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
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ RingBefore Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s SaleThe one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.
Weekly QuizMay 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMay 14, 2025
Jeff Corey Elected Chair of JBT Board The well-known Maine jeweler takes over for Brian Fleming and will serve a one-year term.
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical MetalsmithsThe donation was the result of the brand’s annual Earth Day Ingot event.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and BetterLocated in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.
MajorsMay 13, 2025
DCA Announces New Learning Platform, Course UpdatesThe nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.
MajorsMay 13, 2025
BIJC Launches New Education FundBIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.
TrendsMay 13, 2025
State of Jewelry Design: The Top 10 Jewelry Trends of the Past DecadeAs a nod to the theme of JCK Las Vegas 2025, “Decades,” National Jeweler took a look back at the top 10 jewelry trends of the past 10 years.
Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.
Events & AwardsMay 12, 2025
Jewelry By Picasso, Dalí on Display at Florida Art Museum “Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection” is on view at the Norton Museum of Art through October.
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal InvestigationMoti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s DayLichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.
SourcingMay 09, 2025
Gemfields Resumes Emerald Mining in ZambiaThe miner announced plans to recommence open-pit mining at Kagem.
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.
EditorsMay 08, 2025
5 ‘Superfine’ Met Gala Jewelry MomentsAssociate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.
Supplier BulletinMay 08, 2025
Instappraise Introduces Game-Changing Trifold Appraisal FormatSponsored by Instappraise
FinancialsMay 08, 2025
Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.
IndependentsMay 08, 2025
Margot McKinney Lands in the U.S. With New BoutiqueThe brand’s first independent location outside of Australia has opened in Beverly Hills, California.
IndependentsMay 08, 2025
Verragio Announces New Regional Sales ManagerCathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for TariffsThe company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.
SourcingMay 07, 2025
Gemfields Says Emerald Sales Improved in Latest AuctionIts commercial-quality emerald sale held last month totaled more than $16 million, up from about $11 million in September 2024.
