Running Marketing Trends
The running industry is constantly delving into new technologies and strategies as consumers continue to lace up their shoes. The focus has remained the same - increase the comfort, safety, and performance of runners.
The beautiful thing about running is that at its most basic, it’s just you, your shoes (unless you run barefoot), and the open road. The simplicity of the sport is one of the reasons it’s one of the most practiced and popular sports worldwide.
Even though there has been a decline in race entries in the last few years, there were almost 60 million runners in the US in 2017. And though the sport can be simple, there are endless accompaniments to running – the flashy races, technical shoes, clothing geared for any season and condition, and wearable tech galore.
There is increasing awareness of the benefits of a healthy lifestyle, which encourages both new and long-time runners to continue lacing up their shoes. The running industry is constantly delving into new technologies to increase its runners’ comfort, safety, and performance. In addition, an eye to sustainability has been increasing in recent years, with Adidas notably pledging to use only recycled plastic for its shoes by 2042. Technology is also a key evolution with the advent of run-tracking apps like Strava. The app uses a runner’s workout data to create a community and encourage users to push themselves.
Running Email Reporting Data
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Running Industry Trends
Straight off the runway: The Red Carpet Shine Superstar✨
Sent by adidas
When not on the track or trail, sneakers are on-trend. Running shoes can be seen in runway shows of high-fashion designers, like in this email example from adidas, or the key element of a semi-formal look. Sneakers can be paired with dresses and have found their way into the business casual world. A particular trend is the retro sneaker, a favorite of the Instagram influencer.
All the Bells And Whistles
☁ The tech behind running on clouds
Sent by On Running
When you’re working up a sweat, it’s all about the accessories and tech – On Running showcases thier shoe tech in this email example. If you didn’t log your run with a Garmin watch or Fitbit wearable, did it even happen? There are also coaching apps to be with you as you run, such as Aaptive and C25K. And with the rise of smartphones, there’s a plethora of ways to transport your phone, such as armbands and belts. Retailers are ready to outfit you for any weather – sweat wicking and SPF shirts in the summer, reflective clothing at night, and breathable rain gear.
You Helped Us Become Carbon Neutral
Sent by Allbirds
The running industry has not historically been seen as eco-friendly, but things are taking a turn with the rise of sustainability in fashion. Retailers like startup Allbirds are taking a stance against a wasteful industry in which more than 20 billion pairs of athletic shoes are manufactured every year, which results in the emission of over 700 million metric tons of CO2. One of the more popular changes is to incorporate more recycled materials, such as rubber and polyester.
With regard to innovation, the way forward is a custom shoe via technologies like 3D printing. With the ability to rapidly prototype and personalize a shoe to a consumer’s biomechanics, the running shoe becomes a bespoke item. Comfort, performance, and a reduction in injuries could be some of the many benefits of a tailored-to-you shoe.
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Running Promotional Trends and Sending Behavior
MailCharts Running Data From 2019
More than a third of the emails sent in Running in 2019 included a promotion. This was an increase of 8% in promotional activity compared to 2018.
Over a third of the promotions included in Running emails in 2019 were percentage-off discounts. This was an increase of 7% compared to 2018.
Most Popular Send Day
Running brands are known for sending campaigns often. Sunday was the most popular send day in 2019, as brands got a head start on the week’s messaging.
Most Popular Send Time
Mornings have proven to be the most popular and effective send time for companies, and this was no different for Running brands in 2019.
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Join MailCharts to view the latest email data from the brands you are looking for. MailCharts tracks and offers reporting on over 30,000 brands, including hundreds of Running companies. Access email data from 2019, 2018 and earlier to help you plan and build your strategy.
Running Promotion & Email Activity
MailCharts Running Data From 2019
Most promotional week
Nov. 24-30, 2019
The week of Thanksgiving and Black Friday in 2019 was the most promotional for Running brands. During that week, they sent the most emails that included a promotion.
Most active week
Nov. 24 - 30, 2019
Running brands sent the most emails during the week of Thanksgiving and Black Friday in 2019 as shoppers started checking gifts off their list.
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Strategies for Running Messaging in Emails
New Arrivals Have Dropped! Discover Now.
Sent by 2XU
You know your customer loves a particular running shoe – there’s no reason to do a perfectly curated email for its release in a new color or fabric. Start a new arrivals email flow, like this example from 2XU, for your most dedicated shoppers of customer favorites.
Highlight The Tech
Roclites with Graphene - The Reviews are in!
Sent by inov-8
Think of the experience of the run – how does the technical aspects of the product enhance the experience for the consumer? Focus on comfort, performance, and convenience. Tie in a customer review, like this example from inov-8, or highlight from a key influencer.
Embrace The Diversity
Beginners guide to trail running
Sent by Saucony
The beauty of running is that anyone can participate, and many people take up running at the start of their fitness journey. Create stories around runners of all levels, and invite customers to become part of the community by highlighting social sharing and upcoming events.
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