Rapha is an active and lifestyle cycling brand that celebrates on the cycling community, the groundwork for what makes the sport great.

Cycling is an activity that, can go down many different paths — road, mountain, endurance, sport Rapha recognizes this and immediately after signup/purchase asks users to update their preferences. In addition, Rapha introduces a post-purchase survey that aims to learn more about how customers feel about their services, but also their love of cycling.

Rapha uses bold, colorful, and aspirational imagery in their emails to engage subscribers with their content. They feature seasonal-specific gear to help layer in the cold and aerodynamic wear to get out on the bike and hit newly set goals of the year.

In addition to any product or promotional emails are emails that connect back to the core of what Rapha is about, community and the joy of riding a bike.

These emails contain everything from aspirational cycling stories to local community rides that are happening near customers.