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
Lab-GrownDec 01, 2023
Lightbox Teams Up With Brand Founded by Former Tiffany ExecThe lab-grown diamond brand also collaborated with the website The Future Rocks on a collection launching today.
FinancialsDec 01, 2023
Movado Lowers Guidance Again After Q3 Sales DipThe company said it is facing a “challenging retail environment” but is prepared for the holiday season.
CollectionsDec 01, 2023
Piece of the Week: Muzo’s Emerald and Argyle Pink Diamond NecklaceIt’s the hero piece of the newest "Green Jewel" collection, a collaborative offering from the two mines.
Brought to you by
If It’s Custom, Make It PlatinumWith holiday proposals right around the corner, encourage your customers to go for platinum when making the big purchase.
AuctionsNov 30, 2023
This Pink Diamond Reigned Supreme in Hong KongThe 15.48-carat fancy intense “Pink Supreme” topped Christie’s fall jewelry auction in Asia, while a Patek Philippe led the watch sale.
Weekly QuizNov 30, 2023
This Week’s QuizTest your jewelry news knowledge with this short test.
MajorsNov 30, 2023
Claire’s Hires Former Bath & Body Works Exec as CFO, COOChris Cramer, who also spent time at Gen Z intimates brand Parade, will take on the dual role.
AuctionsNov 30, 2023
Sotheby’s To Auction 133-Carat Yellow DiamondThe stone headlining the upcoming sale could fetch up to $5 million.
Brought to you by
Did You Know? The Vital Role of IGI: The International Gemological InstituteIn a world where the sparkle of a gemstone is only as brilliant as the trust behind it, IGI's purpose is truly invaluable.
IndependentsNov 30, 2023
Frank Adams Rolls Out Kwiat’s ‘Mine to Shine’ ProgramThe retail offering lets customers track their diamond’s journey.
SourcingNov 29, 2023
Largest New Diamond Mine of the Decade Coming Online in Angola The Luele mine is expected to eventually make the country the world’s third-largest diamond producer.
SurveysNov 29, 2023
Holiday Shoppers Broke a Record This Weekend, Says NRFFrom Thanksgiving through Cyber Monday, 200.4 million consumers shopped online and in stores.
MajorsNov 29, 2023
Cast Debuts at Nordstrom, Closes on More VC FundingThe growing company also plans to open more of its own boutiques.
EditorsNov 29, 2023
Warren Buffett on Success, Mistakes and Betting on AmericaThe best quotes from the Oracle of Omaha and his right-hand man Charlie Munger from the 2018 Berkshire Hathaway shareholders meeting.
IndependentsNov 28, 2023
Maine Jeweler to Relocate After 76 YearsJ. Dostie Jewelers will move from Lewiston to Yarmouth this spring.
IndependentsNov 28, 2023
Fink’s Jewelers Opens 10th StoreIt’s the company’s second location in Tennessee.
AuctionsNov 28, 2023
Mary Tyler Moore’s Jewelry Is Up For Auction You can have this jewelry, why don’t you take it?
Events & AwardsNov 28, 2023
The Original Miami Beach Antique Show Is Celebrating 60 YearsNext year’s milestone show will be full of educational programming and collaborations.
EditorsNov 27, 2023
10 Tips for Selling Diamonds This Holiday SeasonSales experts and a diamantaire share their best advice on how to send customers home with diamond jewelry.
CollectionsNov 27, 2023
See the New ‘Platinum Born’ JewelryThe brand has released five new collections.
IndependentsNov 27, 2023
Frank Adams Jewelers Named ‘Family Business of the Year’The Albany Business Review recently honored the 100-year-old company.
GradingNov 27, 2023
Dr. John W. Valley Retires from GIA Board of GovernorsTo honor his legacy, GIA has set up a scholarship in his name.
CrimeNov 22, 2023
JSA Warns of Surge in Attacks on Jewelers on the RoadThere have been eight attacks in the last month, spanning from a jewelry store parking lot in Rhode Island to highways in California.
TrendsNov 22, 2023
Amanda’s Style File: November GlowThese 15 pieces of jewelry celebrate November babies and the hues of citrine and topaz that reflect the colors of the season.
SourcingNov 22, 2023
Columbia Gem House Raises $12K for WildlifeThe money will help a nonprofit rehabilitate sea turtles.
MajorsNov 22, 2023
Facet Barcelona Opens New Factory in SpainThe jewelry manufacturer said it can now better serve the North American market.
TechnologyNov 21, 2023
See David Yurman’s New High-Tech Holiday Campaign The jewelry brand takes viewers through a virtual winter wonderland set in New York City.
Events & AwardsNov 21, 2023
Here Are the Winners of BIJC’s Inaugural ‘Rock the Jewels’ AwardsThe organization recognized outstanding industry players at its celebratory event.
