US Data Corporation Direct Marketing Blog

Last-Minute Back-To-School Email Marketing Campaigns7:00 am


By Kristen Dabrio

Last-Minute Back-To-School Email Marketing CampaignsBack-to-school season is in full swing, and although many businesses think about conducting back-to-school marketing campaigns, sometimes the season creeps up on you before you can get your campaign underway. If you are interested in launching a back-to-school campaign, but are worried you may be too late, don’t give up yet; there is still time to take advantage of this marketing season. Now is the perfect time to launch an email marketing campaign. An email campaign, in place of or in addition to a direct marketing campaign, is a good last-minute marketing effort because it can reach potential customers quickly and takes less time to set up.

Although many people don’t realize it, the back-to-school season doesn’t end after the first week of school. Many college classes haven’t started yet or are just beginning, and students on the East Coast don’t usually head back until after Labor Day. In reality, the back-to-school season actually extends through the first month or so of school, so you still have plenty of time to send out an email blast that is school-themed.

You can utilize email marketing even if you’ve already done a back-to-school direct marketing campaign. Combining a direct mail campaign and an email campaign is a great marketing strategy and your potential customers will have a higher chance of doing business with you as a result. Most people will have to hear or see your marketing message at least seven times before they buy from you, so it’s important that you stay consistent and reach out multiple times before the back-to-school season is over.

Offering “last-minute” back-to-school discounts or reminding people of the discounts you’ve already offered for the season should help get people moving. If you remind them that they’re running out of time to utilize your promotional offers, they might start to feel the urgency to redeem before the season is over. Again, the more they see your message, the more likely they will be to purchase from you because your products and services will be at the forefront of their minds.

Email marketing is quicker than a direct mail campaign, but there’s still some preparation required. You will still need to find an email list and take some time to get everything approved. Narrowing down your target audience and securing a list takes planning, so make sure there’s some wiggle room. Taking these basic steps to prepare your email campaign will allow you to focus on your branding and promotional offers, and the process will also be less stressful.

Part of planning is making sure that you design an engaging email creative. You email campaign needs to be engaging and designed specifically for back-to-school, so that the related offer will apply to your potential customers and they will be enticed to act on that offer. Also, it helps if your email and offers are designed to be accessed through mobile devices. A lot of people open emails from a smart phone or tablet and they will most likely delete any emails that can’t be easily accessed. Here are a few tips for designing an engaging email campaign and creative—

•In order to get people to open your emails, you need to think of a catchy subject line. Before they will even see the inside of your email, they will need to be enticed by the subject of that email. Be honest and upfront about what you’re offering, but use your creativity!

•The best email creatives have an effective mix of images and text. If you overload your emails with images that need to be downloaded, potential customers might not take the time to see what your company is offering.  Too much text, on the other hand, isn’t very appealing. Your email should be about 60% text and 40% image, so find the right balance.

•Encourage people to visit your site, so they can see what you have to offer.  A good email creative will entice your potential customers to click-through to your website. Once they reach your site, they will be more likely to buy your products or services. Make sure there is an easy way for them to access this information.

•Keep it simple. Going over-the-top with your emails will only distract potential customers and possibly frustrate them. Get to the point and make your offers clear. Make sure you choose easy -to-read fonts and colors.

A back-to-school email campaign is a great idea because it will really drive your message home and it can be done in a short amount of time. Parents, students, and teachers are still looking for offers that will help them during this season and save them some money. The back-to-school season can be an expensive time, so potential customers will most likely utilize your offers if you take the time and effort to reach them. You still have time to develop your email campaign before the season is over, so don’t stress!

If you’re interesting in learning more about email marketing, please contact us at (888) 578-3282.

Image Courtesy of Freedigitalphotos.net

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