Outdoors retailer Rock/Creek kicks off back-to-school backpack e-mail promo

Multichannel retailer Rock/Creek is running a back-to-school e-mail campaign to help promote the season's newest backpacks.

The campaign, which runs for two weeks, offers consumers a discount on the new backpacks. This is the fifth annual backpack sale for the Chattanooga, TN-based independent outdoor goods retailer. The offer targets two different audiences: students and outdoor enthusiasts.

“We are trying to appeal to two different audiences at the same time and get that messages that whether you are getting back to school or getting out on the trail, we've got what you need,” said Mark McKnight, eCommerce & marketing director at Rock/Creek. “Because our core audience is outdoorsy, we can't put kids at school in the creative. So we use outdoors imagery that is not intimidating and can appeal to both audiences.”

Rock/Creek works with e-mail service provider Campaigner. Two e-mails, sent to 65,000 customers, will promote the campaign. The first, which went out on Saturday, promoted the back to school pack sale. The second e-mail, which will go out next week, will highlight a clearance sale and also include information on the backpack sale.

“We use this promotion to jump-start ourselves for the season,” added McKnight. “A backpack is one of the largest expenses that you are going to have. This promotion is to get them excited about the season and get out there in front of the market, so that they will come back for all of the accessories.”