As well as announcing the launch of the site, the campaign will draw attention to the range of titles Rodale publishes and detail titles that can be bought online at a discount.
The online campaign, through direct marketing agency Entire, will comprise two emails.
One is to customers of the publisher who have supplied their email addresses and the other to readers of Rodale magazines Men's Health and Runners World.
Customers who have not supplied their email addresses but have been identified as online buyers have been mailed postcards using the same creative as the email. The final part of the drive will see a bookmark sent out with all orders in February to live customers.
Ryan Shannon, client services director at Entire, said: "The timing of this campaign is perfect as many people's new year's resolutions include living a healthier lifestyle. We are very interested in seeing the difference in behaviour between the different target audiences, and between on and offline promotion of the website."
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