Hey, it's Chase and Jimmy here.

Back-to-school season hits different than other retail moments. People aren't just shopping – they're resetting. New routines, fresh habits, that "this year will be different" energy.

Smart brands know how to tap into that mindset shift without sounding like every other "school supplies sale" email cluttering inboxes in August.

This morning, we're analyzing 6 back-to-school emails that nailed the seasonal connection. From OLIPOP's straightforward discount approach to Vitruvi's calm focus messaging, each one shows a different way to make your product feel essential for the new season.

Also inside:

✔️ Back-to-school is a billion-dollar moment hiding in plain sight
✔️ (Discount inside) Back-to-school season isn’t just for students - get certified
✔️ Quick Clips: New Gmail promotions, TikTok's fate, how licensing is shaping food & bev, and more.

👉 Let’s dive in.

Back-to-school is a billion-dollar moment hiding in plain sight.

Everyone talks Q4.

But smart brands know the real opportunity kicks off in August.

Last year, apparel brands that jumped on Back to School sent 18% more emails... and it paid off:

📈 7.8% higher conversion rates
📦 2.7% more orders per campaign
💰 5.3% higher revenue per email

The difference? They had a strategy.

They sent earlier. They sent smarter. And they used the right tools to move fast.

With Omnisend, you can launch high-converting Back to School campaigns in minutes, not weeks:

✅ Prebuilt templates ready to go
✅ Automations that drive revenue on autopilot
✅ Behavior-based segmentation that adapts in real time

👉 Start free with Omnisend and make it count.

6 Back-to-School Emails That Deserve an A+

Back-to-school season is one of the few times people want to reset their habits.

Eat better. Get organized. Feel more in control.

These six emails lean into that energy and turn it into action. Let’s break them down to see what they did right (and how you can do it too!)

1. OLIPOP

Subject line: It’s back-to-school season! 🍎 📖

This email doesn’t waste a second. It hits you with a discount right away, shows off the product in a fun way, and wraps it all up in one neat little scroll. Just good vibes and good soda.

Why it works:

• 20% discount is loud and clear (with a badge for extra punch)

• That photo of the can against the pencils = delicious and on-theme

• Catchy headline and bite-size layout that keeps all eyes on the offer

Takeaway: Don’t overthink it. If your deal is strong, build the whole email around it.

2. Atoms

Subject line: Going back to school, or know someone who is?

Atoms’ back-to-school email is calm, clean, and organized like a shelf of perfectly folded socks. And it still manages to connect each product to real-life moments.

Why it works:

• Each sneaker style gets its own little spotlight with images and context

• Promo code SCHOOL15 is baked right into the CTA (love that)

• The whole thing just feels easy – like your feet will, in these shoes

Takeaway: Have multiple products? Give each one a role to play in the story.

3. Levain Bakery

Subject line: BAKE SALE: Cookies Ship Free 🍪

Levain knows what it's doing. Cookies = comfort. Back-to-school = stress. The connection writes itself. This email makes you want to send a treat (or twelve) to someone who needs it.

Why it works:

• Big “Free Shipping” banner makes sure you don’t miss the offer

• Super giftable vibes from the illustrations to the CTA

• Delicious photo of a ribbon-wrapped cookie box

Takeaway: If your product makes people smile, show it in a way that feels shareable.

4. Stoggles

Subject line: Class is in Session

Stoggles took a practical product (protective glasses) and made it feel stylish, school-ready, and perfect for a bunch of different use cases.

Why it works:

• That lifestyle photo at the top shows the glasses on, not just floating in space

• Quick-hit benefits = lots of value with minimal clutter

• Products are grouped by use case, which makes it feel personal

• Two CTAs (top and bottom) so you don’t miss your moment to click

Takeaway: Lead with function, but don’t forget the feel-good factor.

5. Mojo

Subject line: Back-to-school burnout is no match for Mojo!

Mojo doesn’t sugarcoat it: burnout is real, and we all feel it. This email jumps right into that shared experience, then casually offers up a helpful little gummy to keep your brain in check.

Why it works:

• It opens strong with a relatable hook

• Short customer quote gives it a nice credibility boost

• You actually get to see the chews, not just the box

• Free shipping at the end is a nice little push

Takeaway: Start with the problem, not the product. It makes the solution feel like a natural fit..

6. Vitruvi

Subject line: Back-to-school essentials

Vitruvi’s email is all about focus – the kind you need when school chaos hits. No loud colors, no overwhelming options. Just a beautiful product doing its job quietly in the background.

Why it works:

• Copy is great: you get the what and the why in just a few lines

• Keeps things brief out of respect for busy readers

• The product photo is set in a real study environment.

Takeaway: If your product helps people slow down, your email should too.

💡 Tips for Back-to-School Emails That Actually Convert

✅ Tap into the season’s mindset shift. Back-to-school is about fresh starts and getting back on track. Your email should reflect that energy and offer something helpful, not just hype.
✅ Make the offer obvious. If you’re running a promo, don’t hide it in the third scroll. Put it front and center: big headline, clear CTA, and if there’s a code, repeat it more than once.
✅ Tie your product to a real moment. Sneakers for the morning commute. Gummies for the 3PM crash. Cookies for comfort. Ground your message in everyday situations people relate to.
✅ Keep the layout light and scannable. Everyone’s juggling a million things this time of year. Short copy, clean visuals, and one clear action go a lot further than a packed inbox experience.
✅ Use visuals that feel like back-to-school. Pencils, desks, lunchboxes – a subtle nod goes a long way in creating relevance. The goal is to feel timely without being cheesy.
✅ And finally... stay true to your brand. Don’t bend so far into the season that you lose your voice. Back-to-school should feel like you, just dressed for the occasion.

📚 Back-to-school season isn’t just for students.

If you're in email & SMS, this is the time to sharpen the skill that drives the most predictable revenue: retention.

eCom Email Certified is your crash course in building systems that work, not just sending campaigns and crossing your fingers.

Here’s what’s inside:

✅ Flow frameworks that actually drive repeat purchases
✅ Segmentation beyond “engaged vs unengaged”
✅ Offer timing, campaign planning, and strategy that scales
✅ Metrics that matter (like Revenue Per Email)
✅ 25+ hours of lessons built for eCom marketers who hit send

Built by Chase and I, this is the course we wish we had 5 years ago.

If you’re serious about leveling up your retention strategy, grab your pencils and paper because class is in session.

🎓 Start Learning → Use code BACKTOSCHOOL for $250 off.

🗞️ Quick Clips:

• Chaos or conversions: Google is testing shopping ads inside Gmail’s Promotions tab, transforming it from a simple folder for marketing emails into an interactive product showcase. Think: carousels, product cards, and the start of a new inbox battleground for attention.

• Recession fears are creeping back: New tariffs, rising costs, and lagging investment have some economists warning of a potential recession by late 2025. While it’s not a sure thing, brands betting big on Q4 should keep one eye on macro shifts.

• TikToks days are numbered: The U.S. government says TikTok must be sold to a U.S. entity by September 17 or face a full ban. With the clock ticking and no deal yet, marketers may want to start diversifying their short-form strategy.

• Licensing is heating up in F&B: From Sour Patch Kids cereal to Dunkin’ spiked drinks, licensing deals are reshaping how brands expand. CPG players are leaning on cultural relevance + co-branding instead of new product dev alone.

• On the horizon: Pon Pon Snacks is launching a protein-packed take on Pocky (same snack format, 10g of protein). Huel teased a line of RTD Daily Greens loaded with 42 vitamins and superfoods, adaptogens, fiber, electrolytes and more.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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