The back-to-school retail season has begun, and a well-executed e mail advertising 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 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 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 investments, most definitely together with e mail.
What follows is a seven-email sequence for retail entrepreneurs to identified prospects and subscribers.
Bear in mind to maintain your emails partaking and visually enticing, 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 needed.
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 pages on the retailer’s website, resembling 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 e mail delivers the gives.
That is simple e mail advertising. Share the merchandise, concentrate on the advantages, and watch the purchases are available.
Contemplate eradicating from the sequence customers who make massive purchases from this message. Advance them to the post-purchase e mail.
Attempt together with a mechanism — resembling a contest or product personalization — to study in regards to the college students utilizing the objects. You should 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 personalised suggestions based mostly on their shopping conduct, 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 buying season, deploy an “Ending Quickly” e mail focusing on customers who’ve but to purchase or purchased sparingly.
The message reiterates a proposal, calling out featured merchandise, and will embrace a second dose of personalised suggestions.
5. The Final Day
Much like the “Ending Quickly” message, this ultimate discover goes out on the final day of a retailer’s back-to-school season.
It’s a ultimate reminder in regards to the sale and will embrace last-minute gives or closeouts added for the reason that sale started.
A post-purchase advertising e mail isn’t an order verification however a possibility to thank customers 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 ignored. It might clarify a sweepstakes for customers who place footage of their purchases on Fb or Instagram.
7. College 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 notice from e mail two 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.