Building a Brand, One Email at a Time With Samantha Burmeister

Let’s get honest: most health and fitness businesses treat their welcome email sequence like a box to check, not an opportunity to connect, engage, and convert. I see it every single launch. Clients are jazzed about their shiny new website, ask me if I can “also” help with emails (that’s not part of my package, but I can’t help digging in), and it’s clear most people are starting from absolute scratch. The end result? Welcome emails that sound like a robot on autopilot: “Hi, I’m Jess, here’s what I sell, hope you’re excited.”

If your welcome email sequence feels like a lukewarm handshake, keep reading – you need this. I sat down with copywriting expert Samantha Burmeister of Nomad Copy Agency to talk about why so many health, wellness, and fitness pros are missing the mark – and how to absolutely nail your welcome sequence (and beyond).

If you want to listen to the whole podcast episode with Samanta discussing the truth about emails that actually work, check it out here.

Your Welcome Email Sequence is Wasting Its Potential – Here’s How to Fix It

Let’s stop playing email small-ball. A good welcome email sequence shares the basics:

• Who you are
• How you help
• What you offer
• A side of your personality

Sure, you can grab a decent template (Sam’s got one, and honestly, templates will get you further than nothing), but “good” simply isn’t enough if you want clients lining up to work with you.

Good vs. Great: The Real Difference in Welcome Email Sequence

A great welcome sequence? That’s where the magic is – and it’s all about personalization.

Think about your favorite coffee shop. They know your order (extra oat milk, no judgment). They greet you by name. Your welcome sequence should feel just as tailored: “Hey Jess, you mentioned bulking up is your goal – here’s exactly how I helped clients like you.” Or “So you started traveling more, discovered fitness fell off your radar, and you want it back.”

Here’s the missing ingredient: don’t just talk about yourself. Make it about them – their goals, their struggles, their language.

The Secret Power of Segmenting (And Why You Should Start Now)

If you want to instantly level up your welcome emails, start segmenting your audience. Here’s what I mean:

• Let subscribers self-identify with their goals: “I want to lose weight, bulk up, manage PCOS, just feel better, etc.”
• Use your email provider’s tagging tool (most platforms like ConvertKit or MailerLite handle this easily)
• Tailor the next email (or offer) based on what people actually want

Tempted to wait until you “have a plan” for the segments? Don’t. Just because you’re not sure what to do with tags now doesn’t mean that information is worthless. Imagine a few months from now, your new program is perfect for women struggling with PCOS, and you can email just them directly. Marketing magic.

And if you’re worried about segmenting too much, relax. You don’t need your welcome emails to feel like a Buzzfeed quiz (unless that is your brand, in which case, go for it—one of Sam’s clients literally did a “brand cocktail builder” and people loved it). Start simple with one or two questions that matter for your offers, and let your strategy grow alongside your list.

What Should You Segment? (Steal These Segment Ideas!)

Not sure where to start? Here’s what I recommend for health and fitness entrepreneurs:

• “What’s your current biggest goal?” (muscle gain, weight loss, manage symptoms, etc.)
• “What’s your experience level?” (beginner, intermediate, expert)
• “What’s your biggest struggle right now?” (motivation, sticking with it, cooking, body image, etc.)
• “How did you find me?” (social, referral, workshop, podcast)

Remember: just tagging people doesn’t DO anything until you use that info for marketing or selling later. So don’t overthink it – start collecting data now and thank yourself later.

If you want to get even better at selling through your emails without sounding pushy, check out these tips for health coaches to navigate email marketing with confidence.

The Truth About Engagement: Why Most Emails Get Ignored

Here’s a hard fact: your first email? Open rates are sky-high. People sign up, they’re excited, and you’re all they can think about… for one second.

Then the second email drops to 60%. By email #3, it’s half the people. All your wisdom, offers, and personality – not even seen.

So, how do you keep people reading?

Make it about them again.

• Skip the wall-to-wall “About Me” section. Swap it for “Here’s how I help people like you.”
• Every email must have a button. Not a plain text link, not a subtle “let me know if you need help,” but a CRYSTAL-CLEAR BUTTON (in a bright brand color!) right near the top – “Start My Program,” “Join the FB Group,” “Watch My Top 3 Workouts.”
• People click buttons 3x more than links. Don’t make them hunt.

Add more value, sprinkle in quick questions for segmenting (“What’s your top secondary struggle?”). And let your emails feel like a conversation, not a monologue.

Don’t Shame, Inspire – How to Re-Engage Clients the Right Way

We’ve all seen (and cringed at) those bro-y “You fell off, what’s wrong with you?” emails. In health, fitness, and nutrition, shame doesn’t sell.

Here’s what works: understanding and future-focused transformation.

Think about it this way: your people aren’t buying “not having PCOS pain.” They’re buying the life they get after working with you. Better sleep, more energy, confidence, keeping up with their kids, whatever makes the biggest difference for them.

Try this exercise (straight from Sam):

1. Write 3 columns:
   • Problems your people have (shame, fatigue, overwhelm)
   • The solution they dream of (energy, consistency, pain-free)
   • The transformation after your support (results, confidence, life impact)
2. Circle the solutions you actually offer.
3. For your emails: don’t just talk about “buy this program.” Paint the picture of life AFTER.

People want to feel inspired, not humiliated. Show them what’s possible. That’s the carrot (not the stick).

Telling Stories That Connect (Even if You Hate Writing)

I get it: writing weekly emails sounds exhausting (“Do I seriously have to tell my life story again?”). Here’s how to make it easier and more powerful:

• Think about your people. Are they checking the email at the school pickup line? Do they want a quick laugh and a “here’s what’s next”? Or are they someone who blocks time to truly read and go deep?
• Adjust your length and message accordingly. Busy moms want clarity, not novels. Coaches or wellness professionals may love reading your “messy middle.”
• Don’t be afraid to share your story, but frame it for their benefit. “Here’s what I tried and how it flopped—so you don’t have to.”

One hot tip: add a line or two about who you are and how to connect with you (website, IG, etc.) in every email footer. Sounds simple, but when someone forgets how they got on your list, it’s a lifesaver and keeps your brand top of mind.

The “Ghost List” Comeback: How to Email When You’ve Been Silent

Okay, confession: you haven’t emailed your list in six months, maybe a year. Now what?

No, you DO NOT need to do a dramatic “I’m so sorry I left you!” announcement (unless you did an intentional sign-off—it’s probably not necessary). Instead:

• Remind people who you are and why they got on your list (“You signed up for my PCOS Workshop Freebie”)
• Add value immediately (give them a download link, share a story, ask a question)
• Use your face, your logo, and at least one link to your site in the email

Yes, expect unsubscribes (it’s healthy), and don’t panic if first open rates are low. Send a few value-packed emails and keep going. Your people will stick when your message clicks.

The Bottom Line

Your email list is one of the most underutilized tools in your business – and your welcome email sequence is your front door. Don’t waste time (or money) settling for “good enough.” Personalize, segment, and focus on the transformation you really provide. Make every email an experience your ideal clients look forward to.

(And for the love of client results, PLEASE use those buttons!)

Frequently Asked Questions

Ready to amp up your email marketing? Start tweaking that welcome email sequence—and if you want a strategy that WORKS, you know where to find me.