Get educated! Back-to-school marketing season is here

the art and science of back-to-school marketing

The art and science of back-to-school marketing

The time to plan back-to-school campaigns is now, with July and August the key months for back-to-school shopping by moms and other key segments. Watch our webcast to educate yourself with the consumer insights, data and digital marketing trends that will move your campaigns to the head of the class.

Key findings from the 2012 back-to-school season

Last year back-to-school email campaigns started earlier compared to 2011:

  • 41% of mailings were sent in July 2012 compared to 22% in 2011
  • The percent of revenue received in July increased from 24% in 2011 to 37% in 2012

Timing depends on the type of mailers; apparel compared to supplies:

  • Both groups mailed 41% of back to school volume in July
  • Supplies had a higher percentage in August
  • Apparel had a small, but important set of mailings in September


Presenter Heather Daugherty

Heather Dougherty

Director of Research, Experian Marketing Services




Presenter Shelley Kessler

Shelley Kessler

Lead Email Marketing Analyst, Cross-Channel Marketing

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