Why Most Outdoor Brands Are Leaving Money on the Table With Email (and How to Fix It)

In the outdoor industry, acquiring new customers takes time and money. Ads, events, influencers, partnerships, it all adds up. But many brands put far more effort into winning new customers than keeping the ones they already have.

That imbalance can be costly. And email is one of the fastest ways to fix it.

The Problem With "Set It and Forget It" Email

Most brands rely on the basics: a welcome flow, a few seasonal promotions, maybe an abandoned cart. Those are important, but they barely scratch the surface. Without a full retention strategy, you end up with:

• Customers who buy once and never come back

• Discounts that train people to only purchase on sale

• Missed the opportunities to nurture loyalty and repeat visits

In other words, revenue is left on the table.

Why Email (and SMS) Matters More Than Ever

Email continues to deliver some of the highest returns in marketing. Industry benchmarks show that email marketing often generates $36 to $40 for every $1 spent, depending on the source.

For example, Klayvio data cited by Litmus and Entrepreneur's HQ puts the average at $36 ROI, while Vibetrace reports that outdoor gear retailers often see closer to 40x returns on their email investment (Vibetrace, Litmus).

These numbers may vary by business, but the message is clear: when done well, email and SMS consistently outperform almost every other channel. These are industry benchmarks, not guarantees. Actual results depend on the health of your list, the strategy behind your campaigns, and how well they align with your customers.

What Smarter Email Looks Like for Outdoor Brands

Outdoor businesses often miss opportunities to connect with customers at the right moments. Here are a few examples of how a smarter email program can look across different sectors:

Hospitality: After a guest checks out, a tailored message invites them to rebook directly for next season with a small perk. This reduces reliance on OTAs and protects your margin.

Adventure Tours: Past guests receive a thoughtful follow-up suggesting a new type of experience, turning a one-time visitor into a repeat adventurer.

Ski Resorts: Renewal reminders are customized based on usage. A passholder who skied 50+ days receives a loyalty message, while someone with only a few visits is offered flexible pass options.

E-Commerce: Customers are reminded when gear is likely due for replacement, so replenishment feels natural rather than pushy.

These emails may seem simple, but when they are timed right and personalized correctly, they become powerful revenue drivers.

Why Most Brands Struggle

If it were easy, every brand would already be doing it. The truth is, building email programs like these requires:

• Clean and organized customer data

• Smart segmentation based on behaviour, not just demographics

• A clear understanding of outdoor seasonality and buying patterns

Without those pieces in place, it is easy to fall back on generic blasts or endless discount codes.

How We Can Help

At Ocean Peak Strategies, we specialize in retention for outdoor brands. We design and implement strategies that:

• Capture the right customer data

• Segment audiences in ways that reflect real outdoor behaviour

• Build email and SMS automations that feel natural and well-timed

The result is higher repeat purchases, more renewals, stronger loyalty, and less reliance on constant discounting.

The Bottom Line

Your best customers already know your brand. With the right email strategy, you can keep them engaged and coming back season after season. If you are curious about how this could look for your business, Ocean Peak Strategies is here to help.