upping autumn email sales [Stretch #21]

*Delivering email wins for wellness brands, in the time it takes to stretch.*

Hey Reader,

Does your email marketing change with the weather?

It probably should.

Colder days have arrived (at least here in the UK), which means even active, health-focused buyers enjoy slowing down, cozying up, and taking their favorite activities indoors.

If you can connect with those behavior shifts?

Your marketing becomes more powerful.

Adjusting your marketing throughout the year isn’t just about seasonal promos. (But if you’re planning a Black Friday sale, we’re here to help map out the email strategy!)

It means tapping into what your subscribers’ days look like right now to help them picture your product in their lives, so they’re more likely to convert.

This week’s Lift breaks down a simple way to do that. ⬇️

The Warmup

One easy desk stretch

Super simple stretch Sam learned in his early 20s, when he worked long shifts slinging pizzas at Domino’s:

- While standing, lift onto your tip-toes like a calf raise

- Replant your heels and lift your toes off the ground

- Repeat in a rocking motion while you read.

This is an easy way to warm up and improve circulation, whether you spend a lot of time sitting or standing throughout the day.

The Lift

One insight to stretch your email ROI

Use seasonal situational selling to drop subscribers into a scene they want to be a part of.

Here’s how Finisterre, an outdoor apparel brand, did this in a new arrivals email:

Hello autumn says this isn’t a generic email. It’s useful right now.

Crisp mornings, fresh swells, and thinner crowds paint a sensory picture of activities this reader loves, and these products support.

Gear built to carry you through autumn and into the depths of winter addresses a seasonal pain point. It’s cold, but it’ll get colder. Will this gear keep me warm until spring?

The image drops them right into the moment they long for: time away from their desk, enjoying a crisp day outside.

If the email just showed new products, the reader would have to use extra mental energy to connect the dots of how they’d benefit.

🧠 Your takeaway:

What relevant situation does your ideal buyer crave this time of year? Maybe it’s the feeling of:

- A seasonal activity

- Warmth and coziness

- Or getting back into routines

Call it out directly in your next email. Use sensory details. Connect your offer to what’s on their mind this season.

The Cooldown

One quick brain breather

Tiny life update: Sam and I find it hard to keep up consistent 6am workouts when it’s cold and dark. So instead of letting gym shame take over, we’ve added in cozy movement sessions at home.

We turn on warm light, make coffee, put a fall ambience video on tv, and use a mix of kettlebells, dumbbells, resistance bands, and bodyweight/mobility work to get our movement in.

It’s been a fun way to stay motivated as temps drop.

How do you like to move this time of year?