The ABCs of Back-to-School Email Campaigns
The start of the new school year is quickly approaching. Back-to-school is the second largest consumer spending event after the winter holidays. If you haven't already begun your email marketing program for the season, you may be in luck. The National Retail Federation's new survey finds that more families will be shopping a week or two weeks before the bell rings. So you still have time to act!
The survey also reports that families are looking for ways to hold costs down this year. Using segmenting and reporting tools within your email campaigns to target your customers based on previous spending levels can be a great way to help them stay on budget this back-to-school season. This technique can also help you gain a larger share of the estimated $68.8 billion allocated for back-to-school supplies, electronics and clothing.
Even if you forgot everything you learned last year, there's still plenty of time to get an A+ on your back-to-school email campaigns. To achieve the best results this season, leverage what you've already learned about your subscribers. For instance, use your email contact database to do the following:
Segment your current customer database by average order size. This can help you create targeted emails for low spenders, average spenders, high spenders and very high spenders. Use your list to personalize discounts for each spending level to entice your customers to purchase a bit more than usual this year.
If you have demographics on families, use them to target your email campaigns. Shoppers with kids who are heading off to college aren't looking for crayons, nap mats and lunch boxes. Segment your lists and match your subject line and product hyperlinks within the email campaign to what the subscriber is most likely to buy. If you don't have this data already, start gathering it this year so you can target these lists better next year.