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.
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
MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
