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Jewelry Email Marketing

If you’ve heard it once, you’ve heard it a thousand times: people are claiming email marketing is dead. If you’re on this page, chances are you already know that nothing could be further from the truth!

Emails are still one of the most effective ways to market your jewelry business. With email marketing, you can directly reach potential and existing customers with information about products, special offers, discounts and more.

Need help with your email marketing strategies? At Conklin Media, we have the expertise and years of experience to help you create an effective email marketing campaign that will reach your target audience. 

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How Does Email Marketing Stack Up Against Other Digital Marketing Channels?

The joy of email marketing is that it allows you to reach your audience while they’re in the right frame of mind to purchase. Your future buyers are already interested in your products, so they’re more likely to open and read your emails.

When you run social media ads, you’re limited by the platform’s reach and interrupting your target audience while they’re scrolling. People seeing your ad aren’t likely to purchase immediately — they may forget about it or put off the purchase until later. With email, however, you can send subscribers directly to your product page and increase conversions.

Email marketing is also a great way to build relationships with jewelry and beauty customers, whether they’re in store customers or people purchasing through an ecommerce site. 

Why Should You Consider Email Marketing for Your Jewelry Business?

There are many reasons why email marketing should be part of your jewelry brand’s overall marketing strategy:

Cost-Effective

One of the best parts of email is that it's usually a very cost-effective way to reach customers. You can send emails without spending money on ads, and most email sending tools are reasonably priced. Sending emails also takes less time than running a full-blown ad campaign.

Highly Targeted Yet Customizable

Email marketing is one of the most targeted forms of marketing available today. You can send emails to specific customer segments and tailor the message to their interests. Personalization helps you make sure your emails are more relevant and interesting to your customers, increasing engagement and conversions.

You can also customize your emails for a personal approach. People appreciate when a company takes the time to address them by name or offer content that's tailored specifically for their interests.

Boosts Retention

Email also helps boost customer retention rates because it builds relationships with customers. For example, if someone buys an engagement ring from you, you can keep them updated about other offerings.

As your customers interact with email messages, they become more familiar and comfortable with your brand. Additionally, you can use email campaigns to reward loyal customers with special discounts or offers that encourage them to keep coming back for more.

People prefer purchasing from brands that have a recognizable and consistent tone and messaging. Email is a great way to build a strong brand identity and make sure your customers keep coming back.

Reach Your Audience Quickly and Easily

Because of all these great advantages, email marketing can offer one of the highest ROIs out of any form of marketing when done correctly. Email is a great way to reach customers directly, and with the right message, it can lead to increased conversions and sales. With the right emails, you can increase revenues while keeping your costs down — what's not to love?

Reach Your Audience Quickly and Easily

Sending emails is a fast and easy way to reach your audience. You can easily segment your email list by demographics, interests or previous purchases — then craft the perfect message for each group. Furthermore, emails are delivered almost instantaneously, so you don't have to worry about lags in communication that can hurt your customer relationships.

While the act of sending an email is relatively simple, it's important to develop a strategy that works for your jewelry brand. Having a clear plan in place can help you make sure every email campaign serves its purpose and delivers maximum returns. The right automations can also help you send timely emails and track the performance of each campaign.

Components of a Successful Email Marketing Strategy

So what goes into a successful email marketing strategy? Here are some components to consider:

Segment Your Audience

The key to successful email marketing is understanding your audience and segmenting them into different groups. This will help you craft the most effective messages for each group. For example, someone may be more interested in fine jewelry than costume jewelry.

You can segment your audience by interests or purchase history — whatever makes sense for your business. You don’t want to send the same marketing campaigns to your entire email list. 

Identify Your Goals

You shouldn’t send any jewelry emails without a purpose. Know what you want to achieve and develop a strategy that’s designed to meet those goals. You might want to increase sales, or perhaps build relationships with customers — whatever your goal is, use it as the basis for developing your campaigns so you have a strategic plan of attack. 

Create Valuable Content

The content in your emails should be engaging enough to capture the attention of your readers and encourage them to click through. Focus on providing value — whether it’s information straight from your jewelers, discounts or special offers — and make sure it speaks directly to each segment of your audience.

Your audience doesn’t want to receive sales pitches over and over again. Give them content that offers value so they’re more likely to open your emails and take action. 

Design an Eye-Catching Email Template

Copy isn’t the only important factor in an email. Your template should also be eye-catching and easy to read so that customers can quickly scan through your emails and pick out the important points. Consider using attractive visuals, bold headings and plenty of white space around the text to make sure it’s easy on the eyes.

Whatever you do, make sure it’s consistent with your brand and that it resonates with your target audience. 

Write a Catchy Subject Line

Your subject line (and email preview) are the first things that customers will see when they receive your emails, so make sure it’s catchy and engaging. We’ve found that emojis can be a great way to capture your reader’s attention and make them want to click on your emails. With that in mind, don’t overdo it in your subject lines! 

Test and Measure Your Results

When you get started with jewelry email marketing, it’s important to test different tactics and measure the performance of each campaign. Use tools like A/B testing to determine which campaigns are most successful, then use those insights to inform future campaigns.

Don’t forget to track your campaigns so you can assess their effectiveness. This way, you’ll be able to identify what strategies are working and which ones aren’t — then make adjustments as needed. Pay attention to open rates and other data. 

Types of Jewelry Emails

There are many types of emails you can send as a jeweler, and each one has a different purpose. We’ve found that a combination of different email types works best. That way your customers don’t feel like they’re getting the same message over and over again. Here are some email types to consider:

A woman holding diamond jewelry at a jewelry business

Welcome Emails

Your welcome email series is the perfect opportunity to introduce your company, thank customers for signing up, and provide them with valuable content. Use this email to set the tone of your relationship and help customers get to know you better.

Abandoned Cart Emails

If someone adds items to their cart but doesn’t complete the purchase, send them a reminder. Let them know that their item is still available and provide them with any incentives they may need to finish the checkout process. You might even include some cross sell recommendations.

Newsletters

When you have new products or important updates, send a newsletter to let your audience know. This is also an opportunity to showcase customer testimonials and stories from your team, and share pictures of happy customers wearing their jewelry.

If you’re creating blog posts for SEO on your website, can you share links to them in your emails. 

Promotional Emails

Promotion emails are great for announcing sales, discounts, offers, and other deals especially around special occasions like Valentine’s Day, Mother’s Day and Christmas. Make sure to set up a segmented list so you can target customers with the right offers at the right time. Not every deal will be right for every customer.

Re-engagement Emails

If your subscribers haven’t opened an email from you in a while, it’s time to re-engage. This can be done through incentives like discounts or free shipping, or by providing content that resonates with them. You’re going to need a terrific subject line for this one, so make sure to put a little extra creativity into it.

Interested in Jewelry Email Marketing? We Can Help!

Whether you have an online store or a brick and mortar building, jewelry email marketing is a great way to reach customers, build relationships, and drive sales. By developing a winning strategy, you can create campaigns that engage your customers and get them excited about your products.

Our team of expert email marketers is here to help you become more profitable through email. 

Frequently Asked Questions About Email Marketing for Jewelers

When sending jewelry emails, it’s best to send them at times when customers are most likely to be actively checking their email. Jewelry customers may be more open to reading emails on the weekends than other demographics like software customers, who may be looking for work-related emails during their 9-5.

Building an email list is essential for jewelry email marketing as it allows you to reach a larger audience and convert more customers. To build your list, start by offering incentives such as discounts or free shipping to those who sign up. Additionally, be sure to have visible opt-in forms on your website, blog posts, and social media pages so that users can easily find them. You can also run paid campaigns using Google Ads or Facebook ads to drive more signups from potential customers.

When creating emails for jewelry email marketing campaigns, it’s important to use an email platform that is both reliable and feature-rich. Popular choices include MailChimp, ActiveCampaign, Sendinblue, and Omnisend. Many of these platforms offer intuitive drag-and-drop editors so you can easily create beautiful emails without having any coding skills. Additionally, they provide powerful analytics so you can track results from each campaign and make data-driven decisions about future efforts.

To avoid email fatigue for your audience, be sure to send out emails in a strategic manner. Set an overall frequency (e.g. once a week) and stick to that schedule, as well as varying the type of content you’re sending out.

For example, one day could be dedicated to providing useful content such as tips on how to take care of jewelry or styling inspiration; another could focus on sales promotions and discounts; a third might highlight new products available in your store; etc. Additionally, remember that customers may get tired of seeing the same subject lines or messages again and again so try to switch things up every now and then by testing different approaches. 

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