Back to School: What To Put In Email Marketing Calendars [+ Inspiration & Examples]

Back to School is a prime season for retailers and eCommerce businesses (and the product categories vary from regular school supplies, all the way to electronics, apparel, footwear, and more). 

It's one of the best times for retailers and eCommerce businesses to connect with shoppers.

During this season, people are buying all kinds of products, from school supplies and clothes to gadgets, shoes, and more. That’s why it’s important to plan email campaigns that match what your customers are looking for and help your brand stand out during the busy shopping season.

The Raging Back to School Market: Why Should You Care? 

In the year 2020, back to school spending per household in the United States was already increasing over the preceding two years and reached $790 dollars. 

Further, it’s critical to note that it’s not just adults who do the shopping. On an average, the average teenager in the United States spent $45.35 of their own money on back to school goods. 

According to Mastercard SpendingPulse, grew by 5.5%* in 2021 alone, compared to 2020. 

Because of these rising prices, families are now more careful when shopping. Many also get ideas from social media like Instagram and TikTok when deciding what to buy.

For businesses, this is important. It means people are looking for good deals. If your emails are clear, helpful, and well-timed, you have a better chance of getting their attention and increasing sales during this season.

What Products Are Part of Back to School?

The product categories are many, but some of the most popular ones are as follows: 

Back-to-school shopping covers a lot of products, but the most common ones are:

• School supplies (notebooks, pens, backpacks)
• Clothing and uniforms
• Shoes and sneakers
• Electronics (laptops, tablets, accessories)
• Lunch boxes and water bottles

So yes, the Back to School season is important for you, because it matters to your audience.

Let’s look at some inspiration for email marketing campaigns, examples of back-to-school promotions, and more. 

Even if your eCommerce business has nothing to do with any of the back-to-school products or product categories, the examples and email marketing campaign ideas are invaluable. 

Start Planning First

Before you start creating emails, it’s important to plan ahead. This helps you stay organized and consistent during the busy back-to-school season.

Start by building an email calendar or an inspiration list. This will make it easier for you to map out what emails to send, when to send them, and what message each one should focus on.

To make this process easier, you can use a tool like Panoramata. Sign up, then create a new list in your dashboard (you’ll find this option on the left side panel). From there, you can start collecting ideas for your campaigns.

Use the search feature to look for back-to-school email campaigns.

Explore different brands and see how they structure their emails, what offers they use, and how they design their layouts.

As you browse, save the emails that stand out to you.

Focus on things like strong subject lines, clear discounts, simple designs, and effective calls-to-action.

You should also look for patterns across top-performing campaigns.

Notice what many brands are doing the same way,  this often shows what actually works.

Think of this process as collecting “what works” so you can build your own version later, but in a way that fits your brand and audience.

To kick your efforts into gear, we’ve already curated a Back-to-School Email Marketing Campaign list. 

Feel free to use, tweak, rearrange, redo the list. 

Casper - Classic Sales

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Take a look at this back-to-school campaign from Casper Mattresses. 

What we love about this campaign: 

• Showing an image of a real person using the actual product is always a smart idea. The next best thing to actually “feeling” the mattresses (as you’d in a physical store). 
• Short copy format is punchy, subtle, and has a direct offer. 
• The headline with “...still going” subconsciously tells the reader that it could “end” soon. Fear of missing out (FOMO), anyone? 

The Sill - A Sales with Context

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The back-to-school campaign for The Sill doesn’t waste any time nor does it make you guess. The instant you open the email campaign, you know what it’s for, what the offer is, and more. 

What we love about this campaign: 

• The “no nonsense” direct offer (15% off) 
• Copy that helps add more context to the offer just made (above). 15% off your favorite plants and accessories. 

Schoolyard Snacks - Tiered Discounts

Schoolyard Snacks stands out because it doesn’t feel like a typical promotional email. Instead of sounding formal or sales-heavy, it talks to you in a casual, human way that feels more like a friend sending a message than a brand pushing a product.

Right away, the subject line pulls you in: “Graduate your snacking with our Buy More, Save More sale.” It’s playful, a bit unexpected, and it immediately sets a fun tone before you even see the offer.

Then the email keeps that energy going with lines like “Hey snacker!” and “Have you ever learned anything on an empty stomach?” This kind of humor works because it connects to a real student feeling, being hungry while studying, and turns it into something relatable instead of just another discount announcement.

The structure of the offer is also very intentional. Instead of one flat discount, they use a tiered system:

• Spend over $100 → 20% off (code: SCHOOL20)
• Spend under $100 → 15% off (code: SCHOOL15)

This is not just about giving a discount. It’s designed to influence behavior. The higher tier naturally encourages people to add more items to their cart just to “reach the next level.” At the same time, the lower tier still feels rewarding, so no one feels left out.

They also make sure to clarify that the discount only applies to selected products. This is important because it manages expectations early and prevents frustration at checkout.

Clinique - Gamify your emails

Clinique does something a little different here. Instead of just sending you a normal discount email, they turn the whole thing into a game.

Right away, the subject line “Back to School Game: Spin to Win an A+ Offer” already makes you curious. It doesn’t feel like a typical promo. It feels like you’re being invited to play something, not just buy something.

Once you open it, they push you straight into action with a clear button like “Click Play Now.” And that’s the point, they don’t let you just scroll and think about it for too long. They get you involved immediately.

Instead of a basic discount, they frame the offer in a more fun way. You’re told you could win a free duo kit or another gift when you spend $50 or more. So it doesn’t feel like a standard “buy and get” deal, it feels more like you’re unlocking something.

Then comes the game part. They ask you, “Which offer will you win? Take a chance and play now.” and show possible rewards like:

• Smart Refresh Kit
• Ace a Quick Look Kit
• Best in Class Kit
• Tote + Notes
• Spritz & Glow Duo

This is where it gets interesting. You don’t know exactly what you’re getting, so you naturally want to click just to find out. That small bit of uncertainty is what makes it work.

After that, they move you into shopping mode with “We picked these for you.” This section shows product recommendations, so after the fun part, you’re already looking at what to actually buy.

Glossier - Use the School theme to introduce your products

Glossier keeps this email really simple, but in a smart way. Instead of just listing products and discounts, they build the whole email around your school day,  so it feels like they’re actually talking to you and your routine.

They start with “Back in Session” and say: “From early morning classes to late night cram sessions, we’ve got the essentials to help you gear up for the new school year.” It instantly feels relatable because you can picture your own school day in it.

Then they guide you through your day, step by step:

First period: You start your morning with the Fresh Faced Set. It’s basically your quick morning routine, something to help you get ready fast and feel fresh before class. It feels like they’re saying, “this is all you need to start your day right.” Then you can tap Shop Now if you want to grab it.

Second period: Between classes, they show you the Glossier You Rollerball. This is your quick refresh during the day,  something small you can easily carry and use anytime you need it. It feels practical, like something you’d actually reach for when you’re busy running around school. Again, there’s a Shop Now button if you want it.

Third period: At the end of the day, they slow things down with the Body Hero Duo. This part feels more like self-care. After a long day of classes, it’s about relaxing and taking care of yourself before you rest.

 This email works because it follows your real life. It doesn’t feel like a sales pitch,  it feels like someone is simply walking you through your day and showing you what fits into each moment. It’s easy to understand, easy to imagine, and that’s what makes it effective.

Outdoor Voices - Create Guides

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Outdoor Voices does some really smart things with their email campaigns and ads. Take a look at one of their recent email campaigns. 

• The products are in full-display, with a well-made moving set of images (right inside the email -- no need to click “next”. 
• Aimed at a slightly older audience, the image that Outdoor voices uses gets right to the point. 
• The headline uses a language the target audience recognizes and uses -- a lot. 
• Even the subject line is intended to make it seem like it’s coming from a friend (and not a brand). 

Get loads of inspiration and an almost unending list of creative ad campaigns and email campaigns on Panoramata. Further, create your own email marketing calendar for Back-to-school campaigns.

Prep up for your own campaigns, watch what other eCommerce businesses do for marketing, deep dive into insights for each campaign, and more. 

Back to School campaigns are all the rage now, and there’s a good reason for it.