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It’s time to tie up your shoes and get ready to stuff

those backpacks. Back-to-School 2014 is here! The

National Retail Federation estimated that

Back-to-School sales in 2013 were approximately

$72.5 billion dollars, second only to the December

holiday season last year. Treat Back-to-School like

a warm up for holiday 2014 and take advantage of

it’s potential this year.

This Back-to-School guide has five quick email

marketing tips you can use this summer to maximize

your sales during Back-to-School 2014. They’ll help

keep your email content live and fresh making sure

your recipients always have up-to-date content and

offers the moment they are viewing them.

- Movable Ink

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GEO-TARGET MESSAGES

FOR REGIONAL SUCCESS

You know your audiences regional preferences,

so why not leverage this information to drive email

success too?

Back-to-school shoppers on the east coast have

different needs than shoppers in the south or on the

west coast. The basics may be the same, but

cultural and weather differences lead to different

trends in different areas.

Segment shoppers by location when they open

their email to make sure they get the best message

possible. Limit the complexity by displaying different

content based on location, all within a single HTML

Template.

EAST COAST CREATIVE

MIDWEST CREATIVE

WEST COAST CREATIVE

DEFAULT CREATIVE

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TIME SENSITIVE OFFERS

GRAB ATTENTION

Back-To-School shoppers look for good deals and

relevant information too. The National Retail

Federation found that 37% of Back-to-School

shoppers will do price comparisons before buying.

With a captive audience, this is your chance to

entice them with offers and protect your margin at

the same time. Instead of offering a blanket

promotion in email, update messages with fresh

offers like you would on your website.

You only have to send the email once and the offer

updates itself within message.

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MOBILE TARGETING

DRIVES CROSS-CHANNEL

ENGAGEMENT

Take email optimization further and target

messages based on the device they are opened on.

Change the entire look and layout of the email on

mobile devices to make it easier to access relevant

information like the nearest store location.

Even make Back-to-School shoppers a great deal

by providing a mobile specific discount to use when

they purchase in your store.

It will not only drive more foot traffic but help you

connect online activity to offline purchases.

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LIVE WEB & SOCIAL

STREAMS KEEP EMAIL

FRESH

Leverage the considerable amount of work your

teams have done to get ready for back-to-school

by cropping in content from your website into your

email. As you update the site, the email will

refresh too!

It’s never been easier to ensure that email

recipients always have the freshest content and

are not let down by outdated offers or out-of-stock

inventory.

Furthermore – seamlessly stream the conversation

happening on social media around your brand and

products right into each message. This will encour-

age participation and sharing in addition to gaining

consumer validation and recommendations.

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PERSONALIZE TO

INCREASE ORDER SIZE

In 2013, the e-tailing group found that personalized

email entices consumers to increase the size of the

order and how often the purchase.

Start personalizing your emails with the recipient’s

name and account information to increase engage-

ment. Crop in recommendations from the website,

or pull them in via a feed, to make personalized

selections to entice shoppers to buy.

When you combine image personalization with

some of the other tips from this guide, you can start

to increase the relevancy and performance of each

message.

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Movable Ink

We hope this quick Back-to-School guide gave you

some good ideas to implement in your marketing

strategy this year. For more information about this

guide, or to get a jump start on Back-to-School

strategy, please get in touch!

About Movable Ink

What happens in the moment influences how we

act, and how we remember it. Shouldn’t marketing

do the same thing? Movable Ink enables brands to

market in the moment with real-time digital content

delivered at scale in email. Hundreds of innovative

brands such as American Eagle Outfitters, Time Inc.,

Lilly Pulitzer, and Finish Line have increased

engagement, conversions, and ROI by using

Movable Ink’s agile marketing solution to plan,

create, and execute campaigns that adapt to each

individual consumer the instant they engage. The

company is headquartered in New York, New York

with an office in London, England.

Contact us

www.movableink.com

contact@movableink.com

1-800-270-6033