new-school-yearAlthough it might seem like it hasn’t even begun, it’s only a few weeks until summer comes to an end and children go back to school. The back to school season is one of the biggest shopping periods of the year, with parents having to ensure that their children have everything they need to get them through the next academic year.

As with any time of the year where people need to buy lots of things, the back to school season provides some excellent opportunities for email marketers. If you take advantage of this period, using your marketing emails to showcase your products and services in their best light, you could see a significant boost in sales. Here are a few ideas:

Point Your Customers In The Right Direction

For many parents, back to school shopping can be overwhelming. There are a lot of things to buy for their children in a relatively short space of time. Any way that your company can help them is sure to be greatly appreciated.

Simply showcasing your range of back to school products could be enough to inspire your customers. However, some parents may be completely at a loss as to what to buy for their children. Including recommendations, reviews and checklists in your marketing emails can help your customers make their purchasing decisions.

Shoe Zone offer reviews, a checklist and a link to useful tips in their back to school email:

Shoe Zone Subject Shoe Zone 1 Shoe Zone 2 Shoe Zone 3
Help Them Save Money

The back to school season can be very expensive for parents. Any email that promises to save them money on school supplies will be sure to catch the eye of your customers. Inform them of any special offers that you have running on back to school products, or include a promotional discount code in your marketing email.

Apple ran a special offer for students returning to university. They included the date the promotion ended in their email to help their customers take advantage of it in time:

Apple Subject Apple School


Offer Ideas

For many parents, the back to school season can be about more than just shopping. There is also the prospect of helping children with their homework, and preparing healthy meals to get them through the school day, among other things. If you can use your emails to offer your customers help of any sort through the back to school season, they will be likely to take notice.

Healthy Food Guide Magazine sent their subscribers a selection of inspirational recipes for the back to school season:

Healthy Food Subject Healthy Food School


You Don’t Have to Sell School Supplies

During the lead up to the beginning of September, your customers are likely to be on the lookout for messages in their inbox relevant to the back to school season. So, even if your business doesn’t sell back to school supplies, you could still take advantage of this shopping period. If you mention ‘back to school’ in your subject line, it may catch your customer’s eye, and they may then choose to click through your email, even if you don’t sell the specific products that they need.

Online pet store Zooplus used a ‘back to school’ subject line to showcase their range of pet toys:

Zooplus Subject Zooplus 1 Zooplus 2 Zooplus 3

The back to school period can be a stressful time for many parents. With the clever use of email marketing, you can remove some of their stress, and hopefully earn a few sales in the process.