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We analyzed over 17,000 emails from 700+ popular outdoor & Sports products e-commerce brands over three months and compared them with the previous quarter. This playbook highlights key trends in send times, frequency, subject lines, and CTAs to help you optimize your email campaigns.
This report is based on data collected from publicly available email campaigns sent by outdoor & sports products ecommerce brands between April and June 2025 to random subscribers across 15+ inboxes. While we strive for accuracy in our analysis, individual results may vary based on specific audience demographics, market conditions, and other factors. The strategies outlined in this report should be tested and adapted to your unique business needs. TargetBay is not affiliated with any of the brands mentioned in this report unless explicitly stated. All trademarks and brand names are the property of their respective owners.
We analyzed 18,258 emails from top brands in the Outdoor & Sports industry—3,555 emails from Q1 2025 and 14,703 emails from Q2 2025, spanning campaigns from over 700 brands. This report covers key aspects of eCommerce email marketing including email frequency, send times, subject lines, preview texts, CTAs, and deliverability trends. By comparing Q2 with Q1, we uncover what’s changed, what’s working, and what’s hurting inbox performance. Whether you’re a brand owner, marketer, or agency, this data-driven analysis will help you refine your strategy, improve deliverability, and drive better results from your email marketing efforts.
| Metric Studied | Q1 (2025) | Q2 (2025) |
|---|---|---|
| Number of Emails Studied | 3,555 | 14,703 |
| Number of Brands Studied | 193 | 697 |
| Average Emails Sent Per Week per brand | 2.64 | 4.09 |
| Email Inbox Rate (%) | 0.56% | 2.57% |
| Promotion Placement Rate (%) | 94.31% | 84.95% |
| SPAM Rate (%) | 5.12% | 12.47% |
| Popular Email Send Time Segment | 9pm - 6am | 3pm - 6pm |
| Most Common Email Type | "Other" | "Other" |
| Most Common Email CTA | Shop Now (274) | Shop Now (2,198) |
In Q2 2025, most Outdoor & Sports brands strategically timed their email campaigns during the afternoon and early evening. The most popular window was 3pm–6pm, accounting for 22.58% of all sends, followed by 6pm–9pm (17.85%) and an “Other” category (mostly early mornings or late nights) at 18.38%.
Brands like MPG Sport and Billboard leaned into the 3–6pm window, likely targeting after-work scroll behavior when users are casually browsing inboxes. Impact Mouthguards and Airwaav, which also ranked high in evening sends, may be optimizing for athletes and fitness users winding down for the day.
Compared to Q1 2025, there’s a clear shift toward later send times. In Q1, the dominant window was 9am–12pm, aligning with conventional marketing wisdom about morning engagement. The Q2 shift suggests brands are now optimizing for behavioral trends—recognizing that post-lunch or evening hours may offer better visibility as inbox competition drops.
Interestingly, brands like Inov-8 experimented across multiple windows—appearing in top rankings for both 6am–9am and 9am–12pm—indicating ongoing A/B testing to fine-tune timing strategies for fitness-focused audiences.
Q2’s sending behavior reflects a maturing strategy: segmenting send times based on when different types of shoppers (commuters, athletes, casual browsers) are more likely to engage, rather than sticking to rigid morning schedules.
In Q2 2025, email activity in the Outdoor & Sports industry intensified, with brands sending an average of 4.09 emails per week—a sharp rise from 2.64 emails/week in Q1. This reflects a seasonal acceleration as brands tap into summer sales, outdoor activities, and athletic events.
Some brands adopted highly aggressive email cadences. PGC Basketball topped the chart with an average of 93 emails per week, followed by Coach Catalyst (68/week) and Best Swimwear (58/week). These unusually high volumes suggest ongoing automation and potentially fragmented audience targeting across multiple flows—ideal for active subscribers, but risky for deliverability if engagement dips.
When it comes to timing, Saturday emerged as the most favored day, accounting for 23.06% of all Q2 sends, followed closely by Wednesday (21.08%). Brands like 27 Baseball leaned heavily on Saturday sends—likely aligning with peak interest from athletes and families prepping for weekend events. 1MR preferred midweek timing, potentially to catch inboxes during fitness planning or replenishment cycles.
Compared to Q1, there’s a clear shift toward weekend and midweek timing. This strategy appears tuned to catch audiences when they are out of office mode, shopping on mobile, or planning recreational activities.
Q2’s email pattern tells a story: more frequency, sharper targeting, and send-day experimentation to win in crowded inboxes.
Average inbox rate
Promotions Placement Rate
Average Spam Rate
In Q2 2025, deliverability in the Outdoor & Sports industry showed modest gains in inbox placement but a worrying spike in spam rates.
Inbox placement rose from 0.56% in Q1 to 2.58% in Q2, suggesting slightly improved sender hygiene or authentication adoption. However, spam placement more than doubled, jumping from 5.12% to 12.47%, a red flag that brands may be sacrificing quality for frequency.
Brands like 7SMGMT, Arena, Highspots, and Theta ReMarket achieved 100% inbox placement—likely due to cleaner subscriber lists, better sender reputation, and more relevant content. These outliers prove it’s possible to win the inbox, even as others struggle.
| Outdoor & Sports Industry Email Deliverability Rate Comparison | |||
|---|---|---|---|
| Email Deliverability | Q1 (%) | Q2 (%) | % Change (Q2 vs Q1) |
| Inbox Rate | 0.56% | 2.58% | 2.02% |
| Promotions Rate | 94.31% | 84.95% | -9.36% |
| Spam Rate | 5.12% | 12.47% | 7.35% |
The Promotions tab still dominates, with 84.95% of Q2 emails landing there (down from 94.31% in Q1). While not ideal, this is still preferable to spam—yet it often leads to lower engagement unless the subject line is highly compelling.
The jump in spam rate could hurt high-frequency senders like Impact Mouthguards or Survival Frog, whose aggressive cadence may be triggering Gmail’s filters. Brands with high volume need to watch deliverability closely.
To improve inbox rates, brands must:
✅ Warm up IPs before large sends
✅ Use engagement-based segmentation
✅ Run subject line A/B tests
✅ Remove unengaged users frequently
In Q2, volume without precision is proving costly.
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In Q2 2025, email marketers in the Outdoor & Sports space leaned heavily on Discount-driven subject lines, appearing in 3,723 emails (25.3%), making it the most dominant strategy. Subject lines like “Save 20% on your next gear” or “Limited-time summer sale” were used to trigger urgency and attract clicks.
The next most common strategy was Product Mentions, used in 2,170 subject lines (14.7%). These helped brands like Puma, MPG Sport, and Inov-8 introduce new gear, collections, or collaborations directly in the subject line.
Emojis were used in 1,013 subject lines (6.8%), typically in combination with discounts or new launches to grab attention visually.
Interestingly, Personalization was almost absent in both quarters, with just 1 instance in Q2 and none in Q1—a missed opportunity considering personalized subject lines consistently outperform generic ones.
Compared to Q1, all strategies saw a volume increase, but Discount-heavy subject lines grew the most (up from 709 in Q1 to 3,723 in Q2), reflecting aggressive seasonal marketing during the summer period.
| Brand Name | Subject Line |
|---|---|
| RIP-IT | 🔥 Up to 60% Off Softball, Volleyball & Soccer Gear – New Styles Added |
| Bowlers Mart | 🚨 New Gear Alert! Performance Balls, Epic Bags + Trending Shoes on Sale! |
| Bowlers Mart | 🔥 Hot DEALS on Epic Bags, Black Widow Gear + Trending Shoes on Sale! |
| Bowlers Mart | 🚨 Weekend DEALS on Top Black Widow Gear + Win a FREE Storm Phaze AI! |
| Bowlers Mart | 🎉 Unbox the Mystery: Ball & Apparel Boxes In Stock! 🎁 Veterans Day Sale Continues! 🇺🇸 |
| FDX Sports | Sweat Less, Save More! Lightweight cycling apparel at hot summer prices. 🔥🚴♀️ |
| Bowlers Mart | 🔥New Red Hot Deals! Save BIG on Bowling Shoes, New Releases & Price Drops! |
| Bowlers Mart | 🎳 Bowling Blowout Sale: Save 30% On Shoes + Hot Accessories! |
| Proozy | Buy 1, Get 1 Free: Adidas, Oakley, and More Must-Haves! |
| tgw | 🎯 Tee Time Deals: Save Big on Golf Gear & Apparel! |
| lndr | ☀️ Rise & Shine With Summer Activewear |
| Title Nine | ⛱️ HOT Picks for Your Summer Sport Adventures |
| RIP-IT | 👟 Ready. Set. Save! Up to 50% Off Cleats & Turf Shoes! |
| Solo Stove | 🔥 Backyard Summer Bundle: Fire Pit + Free Stand & Lid |
| mnml | FLASH SALE ⚡ Up to 70% Off Streetwear Must-Haves |
| Kaged | 💪 Fuel Your Workout: Up to 40% Off Supplements |
| Mountain Steals | 🚨 Epic Outdoor Steals: Up to 60% Off + Free Shipping |
| Proozy | 🏃♂️ Clearance Madness: Adidas, Reebok & More |
| mnml | 🧥 Big Fit Energy — Save Big on Outerwear |
| Title Nine | 🔥 HOT DEALS: Score 25% Off Top Styles Today Only! |
Surprisingly, in Q2, spam-placed emails did not show a strong presence of classic spam keywords like “free,” “cash,” or “act now.” The most common trigger phrases used in spam emails didn’t differ significantly from those in inbox or promotions.
This suggests that spam placement was more likely tied to sending behavior and sender reputation rather than specific subject line content. Brands with high send volumes like Survival Frog and Impact Mouthguards may have triggered spam filters due to frequency, engagement dips, or technical setup issues (e.g., lack of DMARC).
To improve email deliverability:
✅ Avoid excessive use of discount language without engagement.
✅ Test subject lines with fewer urgency cues.
✅ Use engagement signals and list segmentation instead of blasting large lists.
Q2 shows that strategy matters, but behavior is just as important to land in the inbox.
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In Q2 2025, the preview text emerged as a key component of email strategy for Outdoor & Sports brands, complementing subject lines and increasing the chance of open rates.
The most widely used tactic was offering Incentives, appearing in 2,221 emails—up significantly from 457 in Q1. Brands like RipIt and BowlersMart used preview lines like “Save 20% on all gear + free shipping”, directly reinforcing the discount offered in the subject line. This strategy is effective but can risk landing emails in the Promotions tab if overused or paired with urgency language.
| Preview Strategy | Q1 2025 (%) | Q2 2025 (%) |
|---|---|---|
| Incentive | 12.98% | 15.31% |
| Narrative Teaser | 4.09% | 2.73% |
| Visual Cue | 0.43% | 0.51% |
| Subject Reinforcement | 1.73% | 1.86% |
| CTA Extension | 3.27% | 2.80% |
| Others | 77.50% | 76.79% |
Next came CTA Extensions (406 instances), such as “Shop our latest drop” or “Browse now before it’s gone”. These extended the subject line into a natural CTA flow and helped nudge opens, especially when the subject line focused on curiosity.
Interestingly, the use of Narrative Teasers (396 in Q2 vs 144 in Q1) more than doubled. Brands are increasingly opening with storytelling angles like “Here’s how we built our latest training gear…”, which signal authenticity and can boost inbox placement.
Subject Reinforcement also jumped to 270 in Q2 from just 61 in Q1, with brands echoing subject themes in the preview—maintaining relevance and avoiding bait tactics.
Overall, Q2 preview texts were more intentional, better aligned with subject lines, and focused on value delivery. When used wisely, these strategies not only increase open rates but also support better inbox placement through consistent messaging.
In Q2 2025, “Other Engagement” emails led the way, making up 48.58% of all emails in the Outdoor & Sports industry. Although slightly down from 53.45% in Q1, these emails continue to dominate because they foster trust, urgency, and education. Subject lines like “How to prep your gear for summer” or “Final hours to shop spring’s top picks” help brands like Inov-8 and Impact Mouthguards maintain relevance beyond just promotions.
Discount-driven emails rose from 20.00% in Q1 to 25.48% in Q2, reflecting increased seasonal promotions. Subject lines such as “Save 25% on outdoor essentials” and preview texts like “Free shipping on all summer gear” fueled engagement. Brands like MPG Sport and Survival Frog frequently used this strategy.
Discount
Promotional
Personalized
Others
Personalized emails made up 13.15% in Q2, a minor uptick from Q1’s 12.38%. Still underutilized, this category often uses name inserts or behavior-based targeting—like abandoned cart reminders—but isn’t yet a major strategy across most brands.
Meanwhile, Promotional emails (new products, gear drops) slightly dipped to 12.79% from 14.18%, suggesting that product-focused messaging is increasingly being blended with other tactics like seasonal urgency or storytelling.
🧠 The “Other Engagement” category includes relationship-building messages, educational content, time-sensitive promotions, and seasonal storytelling. These formats increase inbox placement and subscriber trust—without triggering spam filters.
In short: brands are balancing hard sells with thoughtful storytelling—and it’s working.
The “Other Engagement” email type ia a catch-all that includes:
In Q2 2025, Outdoor & Sports brands focused more deliberately on action-oriented and urgency-driven CTAs, refining their approach to maximize clicks without compromising deliverability.
The most prominent CTA strategy was still “Simple Action” (e.g., Shop now, View more, Explore gear), used in 18.09% of emails—up from 14.18% in Q1. This consistent phrasing signals clarity and aligns with both Promotions and Inbox placement best practices. Brands like MPG Sport and Puma frequently used this strategy.
| CTA Strategy | Q1 2025 (%) | Q2 2025 (%) |
|---|---|---|
| Other | 72.63% | 63.09% |
| Simple Action | 14.18% | 18.09% |
| Urgency | 12.07% | 17.97% |
| Discount | 0.70% | 0.60% |
| Personalized | 0.42% | 0.25% |
Urgency-based CTAs—like Hurry now, Ends soon, Last chance—also gained traction, jumping from 12.07% in Q1 to 17.97% in Q2. These perform well in driving conversions during time-sensitive campaigns but risk triggering Promotions filters if overused or paired with discount-heavy language.
Despite the seasonal ramp-up, Discount CTAs (Save 25%, Get the deal) remained rare—just 0.6% in Q2, down slightly from Q1. This reflects increased caution, as such CTAs often land emails in Promotions or even Spam.
Personalized CTAs (e.g., Your exclusive pick) accounted for just 0.25%, suggesting underutilization of behavioral segmentation and dynamic content tools.
Most CTAs (63.09%) still fell under the “Other” category—often vague or brand-specific phrasing.
Overall, Q2 saw a clear shift toward sharper, clearer CTA phrasing focused on action and urgency—balancing engagement with deliverability.
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Q2 2025 saw Outdoor & Sports brands turn up the dial on email marketing—boosting frequency, refining timing, and optimizing content strategies to win attention during peak shopping season. Here’s what stood out:
Email Frequency Jumped: Brands averaged 4.09 emails/week in Q2, up from 2.64/week in Q1. High-frequency senders like PGC Basketball and Coach Catalyst led this push.
Send Timing Shifted Later: 3pm–6pm (22.58%) was the most used slot in Q2, replacing Q1’s preference for 9am–12pm (15.11%). Brands like MPG Sport targeted post-work hours for better engagement.
Email Deliverability Mixed: Inbox placement rose to 2.58% (vs. 0.56% in Q1).
But spam rate more than doubled to 12.47% in Q2 2025.
High-volume brands like Survival Frog risked poor sender scores.
“Other Engagement” Emails Dominated: These made up 48.58% of Q2, slightly down from 53.45% in Q1, but still favored for trust-building and storytelling.
CTAs Focused on Action and Urgency: Simple CTAs like “Shop now” rose to 18.09%, while urgency-based CTAs grew from 12.07% to 17.97%.
Q2 marked a shift from cautious experimentation to bold, high-frequency outreach—driven by seasonal urgency and inbox competition. Brands are now blending volume with strategy, though deliverability risks remain high without proper targeting.
➤ Use automation + segmentation to maintain relevance without overloading subscribers.
➤ Test afternoon sends when your audience is more relaxed and likely to check emails.
➤ Stick with action words like “Shop Now,” “View Collection,” or “Grab Yours”—keep it simple.
➤ Mix in storytelling, urgency, and product discovery to balance.
➤ Use preview text to add curiosity—e.g., “Here’s how we built it,” “What’s behind this drop?”
➤ Warm up IPs, clean your list regularly, and avoid over-sending to unengaged users.
Begin by analyzing your current email metrics against the benchmarks in this report. Identify gaps in your strategy and prioritize areas for improvement based on potential impact.
Create a structured testing plan to experiment with different send times, subject line formulas, and CTA strategies. Document results and iterate based on performance data.
Implement more granular audience segmentation based on purchase behavior, engagement level, and product preferences to deliver more relevant content to each subscriber.
With over 60% of sports products marketing emails opened on mobile devices, ensure your templates are fully responsive and CTAs are easily “tappable” on smaller screens.
Thousands of templates in one place.
The Outdoor & Sports industry is turning up the heat when it comes to email marketing. With more brands entering inboxes and competition growing fiercer, the brands that stand out are those that balance frequency with strategy, clarity with creativity, and urgency with authenticity.
Our Q2 2025 analysis shows that inbox success isn’t just about sending more—it’s about sending smarter. Deliverability challenges like rising spam rates are real, but avoidable with the right subject lines, send times, and clean list practices. At the same time, CTAs, preview text, and email types are evolving to meet the expectations of today’s active, mobile-first shopper.
If you’re an Outdoor or Sports brand looking to boost performance, stay visible, and grow revenue through email, now’s the time to act. The email marketing experts at TargetBay can help you implement these findings—and stay one step ahead of the competition. Let’s talk!
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