Back-to-school e-mail messaging will peak this week, according to The Retail Email Blog. This means that for companies that haven't started working on their back-to-school campaigns yet, they'd better get cracking. But a late start is not too big of a reason to fret – purchase interest for back-to-school shopping will last beyond August, and there's plenty marketers can do to maximize this opportunity.
The top online retailers sent each of their subscribers an average of 2.6 promotional e-mails during the week ending Aug. 6, which is down 5 percent from the previous week, and down 5 percent from four weeks ago, but up 9 percent from the same time last year.
Last week, Tuesday saw the highest e-mail participation rate as 47 percent of major online retailers sending at least one promotional e-mail sent one on that day. This was followed by Friday with 45 percent, Monday and Thursday each with 37 percent, Wednesday with 34 percent, Sunday with 31 percent and Saturday with 15 percent.
The Retail Email Blog also noted that more than 20 percent of retail e-mails mentioned back-to-school, and that this number should peak this week. Labor Day should also get its first reference in the coming days.
According to Nielsen, back-to-school spending isn't expected to be all that brilliant this year, with a slight 1.7 percent gain to $2.6 billion in spending for the office and school supplies category expected, but a 5.3 percent decline in units sold.
Still, the National Retail Federation expects a 10 percent boost in back-to-school spending this year, while a survey from American Express finds that 41 percent of consumers plan on maintaining spending levels from last year, and 39 percent plan to increase spending.
PointRoll found that though consumer interest in computer purchases peaks in July, interest in office and school supplies, and apparel linger well into September. Interaction rates with office and school supplies ads is higher in September than in August.
The study's findings seems to give reason to carefully consider options before keeping to plans to taper off ad spending in late August. Companies cut their back-to-school advertising by 75 percent at the end of August before Labor Day, but this might not be the best way to go.
Wendy Lowe at eMarketing & Commerce offers five back-to-school tips for e-mail marketers: 1) start early and e-mail often, 2) emphasize your local presence, 3) jump on trends, 4) find a way to tie in, and 5) keep parents in mind.
At Microsoft's adCenter blog, Tina Kelleher offers some tips and information to PPC advertisers. Attracting clicks by updating your ads with enticing offers is an obvious one – use phrases that include words like “coupon,” “deal” and “sale.”
So-called bargain copy averaged click-through rates of 9 percent, compared to CTRs of 4 percent for school-related copy.
Kelleher also highlights the finding that the majority of consumers plan on starting their back-to-school shopping three weeks to one month before school starts, followed by 1-2 weeks before school starts.
Sources:
http://www.retailemailblog.com/2010/08/week-end-trends-back-to-school.html
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=133102
http://www.internetretailer.com/2010/08/09/back-school-purchase-interest-stretches-beyond-august
http://www.emarketingandcommerce.com/article/5-best-e-mail-tactics-for-back-to-school-marketing-success/
http://community.microsoftadvertising.com/blogs/advertiser/archive/2010/07/30/back-to-school-PPC-optimization-research-keywords.aspx
Jason Hahn
e: jhahn221@gmail.com
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