Health Email of the Week #1: Basement Beast
Updated: Sep 17, 2021
I am SUPER fired up to bring you the first edition of Health Email of the Week!
Here’s the plan…
Each week I’ll bring you a fresh new article focusing on email marketing in the health and fitness niche. This can be anything from broadcast emails to automations to marketing tactics and strategies. You just never know what I’ll throw your way…
So, if you’re a health and fitness email marketing nerd like myself, you’re going to love this.
And if you have some great health email(s) that you want me to review, forward it to me! If it’s good, I’ll buy you a drink the next time we hang out. You can forward the email(s) to: email@example.com.
Make sure you review the selection criteria first though…
Here’s How I select the Emails to Review
1. They must focus on text-based emails. Sure, you can use the occasional image and GIF (bonus points for good GIF usage), but I’m not reviewing one of those walls of graphics with 25 buttons and 45 total words.
2. It needs to excite me deep in my loins. Sorry, was that too much? I’m an email nerd, I get excited about this stuff, give me a break… Long story short, I’m going to review emails that catch my attention. I’m not reviewing a crazy hypey email that sells a product that makes you shit oil slicks and “lose 61 lbs. in just 3 weeks!!!”
3. They need a bit of strategy (just a little, please!) I don’t plan on reviewing the soul-crushing companies that spam their list with neverending BUY MY SHIT types of offers. Those types of “churn and burn” lists cause me physical pain. At least put a little effort into your strategy and I’ll toss you a review, capiche?
If you haven’t been targeted by Basement Beast yet, buckle up. They’re all over my Facebook feed and I think they’re doing a great job with their ads.
Although, I do have one complaint which I’ll get to later…
The main angle they use is “get jacked with no gym.”
Here’s the headline from their website:
Ready to get in the best shape of your life, without stepping foot in the gym?
All it takes is a set of resistance bands, and our infamous short-but-brutal 20 minute workouts
When you take into account that a good amount of people have TONS of limiting beliefs surrounding the gym, this is catchy to read.
(Even though it’s been used thousands of times.)
So here’s what I believe is working well for them…
First, they’ve niched down. They’re targeting men by showing jacked guys doing these types of “Beast” workouts without a gym and with minimal equipment.
Second, they’re creating a community of “Beasts.” They claim to have a “beast” in all 50 states.
Third, they have a ton of before/after photos, which is huge in the fitness industry. And, best of all, these are normal-looking guys. They aren’t bodybuilder fitness model guys. This look achievable to the reader.
Lastly, they’ve done a great job of destroying objections with their bonuses. They’ve included everything from nutrition to workout logs. These might be the final “tipping points” that readers need to see before they purchase.
The ONE thing that I don’t like is what I call the “believability factor.”
Personally, after over a decade in this industry, I don’t really believe the extremely jacked bodybuilders, and Fabian (the main guy behind Basement Beast) in their videos got all of that muscle from this program.
But, their marketing is obviously working on others who are less informed than me, so I digress.
Now, let’s get into their email strategy by reviewing an abandoned cart sequence that I triggered…
First off, I LOVE that they have a legit abandoned cart sequence -- it’s six emails long and uses a lot of great copywriting.
Many companies fall short in this area. They’ll send one, maybe two emails, but they don’t want to bug anyone into *gasp* unsubscribing (omgosh!!!)
A general rule of thumb with abandoned cart sequences -- Follow up every single day after they abandon and send at least five emails. If they unsubscribe, it’s fine, they probably would have never bought from you anyway.
Now, let’s take a look at these subject lines…
Overall, these were pretty solid. Take a look at each SL and my review below:
Email 1 subject line: Nick, is everything ok?
I’ve used this subject line a few times. It's done well for me and I bet it works well for them too.
Definitely one of my “go to” subject lines in the beginning of a follow-up sequence.
Email 2 subject line: The dirty lies fitness companies tell you, Nick
Great subject line. There are so many people who have felt the shadiness of online fitness gurus. This is a great trust builder and I bet it gets a lot of opens.
The only thing I would test against this would be to add in some kind of benefit to the reader.
Email 3 subject line: If this “deformed” stringbean can transform his body, so can you
I think this is a solid subject line. It’s got a bit of curiosity mixed with a benefit for me, the reader. Although they are disqualifying the non-stringbeans, it should still drive opens via curiosity.
I like it.
Email 4 subject line: A ridiculous bribe for you Nick…
This was a great email, which I’ll dive into in the next section. After the first three emails not converting, they transition to a $1, 7-day trial. Super smart and a good curiosity-based subject line.
Email 5 subject line: A dose of tough love from one Beast to another
I think this would be better if they used more curiosity since these emails are going to a cold market. I don’t know this guy (yet) so why should I listen to his “tough love” for me? It’s decent but could be improved.
Email 6 subject line: OFFER EXPIRING: last chance Nick…
I really love this expiring offer final email. Urgency is king when it comes to email marketing. Unfortunately, this was fake urgency, as I clicked the offer four months later and it still hasn’t expired.
Now that we’ve covered the subject lines, let’s review the body copy and overall strategy…
Body Copy and Overall Strategy
I don’t plan on reviewing ALL of the emails in this automation, but I do want to pick out specific sections and go over the copy and strategy.
The first email is pretty straightforward -- hey did you forget this, have any questions, finish your order -- so I won’t dive into that. But email #2 is really, really good.
(This is the one with the subject line: The dirty lies fitness companies tell you, Nick.)
First, they begin with an us vs. them strategy. This is good positioning and saying “we aren’t like the rest of the fitness industry…”
This has a lot of great proof that this guy has been there, seen it all, and now he’s coming back to you with the information that actually works.
He’s playing the fitness hero role quite well.
After this, he transitions to the offer and loads the email with before/after pics, which is a great tactic.
In email #3, he follows with more “us vs. them” copy. He tells a story of how he was a “stringbean” when he was younger and it took him a long time to find the secret to pack on slabs of muscle.
This story is extremely relatable, and vulnerable, for a lot of readers who have struggled with fitness. Even more so for men, who are the target market here...
Ok, had to throw in the Step Brothers GIF, but seriously... This is a great email.
It’s relatable, it’s humanizing, and it brings this super jacked guy named Fabian (yes, seriously, that’s his name), down to Earth.
He’s no longer this jacked fitness model you saw in the videos but he’s a human being that used to be a “stringbean.”
See how powerful that is?
It’s the same principles behind why Jared from Subway worked so well (before he went to prison… oopsie).
After email #3, the offer transitions to a $1, 7-day trial and I freakin’ love this.
It’s an incredibly powerful strategy for those that are on the fence about buying.
It’s just $1, what do you have to lose?
Here’s some copy from email #3 to demonstrate the offer (nothing monumental here with the copy):
This is straightforward but there is one thing I want you to notice…
He does a great job addressing the major concern he’s heard from his audience… “Will I get results?”
This is what’s on most reader’s minds. They think this is just “another fitness program” that probably won’t work for them. So, what’s different? Well, take it for a test drive and see for yourself…
By eliminating the barrier to entry, it becomes a no-brainer offer at just $1.
You might be thinking, why not just offer it for free?
In my opinion, people who take free stuff are not the highest quality leads. They often end up canceling and becoming more of a hassle than a valuable customer…
And this is especially true in the fitness world where people NEED to show a level of commitment to get results.
A couple of emails later I received the final “offer expiring” warning email and it was solid as well. Here’s the entire email:
As I mentioned above, unfortunately, this didn’t actually expire so that was disappointing to me. I really can’t stand fake urgency offers.
If I were to revamp this I would add in an expiring offer page and put in a deadline that they must sign up before. I think this would help conversions quite a bit.
Overall, this was one of the better abandoned cart sequences I’ve seen in the fitness niche. They had enough emails (which is rare), they used a lot of solid copy in combination with good storytelling, and they made their emails relatable and “human.”
Good stuff from an interesting company.
If you have any health and fitness emails you’d like to submit for any upcoming Health Email of the Week posts, please forward them to my email: firstname.lastname@example.org
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