How Outdoor Brands are Winning at Email Marketing – What's Working in Marketing?

Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,?follow me on LinkedIn ?or create a?FREE Insight Library account , our team is publishing tons of free research that you won't want to miss.

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This week we're breaking down:

• Trending Research: Uncovering an email campaign that led to +89% higher read rates
• #MarketingTwitter : Diving into three Tweets about 50 sms examples, the best content for links in SEO and the ultimate TikTok SEO guide

UNCOVERING EMAIL CAMPAIGNS THAT LED TO +89% HIGHER READ RATES

A LOOK INTO THE SPORTING GOODS & OUTDOOR INDUSTRY

From 2020-2021, Specialized , Salomon , Rapha , SRAM and 100% generated 401K traffic from email marketing.

In 2021, the competitive set sent an average of 5 marketing emails per month.?

Limited Edition, Giveaway and About Us emails generated the highest average read rates.

Suggestions to Test:

• Intention: Be mindful of email campaigns and experiment with posting cadences each month to see how more or fewer emails affect read rates.
• Content Mix: People don't want information only on new products; they want exclusive, limited and engaging emails that they can get something out of. Try to mix up your content to provide that extra value for your audience.

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#1 Limited Edition: Exclusive drop emails that are generally released once in the product line.?

Suggestions to Test:

• Subject Lines: Include “Limited Edition” in the email subject line to grab viewer attention.?
• Call to Action: Experiment with calls to action that support the content. Play to the fact that these collections are special using a call to action like “Get Yours”.
• Introductions: Short but sweet introductions about the limited edition release with strong photography to complement the email is the perfect combination to avoid overwhelming readers.

#2 Giveaway: Re-engage your email subscribers by hosting a giveaway.?

Suggestions to Test:

• Go Big: Brands have offered full equipment from their site for giveaways or partnered with aligned brands to offer unique experiences.
• Play With Your Readers: In Salomon’s giveaway with Field Mag, they built in two calls to action, one that says “Enter Contest” and the other that says “Nah, I’d Rather Shop” viewers are likely to select what people expect them to choose - but if they don’t, at least they still have the option to shop.

Want an Email Campaign Scan? for your audience? ??

Here are three Tweets you should check out this week:

1. 50+ sms examples for e-commerce organized by marketing tactic

2. Most linkable content for SEO

3. The ultimate TikTok SEO guide ?

If you're enjoying the newsletter so far, I want to encourage you to check out The RightMetric Insight Library .

It's full of strategy tear-downs and examples from fast-growing brands that have already helped thousands of marketers identify content opportunities, focus on the right whitespace channels, improve their media strategies, and benchmark against competitors.

?? Thank You! ??

That's all for this week, I hope that you enjoyed it. If you found this valuable, I'd really appreciate it if you tagged someone who should read this in the comments.

I'll catch you next week. ???