Columnists

Creative Connecting: To Text, Or Not To Text

ColumnistsOct 20, 2021

Creative Connecting: To Text, Or Not To Text

In their latest column, Duvall O’Steen and Jen Cullen Williams make the case for SMS marketing.

2021_JCW-Duvall-Header.jpg
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
According to a report circulated via BusinessWire, mobile commerce reached value of $628 billion globally in 2020, and it is expected to grow around 34 percent over the next five years.

As more and more of us are on our mobile phones for longer and longer periods of time, it’s no wonder marketers are turning to Short Message Service (SMS) or text message marketing to reach consumers where they are.

A new study from SimpleTexting, an SMS marketing service provider, found that of the 1,300 consumers and marketers surveyed, 62 percent of consumers said they had subscribed to receive texts from at least one brand within the last year.

It is clear today’s customers who have opted in do not mind engaging with brands via text messaging.

Also, the latest updates from Apple include a new Mail Privacy Protection that is now making it harder for email marketers to study open rates and the effectiveness of email marketing campaigns.

According to Hubspot, “This update may hinder your ability to accurately target emails based on location and will inflate your email open rates, since emails will be pre-loaded by Apple. Other marketing efforts that rely on open tracking, like list and workflow enrollment, will be impacted too.”

The potential effects of Apple’s mail privacy updates create a strong business rationale for getting more involved with SMS marketing.

Ben Smithee, CEO of digital marketing agency and consultancy The Smithee Group, said many people see SMS marketing as a modern version of clienteling. But he believes it’s even more important and advanced. 

“SMS provides retailers with an opportunity to personally communicate with consumers on the platform they use most—the phone.”

Here we will take a look at some best practices and helpful tips for SMS/text message marketing.

Marketing & Promotions Tips
One of the primary ways brands and retailers use SMS messaging is to deliver marketing messages and promotional offers to get loyal customers to shop more frequently. 

Whether you are sending a trunk show event invitation, a coupon for free jewelry cleaning, or holiday sales promotions, make sure you are abiding by the following best practices.

— Don’t send without a clear opt-in; include an initial text confirming the customer’s choice to opt in with a simple YES or NO reply. Consider offering a discount at point-of-sale to incentivize customers to opt in to your SMS service. And be sure to promote your SMS marketing on all of your media (website, social media, e-commerce, branded app, newsletter, mail, etc.).

— Always include instructions for opting out.

— Identify your company every time you send an SMS message. Do not assume the customer has your brand saved in their contacts.

— Carefully choose the timing and frequency of sending text messages. Send during normal waking hours and limit your messaging to once a week or less.

— Use link shorteners like Bitly to fit your brief message within the 160 character limit. Avoid emoticons, all caps or abbreviations. It’s best to use simple, clear language.

— Have a clear call-to-action and create a sense of urgency with deadline-oriented offers. Use a hyperlinked “click here” or “Buy Now” button that links to your app or e-commerce site.

— Hook your SMS message to social media. Whatever you are promoting on social media can be texted to your customer with a link to the social post for more details.

— Personalize your messages. If your store tracks birthdays and anniversaries, use that data to reach out specifically to customers with upcoming events. For example, wish them a happy birthday and offer an exclusive discount if they shop before or by their birthday. According to Smithee, “The key to SMS success is bite-sized personalization and differentiation. Remember, the more targeted the channel, the more personal it should become. SMS should feel special and personal to the consumer.”

— Integrate Multimedia Messaging Service (MMS) with visually compelling jewelry images, animated GIFs or video clips. You can also include URLs to your YouTube to introduce your business and new products.

— Gain inspiration from popular brands and retailers, especially from other lifestyle consumer categories such as beauty, fashion, wellness, and travel, to see what other types of messages and promotions your customers are receiving.

— Let the experts do it for you. Consider using an SMS marketing company. Smithee recommends Clientbook and Podium

“We most frequently recommend Clientbook because we feel its platform offers the most robust, cost-effective solution for small businesses,” he said. “I know the leaders and founders and they are big supporters of our industry, and that makes a difference for me.” 

Other options include SimpleTexting, EZ Texting, Sparkcentral by Hootsuite, Omnisend or Attentive. The expertise and technology owned by these companies can help to ensure that your messages are properly delivered and tracked. Their teams can also advise on ideal content, timing, and frequency of messaging. 

To start, focus on your best clients and gauge their reactions. Use them as influencers who are likely to get other people they know to opt in to your highly personalized or exclusive offers.

 Related stories will be right here … 

Customer Service
To keep your customers engaged and subscribed to your SMS service, consider adding customer service messages as opposed to simply marketing messages. 

Use SMS or text messages to confirm appointments, send shipping details/notifications, or to alert the customer when curbside pickup or a jewelry repair is completed. 

According to Hootsuite, “Customers perceive these service SMS messages to be the most valuable ones sent by businesses. Appointment reminders, delivery updates, and booking confirmations all rank above product or service discounts in terms of perceived value. Customers are more likely to stay subscribed to SMS messages when they see real value in the messages you send.”

Jewelers can also use SMS to exclusively invite customers to events. For example, every customer who has opted in and purchased a specific designer’s jewelry before could get a prestige invite via SMS to that designer’s trunk show or personal appearance. 

Customers who opt in to your SMS marketing could also be offered exclusive types of customer service, like free jewelry cleaning, discounted repairs, expedited shipping for holiday orders, one-on-one consultations for gift shoppers, or free gift wrapping.

According to Virtual Diamond Boutique, a software and virtual marketplace provider for the fine jewelry industry, 70 percent of online commerce happens on mobile devices. If your store has its own branded app or if you have an e-commerce site, all the more reason you should be using SMS marketing. 

“Text message (SMS) marketing has been and is still one of the most powerful marketing solutions available to retailers. With today’s world of integrations and apps, it is easy, quick, and cost-effective to integrate SMS marketing solutions to any mobile website or app,” VDB Chief Technology Officer Elliot Atlas said. 

“My recommendation is to find a marketing solution that offers SMS marketing (most do), and use it to reach your customers on the devices they use most, driving them to your mobile-optimized website or to your app, which is where they also shop the most.”
Be sure to integrate with your CRM so text messages can be linked to specific customer events, like birthdays, anniversaries, or the religious holidays they celebrate. 

As you begin to use SMS marketing, feel free to get creative as your distribution list will be fairly short at first. 

The testing time for SMS tends to be shorter than other types of marketing because people generally respond quicker to text messages. The SimpleTexting study referenced above found that 72 percent of consumers respond to texts within 10 minutes, far below the response time for most email marketing messages. You can quickly gauge what is working well and tweak your messages/offers accordingly.

Smithee sums it up nicely, noting that the biggest secret to SMS is targeted segmentation. 

“Similar to email, the more strategically segmented your database is, the more advanced you can be with your communication and personalization strategy,” he said. 

“Think small-batch segments that enable you to add nuanced details to your messages that make the consumer feel like they are being sent highly individualized messages that are extremely relevant to their behaviors as a consumer.”

Duvall O'Steenis an independent communications strategist and senior consultant for the Luxury Brand Group.
Jen Cullen Williamsis an independent communications strategist and senior consultant for the Luxury Brand Group.

The Latest

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Deborah Meyers Experience The Birds Earrings
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ Earrings

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy