The back-to-school retail season has begun, and a well-executed e-mail advertising 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 yr for elementary by means of highschool college students at $41 billion, up from the earlier excessive of $37 billion in 2021, whereas people 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 important back-to-school advertising investments, most actually together with e-mail.
What follows is a seven-email sequence for retail entrepreneurs to recognized clients and subscribers.
Keep in mind to maintain your emails participating 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 mandatory.
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 a listing of back-to-school trend necessities or a preview of the perfect 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 presents.
That is simple e-mail advertising. Share the merchandise, deal with the advantages, and watch the purchases are available in.
Think about eradicating from the sequence customers who make giant purchases from this message. Advance them to the post-purchase e-mail.
Strive together with a mechanism — resembling 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. Customized Suggestions
Some customers may have clicked installment two, The Sale Announcement, and browsed merchandise with out shopping for something.
Ship these people personalised suggestions primarily based on their looking 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
Every week earlier than the top of the back-to-school purchasing 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 embody a second dose of personalised 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 last reminder concerning the sale and will embody last-minute presents or closeouts added for the reason that sale started.
6. Submit-purchase
A post-purchase advertising e-mail is just not an order verification however a chance to thank customers for his or her back-to-school purchases by providing one thing further.
The provide could possibly be a coupon code for an surprising low cost or an merchandise the consumer might have missed. It might ask customers to put photos of their purchases on Fb or Instagram, maybe coming into contributors in a sweepstakes.
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 customized 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.