Columnists

The Smart Lab: How To Plan An Effective E-Newsletter Strategy

ColumnistsAug 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.

2021_Emmanuel-Raheb.jpg
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 … 

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.

Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

The Latest

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

John Dyer Montana Sun Sapphire
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for Entries

The organization has also announced this year’s slate of judges.

Khepri Jewels Luna collection fancy color fringe multi-shape drop diamond earrings
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Lori Tucker
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local Retailer

Lori Tucker started at Williams Jewelers when she was 18 years old.

Weekly QuizJun 20, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
“Marvel | Citizen Zenshin” watch for the new The Fantastic Four movie
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.

XO Tacori diamond ring
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry Collection

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Pritesh Patel
GradingJun 23, 2025
GIA Names New President and CEO

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

Graphic for Las Vegas recap episode of “My Next Question”
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Luanda Accord
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural Diamonds

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

Penny Preville, Maggie Hess, Stella Song, and Benjamin King
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry Designers

The winning designs captured the “Radiance” theme.

24th Gem Awards Show Logo
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Single Stone Bryn Ring and Grace Lee Marquise Demi Demi Ring
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement Ring

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

Yvonne Léon Python Gold Bracelet
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ Bracelet

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

Kirk Kara fine jewelry
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New Jewels

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

Gemfields 36 Carat Ruby
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough Ruby

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Alex Brown
TechnologyJun 18, 2025
Alex Brown Named President of Smithee Group

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Jade Ruzzo Gloria Collar
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

Selection of jewelry from Sotheby’s New York High Jewelry sale
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry Sale

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

Amanda Gizzi, Jewelers of America’s SVP of corporate affairs
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JA

Gizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.

Kering CEO Luca de Meo
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEO

Luca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.

Botswana Minster of Minerals and Energy Bogolo Joy Kenewendo
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las Vegas

Following visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.

×

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