Season Finale: Back to school 2007
A look back on seasonal trends, email activity and standout B2C marketing:
Start to finish: The first reference to back to school was on June 15 by Target. The last reference was on Oct. 3 by Sears.
The distribution curve: Retailers sent the majority of back to school-themed emails after Aug. 7. The biggest days for back to school emails were Monday, July 23, and Friday, Aug. 10, followed by Tuesday, July 31; Tuesday, Aug. 14; and Monday, Aug. 20, and.
Most interesting emails: Hallmark had a great email on Aug. 7 featuring their Hoops and Yoyo characters (subject line: go back to school with hoops&yoyo!). The email has some fun animation, features a few key products, includes a link to an e-card that subscribers can send to friend, and asks subscribers to tell Hallmark what’s cool about their school so they can post it on their Hoops & Yoyo blog. So there are several ways for subscribers to interact with the brand.
Here’s the animated portion of that email:
At the more mature end of the spectrum, Neiman Marcus did a series of “Back to Cool” emails that each included a fun, multiple-choice poll (see July 24 AM Inbox). In addition to being engaging, the polls might provide insights that helped improve messaging later in the series or will help improve messaging next time around. Some of the emails also featured video.
Unpleasant surprises: Foot Locker sent this email on Sept. 6 without checking to see if the call-to-action was clickable (it wasn’t).
Unexpected relevance: With this Sept. 4 email, Ralph Lauren puts an interesting adult twist on the back to school season, suggesting that just as kids are refreshing their wardrobes, adults should do the same. With annual reviews on the horizon, this message may have resonated with folks.
In a July 29 email, Walgreen's offered gift cards for back-to-school expenses. While parents probably bought specific items for their college-bound kids, gift cards are a good idea for aunts, uncles and grandparents. I don’t recall any other retailers making a firm pitch for gift cards as a back to school gift.
In an Aug. 15 email (subject line: Back to School Essentials. Save 20% plus FREE Shipping), Diamond.com tried to get in on the back to school action by saying: “These pieces are essential to a successful school year!” A stretch? Most certainly, but it got my attention.
Cool tool: Wal-Mart makes use of their newly launched site-to-store program (see July 13 AM Inbox) in this July 23 back to college email (subject line: Gear Up for College). Considering that there are plenty of hefty college essentials (like mini-refrigerators), I bet this did really well for them.
Standout subject lines:
Sephora, 9/11 — TOOL SCHOOL: Fall's Must-Have Beauty Gadgets + Free Cell Phone Mirror
OfficeMax, 8/2 — School Happens - Save in Style
J. Crew, 8/25 — First day of school? What are you wearing?
Road Runner Sports, 8/10 — Don't miss the bus! Your back-2-cool offer ends...
OfficeMax, 8/16 — Beat the Clock - Hot Back to School Deals
RadioShack, 7/25 — Before they hurry to class, hurry to RadioShack.
Sharper Image, 7/25 — End of Summer? Make it Back2s'Cool!
Read previous Back to School Season Finales: 2006
Read previous posts about back to school emails.
_____________________
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Start to finish: The first reference to back to school was on June 15 by Target. The last reference was on Oct. 3 by Sears.
The distribution curve: Retailers sent the majority of back to school-themed emails after Aug. 7. The biggest days for back to school emails were Monday, July 23, and Friday, Aug. 10, followed by Tuesday, July 31; Tuesday, Aug. 14; and Monday, Aug. 20, and.
Most interesting emails: Hallmark had a great email on Aug. 7 featuring their Hoops and Yoyo characters (subject line: go back to school with hoops&yoyo!). The email has some fun animation, features a few key products, includes a link to an e-card that subscribers can send to friend, and asks subscribers to tell Hallmark what’s cool about their school so they can post it on their Hoops & Yoyo blog. So there are several ways for subscribers to interact with the brand.
Here’s the animated portion of that email:
At the more mature end of the spectrum, Neiman Marcus did a series of “Back to Cool” emails that each included a fun, multiple-choice poll (see July 24 AM Inbox). In addition to being engaging, the polls might provide insights that helped improve messaging later in the series or will help improve messaging next time around. Some of the emails also featured video.
Unpleasant surprises: Foot Locker sent this email on Sept. 6 without checking to see if the call-to-action was clickable (it wasn’t).
Unexpected relevance: With this Sept. 4 email, Ralph Lauren puts an interesting adult twist on the back to school season, suggesting that just as kids are refreshing their wardrobes, adults should do the same. With annual reviews on the horizon, this message may have resonated with folks.
In a July 29 email, Walgreen's offered gift cards for back-to-school expenses. While parents probably bought specific items for their college-bound kids, gift cards are a good idea for aunts, uncles and grandparents. I don’t recall any other retailers making a firm pitch for gift cards as a back to school gift.
In an Aug. 15 email (subject line: Back to School Essentials. Save 20% plus FREE Shipping), Diamond.com tried to get in on the back to school action by saying: “These pieces are essential to a successful school year!” A stretch? Most certainly, but it got my attention.
Cool tool: Wal-Mart makes use of their newly launched site-to-store program (see July 13 AM Inbox) in this July 23 back to college email (subject line: Gear Up for College). Considering that there are plenty of hefty college essentials (like mini-refrigerators), I bet this did really well for them.
Standout subject lines:
Sephora, 9/11 — TOOL SCHOOL: Fall's Must-Have Beauty Gadgets + Free Cell Phone Mirror
OfficeMax, 8/2 — School Happens - Save in Style
J. Crew, 8/25 — First day of school? What are you wearing?
Road Runner Sports, 8/10 — Don't miss the bus! Your back-2-cool offer ends...
OfficeMax, 8/16 — Beat the Clock - Hot Back to School Deals
RadioShack, 7/25 — Before they hurry to class, hurry to RadioShack.
Sharper Image, 7/25 — End of Summer? Make it Back2s'Cool!
Read previous Back to School Season Finales: 2006
Read previous posts about back to school emails.
_____________________
SEARCH... By Post Category / By Retailer / By Topic / By Selling Season / Recent Posts
Labels: Animation, Back to School, Call to Action, Diamond.com, Foot Locker, Gift Cards, Hallmark, In-Store Pickup, Neiman Marcus, Ralph Lauren, Season Finale, Wal-Mart, Walgreens
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posted at 1:50 PM by Chad White
I love Smith-Harmon's enthusiasm. It's so great to have a connection with people who really "get" and get excited by email marketing. (Truly, there are not that many of us out there!) I count myself very lucky to have found such accomplished enthusiasts to collaborate with on the REI program. They are helping to bring amazing opportunities to fruition with panache.
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