ColumnistsAug 18, 2022
Squirrel Spotting: The Travails of Attracting and Retaining TalentColumnistsAug 23, 2022
The Smart Lab: How To Plan An Effective E-Newsletter Strategy
Email newsletters are still a great way of reaching customers and converting browsers into buyers. Here’s how to do it right.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Email newsletters are one of the most cost-effective ways to build an audience and grow your jewelry sales.
It’s been proven that even with the rise of social media, most people still check their email at least once a day; for many, it’s more frequently than that.
Having an email newsletter is an absolute must-have for every jeweler. Here’s how to do it right.
What You Should Include in an Email Newsletter
To ensure your email newsletter gets opened and read regularly, you need to have content that’s of value to your readers.
Think about who your audience is and what they would like to see. Interesting content such as new jewelry collections, engagement ring proposal stories, custom pieces, and sales and promotions are all great things to include.
With email marketing your goal is to build your audience, always staying in front of them to remind them of your jewelry store. When the time is right and they’re ready to buy, they’ll remember you.
An email newsletter is one of the best types of relationship marketing you can do.
Why You Need an Email Newsletter Strategy
Writing and creating an email newsletter on a weekly or monthly basis is no easy task. It’s not something you can produce quickly. To be effective, you need to commit time and resources to it.
Quality content over quantity should be your mantra.
Customers know the difference and if your content isn’t relevant to them, they’ll quickly unsubscribe.
The main benefits of having an email newsletter are as follows.
• It allows you to capture a prospect and grow a mailing list.
• It helps build name recognition and brand awareness for your jewelry store.
• It drives traffic to your website.
• It gives you a reason to stay in touch with your audience.
• It’s an easy way for your audience to reply back to you and ask questions.
• It provides an opportunity for you to run sales promotions and marketing campaigns.
• It helps to promote in-store events and special occasions.
• It’s one of the least expensive digital marketing channels.
• It’s proven to generate sales and shows a positive return on investment (ROI).
According to a recent survey by Statista, there currently are more than 3.9 billion daily email users and this number is expected to grow to 4.3 billion users by 2023.
The world is truly hooked on email and you need to make it part of your digital marketing plan.
Related stories will be right here …
It’s been proven that even with the rise of social media, most people still check their email at least once a day; for many, it’s more frequently than that.
Having an email newsletter is an absolute must-have for every jeweler. Here’s how to do it right.
What You Should Include in an Email Newsletter
To ensure your email newsletter gets opened and read regularly, you need to have content that’s of value to your readers.
Think about who your audience is and what they would like to see. Interesting content such as new jewelry collections, engagement ring proposal stories, custom pieces, and sales and promotions are all great things to include.
With email marketing your goal is to build your audience, always staying in front of them to remind them of your jewelry store. When the time is right and they’re ready to buy, they’ll remember you.
An email newsletter is one of the best types of relationship marketing you can do.
Why You Need an Email Newsletter Strategy
Writing and creating an email newsletter on a weekly or monthly basis is no easy task. It’s not something you can produce quickly. To be effective, you need to commit time and resources to it.
Quality content over quantity should be your mantra.
Customers know the difference and if your content isn’t relevant to them, they’ll quickly unsubscribe.
The main benefits of having an email newsletter are as follows.
• It allows you to capture a prospect and grow a mailing list.
• It helps build name recognition and brand awareness for your jewelry store.
• It drives traffic to your website.
• It gives you a reason to stay in touch with your audience.
• It’s an easy way for your audience to reply back to you and ask questions.
• It provides an opportunity for you to run sales promotions and marketing campaigns.
• It helps to promote in-store events and special occasions.
• It’s one of the least expensive digital marketing channels.
• It’s proven to generate sales and shows a positive return on investment (ROI).
According to a recent survey by Statista, there currently are more than 3.9 billion daily email users and this number is expected to grow to 4.3 billion users by 2023.
The world is truly hooked on email and you need to make it part of your digital marketing plan.
Here are seven tips for planning an effective e-newsletter strategy.
1. Identify Your Goals
The first step is to know what your goals are.
What do you hope to gain from your email newsletter? Do you want to drive sales and foot traffic into your store? Or, do you want to build a relationship with your audience and not go for the hard sell?
There’s no reason why you can’t do both, but you should clearly articulate what you want to get out of your email marketing. This will help you to justify the investment in your business. It will take time and resources.
2. Know What Your KPIs Are
Key performance indicators (KPIs) are a way for you to measure the success of your email newsletter.
Figures to review and report on regularly are open and click rates, deliverability, number of new subscribers, click-through rates to your website, bounce and spam rates, and the number of sales you make through your email newsletter.
All of these numbers are critical to analyzing your campaigns and understanding where your success comes from.
3. Segment and Analyze Your Email List
The easiest way to improve your email newsletter’s results are to analyze and segment your list.
If you are able to split your list by male or female, that is a good start. You may also be able to segment by buyer interest, either bridal or fashion, which are two different types of buyers.
Segmentation can be done when someone signs up to your list by gathering additional information through a quick user survey and using the data to create your audience segments.
4. Don’t Forget About Mobile
Mobile is now more important than ever and not just for your jewelry store’s website.
You’ll want to ensure your email templates are mobile-friendly and look good on screens of different sizes. Just like with websites, your email newsletter should be mobile responsive.
Editors' Picks
Sponsored by
5. Make Every Subject Line Count
The subject line in your email is your first impression. It’s what gets people to open and read your email newsletter.
Having a bad subject line can sink your open rates. All the hard work and effort put into creating and editing your content is wasted if no one reads your email.
For an effective subject line, you’ll want to test several variations and measure each one.
A good exercise to aid in writing subject lines is to look through your own inbox and see which emails you clicked on from other companies. That tells you what works.
Typically, short and punchy subject lines under 50 characters are best. Consider what your main message is and boil it down to fit within these guidelines.
6. Remember to Cross-Promote
An easy way to grow your email list is to cross-promote your newsletter on other marketing channels such as social media and within your blog.
You’ll also want to place email opt-in boxes within strategic areas of your website like the header and footer as well as on your catalog and product pages.
Also, always be sure to capture visitors’ emails during the checkout process. This allows you to add them to your mailing list and follow up with an abandoned cart email reminder about their purchase if necessary.
Your objective is to grow your email list as large as possible, which gives you a base of customers to market to.
7. Encourage Your Customers To Share
Don’t be afraid to ask your customers to pass your email newsletter along to others. Including a strong call-to-action within your newsletter encourages people to forward it to anyone they know who might be interested.
When you have quality content, it’s easy for people to share. Your email subscribers are one of the best sources for new referrals to your jewelry business.
In summary, email newsletters are a powerful yet often underutilized marketing channel.
Think about it.
You spend a fortune every month to attract visitors to your website. Doesn’t it make sense to try and capture this traffic so you can follow up with them later?
Most people don’t buy on the first visit because they’re still doing their research. Adding an email newsletter to your marketing mix allows you to create relationships and cultivate these buyers.
Remember, when you have the right content at the right time that’s directed to the right audience, you have the magic formula in email marketing to create customers for life.
The subject line in your email is your first impression. It’s what gets people to open and read your email newsletter.
Having a bad subject line can sink your open rates. All the hard work and effort put into creating and editing your content is wasted if no one reads your email.
For an effective subject line, you’ll want to test several variations and measure each one.
A good exercise to aid in writing subject lines is to look through your own inbox and see which emails you clicked on from other companies. That tells you what works.
Typically, short and punchy subject lines under 50 characters are best. Consider what your main message is and boil it down to fit within these guidelines.
6. Remember to Cross-Promote
An easy way to grow your email list is to cross-promote your newsletter on other marketing channels such as social media and within your blog.
You’ll also want to place email opt-in boxes within strategic areas of your website like the header and footer as well as on your catalog and product pages.
Also, always be sure to capture visitors’ emails during the checkout process. This allows you to add them to your mailing list and follow up with an abandoned cart email reminder about their purchase if necessary.
Your objective is to grow your email list as large as possible, which gives you a base of customers to market to.
7. Encourage Your Customers To Share
Don’t be afraid to ask your customers to pass your email newsletter along to others. Including a strong call-to-action within your newsletter encourages people to forward it to anyone they know who might be interested.
When you have quality content, it’s easy for people to share. Your email subscribers are one of the best sources for new referrals to your jewelry business.
In summary, email newsletters are a powerful yet often underutilized marketing channel.
Think about it.
You spend a fortune every month to attract visitors to your website. Doesn’t it make sense to try and capture this traffic so you can follow up with them later?
Most people don’t buy on the first visit because they’re still doing their research. Adding an email newsletter to your marketing mix allows you to create relationships and cultivate these buyers.
Remember, when you have the right content at the right time that’s directed to the right audience, you have the magic formula in email marketing to create customers for life.
More on Columnists
The Latest
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsJun 01, 2026
Design Atelier Brands Have a Big Night at Emotional Couture Design AwardsThe show started by honoring Mildred Marcano, ended with a tearful Beth Anne Bonanno, and recognized a dozen-plus designers in between.
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
