Retail Email of the Week: Reebok Celebrates a Big Holiday

Reebok’s email takes note of a special day by offering a big discount to people who are passionate about their sport.

Mailer Name: Reebok
Date Emailed: June 7, 2017

As far as “holidays” go, National Running Day is a relative newcomer. It’s only been celebrated since 2009, but it has already inspired thousands of individuals to celebrate the first Wednesday in June. Group runs and other events were held across the country yesterday, and some retailers were happy to get involved in the festivities as well.

“Special National Running Day Deal!” read Reebok’s subject line. That gets the customer in, and the headline at the top of the email makes the offer in big type. “Buy one Harmony Road, GET ONE FREE!” it announces.

The image shows a pair of the shoes in action. Both the outsole (bottom) and upper part of the running shoes are on display. This helps a runner get an idea of the support they’ll get from the shoe.

A Runner’s World “Best Debut” logo is also included. Given the magazine’s longevity and authority in the running community, this move further builds trust with customers.

Separate call-to-action buttons for men and women allow customers to begin shopping immediately, and use the promo code provided.

And to keep the runner’s attention, Reebok offers “helpful tips to make the most of your run.” A headline and picture click through to three different articles that get recipients to expand their athletic horizons just a little.

For example, one of the stories details three workouts runners can try as an alternative to the traditional, but eventually, boring treadmill session. Offering a solution to their needs also helps establish credibility for Reebok.

The Takeaway

Use offbeat, special holidays as a reason to build experiences and excitement around your brand.