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
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
