Subject Line Showdown | Jan 2025: The North Face vs. Patagonia

In the world of email marketing, subject lines can make or break an email campaign. They determine whether your audience clicks, ignores, or—worst of all—sends your email straight to the trash. To see what strategies top brands are using, we analyzed The North Face and Patagonia’s email subject lines for January 2025.

While both brands are leaders in outdoor apparel, their email strategies couldn’t be more different. One focuses on engagement and storytelling, while the other prioritizes direct, sales-driven messaging. Let’s break down their approaches and see what marketers can learn from these two powerhouse brands.

1. The North Face: Adventure-Driven Storytelling

If you look at The North Face’s subject lines, one thing stands out: They tell a story. Instead of just listing discounts or products, they weave emotion, adventure, and engagement into their emails.

✅ Descriptive & Engaging Language

• "Adventure called: New arrivals are here."
• "Cold front? These jackets are down for anything."
• "Soft 🤝 Warm (AKA: Your new favorite fleece.)"

These subject lines create a sense of adventure and urgency, making them more engaging than a simple "Shop Now" or "New Collection."

✅ Longer, More Expressive Subject Lines

The North Face’s average subject line length is 41 characters.

Their longest subject line (61 characters) was: "Best-selling slippers you’ll wear here, there and everywhere."

They often use rhetorical questions, emojis, and customer testimonials to humanize their messaging.

✅ Minimal Focus on Discounts

Surprisingly, The North Face rarely mentions sales or promotions in their subject lines. Instead, they highlight the product’s benefits and how it fits into an adventurous lifestyle.

2. Patagonia: The Power of Minimalism & Direct Messaging

Patagonia takes the opposite approach. Their emails are short, clear, and straight to the point—perfect for shoppers who want quick info.

✅ Concise & Transactional Messaging

• "Our sale is now up to 50% off."
• "Gear up for what you love at 40% off."
• "Down jacket guide."

These subject lines cut straight to the value proposition, making them effective for conversion-driven emails.

✅ Shorter Subject Lines for Quick Reads

Patagonia’s average subject line length is only 25 characters.

Their shortest subject line (17 characters) was "Down jacket guide."

While some of their subject lines were slightly more engaging (e.g., "Stories and films we think you'll enjoy"), most focused on sales and product utility.

✅ Heavy Focus on Sales & Utility

Unlike The North Face, Patagonia frequently highlights promotions in their subject lines. Their emails appeal to price-conscious shoppers who are looking for the best deals.

3. Key Takeaways: Which Strategy Works Best?

Both brands have effective strategies, but their goals differ:

👉 The North Face: Best for brand engagement, emotional storytelling, and product discovery. Their approach works well for loyal customers who love adventure.

👉 Patagonia: Best for driving sales, conversions, and quick decision-making. Their direct style appeals to busy shoppers looking for discounts.

What Can You Learn for Your Email Campaigns?

• ✅ If you want high engagement, use storytelling and emotion.
• ✅ If you want higher sales, be clear, direct, and highlight discounts.
• ✅ Test different subject line lengths to see what works for your audience.

Both brands are successful, but their email marketing strategies serve different customer mindsets. Understanding your audience—and what motivates them—can help you craft more effective subject lines that get opened, read, and clicked.