We recently posted a graphic journey of student’s return to school by date and region. At the urging of some of our readers, we’ve prepared for you interactive charts and maps that enables you to explore the back-to-school season yourself.
How do Marketers Leverage Back-to-School Timing?
Many circulation managers, deeply familiar with back-to-school trends, mail catalogs July through September regionally. At times, they combine mailings with a series of supporting email deployments before, during, and after anticipated catalog delivery. They use email to increase frequency, drive greater awareness and increase catalog response rates.
Other marketers use a series of targeted email communications to engage educators during that brief period when they are back at their desks, quietly planning and anticipating students’ return. Their hope is to establish interest prior to the flood of post Labor Day communications and classroom distractions.
You can also use email as a tool to hone messages and offers prior to comitting to a control in other channels. Because nearly 80% of results typically occur within the first 24 to 48 hours, there is ample opportunity to gather valuable intel before the school market has fully returned.
If you have the capacity to conduct regional marketing programs or are interested in some quick feedback to sharpen your back-to-school communications, this back-to-school period can be an excellent time to try some tests
Looking for a strategic partner to take advantage of back-to-school marketing opportunities. Feel free to give us a call 800-776-6373