On

on.com · competitive teardown

Observed 16 emails · May 1–Jul 7 · 10 weeks

Send frequency

1.7 /wk

↑ 29% vs first half

Max discount

15% off

↑ 10→15%

Offer repetition

1×

10% off repeated

Urgency language

0% use emoji

Observed-signal analysis

On is running a discount-escalation ladder into a promo peak.

Cadence is ramping 29% — from 1.5 to 1.9 sends/week. They lean in as a promo window approaches.
Discount depth 10% → 15% (peak 15%) — a classic escalation ladder, not one flat sale.
0% of subjects use hard-deadline urgency.

The play → Match their cadence ramp into your next sale window and test a deeper-than-usual discount framed with a hard deadline. Watch for the 10% off repeat as your signal to counter-promote.

All sends

Date	Subject
Jul 7	Discover the Cloudmonster Hyper
Jul 3	Our sustainability story, one shoe at a time
Jun 30	Final pairs: select styles 15% off 15% off
Jun 26	New arrival: Cloudboom Strike LS
Jun 22	The apparel built for warm-weather runs
Jun 18	Summer essentials from On
Jun 13	10% off for members this week 10% off
Jun 9	Just dropped: Cloudeclipse in new tones
Jun 4	A closer look at our lightest racer yet
May 30	Members: early access to the new Cloud 6
May 25	Cloudnova: where performance meets street
May 20	Meet the athletes who run in On
May 15	New arrival: Cloudsurfer Next
May 11	The science behind CloudTec®
May 6	Engineered in Switzerland, made to move
May 1	Introducing Cloudmonster 2

Prepared by Peervia · observed signals from public competitor marketing.