If your target audience is composed of people interested in adventure and outdoor recreation, you’re in the right place: it’s a customer segment that’s gaining traction.

People want to escape the daily tedium and their tech-saturated lifestyles by going to the outdoors, whether it be the nearest trail or a luxury villa pool.

However, competition in the outdoor and leisure space is fierce and brands struggling to break into the industry is as common as sunburns on the beach. Just having an online store is not enough. Brands should focus on getting their acquisition channels right, especially as their repeat rate might be limited.

This playbook  from Panoramata.co will uncover the tactics of leading brands in outdoor gear and leisure supplies, particularly their use of email marketing, advertising, and funnels, so you can be attuned to today’s trends and get your marketing in tiptop shape.

Email Marketing Best Practices

Email marketing is a powerful strategy, especially when supported by the right tools and data-driven tactics. It's essential for DTC marketing and lets you control your subscriber list without relying on search engines or social media algorithms.

Give exclusive offers and discounts

Providing exclusive offers and discounts is essential for all types of outdoor brands.

Pool and Garden Brands (Ex. Leslie’s)

For brands selling frequently needed maintenance products like chemicals, tools, or accessories, discounts encourage repeat purchases and build loyalty. Exclusive offers on new or seasonal items keep customers engaged and willing to try different products.

Outdoor Adventure Brands (Ex. REI):

Hiking and camping gears such as tents, backpacks, and clothing often require significant investment. Discounts make these high-cost items accessible to budget customers, helping you to attract more customers from this segment.

Outdoor Leisure Brands (Ex. Funboy):

Brands offering leisure products benefit from exclusive offers and discounts by making their products more appealing for group purchases and events.

Families and friends are more likely to buy games for gatherings if they see a good deal. Discounts and exclusive offers boost sales, especially during peak seasons like summer and holidays.

Give useful tips and how-to guides about safety and best practices

Sending informative emails that subscribers find relevant is an excellent practice. This goes especially for outdoor brands selling tools or chemical products for swimming pools or gardens and brands who peddle hiking products. In both these kinds of brands, user safety and comfort are essential.

These emails can include tips on proper product use, repair advice, and safety guidelines. Doing this will position you as an industry expert and increase customer engagement with your brand.

Inyo Pools is a perfect example. They send informative and useful content every Saturday with the subject line " DIY Saturday".

Highlight sustainable materials and processes

If your brand practices sustainability, highlight those in your emails, especially if you're selling products for outdoor activities like fishing, hiking, camping, etc.

Customers of these brands often care about the planet, so showcasing your commitment to sustainability will attract their attention.

Big Agnes is an example of a brand that keeps emphasizing their environmental commitment. In their emails, they talk about their recycled and PFAS-free products.

Share new designs and products for all ages

Outdoor brands, especially those who focus on leisure  or recreational items often see seasonal changes in consumer preferences.

By sharing new colors and designs for both sexes, you can align your offerings with seasonal trends and changing customer preferences.

Also, promoting items for all ages encourages families--another huge market for outdoor leisure brands--to invest in your offerings and use them for holidays and occasions.

Finally, if you regularly introduce new designs and products, you emphasize your brand’s commitment to creativity and innovation. This draws interest in people seeking novelty and new experiences.

Funboy promotes items with unique shapes and vibrant colors, as well as limited time collections. They cater to a variety of tastes and ages. Promotions peak in the summer, their most in-demand season.

Flows and Automations

The Best Welcome Flow by Funboy

In their welcome flow, Funboy sends a series of six emails where they highlight benefits and the social proof, except in the first email where they use a branded approach by introducing their founders.

In the first email of their welcome flow, Funboy offers a discount, showcases some of their bestsellers, and introduces the founders. Subsequent emails provide discounts, upgrades, and social proof through reviews and influencers' social media posts. In the final email, they highlight some of their best products and their unique features.

Here's how you can do the same for you:

• Introduce and show the passion and creativity of the founders and the team.
• Offers limited-time discounts and upgrades.
• Share customer reviews showcasing the benefits of your products.
• ‍Share your bestsellers, highlighting their unique features.
• Share social proof through social media posts of celebrities/influencers using your products.

In the first email of their welcome flow, Funboy offers  a 10% discount and they shares some of their bestsellers. The email concludes with an introduction to the founders, described as a passionate and creative team that consistently offers new designs.

In the second email sent one day after, they offer  the 10% discount again in the first order with the urgent copy “now until midnight only!” and share customer reviews showcasing the benefits of Funboy products.

In the third email two days after, they upgrade the discount for the first order to 20% with urgent copy that says “Hurry, expires in 48 hours!” and they share social proof in the form of an Instagram image of the influencer Jenniferxlauren enjoying their product. In the fourth email sent one day after, they repeat the 20% discount emphasizing that it will expire in 24 hours. They also share some of their best products with a highlight of their unique features.

In the fifth email sent same day and time as the fourth, they offer  a 15% discount for the first order (“Hurry, expires in 48 hours!”). Then, as in the third email, they share social proof via an Instagram post from the influencer Jenniferxlauren.

The last email sent one day after, is similar to the fourth email. They remind the recipient of the 15% discount and share some of their best products with a highlight of their unique features.

The Best Abandoned Checkout Flow by Crossnet

In the first email, Crossnet reminds customers about the products left in their cart.

On the same day, they send a second email showcasing social proof through a GIF featuring various groups of users enjoying the product, along with reviews from their buyers.

In the third email, they offer a 10% discount with a sense of urgency.

The fourth email highlights the benefits of their product. In the two last emails, Crossnet offers $10 off with creation of a sense of urgency.

Here're some best practices:

• Remind the shopper about the lost checkout.
• ‍Showcase social proof creatively such as through a GIF.
• ‍‍Share reviews from your buyers highlighting benefits of your products.
• ‍Offer discounts with urgency.
• ‍Share the benefits of your products.

In the first email, Crossnet highlights the products left behind and invites the shopper to complete the purchase. After six hours, they send a second email. Here, Crossnet showcases social proof through a GIF showing players in different places. There’s also a review from a verified customer.

In their third email sent one day after the previous one, Crossnet offers a 10% discount with the urgent copy ”YOUR $10 DISCOUNT EXPIRES IN 48 HOURS“. In the fourth email sent one day later, they start by a message meant to encourage trust: “WE GUARANTEE YOU’LL LOVE US!“ and “Rated 5-Stars*****”. Then, they share the benefits of their product.

Crossnet sends the fifth email a day after Here, the items in the cart amount to 289,98$. They downgrade the discount to  10$ off instead of 10% of the price. The new discount is combined with scarcity (”We normally don't give discounts”) and exclusivity (“but I guess you're special”). In the final email sent again one day later, they use urgency for the $10 off discount  through the subject line "Your item may go back on the shelves..." Inside the email they try to seal the deal: “This is the last chance to claim it & make it yours!” & “It ends in 24 hours.”.

Advertising & Paid Media

Paid advertising is crucial in the outdoor industry, especially on social media platforms, as it provides direct access to potential customers. Effective advertising strategies focus on showcasing user experiences and practical benefits and highlighting sustainability practices.

Outdoor brands can attract interested audiences through targeted ads by emphasizing the real-world advantages of their products, such as ease of setup or durability. Highlighting eco-friendly materials and sustainable production processes can resonate with planet-conscious customers.

Additionally, sharing testimonials and videos of happy customers helps build trust and engagement. Offering memberships with incentives and benefits can also encourage long-term loyalty, especially when customers need regular supplies.

Here're some key insights:

• ‍Offer memberships with incentives and benefits - This practice could be more beneficial for outdoor brands whose customers need to replenish their supplies frequently.‍
• Showcase the practical benefits of your products.
• Highlight your brand’s sustainability practices such as in materials and processes - This could be more important for outdoor brands related to nature where customers likely care more about environmental issues and preservation.‍
• Share social proof through customer testimonials and videos of them using your products.

Showcase the practical  benefits of your products

For outdoor brands like Marmot that cater to hiking and nature enthusiasts, it's crucial to offer durable products that are easy to store, carry, pack, unpack, and set up. Highlighting safety, comfort, and convenience of using these products in the wild is essential.

Marmot effectively promotes these benefits in their advertisements by showing the smiling faces of outdoor enthusiasts using their sleeping bags, tents, and similar products.

Offer a monthly membership with incentives and benefits

Outdoor brands offering garden or swimming pool supplies and services gain long-term loyal customers by offering a monthly membership with perks and incentives.

The pool supply brand Leslie's has a $50 membership which allows the member to get a free device for routine water testing needed for safety and cleanliness, along with a $50 membership credit that can be used for any purchase from Leslie’s.

This tactic attracts more customers interested in saving money on water testing and getting good deals and freebies.

Meanwhile, the brand secures regular monthly purchases of $50 from each member. The cost of the device, given for free, will be recouped over time.

Additionally, displaying the testing results only on their mobile app encourages customers to download their app. This is likely to increasing sales because more and more people like to shop from their mobile phones.

Highlight sustainability (especially for brands catering to outdoor adventure seekers)

In any industry, emphasizing sustainability in ads is a surefire way to attract environmentally-conscious customers.

For outdoor brands, especially those related to nature like hiking, camping, fishing or water sports, highlighting sustainable materials and eco-friendly processes can resonate deeply with consumers who spend more time in nature and whose leisure activities are tied to it more closely.

Big Agnes is a great example of a brand who does this.  This ad below features their first ever 100 percent recyclable product.

Showcase customer experiences and testimonials

Brands selling products for outdoor games can use ads to highlight the joy their products give and share testimonials from customers.

Crossnet exemplifies this well, often featuring video ads of happy customers enjoying games in various settings, such as swimming pools, beaches, and backyards.

Landing Pages & Funnels

Social Proof & Benefits Landing Pages

Share Social Proof From Customers