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By breaking a few rules, leaning into creativity, and using real-world insights from the cycling community, La Machine now sends newsletters that feel personal, timely, and deeply relevant.
Let’s dive into how they do it.
Creative, contextual, and community-driven email marketing
La Machine are tapping into the emotion and culture of cycling — not just selling jerseys. From timing emails around races like the Giro d’Italia to sending campaign imagery from dreamy Barcelona photo shoots, its email strategy is all about understanding cyclists as people rather than just customers.
„Our core philosophy is to know our audience so well that our campaigns feel like a natural extension of their lifestyle,“ — says Rens Robroek, Founder of La Machine Cycle Club.
The Playbook: Crafting a cyclist-loved campaign
To build beautifully timed and effective email campaigns like La Machine, follow these steps:
1. Build your campaign calendar around your community’s passions
Instead of blasting emails on random days, La Machine times their emails around key cycling events and routines:
- In spring, they lean into the race season: Tour de France, Amstel Gold Race, Giro d’Italia
- In low season (like winter), they shift to restock updates, product reviews, and motivational weekend prep
Pro tip: Use a race or event calendar specific to your niche. It creates relevance without needing huge discounts.
2. Photograph with aspiration in mind
Each campaign starts with a visual concept. For one of their launches, La Machine sent its collection to a photographer in Barcelona — capturing powerful golden-hour shots that feel like a cyclist’s dream.
Then, the brand built a campaign around the feeling of that imagery.
“Every cyclist dreams of riding under the Spanish sun. Our imagery taps into that emotion,” – says Rens.
3. Segment and celebrate the loyalists
Black Friday is where La Machine gets strategic:
- They ran a full week-long campaign, gradually increasing discounts
- Exclusion logic kept previous buyers out of the final “big push” emails
- They rewarded their loyal subscribers with exclusive, higher discounts and free shipping in the final days
„The outcome of this strategy — our most successful Black Friday week ever,“ — shares Rens.
Learn more about email segmentation.
4. Set up smart automations that still feel human
While campaigns are seasonal, automations do the heavy lifting year-round. Their top performers include:
- Abandoned cart: A 3-step series with increasing urgency:
- Friendly reminder
- Follow-up after 12 hours
- Final email offering free shipping
- Product abandonment: Nudges customers who browse but don’t buy.
Pro tip: Don’t set and forget forever. Even great automations need a seasonal refresh.
5. Send emails when your audience actually cares
„We know that cyclists love their Sunday rides. So we set key times for when we send our emails,“ — says Rens.
- 7–8 AM Sunday: Before the ride starts
- 12–1 PM: When they’re done and relaxing
Pro tip: Get inside your audience’s head. When would you want to see that email if you were them?
Learn more about email automation.
Tips for success
“You’ve got to keep your emails beautiful — design really matters. When a campaign looks great, people trust it more, and they’re more likely to click.
But at the same time, don’t overdo it. You can’t flood inboxes just because you have something to say. Timing is everything, so respect the rhythm of your audience.
And don’t forget about your automations — they’re great, but they can get old fast. I still find old photos in ours from years ago! It’s worth taking time to refresh them now and then.
Lastly, know your niche inside out. We’re cyclists ourselves, so we know exactly what our audience cares about — and that’s what makes our emails feel like they belong.”
— Rens Robroek, Founder of La Machine Cycle Club
Who can use this strategy?
This playbook works especially well for:
- Passion-based brands (cycling, running, climbing, etc.)
- Seasonal product lines or sportswear
- Brands targeting lifestyle-driven communities
And if you know your audience as well as La Machine knows cyclists — you can make magic in any industry.
About La Machine Cycle Club
La Machine Cycle Club is a Netherlands-based cycling apparel brand created by riders, for riders. Partnering with top pro teams like Visma | Lease a Bike, they offer high-quality gear that blends performance and aesthetic — backed by a deep love of the sport.
La Machine sells both their original collections and official team kit, with stories, culture, and performance stitched into every email.
