• Gymshark, the premium gym-wear clothing brand, is currently valued at $1.4 billion on the stock exchange, making it one of the fastest companies to achieve unicorn status ever in the UK.

• Any company with that sort of valuation has plenty of money to hire the top professionals in the world, including copywriters. With that being said, I decided to sign up for the Gymshark newsletter to see how one of the brands I most admire in the world conduct their emails.

• As an email Copywriter, I was underwhelmed by the email I received the day after signing up which I will break down and re-write, offering you a chance to see how I would achieve higher opening rates, website visits and those all-important sales.

Gymshark Email

Breakdown of the Gymshark Email

1. The Headline - ‘Gymshark Essentials’

   • We know how utterly important email headlines are (a staggering 77% of email recipients decide whether to open an email or not solely based on the wording of the email headline) and this was what Gymshark decided to go with on their very first promo email to me. I don’t want to be too critical of a brand I highly admire, but this is weak.

   • Deciding to only use only 2 words in the headline is straight away risky, lazy and most importantly, uninteresting. One of those words is also the name of the company, so they have literally just added the word ‘essentials’ to their name.

   • This headline is unenticing and makes you question what’s in this email for me? After all, it’s about making the email inviting for the reader. In a selfish way, what’s in it for them?

2. Subheading - ‘You’re a part of the family’

   • This subheading is better than the heading, without question. This subheading should have been swapped with the actual headline. It involves the reader and makes them feel part of the Gymshark family.

   • Gymshark has built a huge amount of their success through the community they have built online, known as the ‘Gymshark Family’, so this headline correlates with their marketing ambitions.

   • It’s debatable but I believe they could have got rid of the ‘a’ after ‘you’re’. Instead, ‘You’re part of the family’ rolls better off the tongue and sometimes you can break the grammar rules if it makes sense, which in this case it does.

3. Main Body of Email

   • ‘‘we make clothing for those who make a pledge to progress’’… is the ending of the first paragraph which comes across as a little cheesy but I get the message.. this brand is about doing, making progress in every facet of life.

   • ‘‘everything else you need to look your best whether you’re in the gym or out it’’… Gymshark here trying to remind you that you can wear their clothes anywhere, and you don’t even have to be a gym-goer to do so. This is something that Gymshark has been trying to promote over the last number of years, recognising that people will inevitably associate their product with the gym, seeing as their name is Gymshark after all.

4. CTA - ‘EXPLORE’

   • Gymshark ends the email with an option to ‘explore’. I don’t really love this ending, as it’s a little vague.

   • Explore what?

   • This section should have a bit more wording and guarantee the customer clicks on the CTA. Remember, no click on the CTA means no website visit, no website visit equals ZERO sales.

How I would write this Gymshark Email

1. Headline - ‘Darren, Welcome to the Gymshark Family’

   • Anytime you can use your customer’s name in an email headline, do it. It’s attention-grabbing and makes it highly personal.

   • The name attached also correlates with the ‘Welcome to the Gymshark Family’ part of the headline. It creates that family/community feeling that Gymshark is so keen to express.

2. Subheading - ‘Let’s get you fitted out in the Gymshark Essentials’

• By referring to ‘you’, the customer, I am again making it all about you and how we as a brand/community are here to help.

• The products advertised in the email are the Gymshark Essentials, so it’s a good play to bring in those products in the subheading.

3. Main Body of Email

• The main body is a build-up to the CTA. Gymshark has done a decent job in the original email but I would like to see more excitement about the essential collection and make it more about the customer who will be reading the email.

4. CTA - ‘Find Your Essential Collection Now’

• Create urgency, they should want to explore now! Entice them to visit the site and see what the Gymshark collection offers.

• Make the customer want to visit the site and find the styles they like and suit their taste. By imagining a new wardrobe, they will be tempted to put multiple items in the shopping basket and at that point the sale is all but secure!