Amazing Newsletter Ideas for Back-to-School Season To Inspire Your Own

The back-to-school season is one of the most influential times for brands in different marketplaces to connect with their customers. Parents, kids and teachers are all getting ready for a new school year. They are waiting for you to find an original way to attract them to buy your products, keep them posted on your news or inform them about the school preparation process.

In this article, we outline some of the best back-to-school newsletter ideas. You’ll find useful resources and tactics to effectively meet your audience’s needs to increase the engagement rate. Read on to get inspired, armed with great ideas you can take advantage of and implement right away.

Why send out the back-to-school newsletter

Why should your business invest in a back-to-school campaign? There are many reasons: 

  • It gives you an opportunity to connect with a specific niche of your audience. Often, brands try to appeal to everyone, but end up appealing to no one. An effective back-to-school campaign will help you narrow down your target audience and address their needs directly.
  • Back-to-school campaigns are a great way to show your unique value to the audience. Think about it: during school, parents are constantly bombarded with advertisements for all sorts of products, from pens to lunchboxes to backpacks. Your product needs to stand out to show your unique value to the audience. A good back-to-school email campaign will help you do just that.
  • The back-to-school season is usually the second highest spending occasion for parents. 2022 Deloitte Back-to-School Survey findings show that, in spite of increasing inflation rate and other concerns that may arise in uncertain times, parents are ready to spend on average 661$ per child, making a 5.8% market increase compared to 2021. 

Back-to-school newsletter ideas and examples

For educators

Back-to-school is a time of excitement and anticipation for both students and teachers. The back-to-school season is an excellent opportunity for teachers to connect with their students and share what they have been up to over the summer break. Teachers can do this by sending out newsletters that may contain the following:

  • A welcome email from the teacher or principal
  • A list of all the students in their class with their photos
  • An introduction of themselves
  • What they have been doing over the summer break (nice to use as an ice breaker).
  • What they are looking forward to in this school year
  • “How to get organized” or “ time management tips” checklist with tips for parents and students
  • Information about the school schedule so that children or their parents have an idea of what class will be during the week
  • Ideas for fun things to do after school or on weekends, including a list of local activities sponsored by local businesses
  • The school’s calendar of events and activities
  • Announcements about fundraisers or community service projects
  • Student work samples, templates or projects
  • Tips for parents on how to help their kid succeed in school
back-to-school email example from an educator
Source: Canva

For businesses

Businesses of all sorts take advantage of back-to-school emails, not just traditional sectors like retailers that sell school supplies and dorm room accessories. Electronic shops, for example, benefit from these newsletters because Generation Z requires not just a pencil, book or a notebook in a classroom, but also advanced technology or gadgets that will facilitate their learning process. Clothing retailers, furniture stores, and even SaaS companies that provide digital goods may also benefit from them. 

Even if your business is not in the education sector, you should still send back-to-school emails. This big shopping event is a great chance to reconnect with your contacts and strengthen your bond with them. 

Here are some great ideas to use for your back-to-school email marketing campaign:

Targeting students

How can you say no if your kid tells you that they need a new shirt or a new gadget for a new year at school? Almost impossible. The best way to attract students is to use catchy and attractive graphics, offering something that will take the burden of homework assignments off their shoulders. 

back-to-school email example for students
Source: Really Good Emails

In this email, Grammarly shows that their product will significantly increase the students productivity during school, offering a very attractive price.

Prep sportswear, on the other hand, uses captivating design with bright colors to attract a teenage audience:

Back-to-school email example for teenagers
Source: Email Competitors

Targeting parents

Parents spend more and more on back-to-school items every year. It is estimated that parents are planning to spend $37 billion on their children this year. So take advantage of this fact and boost your sales with the help of a back-to-school email campaign. Make sure that it translates the value of your product to parents by offering a helping hand in making their kid better in school, aids in acquiring a new skill or overall preparing their kid for school or college.

back-to-school email example for parents
Source: Really Good Emails

Targeting teachers

Don’t forget about teachers! They prepare for a school year as well and need different resources that will help them to survive another year of tests, exams and nights spent checking their students’ work. Give the teachers exclusive offers, like free delivery to school or a free guide that they can download to understand how to use a device that you are selling. If you are a clothes brand, you can add the special professor style selection, containing your latest collections with advantageous offers.

Back-to-school email example for teachers
Source: Really Good Emails

Back-to-school newsletters tips and best practices

How can you make sure your back-to-school newsletter is effective? Here are some tips and best practices:

Timing is everything

The timing of your back-to-school newsletters is key. You want to hit your audience right when they’re starting to think about the upcoming school year.

Ideally, you should send your newsletters out in late June or early July. That’s when parents are starting to do their research and figure out what kind of supplies they need and what kind of clothes their kids will need.

If you wait too long, chances are they’ll have already made their purchases or they’ll be so overwhelmed with everything that’s going on that they won’t even notice your newsletter. So start planning your campaign beforehand and hit your target audience right when they’re ready to buy.

Pay attention to your subject lines

When it comes to your newsletters, you want to make sure that you’re getting as many people as possible to open them up. One way to do this is to pay attention to your subject lines.

You want your back-to-school subject lines to be catchy, interesting, and relevant to your readers. And you also want to make sure that they’re not too long — people are more likely to open a shorter subject line than one that’s 50 words long. Back-to-school subject line best practice is to use no more than 7 words or 41 characters.

Another thing to keep in mind is that you should always test different subject lines to see which ones get the best results. What works for a parent might not work for a teacher or a student, so it’s important to tailor your content accordingly.

Subject lines examples for students:

  • Back to school again? Get ready with us
  • Ready to prepare for a new year of school?
  • Back-to-school styles that will make you stand out

Subject lines examples for teachers:

  • Need classroom supplies? Giving 30% off to teachers
  • New school year, new deals for teachers with 50% off
  • Up to 70% off on items for teachers. Hurry up!

Subject lines examples for parents:

  • Tips to make your kid smartest in class
  • 50% off on back-to-school essentials ends now
  • Give your kid the best back-to-school experience

Segment your audience

It’s important  to remember that you’re not writing for everyone. You need to segment your audience and target the right people with the right information.

For example, if you are targeting high school students’ parents you need to provide them with information about schedules, homework assignments, and important dates as a teacher. If you are targeting only students, send an email with information about lockers, dress codes, and after-school activities.

As a business that sells gadgets, if you are targeting parents or college students, you need to provide a newsletter that shows visible benefits of the item that will increase their kids’ grades. If you are targeting educators, then you need to pop up features that will make their teaching process more efficient.

It can be a lot of work, but when you target the right people with the right information, you’ll see a big improvement in your response rate.

Take advantage of the urgency

One of the best ways to make your back-to-school email campaign work is to play on the sense of urgency. Many parents are busy during the back-to-school season, and they may not have time to read every newsletter that comes their way.

So make sure your headline and opening paragraph capture their attention, and let them know that there’s information inside that they don’t want to miss. You can also highlight a specific event or deadline that’s coming up in your newsletter, and remind parents that it’s time to start thinking about school supplies, uniforms, and other items. You can see how Animal store handled this technique of appealing to urgency:

Different design principles email example
Source: Pinterest

Make use of different design principles

When it comes to your back-to-school newsletters, make use of different design principles to capture your audience’s attention. Here are a few tips:

  1. Use eye-catching graphics.
  2. Use related, easy to associate, visual elements.
  3. Start with a catchy headline.
  4. Structure the information according to UX design principles making your content useful, usable, appealing and valuable for the customer.
  5. Make it easy for parents to subscribe or unsubscribe.
  6. Provide contact information.
  7. Include a powerful CTA.
  8. Keep the design clean and to the point.
  9. Proof check your work carefully.

The good example using all mentioned points from Krogers grocery retailer:

Email example using different design principles
Source: Pinterest

Keep mobile users in mind

When creating your back-to-school newsletters, be sure to keep mobile users in mind. According to the 2022 Deloitte Back-to-School Survey 65% of consumers use their smartphones for online shopping, so you want to make sure your newsletters are easy to read on small screens. 

One way to do this is to keep your text short and to the point, and use plenty of headings and subheadings so people can scan quickly for the information they need. You can also use images and infographics to break up the text and make it more visually appealing. Look how clean and concise is the letter from Rifle Paper Co:

Mobile users friendly email example
Source: Mailcharts

And don’t forget to test your newsletters on different devices and browsers before you send them out.

Don’t overload with content

When creating your back-to-school newsletters, be sure to avoid overcrowding them with too much content. Less is more in this case.

Your readers are likely busy people, and they don’t have time to read through a long, drawn-out newsletter. For instance, as a company that sells gadgets, stick to the basics — introduce your product briefly, tell your audience its main features and which value does it bring. You may add a CTA and a contact form so that the consumer can find you easily and make a purchase. Like in the email from B&H store:

Don’t overload with content email example
Source: Email Competitors

When it comes to layout, keep it simple, use an easy-to-read font.  Also be sure to use plenty of white space so that the newsletter doesn’t look too cramped or busy.


Let’s have a quick revision of what we talked about in this article:

  1. Back-to-school emails are a great way to connect with your audience: no matter if you send it to your students or their parents as a professor or as an enterprise that produces school equipment.
  2. The back-to-school marketplace has a great potential of growth, so it is a good idea to invest in email marketing campaigns to boost your sales.
  3. It’s crucial to send out back-to-school newsletters at the right time. You want to catch your audience right when they are beginning to think about the upcoming school year. 
  4. Target the right people with the right information, and segment your audience appropriately. 
  5. A sense of urgency is one of the best ways to make your back-to-school email campaign work. 
  6. Invest in a user-friendly design for your back-to-school newsletter. 
  7. Make sure your back-to-school newsletter is easy to read on mobile phones.
  8. Keep an email concise, containing essential information only.