Apr
26
2012

Learn the ABC’s of Back-to-School Email Marketing

Posted by under Digital Marketing
Marketers are planning for the Back-to-School season earlier than in years’ past. A recent Experian Marketing Services’ poll found that 27 percent of businesses are starting Back-to-School marketing activities as early as May. Email marketers can get a jump on their campaign strategies and tactics by taking note of some key trends from 2011, including the smart use of subject lines. Experian CheetahMail data shows that references to style and offers are especially popular in Back-to-School subject lines and can help to generate high transaction rates. Several that delivered strong engagement in 2011 include:
  • Sneak Peek — Go Back To School In Style!
  • Reading, Writing, Arithmetic & Shoes!
  • FREE Shipping — Today Only! Get Your Back-to-School Shopping Done Today!
  • Up to 40 percent Off Just in Time for Back to School!
Comparing Back-to-School campaigns with and without offers in the subject line, we found that those with an offer outperformed those without one. For more insights, download Experian CheetahMail’s new white paper: Back-to-School countdown: Smart strategies for email marketing. Also please join our webinar on May 15 where our resident data experts Bill Schneider and Heather Dougherty will review data, emerging trends and opportunities that exist for marketers during the 2012 Back-to-School season. We’d love to hear about Back-to-School marketing campaigns that have worked especially well for you in the comments section below!
TAGS: , , ,
CATS: Digital Marketing

  1. Turning to the first of these problems, a purported benefit of loyalty programs is that they provide vast amounts of data that allow both a better insight into customer behavior and greater efficiency in targeted marketing. This information provides the analytical basis for Model 1 and CBC outcomes. Typically, information is obtained on demographics and lifestyle at the time of joining the program; subsequently, product purchasing and responses to targeted marketing initiatives are documented for each purchase occasion. In practice the danger is that rather too much of this information is acquired. A scheme with millions of active members (such as those run by national grocery chains, multinational automobile companies, banks and airlines) gathers more EPOS data than it can usefully analyze or use for targeting purposes.

  1. No trackbacks yet.