4 Key Email Marketing Campaigns for Back to School Shoppers

School backpack on wooden background

As the end of summer draws near and parents prepare to send their kids back to school, online retailers begin gearing up for the holiday season. Back-to-school shopping is the season’s first big revenue mile-marker. Every year, sales for apparel, books, computers, office equipment and sporting goods spike, resulting in a retail flurry expected to reach $857.18 billion this year. 

Have you considered launching a back-to-school campaign? It’s not too late! There’s still a huge opportunity for you to rake in the revenue this fall with a few highly effective email marketing campaigns. Here are four data-driven email marketing solutions guaranteed to catch the attention of back-to-school shoppers.

Highlight Your Products with Back-to-School Welcome Emails

School items can add up quickly, leaving many online shoppers on the lookout for good deals. With a back-to-school welcome email, you can highlight some essential products for the upcoming season and offer your subscribers special discounts.

Using compelling images and strong calls-to-action (CTA) will improve conversions and maximize sales. Don’t forget to test the position and color of your CTAs to optimize your campaigns for success.

back-to-school email marketing campaign

In this example provided by PostUp,  lifestyle brand May Designs uses the “40% off entire site” CTA to lure shoppers in. Email subscribers are immediately clear on the purpose of their service as soon as they open their email and the clean visuals prompt action.

Additionally, you should consider who will be purchasing your product: the student or the parent? Your existing customer data will help you learn more about your buyer’s profile. Studying customer demographics and engagement patterns will help you target them more effectively. 

Roll Out a Retargeting Strategy

The vast majority of online shoppers don’t make a purchase on their first visit to your eCommerce store. According to statistics from AdRoll, more than 90% don’t make a purchase on their first visit. This can be a bit frustrating, but you can easily strategize around this common occurrence.

Having trouble converting new visitors to first-time purchasers? Using an automated email marketing retargeting strategy, you can send triggered emails based on an online shopper’s behavior on your website. From products they viewed to pages they visited, you can keep your eCommerce store top-of-mind when they are looking for back-to-school deals.

This sounds complicated, but Springbot’s marketing automation platform makes it super simple for you with our new email popup functionality. Now, you can easily capture email addresses from casual window shoppers and remarket your products to drive more conversions. 

Segment Your List for Enhanced Personalization

Email list segmentation is a fairly simple concept that can have a lasting impact on your email marketing campaigns.

Why should you segment your list for back-to-school shoppers? Consider this—according to Google data, searches for back-to-school supplies and apparel were consistent across the country, but when people search changes significantly, depending on the region.

For example, search terms like “back to school” start to heat up as early as June in some regions.  By mid-July, you start to see more widespread traffic surrounding this term.

This demonstrates how important it is to segment your list by location and demographics. School calendars can vary by region, so your data is crucial to informing your marketing calendar. By personalizing your emails, you can send relevant content to your subscribers and drive more conversions in the process.

When you think about it, the regional changes in trends make sense. Since school calendars vary by region, segmenting your subscriber list by location and demographics will allow for a more personalized experience for your online shoppers.

Set Up Abandoned Cart Emails

Did you know that the average shopping cart abandonment rate hovers around 70 percent? It’s a problem that plagues every eCommerce merchant, which is why setting up abandoned cart emails is a highly effective strategy for online retailers.

Abandoned cart emails are simple to implement. In fact, we’ve seen online retailers increase their revenue from abandoned cart emails by 50 percent each quarter. You can, as well—just in time for back-to-school shoppers and the upcoming holiday season!

The next time an online shopper visits your site and leaves without a purchase, send an automated triggered email that aims to bring them back on the path to purchase. This email can create a sense of urgency, or FOMO (fear of missing out). You could also offer a discount, free shipping or even leverage testimonials as powerful social proof about your site. Parents are extremely busy at the start of the school season, and all it may take is a simple reminder to drive them toward a purchase.


If you want to finish the year strong, then now is the best time to begin launching your back-to-school email marketing campaigns. The beginning of September is the start of major holiday spending, and your eCommerce store can be positioned for maximum sales with the right email marketing campaigns. Just remember to take a data-driven approach to your campaigns, and you are bound to see your bottom line blossom with rewarding growth.