TALK ABOUT COOL THINGS IN YOUR EMAILS

Liz Derstine recently had a pretty exciting week, crossing Switzerland on the 242 mile Swiss via Alpina trail and nabbing a FKT (fastest known time).

My total time was 5 days, 17 hours, 40 minutes–1 day 2 hours faster than the current women’s record, and 1 day 5 hours faster than my previous time from 2023! I averaged over 43 miles (70 kilometers) per day and 12,650 feet (3,850 meters) of elevation gain per day.

Now, I had read her piece on crewing Tara Dower at this year’s Hardrock 100, where Tara finished 3rd woman, and 14th overall. She also “ran a large portion of the course over several days (aka “Softrock”)” and mentioned a particular bag she used, the Lickety Split 20L Backpack from Mountain Hardware.

Well, I go on plenty of adventures (though not as hardcore), and rarely need an excuse to buy a new bag, so I ordered one, and love it!

Naturally I signed up for the Mountain Hardware email list, of course. And to no surprise, their email campaign are just… buy stuff.

I only know about Liz’s accomplishments because of Substack, and she posted about her adventures on Instagram of course, too.

But here we have an email marketing opportunity, where it’s known that people buy stuff via their inbox, with zero mention of the great things their athletes are doing.

That’s the thing with emails; anyone can just… link to products in a store, but you can also talk about the stuff that no one else can talk about!