Back to School: How to Use SMS Campaigns at the End of Summer
The end of August means the last days of the summer holidays, but also a busy shopping period before the new school year begins. Parents are looking for school supplies and clothing, while students are shopping for electronics or new equipment.
For e-shops, Back to School marketing is therefore a great opportunity to end the summer with a strong campaign. And because many purchases are made at the last minute, SMS is an ideal channel. It is fast, concise, and delivered directly to the customer’s phone.
We also discussed when to choose SMS and when to use email during the summer in our article “Email or SMS? How to Communicate Effectively During the Summer Holidays.”
Who Is a Back to School Campaign For?
The Back to School theme is not limited to one type of product. A wide range of e-shops can take advantage of it if they can naturally connect their offer with the end of summer, the return to everyday routines, and the beginning of a new season.
The key is to understand what customers are currently dealing with and give them a relevant reason to make a purchase.
Parents and Students Want Different Things
If you have enough customer data, divide your audience into several groups before sending your SMS campaign.
Parents usually appreciate practicality, savings, and the ability to complete their shopping quickly. For example, you can offer a discount on school supplies, free delivery, or remind them about the last opportunity to order before school starts.
Students can be approached a little differently. A new school year or semester can be associated with a new outfit, laptop, or other electronics.
Instead of sending one generic message, you can create several more relevant versions for different audiences.
Take Advantage of Flash Sales
The end of August has one major advantage: a natural sense of urgency.
That is exactly why bulk SMS works well for short-term offers such as:
“20% off today only.”
“Last weekend before school.”
“Sale ends at midnight.”
“Order today for delivery before school starts.”
Customers immediately understand why they should not postpone their purchase.
One SMS = One Offer
Don’t try to fit an entire newsletter into a single SMS. Choose one main benefit and a clear CTA.
A good message should answer three questions within a few seconds:
What do I get? Why now? Where should I click?
For example:
🎒 Last weekend before school! Get 15% off selected school supplies. Offer valid until Sunday 👉 [link]
Ideally, the link should lead directly to a specific product category or Back to School offer rather than simply to the e-shop homepage.
3 Ready-to-Use Back to School SMS Messages
1. Universal offer
🎒 Back to school without the stress! Get 15% off selected products. Offer valid until Sunday 👉 [link]
2. Flash sale
⚡ BACK TO SCHOOL FLASH SALE: Get 20% off selected products today only. Sale ends at midnight 👉 [link]
3. Last chance
⏰ Last call! The Back to School sale ends today. Get selected products 15% off 👉 [link]
Back to School as the Start of Your Autumn Communication
The shopping season does not end on September 1. Parents continue buying forgotten school supplies, students need additional equipment, and the season of autumn collections is also beginning.
Back to School can therefore naturally kick off your next autumn SMS campaigns.
All you need is the right offer, the right target audience, and a message delivered at the right time.
