The back-to-school retail season has begun, and a well-executed e mail advertising and marketing marketing campaign can increase gross sales.
Final month, the Nationwide Retail Federation surveyed U.S. customers about their back-to-school (and faculty) spending. The NRF then projected purchases this yr for elementary via highschool college students at $41 billion, up from the earlier excessive of $37 billion in 2021, whereas of us headed to varsity would spend $94 billion, up from final yr’s $20 billion.
Individually, Klaviyo reported the outcomes of 2022 analysis that confirmed that the ten top-performing back-to-school e mail campaigns generated about $200 in income per recipient.
Therefore many retailers — brick-and-mortar, omnichannel, pure-play ecommerce — will probably make vital back-to-school advertising and marketing investments, most definitely together with e mail.
What follows is a seven-email sequence for retail entrepreneurs to recognized prospects and subscribers.
Bear in mind to maintain your emails partaking and visually enticing, with clear calls to motion. Personalization is essential for a profitable e mail marketing campaign, and monitoring the emails’ open and conversion charges facilitates adjusting your technique as vital.
The back-to-class buying season is among the many most vital retail gross sales durations within the U.S., in accordance with the NRF. Picture: Midjourney.
1. The Again-to-school Teaser
The primary e mail within the sequence is supposed to spark back-to-school curiosity. Its message has a twin mission.
It ought to level to seasonal content material advertising and marketing pages on the retailer’s web site, corresponding to a listing of back-to-school style necessities or a preview of the very best laptops for any finances.
Second, the e-mail ought to tease (reveal) coming featured merchandise or gross sales.
2. The Sale Announcement
Having correctly teased the promotions, the sale announcement e mail delivers the provides.
That is simple e mail advertising and marketing. Share the merchandise, concentrate on the advantages, and watch the purchases are available.
Think about eradicating from the sequence customers who make massive purchases from this message. Advance them to the post-purchase e mail.
Strive together with a mechanism — corresponding to a contest or product personalization — to be taught concerning the college students utilizing the gadgets. You need to use this data later within the seventh e mail.
3. Personalised Suggestions
Some customers could have clicked installment two, The Sale Announcement, and browsed merchandise with out shopping for something.
Ship these of us customized suggestions primarily based on their shopping conduct, gadgets positioned within the cart, or previous purchases.
As soon as once more, transfer customers who purchase to the post-purchase follow-up.
4. Ending Quickly
Per week earlier than the tip of the back-to-school buying season, deploy an “Ending Quickly” e mail focusing on customers who’ve but to purchase or purchased sparingly.
The message reiterates a suggestion, calling out featured merchandise, and will embody a second dose of customized suggestions.
5. The Final Day
Just like the “Ending Quickly” message, this discover goes out on the final day of a retailer’s back-to-school season.
It’s a remaining reminder concerning the sale and will embody last-minute provides or closeouts added because the sale started.
6. Put up-purchase
A post-purchase advertising and marketing e mail will not be an order verification however a possibility to thank customers for his or her back-to-school purchases by providing one thing further.
The supply might be a coupon code for an sudden low cost or an merchandise the patron might have ignored. It might ask customers to put photos of their purchases on Fb or Instagram, maybe coming into individuals in a sweepstakes.
7. Faculty Begins
The ultimate e mail within the sequence ought to happen shortly after faculty begins.
The message might want college students a profitable yr, together with a personalised word from “The Sale Announcement” message above.
This e mail might level recipients to articles or movies on the shop’s weblog, placing a conclusion to the sequence that began with a teaser.
Now the objective is to maintain the shopper engaged till the subsequent retail alternative.
