Email newsletters are great, but the problem is that they’re a bit of a broad sword. Whilst you might find some parts of them relevant to your interests, mostly their typical jumble of latest news, products and offers can’t ever hope to reflect exactly what gets your wheels turning. Don’t get us wrong here, we send & love email newsletters, but today we’ve launched a new feature that gives you the control to receive personalised email updates from your favourite Always Riding brands.

Let’s say you love Twin Six apparel (you’ve got great taste), by clicking the Follow link on the top right of their brand page at Always Riding, we’ll keep you abreast of the latest Twin Six arrivals, with a personalised email delivered directly to your inbox as soon as they land. Want to stop receiving updates? No problem, simply navigate to the respective brand page and click Following. You can do this with as many brands as you want, there are no limits to how many brands you can follow.

After Always Riding was recently name-checked as a brilliant example of responsive web design in eCommerce, you’ll not be surprised to learn that Follow emails will pleasingly adapt to whichever screen size you view them on, for a really nice user experience.

If you have any questions or comments about the new feature, then please don’t hesitate to ask. We’d also love your feedback about ways we could take this further – potentially we could enable Follow for all products as well, for which updates could include price changes, new reviews and more.