the audience wants and feels.
Most importantly, you understand if they are problem-aware or solution-aware.
That’s all part of the fun of writing emails for healthcare and tech.
That’s it for today, folks.
BenTen out.