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

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