Merrell email examples

The preview text "Free shipping on orders over 100 €" appears on 11 of the 35 emails. It shows up across product launches, sales and a 1TRL archive promotion, so the shipping threshold is repeated as a standing detail rather than tied to a single offer.

Subject lines carry the offer in plainer terms. "Don't miss out! Up to 40% OFF SALE", "Last Chance🚨Up to 40% off" and "Selling fast 🏃SALE" all state the discount directly, while "Our Archive Sale Isn't Over Yet" uses the archive sale as its hook.

The first welcome email, "Welcome to Merrell", has a preview text of "10% off your first order". A later email with the same subject line has a preview text of "Enjoy 15% off your first order with us." Later onboarding emails repeat the 15% offer, and "Your 20% off expires tonight" uses a countdown to promote the Friends & Family code.

Sale emails appear early in the sequence. "Up to 40% off ends tomorrow" and "Last chance for up to 40% off" both arrive on day 2 or day 3 after signup, so they fall inside the welcome period.

Most emails use a product grid, and several seasonal campaigns use the weather or season as the hook: "Ready for November Rain?", "Gift the what if" and "Get an early start on gifting" all tie footwear to a time of year.

Two newsletters, "Exploring Creativity in the Streets of Paris" and "Better Together: On the Trail with Sweaty Betty", tell a story before the shop links, and they are the only newsletters in this set.