The back-to-school retail season has begun, and a well-executed e-mail advertising and marketing marketing campaign can enhance gross sales.
Final month, the Nationwide Retail Federation surveyed U.S. buyers about their back-to-school (and school) spending. The NRF then projected purchases this 12 months for elementary by way of highschool college students at $41 billion, up from the earlier excessive of $37 billion in 2021, whereas of us headed to school would spend $94 billion, up from final 12 months’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 possible make vital back-to-school advertising and marketing investments, most actually together with e-mail.
What follows is a seven-email sequence for retail entrepreneurs to identified prospects and subscribers.
Keep in mind to maintain your emails partaking and visually engaging, 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 needed.
The back-to-class procuring season is among the many most vital retail gross sales durations within the U.S., in response to 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 website, similar to an inventory of back-to-school style necessities or a preview of the very best laptops for any price range.
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 easy e-mail advertising and marketing. Share the merchandise, give attention to the advantages, and watch the purchases are available in.
Take into account eradicating from the sequence buyers who make massive purchases from this message. Advance them to the post-purchase e-mail.
Attempt together with a mechanism — similar to a contest or product personalization — to be taught concerning the college students utilizing the objects. You should utilize this data later within the seventh e-mail.
3. Personalised Suggestions
Some buyers could have clicked installment two, The Sale Announcement, and browsed merchandise with out shopping for something.
Ship these of us customized suggestions based mostly on their searching habits, objects positioned within the cart, or previous purchases.
As soon as once more, transfer buyers who purchase to the post-purchase follow-up.
4. Ending Quickly
Every week earlier than the top of the back-to-school procuring season, deploy an “Ending Quickly” e-mail focusing on buyers who’ve but to purchase or purchased sparingly.
The message reiterates a proposal, calling out featured merchandise, and will embody a second dose of customized suggestions.
5. The Final Day
Much like the “Ending Quickly” message, this discover goes out on the final day of a retailer’s back-to-school season.
It’s a closing reminder concerning the sale and will embody last-minute provides or closeouts added for the reason that sale started.
6. Publish-purchase
A post-purchase advertising and marketing e-mail shouldn’t be an order verification however a chance to thank buyers for his or her back-to-school purchases by providing one thing further.
The supply could possibly be a coupon code for an surprising low cost or an merchandise the patron could have neglected. It may ask buyers to put photos of their purchases on Fb or Instagram, maybe getting into members in a sweepstakes.
7. College Begins
The ultimate e-mail within the sequence ought to happen shortly after faculty begins.
The message may want college students a profitable 12 months, together with a personalised notice from “The Sale Announcement” message above.
This e-mail may level recipients to articles or movies on the shop’s weblog, placing a conclusion to the sequence that began with a teaser.
Now the purpose is to maintain the client engaged till the following retail alternative.
