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BizReport : Email Marketing : August 17, 2011

Campaigner's Back To School Primer

With an expected $68 billion to be spent over the next six weeks as parents get kids ready to go back to school, marketers across the US are trying to get their share. New details from Campaigner may help marketers better target back-to-school shoppers through email.

by Kristina Knight

campaigner.pngIn Q2 comScore reports retail ecommerce spending surpassed $37 billion, an increase of 14% year over year. While most back-to-school shopping will be done in-store, shoppers will be looking for deals, coupons and sales information - like price comparisons, product reviews and other information - online before hitting their favorite stores. Have a solid online campaign, from email to updated website information, is key to engaging these shoppers before they are in-store.

Campaigner's suggestions include:

  • Dividing high, low and average spenders into different databases so that they can be properly targeted

  • If you have demographic information built-in to your list, use it to target list members - those with younger kids will need lunchboxes, crayons and pencils, older kids will need trendy clothes, shoes and backpacks

  • Segment email lists according to what has been purchased and potential future sales based on the already-purchased information

  • Localize email targeting, especially if based near a college campus

  • Segment the most loyal shoppers and offer them enhanced specials
  • Meanwhile, data from Experian/Hitwise indicates that flash sales are daily deals may work well for the Back-to-School season. The Flash Sales category (US) has shown more than 350% growth Year over Year, and several large retailers - Amazon, Norstrom, Zulilly, etc. - have launched dedicated flash-sale sites in the past year.

    Tags: back to school, Campaigner, ecommerce, email content, email marketing, Experian/Hitwise

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