ColumnistsNov 15, 2022
Creative Connecting: Managing Customers’ Expectations During the Custom Design ProcessColumnistsDec 13, 2022
The Smart Lab: 6 Holiday Email Marketing Strategies To Boost Sales
From creating catchy subject lines to retargeting abandoned carts, Emmanuel Raheb has a half-dozen pieces of email marketing advice.
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 marketing is one of the most cost-effective ways to boost your jewelry sales this holiday season.
According to Campaign Monitor, email accounts for roughly $44 in new sales for every $1 spent, giving you a massive return on investment.
It’s also data-driven with a flexibility that allows you to adapt and modify your strategy as needed. You can tailor your marketing approach until you get the results desired.
With inflation running at a record high and some consumers more cautious about spending, email marketing is absolutely essential to succeed this holiday season.
Here are six strategies you can use today to employ email marketing to grow your jewelry sales.
1. Segment your customer base.
Audience segmentation is one of the quickest ways to improve your email marketing.
Think about it.
Sending emails to people who are no longer interested in what you’re offering is a waste of time and resources.
Filter out uninterested people and refine your audience to include only your best prospects. Save money by pruning your list on a monthly basis, removing everyone who hasn’t opened an email or clicked recently.
Other ways to segment your audience include: by type of jewelry, by purchase frequency, or by order amount. These are three easy groups to start with.
2. Offer promotions.
With the economy tightening, people are always looking for a good deal. Everyone wants to save money.
Use promotions such as buy-one, get-one-free offers, student discounts, coupons, and more.
Something as simple as offering free shipping with orders totaling more than a certain amount is a good way to improve your email effectiveness and increase your holiday sales.
Customers are known to add more items to their cart just to get free shipping.
Related stories will be right here …
According to Campaign Monitor, email accounts for roughly $44 in new sales for every $1 spent, giving you a massive return on investment.
It’s also data-driven with a flexibility that allows you to adapt and modify your strategy as needed. You can tailor your marketing approach until you get the results desired.
With inflation running at a record high and some consumers more cautious about spending, email marketing is absolutely essential to succeed this holiday season.
Here are six strategies you can use today to employ email marketing to grow your jewelry sales.
1. Segment your customer base.
Audience segmentation is one of the quickest ways to improve your email marketing.
Think about it.
Sending emails to people who are no longer interested in what you’re offering is a waste of time and resources.
Filter out uninterested people and refine your audience to include only your best prospects. Save money by pruning your list on a monthly basis, removing everyone who hasn’t opened an email or clicked recently.
Other ways to segment your audience include: by type of jewelry, by purchase frequency, or by order amount. These are three easy groups to start with.
2. Offer promotions.
With the economy tightening, people are always looking for a good deal. Everyone wants to save money.
Use promotions such as buy-one, get-one-free offers, student discounts, coupons, and more.
Something as simple as offering free shipping with orders totaling more than a certain amount is a good way to improve your email effectiveness and increase your holiday sales.
Customers are known to add more items to their cart just to get free shipping.
3. Improve your email subject lines.
Your email subject line is the first thing people know about your message. Make yours stand out.
The goal is to grab attention and get opened, but also to stay out of the spam filters. You don’t want to get blocked and make your next email your last.
To get noticed, think like your customer. What would entice them to open your email instead of someone else?
Using a fun holiday subject line will separate you from others. It tells people your email is relevant and timely for the season
4. Create a sense of urgency.
Many people procrastinate, especially when making large purchases, like fine jewelry. To get your customers to act, you need to create a sense of urgency.
Here are some ways you can incentivize your customers to make quicker purchase decisions: add a countdown timer to your checkout page, generate impulse buys with one-day only sales, or use limited-quantity deals where once a jewelry style sells out, it’s gone forever.
Urgency is a powerful motivator.
5. Integrate social media.
Social media is the perfect place to promote your jewelry store. Leverage your existing email list to drive new traffic to your social media pages and grow your audience on Instagram, Facebook, Pinterest and TikTok.
It’s possible someone may have visited your website but has never seen you on social media.
You can also use this strategy in reverse and leverage your social media audience to increase your email list. The more places people follow you, the more times they’ll see your message and remember you, and the more jewelry sales you’ll make.
6. Retarget abandoned carts.
No matter how good your website is, you’ll always have someone who doesn’t complete their purchase. People want to shop more, they get distracted or simply forget.
Sending a follow-up email to your customers who left something in their cart is a simple way to increase sales with very little effort. Remember, if they started the checkout process, they’re interested! They just need to be reminded.
It’s not unheard of to get conversion rates of 30 to 40 percent or more if your email is well written and you include a special offer. That’s found money!
Begin today to improve your email marketing and you’ll not only attract new customers but also boost your jewelry store’s brand awareness and make more sales all year long.
Follow these six simple email marketing strategies and you’re guaranteed to always be on Santa’s nice list.
Social media is the perfect place to promote your jewelry store. Leverage your existing email list to drive new traffic to your social media pages and grow your audience on Instagram, Facebook, Pinterest and TikTok.
It’s possible someone may have visited your website but has never seen you on social media.
You can also use this strategy in reverse and leverage your social media audience to increase your email list. The more places people follow you, the more times they’ll see your message and remember you, and the more jewelry sales you’ll make.
6. Retarget abandoned carts.
No matter how good your website is, you’ll always have someone who doesn’t complete their purchase. People want to shop more, they get distracted or simply forget.
Sending a follow-up email to your customers who left something in their cart is a simple way to increase sales with very little effort. Remember, if they started the checkout process, they’re interested! They just need to be reminded.
It’s not unheard of to get conversion rates of 30 to 40 percent or more if your email is well written and you include a special offer. That’s found money!
Begin today to improve your email marketing and you’ll not only attract new customers but also boost your jewelry store’s brand awareness and make more sales all year long.
Follow these six simple email marketing strategies and you’re guaranteed to always be on Santa’s nice list.
More on Columnists
The Latest
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
SourcingJan 21, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
