The back-to-school retail season has begun, and a well-executed electronic 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 yr for elementary by means 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 yr’s $20 billion.
Individually, Klaviyo reported the outcomes of 2022 analysis that confirmed that the ten top-performing back-to-school electronic mail campaigns generated about $200 in income per recipient.
Therefore many retailers — brick-and-mortar, omnichannel, pure-play ecommerce — will possible make important back-to-school advertising and marketing investments, most actually together with electronic mail.
What follows is a seven-email sequence for retail entrepreneurs to recognized clients and subscribers.
Bear in mind to maintain your emails partaking and visually enticing, with clear calls to motion. Personalization is essential for a profitable electronic mail marketing campaign, and monitoring the emails’ open and conversion charges facilitates adjusting your technique as vital.
The back-to-class purchasing season is among the many most important retail gross sales intervals within the U.S., in accordance with the NRF. Picture: Midjourney.
1. The Again-to-school Teaser
The primary electronic 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, comparable to an inventory of back-to-school trend necessities or a preview of the most effective 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 electronic mail delivers the gives.
That is easy electronic mail advertising and marketing. Share the merchandise, give attention to the advantages, and watch the purchases are available in.
Contemplate eradicating from the sequence buyers who make massive purchases from this message. Advance them to the post-purchase electronic mail.
Attempt together with a mechanism — comparable to a contest or product personalization — to study concerning the college students utilizing the objects. You should use this info later within the seventh electronic mail.
3. Customized Suggestions
Some buyers can 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 looking 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 tip of the back-to-school purchasing season, deploy an “Ending Quickly” electronic mail concentrating on buyers who’ve but to purchase or purchased sparingly.
The message reiterates a suggestion, calling out featured merchandise, and will embrace 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 closing reminder concerning the sale and will embrace last-minute gives or closeouts added because the sale started.
6. Put up-purchase
A post-purchase advertising and marketing electronic mail is just not an order verification however a chance to thank buyers for his or her back-to-school purchases by providing one thing additional.
The provide might be a coupon code for an surprising low cost or an merchandise the patron might have neglected. It might ask buyers to put footage of their purchases on Fb or Instagram, maybe getting into individuals in a sweepstakes.
7. Faculty Begins
The ultimate electronic mail within the collection ought to happen shortly after college begins.
The message might want college students a profitable yr, together with a personalised observe from “The Sale Announcement” message above.
This electronic 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 client engaged till the following retail alternative.
