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. customers about their back-to-school (and faculty) spending. The NRF then projected purchases this 12 months for elementary by highschool college students at $41 billion, up from the earlier excessive of $37 billion in 2021, whereas people headed to varsity 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 doubtless 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 clients and subscribers.
Bear in mind to maintain your emails participating and visually engaging, with clear calls to motion. Personalization is vital for a profitable e mail marketing campaign, and monitoring the emails’ open and conversion charges facilitates adjusting your technique as obligatory.
The back-to-class purchasing season is among the many most vital retail gross sales intervals 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 web site, equivalent to a listing of back-to-school vogue necessities or a preview of the perfect laptops for any funds.
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 presents.
That is easy 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 giant purchases from this message. Advance them to the post-purchase e mail.
Attempt together with a mechanism — equivalent to a contest or product personalization — to be taught concerning the college students utilizing the objects. 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 people customized suggestions primarily based on their searching habits, objects 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 top of the back-to-school purchasing season, deploy an “Ending Quickly” e mail concentrating on customers 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 last reminder concerning the sale and will embody last-minute presents or closeouts added because the sale started.
6. Put up-purchase
A post-purchase advertising and marketing e mail isn’t an order verification however a chance to thank customers for his or her back-to-school purchases by providing one thing additional.
The supply might be a coupon code for an surprising low cost or an merchandise the patron could have missed. It might ask customers to put footage of their purchases on Fb or Instagram, maybe coming into members in a sweepstakes.
7. Faculty Begins
The ultimate e mail within the sequence ought to happen shortly after college begins.
The message might want college students a profitable 12 months, 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 following retail alternative.
