The campaign, through direct marketing agency The Entire Company, involves two executions offering a free gift and a 36% reduction in the price of a year's subscription.
The promotion targets registered users of Men's Health's website menshealth.co.uk and that of its sister publication Runner's World, at runnersworld.co.uk, which have both been recently redesigned.
The emails have also been sent out to customers of Rodale's book publishing division, who have bought men's health books; Men's Health competition entrants and lapsed subscribers.
Ryan Shannon client services director at Entire, said: "Email marketing will become an increasingly important tool for publishers as they collect more data on their subscribers and develop their online offerings. We are lucky that Men's Health has been early to develop this side of their business, which has meant we have excellent new data to work."
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