10 back-to-school email marketing tips to inspire your next campaign
The school bell may not be ringing yet, but savvy shoppers are already stocking up for the upcoming year. According to the National Retail Federation, by early July, over half of back-to-school and college shoppers have already begun buying.
What are they buying? It goes beyond just pencils and notebooks. College students are stocking up on clothing (43%) and electronics (33%), while K-12 shoppers are also interested in these items (62% and 20%, respectively).
This is a golden opportunity for your email marketing campaigns. Although many have started shopping, a large majority haven’t finished yet. Why?
- 45% are waiting for the best deals.
- 45% are unsure what they need.
It’s clear that if you’re not running a back-to-school campaign, you’re missing out on a lot of potential revenue. Whether your audience includes the back-to-school or back-to-college target demographics, it’s a good idea to begin thinking about how you can begin incorporating it into your email marketing strategy.
When to kick off your back-to-school campaign
Do you remember back when you were at school, and before you’d even broken up for the summer, the shops were full of back-to-school signs? It was heartbreaking as a kid, but today, it’s the perfect opportunity to get your hands on some new goodies.
In terms of customers’ shopping behaviors, the most popular times for bagging some back-to-school bargains are the last two weeks in July and the first two weeks in August.
This nicely marks the halfway point of the year. Your Christmas and January sales are long behind you, new financial years have started and new targets have been set. It’s the perfect time to launch a fresh campaign. Let’s look at some of the top back-to-school campaigns out there.
10 Back-to-school email marketing campaigns
Looking for fresh ideas to boost your back-to-school email marketing? Check out these 10 standout campaigns that have captured the attention of shoppers and drove sales.
1. Apple
Back in 2005, Apple changed the mobile phone industry for good. There’s no going back. It changed the way we use technology and the way we regard and consume content from the industry. Its marketing strategy is one we as marketers envy and strive to emulate.
And, at its core, is its understanding of customer loyalty. It’s created a brand where people queue overnight to get their hands on the latest model. Its fanboy and fangirls have helped raise the brand to cult status.
Saying all this, you’d assume the tech giant doesn’t need to utilize the back-to-school sales period, wouldn’t you?
The simple fact is that Apple knows loyal customers are an essential part of its growth. Targeting the back-to-college market is just the first step in a long strategy of driving customer retention.
Taking a page from the banking industry’s playbook, Apple employs a tactic similar to the Student Bank Accounts strategy. The tech giant is well aware that these student shoppers are likely to use its products for years to come, making additional purchases and growing more loyal as time goes on.
In Apple’s back-to-school offer, the company provides a gift card worth up to $150 and a 20% discount on AppleCare, but only at the Apple Store. This incentive encourages shoppers to visit the store for an immersive in-store experience.
2. Office Depot and Office Max
Any back-to-school email marketing campaign should simplify the shopping process and help customers find everything they need in one place. Office Depot and Office Max’s campaign checks all these boxes by showcasing a wide variety of school supplies at unbeatable prices.
The email highlights great deals on items such as notebooks, pens, and backpacks with the subject line “school savings -100s of school supplies under $3”. Such offers pique the interest of parents and students who are eager to tick off the items on their back-to-school shopping lists.
The vibrant, well-organized layout of the email captures the viewer’s attention, ensuring that each promotional offering is easily visible. Additionally, the “shop now” button, is strategically placed under each product advertisement. This makes it convenient for users to access the deals on Office Depot and Office Max’s website.
By showcasing a wide range of products on sale, Office Depot and Office Max’s email marketing campaign effectively capitalize on the back-to-school shopping craze.
3. Gap
Back-to-school season is an opportunity for you to add a touch of creativity and emotion to your campaigns. Gap does just that by designing a yearbook-style email that highlights stylish clothing options while evoking nostalgia and anticipation for the school year.
Featuring images of students wearing Gap’s fashionable attire, the email evokes nostalgia and gives parents a glimpse into how their children might look in similar outfits.
The email effectively encourages customers to explore “School looks they’ll love” with a bold, call-to-action button, which directs them to Gap’s website. Encouraging parents to find the perfect school attire for their children, Gap’s email marketing campaign transforms the back-to-school shopping experience into a delightful trip down memory lane.
4. Asda
When shopping for back-to-school essentials, customers want an easy and convenient experience that saves them both time and money. Asda’s back-to-school email campaign showcases a comprehensive selection of products, from uniforms to shoes, highlighting the brand’s affordability and quality.
The email focuses on Asda’s exclusive George brand, which is backed by Netmums. A poll of 40 members would recommend the George Schoolwear range to a friend, reinforcing the credibility of the brand.
The campaign emphasizes the affordability and value for money associated with its uniforms, highlighting scuff-resistant shoes for only £10. Additionally, Asda presents options for back-to-school clothing essentials, making it clear that they are a one-stop shop for students.
The campaign also ties in a reference to the Olympic and Paralympic games, inviting customers to explore the Gruffalo x Team GB collection. This collaboration adds a unique touch to its marketing approach, appealing to children who are excited about the sporting events, and their parents who may be fans as well.
The combination of quality, affordability, endorsements, and diverse product offerings makes Asda’s back-to-school email marketing campaign an effective choice for families as they prepare for the new school term.
5. American Eagle Outfitters
You should generate a sense of urgency and excitement for your back-to-school campaigns. American Eagle Outfitters accomplishes this with its limited-time offers, encouraging customers to shop before it’s too late.
The brand’s email marketing campaign highlights a limited-time offer of “25-40% off everything” that “ends today.” The subject line brilliantly categorizes the sale into “shop women” and “shop men,” clearly letting customers know the discount applies to both categories, including jeans—a popular item for back-to-school shoppers.
The email showcases stylish young adults wearing American Eagle Outfitters clothing outdoors, conveying a sense of excitement and appreciation for the season. The top banner colorfully displays the discount range and percentage, emphasizing the great value and attracting the attention of potential buyers.
To make it even more convenient for customers to benefit from the sale, the email has separate “shop women” and “shop men” call-to-action buttons, guiding users seamlessly to its desired online shopping section.
By creating a sense of urgency and focusing on significant discounts across all categories, American Eagle Outfitters’ back-to-school email marketing campaign successfully appeals to shoppers looking for stylish and affordable clothing to start the new school year in style.
6. Nike
For the back-to-school season, you should concentrate on generating enthusiasm and anticipation for the upcoming academic year. You can do this with catchy subject lines, energetic imagery, and promoting convenient shopping experiences.
The Nike back-to-school email campaign does just this. The campaign emphasizes the playful spirit of heading back to school with the subject line “playground is calling.”
The email features a captivating image of energetic children wearing Nike’s latest recess-ready sneakers, fleece, and other essentials. The tagline “everywhere’s their playground” reflects the brand’s commitment to active kids.
The campaign focuses on convenience by offering parents and caregivers the option to “shop by category,” ensuring a smooth, hassle-free shopping experience. Nike’s back-to-school email marketing campaign aims to simplify the shopping process for parents and caregivers while fostering excitement for the upcoming school year.
7. Vistaprint
During the back-to-school season, brands need to highlight key aspects of its offerings that resonate with both parents and students to stand out from the competition.
Vistaprint effectively demonstrates this strategy by showcasing personalized products tailored for the back-to-school season. The brands campaign encourages customers to start the school year off right by presenting products that directly address back-to-school needs while emphasizing the benefits of personalized school supplies.
Vistaprint aims to help children express their individuality by offering custom-made kids’ labels with a 25% discount. These labels are designed to add a personal touch and are also microwave, dishwasher, and laundry-safe, ensuring nothing gets lost and giving parents peace of mind.
Additionally, customers can find a 20% discount on custom-designed kids’ water bottles, making it easier for children to keep track of their belongings.
With enticing discounts and a strong focus on personalized, high-quality products, Vistaprint’s back-to-school email marketing campaign appeals to parents and children. This ensures a unique and stylish start to the new school year.
8. Hy-Vee
When creating back-to-school email marketing campaigns, it’s essential to remember the importance of inspiring customers. Parents and caregivers are often overwhelmed by the numerous tasks and responsibilities at this time of year. Creating content that is genuinely useful, relatable, and engaging can make a brand stand out in a competitive market and foster customer loyalty.
Hy-Vee’s back-to-school email campaign does just that. The campaign focuses on stress-free breakfasts, delicious and nutritious meals, and easy bento box meals for busy families. By offering inspiration through free, innovative recipes that cater to various aspects of meal planning, they provide solutions for time-strapped parents and caregivers who need to create enjoyable meals for their children quickly and easily.
Stress-free breakfast ideas ensure that kids start their day with energy and parents can have peace of mind, while nutritious recipes for lunch and dinner keep children fueled throughout the school day. Additionally, Hy-Vee’s creative bento box meal ideas make the school lunch experience enjoyable and visually appealing, encouraging healthy eating habits.
By simplifying daily routines, the email marketing campaign demonstrates Hy-Vee’s deep understanding of its customers’ needs. This approach strengthens the connection between the brand and its audience, fostering a lasting relationship that keeps customers engaged and loyal to the brand during the back-to-school season and beyond.
9. Ahava
During the back-to-school season, you should incorporate creative elements in your promotional campaigns to capture customer attention and drive engagement. One effective tactic is using countdown timers, which can create a sense of urgency and encourage customers to take advantage of time-sensitive offers.
Ahava’s back-to-school email marketing campaign effectively utilizes a countdown timer to promote its limited-time sale on premium skincare products.
The email’s subject line, “two days left of back-to-school sale” and the integrated countdown timer emphasize the limited timeframe of the promotion. By incorporating the countdown timer and offering a 40% discount on full-priced items, Ahava encourages customers to act quickly and take advantage of the attractive pricing.
With free samples and shipping on all orders, Ahava provides added value and convenience to the shopping experience. The use of a countdown timer in its email marketing campaign helps Ahava drive engagement, increase conversion rates, and foster a sense of excitement around its back-to-school promotion.
10. Once Upon a Farm
During the back-to-school season, you should develop unique strategies to engage customers and create brand loyalty. One effective approach is to hold contests or giveaways that appeal to both parents and students.
Once Upon a Farm embraces this strategy in its back-to-school email marketing campaign, as demonstrated by the subject line “enter to win $1,900+ in prizes – back-to-school giveaway” This approach instantly piques interest, encourages customer participation, and generates excitement for the company’s products.
By holding a back-to-school giveaway with over $1,900 in prizes, Once Upon a Farm creates an opportunity for customers to try its high-quality, organic food products. This helps parents seeking easy and nutritious meal options for their children’s packed lunches or after-school snacks. The giveaway effectively engages customers, drives traffic to the brand’s website, and promotes product awareness.
Once Upon a Farm’s back-to-school email marketing campaign demonstrates the effectiveness of using giveaways to generate excitement, engage customers, and ultimately foster brand loyalty.
Back-to-school email subject lines
When creating back-to-school email campaigns, don’t forget about subject lines. Engage your subscribers and remain top-of-mind with this carefully curated selection of eye-catching subject lines designed to enhance your email marketing strategy.
General
- 📚 Kick off the school year with fantastic deals
- 🎒 Get set for success: your back to school headquarters
- 🏫 Welcome back to school: find everything you need
- ✏️ Gear up for an A+ year with our back to school essentials
- 🍎 Make the grade with unbeatable back to school offers
Sales and discounts
- 📚 Exclusive 40% Off in our back to school sale
- 🕒 Last chance: back to school sale ending soon
- 📖 20% off back to school must-haves
- 🎉 Score up to 30% off + bonus in our back to school event
- 💰 Save up to 50% on Footwear in our back to school sale
Getting ready
- 🤔 Are you in the back to school spirit?
- 🔔 Time for back to school: are you ready?
- ⏰ School is around the corner. prepare now
- 🛍️ Ready for back to school? check out our deals
- ✏️ Going back to school? we have what you need
Fashion
- 👕 Favorite back to school looks are here
- 🎒 Your #1 destination for back to school styles
- 😍 Top 10 back to school outfits you’ll love
- 💑 His and her’s back to school styles
- 🕶️ New style to rule the school this year
Supplies and gadgets
- 📚 Short on school supplies? we’ve got you covered
- 🎒 back to school checklist: backpacks, supplies and more
- 💼 Must-have back to school essentials
- 🖇️ Get the coolest tools for back to school
- 📱 Earn up to 2X points on back-to-school tech
Savings and gifts
- 🎁 A special back to school gift for you
- 💸 Big back-to-school savings just for you
- 🔔 Saved by the bell: huge back-to-school deals today
- ⏳ Limited time only – back to school savings
- 🎒 Free shipping + 20% off back-to-school must-haves
While the ideas provided can be a starting point, it’s important to customize them to match your distinct brand voice. Feel free to try out emojis, playful language, or a sense of urgency to capture attention.
For an added creative spark, you can also use AI-powered generative tools like WinstonAI to brainstorm new ideas, adjust the tone, or refine the length of your subject lines.
Class is dismissed. It’s time to ace your back-to-school email campaign
The back-to-school shopping season is underway, presenting a profitable opportunity for brands. Many shoppers are still unsure about their purchases and are on the lookout for the best deals.
A well-planned email marketing campaign can greatly enhance your sales by displaying a wide range of products, offering enticing promotions, and creating a sense of urgency. This will help you grab the attention of your target audience and drive more sales.
Remember to monitor and analyze your campaign’s performance to gauge its effectiveness and make data-driven adjustments. By following these tips, you’ll be well on your way to a successful back-to-school season.
