Retail Email of the Week: PlanetGear’s Members-Only Flash Sales

PlanetGear, an online women’s apparel retailer, uses email to run flash sales at up to 70 percent off list price.

Mailer Name: PlanetGear
Date Emailed: July 15, 2017

Founded in 2011, PlanetGear is one of several brands selling outdoor apparel that’s operated by LeftLane Sports. Membership is free, requiring only a customer’s name and email address. Exclusive sales begin daily at 9 a.m. PT and last for up to seven days.

PlanetGear’s merchandise — endurance, fitness and action sports apparel and equipment — is marketed to women who participate in athletic and outdoor activities. This email above is typical of how the company reaches its audience.

The subject line more often than not mentions one or more brand names showcased in the email. “Optimal Performance & Standout Style: New Saucony Apparel + Newton Running & More” it reads. It’s just enough to catch the attention of the brand-conscious shopper.

Below the header, and the reminder of the site’s sale pricing, the first block offers an opportunity for members to get their friends to join PlanetGear. By doing so, the current member and the new member will each earn a $10 discount on a future order.

The next three large sections of the email showcase a specific brand name or industry category. Each consists of an image that covers the width of the single-column layout. A few sentences describe the product category or the company itself to provide some background for the subscriber. To get the customer to begin shopping, the photo and company name both click through to PlanetGear's website.

Manufacturers or product categories whose sales are drawing to a close are positioned last, right above the email's footer. At two columns, they’re still large enough to draw attention, while not detracting from the fresher flash sales going on above.

The Takeaway
Using the same design layout allows your email to be scanned quickly by customers looking for specific brand names and discounts.