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.

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

CrimeOct 03, 2022
Delaware Jeweler Viciously Attacked During Robbery

The jeweler was left in critical condition after a suspect pistol-whipped and beat him before stealing jewelry out of the display cases.

CollectionsOct 03, 2022
Vrai, Brides Magazine Partner on Lab-Grown Diamond Collection

Readers are taking a “strong interest” in lab-grown jewelry, said Brides’ editorial director.

WatchesOct 03, 2022
‘Unicorn’ Cartier Cheich Watch Sells for $1.1M

One of only four in existence, it more than doubled its pre-sale estimate at the Sotheby’s Paris auction.

Brought to you by
Sarine’s Second Generation AI-Based Diamond Grading

The diamond industry is dramatically evolving from manual to AI-based 4Cs grading. Stay up-to-date and discover the new AI-powered advances.

IndependentsOct 03, 2022
Day’s Jewelers Names New VP of Marketing

Long-time employee Nikia Levesque takes on the role as former owner Jeff Corey retires.

Weekly QuizSep 29, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
AuctionsSep 30, 2022
Red Diamond Earns $1.8M at Auction

The final hammer price blew the pre-sale estimate out of the water.

EditorsSep 30, 2022
The Best of Betty White’s Jewelry Sold at Auction

Michelle Graff recaps the cats, fortune cookies, and charm bracelets that caught her eye while covering the late actress’ estate sale.

Brought to you by
6 Steps to Start a Dynamic Company Culture

Learn how to better serve your employees, customers and community by having a dynamic and supportive company culture.

Policies & IssuesSep 30, 2022
Voting Is Open for the Fairmined 100 Challenge’s Best Collection

The winners, picked by a group of judges and voted as the public’s favorite, will be announced in a webinar on Oct. 11.

CollectionsSep 30, 2022
Piece of the Week: Fewer Finer’s ‘Family Bracelet’

The engravable piece is a perfect family heirloom.

GradingSep 30, 2022
GSI India Names Ramit Kapur Managing Director

Kapur has spent nearly two decades working in the gemological labs sector of the jewelry industry.

Supplier BulletinSep 29, 2022
How to Create an Engaging Experience and a Sparkling Reputation

Sponsored by Synchrony

SourcingSep 29, 2022
Q&A: Constantin Wild Celebrates 175 Years in the Colored Stone Business

The family business’ fourth-generation eponymous owner reflects on the milestone and the market today.

AuctionsSep 29, 2022
See the Top Lots in Christie’s Upcoming Rare Watch Sale

According to Christie’s, the auction is its most important single-owner watch collection ever.

CollectionsSep 29, 2022
Trove Has a New Proposal: Ring Boxes

The jewelry box brand is expanding with both single and double ring boxes in red, mint green, and white.

SourcingSep 29, 2022
AGTA Names Jennifer Heebner Editor-in-Chief of its Publications

The association has also hired a new marketing manager and announced two staff transitions.

Policies & IssuesSep 29, 2022
JA Members Return to Capitol Hill to Voice Jewelers’ Concerns

The topics up for discussion with lawmakers included inflation, rising interest rates, hiring challenges, and crime.

AuctionsSep 28, 2022
The 18-Carat ‘Fortune Pink’ Diamond Could Sell for $35M

The pear-shaped fancy vivid pink diamond will lead the Christie’s Geneva Magnificent Jewels auction on Nov. 8.

SurveysSep 28, 2022
Consumer Confidence Rises in September

U.S. consumer confidence rose for the second consecutive month as gas prices fell.

MajorsSep 28, 2022
Artistry’s 2023 Catalog Is Out Now

The jewelry catalog features an updated layout and 160 pages of product.

MajorsSep 28, 2022
JFC’s 2022 ‘Hope for the Holidays’ Program Is an Adorable Menagerie

There are three designs to choose from this year, all featuring animals drawn by kids who have had wishes granted through Make-A-Wish.

AuctionsSep 27, 2022
In Betty White’s Blockbuster Estate Sale, Jewelry Held Its Own

Fine jewelry comprised three of the auction’s top 10 lots, though it could not top her director’s chair or scripts from “The Golden Girls.”

CrimeSep 27, 2022
3 Suspects in Beverly Hills Smash-and-Grab Robbery Arrested

A total of four suspects are now in custody with police still on the lookout for the remaining two.

MajorsSep 27, 2022
Stuller Releases 2 Updated Catalogs Ahead of the Holiday Season

“Mountings 2023-2024” and “Diamonds & Gemstones 2023-2024” offer a vast selection of options to create custom pieces.

Events & AwardsSep 27, 2022
ICA’s 2023 Congress Will Be Held in Dubai

The event will be hosted by the Dubai Multi Commodities Centre from Feb. 15-17.

IndependentsSep 26, 2022
Roberson’s Fine Jewelry to Close After 42 Years

The store’s liquidation sale will showcase the mix of classic and unique jewels it’s known for stocking.

CollectionsSep 26, 2022
Go ‘Inside the Dream’ of Bulgari Via a New Documentary on Amazon Prime

It follows Creative Director Lucia Silvestri as she crafts the brand’s high jewelry collections.

×

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