Back-to-school email examples + subject line ideas

If you think back-to-school shopping season only pertains to select Shopify merchants that sell traditional supplies, think again.

People are shopping for a wide range of ages (preschoolers to college students) and are buying more than pencils, lunch bags, and first-day outfits. There’s evidence that parents are buying for themselves, too (more on that in a bit). 

Back-to-school time represents a fresh start for many people, not just students. When you think in such terms, back-to-school emails are a wise investment for many Shopify stores. 

We’re discussing all the reasons for adding them to your content calendar, showing various ways to make them work for your brand, and doling out pointers. 

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Why you need to send back-to-school emails 

School shopping qualifies as a significant annual ecommerce event. A survey from the National Retail Federation (NRF) indicates that in 2024:

• Families with K-12 students plan to spend $875 on average
• College students and their families anticipate spending $1,365 on average 

Wait until August for promotions, and you miss out on revenue potential. As of early July, 55% of shoppers had begun tackling their list, with many hunting for deals during the summer mega-sales of Amazon Prime Day, Target Circle Week, and Walmart Deals. 

Another reason to start early? A Deloitte back-to-school survey reveals that early shoppers spend 1.5 times more than late-comers.  

Whether you pop promos into July newsletters or show up fashionably late, the Deloitte poll contains intriguing data that might influence your back-to-school email strategy and the products you feature:

• 85% of parents would consider splurging on something that adds excitement to the new school year or helps boost their child’s self-esteem
• 50% of respondents plan to buy something for themselves; they are likely to spend 1.4 times more than those who don’t
• 86% have children enrolled in extracurricular activities and will spend $582 per child on fees and equipment 

And don’t forget about the adults returning to school. Teachers and support staff buy supplies and spruce up their look, too. 
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6 back-to-school email examples 

We searched for marketing emails that exemplify the wide-ranging possibilities of preparing for a new school year. Our roundup covers the obvious before wandering off the beaten path. 

#1 Send a traditional school supply promotion  

Let’s start with the quintessential back-to-school email angle: the K-12 shopping list of classroom essentials and wardrobe updates. 

We love how Pottery Barn Kids zeroes in on one necessity. 

What helps this email convert: 

1. Categorization. Pottery Barn emphasizes it has solutions for different ages and needs by organizing backpacks into “designed for” categories and including a brief description. Finding the right fit is easy, thanks to distinct calls to action (CTAs) for each. 
2. Product feature callouts. The brand recognizes and addresses consumer concerns — and thus builds trust — by pointing out design features for each category, like water-resistant fabric to counter clumsy tykes. 
3. Relatable visuals. Each photo gives off first-day-of-school vibes. Lifestyle-themed imagery with the product in use is an inviting touch. 

#2 Debut a new collection with a campaign 

If your catalog is ripe with school-year preparation options, don't stop at one email newsletter. Launch promotional campaigns to attract more attention and increase sales.  

For example, Little Road Co. takes the multi-email campaign approach. 

Here’s how the brand announced and promoted its new collection:

• Email #1: gives a sneak peek of the product line and announces the date it drops
• Email #2: builds excitement with a reminder about the imminent launch 
• Email #3: officially welcomes subscribers to shop the collection
• Email #4: reminds shoppers to make their preorders before the deadline 

Use Little Road Co.’s back-to-school email campaign as a starting point or foundational template for your multi-email endeavor. 
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#3 Get college students ready for campus

Based on estimated household spending, back-to-college spending trumps K-12 spending by nearly 44%. This group shouldn’t be overlooked. 

Consumers are buying: 

• Electronics and computer-related equipment
• Clothing and accessories
• Shoes
• Collegiate-branded gear
• School supplies
• Dorm or apartment furnishings
• Food items
• Personal care items
• Gift cards

Take a peek at how Laura Park caters to the dorm-bound crowd. 

Elements that encourage conversions: 

1. An enticing subject line. Getting your email opened is step one. “Build the Perfect Dorm Bed” does the trick. ‍
2. A formula for “perfection.” Laura Park’s how-to guide for creating a dorm room oasis lends a hand to the creatively challenged. They provide easy access to the category products with individual CTAs.
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#4 Inspire with top picks 

Most humans seek reassurance when eyeing products. They want evidence that a potential purchase is a good investment.

As a brand, erase doubts by collecting customer reviews and highlighting them in user-generated content emails. Alternatively, feature best-sellers. 

Reyn Spooner leans on a different form of authenticity. They give the microphone to interns who work behind the scenes. 

Why this email is engaging:

1. The “staff” selection shines. Brands typically turn to staff employees for these types of compilations. But in this scenario, they recognize recommendations from the target audience’s peers carry a heavier weight.  
2. It humanizes the interns. The photo plus Q&A make the reviewers relatable and the brand approachable. 
3. The closing reinforces the brand’s accessibility. Providing students with professional growth opportunities automatically scores points in the human element category.  
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#5 Segment and target customer groups 

We will always advocate segmentation. Sending targeted messages to customers with a shared characteristic is a prime means of personalization.  

Research indicates that 71% of consumers expect personalized messages from brands and 76% are frustrated when they don’t receive them. So, build and leverage your Shopify segments when you can. 

1THRIVE demonstrates how to use segmentation in back-to-school email marketing. 

The brand capitalizes on its core product — organization — to talk to different customer groups with tailored messages:

1. Working parents (subject line: Get Back-to-School Ready with 1THRIVE)
2. Homeschool parents (subject line: The Perfect System for Homeschooling)
3. Entrepreneur parents (subject line: The Ultimate Back-to-School Hack for Entrepreneurs!)

The brand even changes visuals to match the audience. 
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Acquire segmentation data by asking email subscribers about their preferences. Include an extra field on your email popup or form as part of your audience-building efforts.

#6 Turn heads with the unexpected 

We challenge you to think beyond the obvious. School supplies and attire might dominate shopping lists, but there’s room for other purchases if you work your angle.   

Look at how Vitruvi sneaks its brand into the conversation. 

Why this email attracts attention:

1. It’s convincing. Does anyone associate back-to-school shopping with essential oil diffusers? Vitruvi makes you believe they’re a necessary productivity assistant.
2. It’s more than a back-to-school email. The brand acknowledges that late summer through early fall is often a reset for everyone. This applies just as much to students hitting the books as it does to working professionals refocusing their energy.   
3. The CTA is unique and action-oriented. “Get in the zone” is a fantastic twist.  

Extra note: check out the “footer that functions.” Vitruvi highlights brand value propositions with simple icons. 

Back-to-school email subject lines 

You work hard to craft a great email, so don’t skimp on the subject line. Here are a few ideas to compel opens:

• Ace your back-to-school style 
• These ____ score an A+ 
• Back-to-school shop now open
• 📚 Be the teacher’s pet with our checklist
• Get ready for back to school with the ____ collection
• ⏰ Set your alarms for back-to-school must-haves!
• Be first-day ready with these new styles
• 🎒 Be smart: save __% off all school supplies
• Get your dorm room essentials
• 😎 We’re not too cool for school 

Get your piece of the pie with Seguno's back-to-school email templates

You already know that back-to-school shopping results in big spending. So, slide in an email or two to send dollars your way. If you have the inventory to merit it, create a campaign.  

Think beyond school supplies, clothing, electronics, and dorm room essentials. People are opening their wallets for a range of products.  

Don’t have the time to create something but want to capitalize on the shopping opportunity? Rely on one of our back-to-school email templates to do the heavy lifting.