4 Effective Email Campaigns Closing the Gap Between the Sneaker Market’s Winners and Losers

Picture this: You’re scrolling through your inbox, and among an overwhelming array of emails with various subject lines, you’re faced with an incoming email from your favorite shoe brand. The personalized email title and cute emoji hit the mark with their charm and leave you remembering why you ever subscribed in the first place. So, what makes the difference? Why do some emails prompt us to add new kicks to the cart faster than a sneaker drop sells out?

Multi-step campaigns work like magic for sneaker brands, because they are known for being hyper-focused on building bonds with their customers. Sneaker culture has also given rise to a thriving resale market, where rare and hyped sneakers can be sold for thousands of dollars. That’s why it’s more than just the “Get early access” button in some irresistible email campaign. The winners in the sneaker market have mastered the art of capitalizing on people’s fear of missing out. Let’s dive into the practices of these four shoe brands who are fully embracing targeted email marketing.

In the world of sportswear, few brands hold the cultural significance and recognition that The Jordan Brand does. Michael Jordan, widely regarded as the greatest basketball player of all time, is the driving force behind the brand’s success.

One of the cornerstones of The Jordan Brand’s email marketing strategy is its focus on exclusivity and experiencing the legacy of Michael Jordan through the sneakers he endorses. By announcing limited-edition Jordan sneaker releases via email, Nike creates a sense of anticipation among its subscribers.

The sense of exclusivity establishes an incentive for repeat purchases, as loyal sneakerheads strive to unlock more benefits and access to the latest “drops”. Nike employs time-sensitive offers in their email campaigns to motivate customers to download their app and explore app-exclusive products.

This seamless shopping experience fosters customer loyalty as they become aware of early access to new releases, personalized product recommendations, or special discounts available through the Nike app. In turn, Nike can use customer data collected from the app to further personalize email invitations and nurture loyalty within its community.

Through their email marketing, New Balance doesn’t just sell products; they educate and inspire action towards sustainability. New Balance’s incorporation of eco-friendly products, particularly through the “Green Leaf Standard” in the example above, demonstrates their commitment to a greener future. This sense of empowerment resonates with customers, as they feel like they are part of a meaningful movement by choosing New Balance.

By promoting eco-friendly practices and inviting customers to be part of the Green Leaf Standard journey, New Balance creates a shared purpose that unites customers with a common goal. The feeling of belonging to a like-minded community encourages customers to advocate for the brand by word-of-mouth. Through targeted and personalized messaging in their email marketing, New Balance can connect with the younger generation, who have a sense of urgency to take action in addressing climate change.

The brand identity of Under Armour exudes a blend of intensity, athleticism, and fortitude as demonstrated with this email marketing campaign. Launching the Curry Brand with four-time NBA champion Stephen Curry, Under Armour proves their dedication to showcasing athletes who strive to reach their full athletic potential.

The catchy headline, “The Curry 7 ‘Sour Patch Kids’ Is Out NOW,” instantly grabs the readers’ attention by debuting the highly anticipated collaboration between the Curry Brand and Sour Patch Kids. Through their dynamic email marketing, Under Armour empowers athletes of all backgrounds and genders to push their boundaries, fostering a loyal and engaged customer base that shares their passion for athletic excellence.

YEEZY sneakers, driven by notorious Kanye West’s creative vision and celebrity status, have been crucial in the marketing tactics used by Adidas. However, the termination of the partnership due to antisemitic comments made by Ye on Twitter in late-2022 has left the sportswear giant to face mounting challenges. Adidas’ journey with YEEZY serves as a testament to the power of celebrity collaborations in marketing, empowering the brand to effortlessly build or break enduring relations with customers by reinforcing their emotional connections to pop culture icons.

Amidst the challenges arising from the collaboration termination, Adidas found strength in its highly successful email marketing campaigns built on personalization. By employing minimal text and relying on captivating product images, Adidas attracts customers and excites their interest without overwhelming them with excessive information. Every email is carefully curated to match the individual preferences and behaviors of its recipients, fostering a deeper connection with the Adidas brand.

Email marketing has proven to be an indispensable tool for sneaker brands, enabling them to bridge the gap in the fiercely competitive sneaker market. The success of multi-step campaigns lies in the ability of these brands to hyper-focus on building strong bonds with their customers. Sneaker brands frequently release new models and limited editions that are highly sought after. In exchange, sneaker enthusiasts often form passionate communities around their favorite brands and products. Overall, email campaigns allow sneaker brands to foster customer loyalty and drive sales by upselling higher-value items to customers based on their preferences and purchase history.

Let’s collaborate to transform your email marketing initiatives into powerful tools that drive conversions, boost engagement, and leave a lasting impression on your customers. Contact me today to take your email campaigns to the next level.