Activewear Email Marketing Benchmarks
Activewear and athleisure brands use email to promote new collections, build community around fitness and lifestyle and drive repeat purchases from a loyal customer base. The category benefits from strong visual content and aspirational lifestyle marketing.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 20-32% | 38%+ | 48%+ |
| Click-Through Rate | 2.5-7% | 10%+ | 16%+ |
| Conversion Rate | 1.5-4% | 6%+ | 10%+ |
| Bounce Rate | 0.5-1.2% | Below 0.3% | Below 0.15% |
| Unsubscribe Rate | 0.2-0.5% | Below 0.15% | Below 0.08% |
Key Findings
- New collection and product drop emails with lifestyle imagery achieve the highest engagement
- Restock alert emails for popular sizes and colours drive urgent clicks and quick conversion
- Workout content and fitness tips build community engagement and reinforce brand lifestyle positioning
- Exclusive member access and early launch emails strengthen loyalty and increase lifetime value
Best Practices
- Use high-quality lifestyle imagery showing products in action rather than static product shots
- Send restock alerts based on browse behaviour — let subscribers know when their size or colour is available
- Integrate fitness and wellness content to reinforce the lifestyle positioning beyond the product
- Build exclusivity through member-only launches, limited drops and loyalty rewards
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Frequently Asked Questions
A good open rate is 20-32%, comparable to fashion retail. New collection launches and restock alerts achieve the highest rates. Lifestyle and fitness content emails see slightly lower opens but stronger brand affinity.
Focus on lifestyle and performance rather than trends and seasons. Activewear subscribers respond to content that helps them achieve their fitness and wellness goals. The product is a tool for that journey, not the end goal.