How EVOC Benefits from UGC on Email Assets | Case Study

In this case study, we’ll explore how EVOC, a German outdoor sports brand specialising in products for adventure enthusiasts, integrated user-generated content (UGC) into their email marketing strategy to enhance their authenticity and personalise their customer communications.

Thanks to the Flowbox platform, they simplified the management and integration of UGC into their email strategies. By integrating UGC into their email marketing strategy, EVOC has successfully bridged the gap between product specifications and real-world use.

Their email campaigns now showcase authentic customer experiences, allowing customers to envision how EVOC’s technical gear performs in actual outdoor adventures. This approach has proven especially effective in building trust and credibility around their specialised equipment, even when recipients aren’t actively engaged in outdoor activities.

The Story

EVOC Sports has established itself as a leader in premium outdoor and adventure sports equipment, combining technical innovation with rugged durability. From their industry-leading bike travel cases to ergonomic backpacks and protective gear, each product is purposefully designed for specific outdoor activities.

Whether you’re exploring mountain trails, tackling downhill runs, or embarking on cross-country adventures, EVOC’s specialised equipment provides the reliability and functionality needed for every outdoor pursuit.

The Challenge

After switching to Klaviyo as their email platform, EVOC recognised an opportunity to move beyond traditional product-focused emails.

Rather than relying solely on promotional offers, they wanted to incorporate lifestyle content that would resonate with their diverse customer base across winter sports, mountain biking and other outdoor activities.

“It was very important to not only push the customer with discounts or simple product information. It’s very good for our brand to have lifestyle images in the email as well because customers can identify more with lifestyle content.”

Maxi Ortmeier – Senior Performance Marketing & E-Commerce Manager at EVOC

EVOC needed to deliver personalised content to different customer segments based on their interests and purchase history. With a diverse customer base spanning winter sports, mountain bikers and travel adventurers, the challenge was to ensure each segment received relevant and engaging content that spoke to their specific interests.

“The idea was to have specific content for our specific customers because our brand also serves different types of users. I know we have people in Winter sports or people in biking, but we don’t know if that person likes both of the activities. So it’s very good to have that option.”

Maxi Ortmeier – Senior Performance Marketing & E-Commerce Manager at EVOC

They required a solution that would allow them to categorise and deploy UGC effectively across various automated email flows while maintaining consistent brand quality and messaging.

“The content is not the same as the community content on the website. We do a little bit more management for the email images because we use 3 images per email, so they must be very specific and high quality. So, the selection for email content is a little bit more specific than the website content.”

Maxi Ortmeier – Senior Performance Marketing & E-Commerce Manager at EVOC

The Solution

EVOC implemented Flowbox to enhance their email marketing strategy in several ways:

• Automated post-purchase flows featuring category-specific UGC (e.g., bike, snow, or travel products)
• Checkout confirmation emails including general community content
• Campaign emails with carefully curated lifestyle imagery
• Abandoned cart emails to prompt users to checkout

The Flowbox Platform enables EVOC to select high-quality UGC that authentically represents their brand while maintaining specific standards for email content. Each email flow contains three carefully chosen images that align with the recipient’s interests and purchase history.

EVOC have seen a good engagement with their flows on emails, especially with their promotional campaigns.

“We have looked at how the Flowbox performs in emails and have recognised it, especially in the campaigns. Users have clicked on it, so there is really a tacit effort in the flows.”

Johanna Müller – E-Commerce Manager at EVOC Sports

They have also seen success with engagement on the flows of their abandoned cart emails which prompts users to go back and checkout on a product that they have left in their cart on the website.

“In the abandoned cart, users are also very engaged on the Flowbox page or the displayed user-generated content.”

Johanna Müller – E-Commerce Manager at EVOC Sports

EVOC personalise their post-purchase emails that they send to their customers. With the Flowbox tool, they are able to categorise specific content that is sent to the customer based on the type of product that they have purchased.

“In the post-purchase flow, we send individual emails concerning the product and the category, and there we also have the flows divided into the type of product that the user has bought.”

Johanna Müller – E-Commerce Manager at EVOC Sports

The integration of UGC in email campaigns has shown particular success in abandoned cart and browse abandonment flows, where customers actively engage with the community content. This personalised approach has helped EVOC maintain meaningful connections with customers through authentic visual storytelling.

The Flowbox Experience