18 SMS & Email Templates for Your Back-to-School Marketing Campaign
It's that time of the year again. Summer is coming to an end and students are already preparing for the next school year.
It is time for brands to do their homework too and ace their back-to-school marketing campaigns.
2022 Back-to-school Spending Forecasts
Ever since the beginning of the pandemic, back-to-school spending has increased dramatically, as families have had to adjust to virtual or hybrid learning. This year will make no difference in the numbers, as although more than half of shoppers (57%) are worried about inflation and the looming economic downturn, it seems that the need for school supplies will supersede those concerns.
According to the NRF, in 2022, back-to-school spending is expected to match 2021's record high of $37 billion. Parents with children in elementary, middle, or high school plan to spend an average of $864 compared to $848 last year. The expenses for a college student are expected to reach $1199 per family, while the total back-to-college spending is expected to surpass $74 billion.
Traditionally, the top-purchased product categories around this time of year are clothing and accessories, electronics or computer-related equipment, school supplies, cosmetics, and shoes.
Having a solid marketing strategy will help you hop on the back-to-school spending train and drive more revenue to your store. Use the combined strengths of SMS and email to reach your shoppers everywhere, engage on a channel of their choice, and put your irresistible offers right at their fingertips.
SMS & Email Cheat Sheet
Sharpen your pencils, here are our three expert tips that will help you score an A+ with your Back-to-School SMS & email campaigns:
Start NOW. Most families will use the second half of August to start looking for valuable offers. Extend your sales until the first weekend after the start of the school year to ensure you benefit from procrastinating parents and their last-minute purchases. For best results, send an SMS or an email now and follow up with a text message including a small incentive at the beginning of September.
Make your offer appealing. Now, more than ever, people are focused on saving money and are actively searching for discounts. Offer special promotions such as BOGO, free shipping, and extended return. Complementary items or exclusive Back-to-School bundles at marked prices will also help attract new customers and boost the AOV of your store.
Use the good ol’ F.O.M.O. Remind shoppers that the first school day is right around the corner, and explicitly mention that your offers are time-sensitive and quantities are limited. Get personal in the copy of your messages, and make your subscribers feel closer to your brand and products. Use some student lingo and try to add a pinch of humor whenever possible.
And now it is time to present our list of 18 actionable SMS & email templates for A-graders: whether your products belong to the most purchased categories around this time of the year or not – it is important to think outside the box and make an offer your customers can’t (and won’t) refuse.
Clothes & Accessories
Food & Beverages
Today's SMS & email marketing class might be over, but the actual school year hasn't even started yet. Time to pack up your summer bags and head back to your store for your Back-to-school sale. Use our 18 templates for inspiration and start prepping your next campaign.
Mariya Arabadzhieva Todorova