• by Jeff Revoy , September 12, 2011

According to the International Council of Shopping Centers, the back-to-school season is a critical period that accounts for 16.1% of retailers' annual revenue, and sales from this July are up 4.6% over last year.

Clearly, marketers are more pressed than ever to stand out from the competition, and gain a higher share of voice among consumers. More personalized, timely and relevant content is required, or else the doors won't be swinging open and Internet purchases will remain quiet. That's why more businesses are turning to email -- the top communications preference among consumers -- to come out on top.

Flexing the email marketing muscles is no easy feat, as consumer behavior is radically different from even just a few years ago. Sending emails may be easy, but hitting the mark on it is a tall order. If a headline doesn't sing, it's deleted off the bat. If it doesn't deliver relevant content, the same fate is met.

Email marketing should be treated as a delicate science, especially when it comes to back-to-school.

Here are a few strategies to getting email and social media working for you:

Share, don't sell: Most businesses kick off their email newsletters with the generic "save XX% now!!" headline. While sales are important this time of year, that's not what many consumers are looking for with their emails. Action can be triggered by offering relevant content that meets consumer habits and history, or valuable tips on how they can make the most of this season.

Engage, instead of attract: Consumers respond to content that resonates with them and engages them to feel like businesses are actually listening to their needs. Use email and social media to start conversations, instead of blasting generic information across your Twitter or Facebook feeds. Share valuable information, such as time management tips with the kids out of the house and off at school for the day, or how to best monitor your children's' ongoing academic progress. Offer prizes or discounts to promote added consumer interaction. These dialogues are a critical component for sales success.

Share why you matter: Back-to-school season isn't just for the office supply or clothing industries. Everyone is relevant and should email their customers, prospects and followers on why they matter. For example, a restaurant can offer special lunch deals to stay-at-home parents who now have free time during the midday to grab lunch away from the house. Or the local home improvement store can help with projects parents pushed to the side during the summer months.

Integrate with social media: If you aren't sending emails with those Facebook "like" or "Retweet" icons, you're missing out. A recent Deloitte study revealed 35% of parents plan to use social networking sites for help with back-to-school shopping. And they're likely to share their findings, or hidden gems, with their friends and colleagues. Integrating email through social media makes it easier for them to forward your newsletters, and help you gain the attention of thousands of consumers who weren't even on your radar in the first place. Talk about free lead-gen.

Businesses realize the immense potential back-to-school season brings, yet most aren't using email to deliver the content consumers crave. By being more creative and strategic with email marketing and social media, businesses can capitalize on this annual opportunity to truly stand out.