Email Marketing @ Fleet Feet Sports

Within moments of subscribing to Fleet Feet Sports digital newsletter, I received an email asking me to confirm my email address. A minute after confirming, a welcome email and then the periodic email solicitations began. As of 9:41 a.m. this morning, I’ve received 4 emails from Fleet Feet (since confirming my email address on October the 6th). The first email received had thanked me for signing up (as the subject line) and offered a short blurb on the Fleet Feet fitting process (dedicated to personalizing the purchase experience) with a link to find out more about the experience. Next on the page were links for shopping (sex distinct) and then a blurb on the history of Fleet Feet with a link to search for the closest store. Finally, the bottom of the email contained options for adding their mailing address to my email address book, an option to update my preferences and an option to unsubscribe. The emails that followed led with subject lines offering catchy descriptions of a specific clothing product that would be highlighted in the body of the email. It would then segue to a pair of shoes that compliment the highlighted clothing. Finally, a blurb on a health-conscience meal. I found the emails to be welcome overall and offered great ideas for running gear and interesting nutritional information. The emails have been consistent but not overwhelming in quantity, something I tend to appreciate as I’m not looking to be inundated with additional emails. A steady drip rate can be more impactful than a high quantity campaign.

Collecting email addresses will be achieved through the following methods:

  • Information collection at purchase checkout in physical locations
  • Information collection required to sign up to allow for purchases online
  • Information collection from runners who sign up for sponsored races
  • Offer discounts and giveaways in-stores, where the winner will be notified via email
  • Offer discounts via a refer-a-friend email link within emails and on the web page

The style for the email that I have created below is in line with the newsletter format that is being used at present. However, I chose to personalize the email based upon customer demographic information that they would have been able to collect on me (using the tracking methodologies that will be mentioned in the next section). I am an avid runner and I do quite a bit of trail running and run in all types of weather. I have shopped at Fleet Feet both in store and via their website. I used the subject line attention grab through personalization (my name) and referenced a common concern among runners (cold weather) as well as data from purchase history (“trails” derived from specifically purchased items that can be tracked and logged for consumers). The “hook” in this case is the personalization. The store locater would link to a mapping program, the pictures linking to product pages on the website while the logo and the distinct link in the text linking to the web site landing page.




To measure the relative success of email distributions, a number of options are available. The measure of success in this case would be to get a client or prospective client to not only open the email, but to click through using links on the page. In order to track this, there are several methods that can be employed:

  • Click Through Rates can be an tracking indicator to show success over a period of time. It is a reflection of engagement with the content and can help to guide future adjustments (Kolowich, 2016).
  • Conversion Rates can be used to track the completion of specific actions such as tracking when a consumer clicks a “check out” button. This can also aid in tracking the Return on Investment for a particular add or email campaign. By tracking the converted sales and subsequent revenue, the ROI can help determine financial success with a particular project.

Forbes posted a good article in 2015 focusing on areas that small business’ should focus on when attempting to market via email. The focus of the article was on increasing the return on the money invested into email marketing. The article applies to Fleet Feet as it is a small business and it looks to generate interest for races, other social media platforms, and sales through the use of the newsletter. To use a quote from marketing strategist Dain Hanson, “Every aspect of testing should be focusing on the “click to open rate” of the main call to action in your email.” (Brampton, 2015). Otherwise, how will you know if the emails are even being viewed? The main areas of the email were:

  • Start with an objective: What is your main goal? Is it to drive viewers to a destination? Move sales through engagement? Define a strategy.
  • Use a clear subject line: Create an emotion through by telling the recipient exactly what to expect in the email.
  • Use Direct Copy and a Call to Action: Be concise with the message and propose a call to action that entices the recipient to take the next step.
  • Have a clean list: Target market, don’t spam everyone in the database with everything that you may be sending.
  • A/B Test: Dry run with smaller targeted campaigns that can be measured for success rather than going full steam ahead from the beginning. Smarter not Harder.
  • Measure Opens to Send Ratio: Success here depends on the type of mailing. Look for increases in similar type campaigns.
  • Measure Success: Succes is found when you are converting a high number of “openers”.


Kolowich, L., (2016). Retrieved from

Rampton, J., (2015). Retrieved from


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