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.

Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at
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

Policies & IssuesJan 31, 2023
Rio Tinto Issues Apology After Radioactive Capsule Goes Missing

The tiny capsule, which is believed to have fallen out of a truck, was lost somewhere along an 870-mile stretch of desert road.

MajorsJan 31, 2023
Indian Jewelry Brand Tanishq Opens First U.S. Store, More on the Way

The jeweler’s expansion plans include 20 to 30 more stores in North America and the Middle East over the next two to three years.

Events & AwardsJan 31, 2023
Gucci Is Getting a Gem Award

The Italian luxury brand will receive the first Gem Award for High Jewelry Excellence.

Brought to you by
Bringing Over 130 Years of Diamond Expertise to Modern Grading

De Beers Institute of Diamonds provides the very best in diamond verification, education and diamond services.

MajorsJan 31, 2023
Martin Flyer Names New VP of Business Development

Industry veteran Kevin Lane has stepped into the role.

Weekly QuizJan 26, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
MajorsJan 30, 2023
Researchers Uncover Bejeweled ‘Golden Boy’ Mummy

The ancient Egyptian teenager was buried 2,300 years ago with 49 amulets to guide him through the afterlife.

SurveysJan 30, 2023
Consumers Embracing Non-Traditional Ways to Mark Valentine’s Day

The NRF’s annual survey shows that consumer attitudes about how, or even whether, to celebrate Feb. 14 continue to evolve.

Brought to you by
De Beers Institute of Diamonds Expands to Offer Education

De Beers is sharing over 130 years of experience and expertise through the De Beers Institute of Diamonds with a selection of courses.

Events & AwardsJan 30, 2023
JA Is Searching for the Next Retail ’20 Under 40’

Nominations are open now through March 24.

MajorsJan 30, 2023
10 Jewelry News Stories You Might Have Missed

A column detailing how independent jewelers did last year and the top watch brands of 2022 were among the most-read stories last week.

FinancialsJan 27, 2023
Tiffany & Co. Shines for LVMH in 2022

Acquired in 2021, the brand’s high jewelry sales have doubled and its new “Lock” collection was an instant hit.

MajorsJan 27, 2023
Diamond Council of America Appoints Treasurer, Board Member

Executives from Fred Meyer Jewelers and Riddles Jewelers have filled the roles.

CollectionsJan 27, 2023
Piece of the Week: Heavenly Vices’ Lock Necklace

The Victorian-inspired design is a functional lock and key.

Supplier BulletinJan 26, 2023
JA New York Spring Brings the Industry Together

For over 100 years, JA New York has played an integral role in facilitating the evolution of our industry, while also honoring past traditions.

TrendsJan 26, 2023
At Vicenzaoro, Paola De Luca Gazes Into Jewelry’s Future

The trend forecaster and her guests explored unconventional jewelry designs, NFTs, AI art, and more during her Trendvision presentation.

CollectionsJan 26, 2023
NDC and Lorraine Schwartz Announce New ‘EDDI’ Class

The Emerging Designers Diamond Initiative provides diamond credit and mentorship to young brands helmed by BIPOC designers.

IndependentsJan 26, 2023
Lee Michaels Fine Jewelry Set to Open 10th Store

It will be located in San Antonio’s Alamo Quarry Market and will be Lee Michaels’ third location in the city.

Policies & IssuesJan 26, 2023
Diamonds Do Good Names 10 to Board of Directors

Stephanie Gottlieb, Jewelers Mutual’s Mike Alexander, and Craig Rottenberg of Long’s Jewelers are among the new board members.

WatchesJan 25, 2023
These Were 2022’s Top-Selling Watch Brands, Chrono24 Says

Rolex remained No. 1 while a brand known for its pilot watches slipped into the No. 5 spot.

MajorsJan 25, 2023
John Hardy Names New CEO

Luxury retail executive Frédéric Levy has taken on the role.

Events & AwardsJan 25, 2023
Couture DAC Accepting Applications for Mentorship Program

Jewelry designers have until early February to apply to take part in Couture's Diversity Action Council program.

CollectionsJan 25, 2023
Stephanie Gottlieb Announces First President, CCO Hire

Morgan P. Richardson joins from La Perla.

Policies & IssuesJan 25, 2023
PGI’s New Portal Wants to Teach You About Platinum

The new portal will share information on responsible platinum sourcing and how it’s used beyond jewelry.

SourcingJan 24, 2023
Tiffany Buys 35 of the Last Diamonds Recovered From Argyle

Purchased directly from Rio Tinto, the collection consists of pinks, purples and one red, none larger than 1.52 carats.

GradingJan 24, 2023
GIA Launches AGS Diamond Light Performance Supplement Report

The AGS Ideal Report by GIA is a digital-only addition to GIA diamond reports.

MajorsJan 24, 2023
WJA Announces New International Board Members

The seven newcomers include executives from David Yurman, De Beers, and GIA.

EditorsJan 23, 2023
Designers to Watch in 2023: Aurelia Demark

The designer finds the modernity in classic motifs and family heirloom jewels.


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