Decathlon: direct mailings

2010 - 2014

Project description

After Decathlon launched its e-shop in 2010, it needed an e-mail campaign to help promote the shop, generate more site visits and boost sales, online and in-store.


Decathlon was looking for strategic support to set up a consistent mailing strategy in Belgium and the Netherlands. In the years that followed, we took care of the production of the company’s mailshots.
To boost consistency in terms of layout and avoid repetitive work in design and content creation, we wrote a style guide that clearly describes the structure, design and content standards.


We set up the tool to manage and send out mailshots (Addemar) and developed a custom tool to manage contacts and link the Decathlon CRM database with the mailing platform.
We drafted the e-mails and tested them on various mail clients. By tracking all mailings we obtained precious information on the acknowledgement and clicking behaviour of the recipients. Correct interpretation of this data allowed us to continuously amend and optimise newsletters with a view to reaching a wider audience.


  • Direct-mailing strategy
  • Templates for newsletters (wireframes and visual design)
  • Developing the XHTML e-mail templates
  • Copywriting (NL and FR)
  • Analysing mailing results
  • A/B-tests
  • Organizing trainings courses about user experiences, e-mail marketing and in-depth analytics


Decathlon’s mailings reach an astonishing 490,000 customers. The mailshots have an opening rate of +12% and we identified a considerable increase in subscriber loyalty and lifetime value: 50% headed to the stores, spending an additional 30% per shopping trip. Both online and offline conversion rates also increased.