What are some of the most successful ways you’ve used email to interact with your customers?

We measure the success of an email through traditional email metrics (open rate, click-to-open, unsubscribe rate, and read rate) as well as if the recipient goes even further to engage with Peloton outside of the email inbox.

Our members are extremely engaged with their friends and favorite instructors on the Peloton Bike and App. Email has allowed us to engage with and support our community in other meaningful ways. First, by personalizing our emails with content that’s specifically relevant to our members, like weekly workout schedules and monthly activity recap emails. We also use list segmentation and triggered sends for things like local showroom events and our onboarding series to ensure all members are getting a tailored experience.

The first email in our onboarding series is an instructor quiz that goes out to members while they wait for their Peloton Bike to arrive. With an average 48% click-to-open rate, we are able to provide members with engaging content that will keep them excited about receiving their bike as well as guiding them to the best first-ride experience possible.

What is the hardest part of designing for fitness? How do you think that it differs from other industries? What are your unique challenges?

We think of ourselves as fitness powered in equal parts by technology and community, and we want to deliver on this promise in our work — by immersing our members, and potential members, in how the Peloton experience feels like. We also want to use technology to bring our members together and celebrate their achievements.