Bring your customers back for a second lap
Second Lap is an email marketing agency. We write and run the emails that get people who bought from you once to come back and buy again. Our clients are running, sport and wellness brands across Europe. Our team comes from Nike, Zalando and Run Today, we're runners ourselves, and we use AI for the slow parts so our prices stay below what most agencies charge.
Five emails that send themselves
Most shops we look at send a newsletter now and then and have one welcome email. The emails below go out automatically when a customer does something, like signing up or leaving a cart. We set them up in your account, write them in your voice and keep testing them every month.
Welcome
Someone joins your list. Over a few days they hear who you are, see your best sellers and get a reason to place the first order.
Abandoned cart
A shopper gets to checkout and leaves. We answer the question that stopped them, often sizing or delivery, before reaching for a discount.
After the order
Care tips and how to get the most out of the product, sent when the parcel lands, with a review request a week later.
Second order
Timed to when your customers usually run out, wear through a pair or start training for the next race.
Win-back
For customers who haven't opened or bought in months. A few emails to see if they still want to hear from you.
Why brands work with us
- We've run webshops ourselves. Our team has worked in digital commerce at Nike, in online marketing at Zalando, as e-commerce manager at Run Today and at Zonneplan while it grew fast.
- We test on our own webshop first. We run a small online brand ourselves, and new ideas go out to our own customers before yours.
- We know who buys from you. We've written for people choosing between two shoe sizes, people buying for a spring marathon and people who need a new tub of vitamins every six weeks.
- We use AI for the slow work. First drafts, list analysis and the monthly numbers. We spend our hours on what to send and who to send it to.
- A one-page report every month. Revenue from email and SMS, how many customers bought again, how your list grew, and our plan for next month.
- Written in your voice. In English, Dutch or German. You approve every email before it goes out.
What it costs
Flow Build
- The 5 flows above, written and designed
- Your list cleaned up and split into segments
- A sign-up form on your site
- Live within 30 days
Retention Partner
- The full Flow Build in your first month
- 4 newsletters a month
- Monthly tests on the flows
- Monthly report and a 45-minute call
Growth Partner
- Everything in Retention Partner
- 8 newsletters a month
- SMS set up and running
- Up to 3 languages
You can stop the monthly plans with one month's notice. You pay Klaviyo or your other email tool directly.
From sport, from e-commerce
Our management team has worked at Nike, Zalando, Run Today and Zonneplan. We train and race ourselves, so we know what a runner looks for in a shoe email and when they start shopping for race season. Our team includes a professional runner, with a 2:36 marathon and Hood to Coast South Africa in 3:30.
What we bring
- Email strategy and copywriting in English, Dutch and German
- Klaviyo set-up, flows and segments
- Shopify and webshop management
Where we come from
Years of selling online in sport and consumer brands, from launch calendars and promotions to the weekly sales numbers.
Your first month with us
Audit
We go through your email account, your sign-up forms and the last 90 days of emails, and write down the five biggest gaps we find.
Plan
We agree with you on tone of voice, offers and which flows to build first, and sketch each one before writing.
Build
We write, design and test the emails in your account. Each one waits for your approval.
Go live
The flows switch on. After that we send the newsletters, try different subject lines and send times, and report once a month.