ColumnistsApr 11, 2023
Creative Connecting: Are You Unintentionally Lying to Your Customers?ColumnistsApr 18, 2023
Email Marketing for Mother’s Day: How to Create a Campaign That Converts
Emmanuel Raheb advises on creating compelling subject lines, using urgency responsibly in jewelry marketing, and more for Mother’s Day 2023.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Mother’s Day is a major holiday for every retailer and jewelry stores are no exception.
In fact, Mother’s Day is one of the top jewelry-buying holidays of the year. More people buy jewelry during this period than for Valentine’s Day.
According to the National Retail Federation, Americans were expected to spend an estimated $31.7 billion on Mother’s Day gifts last year, including a whopping $7 billion on Mother’s Day jewelry.
In fact, it’s the fourth biggest holiday in the United States when it comes to spending overall. About 84 percent of consumers plan to celebrate the holiday with the average purchase being $245.76, according to the NRF’s 2022 survey.
Here are seven tips on how you can create an email marketing campaign for Mother’s Day that converts.
1. Segment your customer mailing list.
A great way to immediately improve your conversion results is to segment your email list based on customer interests, demographics, or purchase history.
For example, you could create a list of customers who have purchased jewelry at certain price points, then send emails featuring similar jewelry within the same range.
2. Recommend the most relevant jewelry styles.
With hundreds of jewelry styles in your showcase, you need to be selective about what you choose to promote. Learn about your audience and understand what resonates with them.
For example, if a customer has purchased mixed metal gold jewelry in the past, send them emails featuring new mixed metal gold styles you have.
If your customers prefer more traditional styles over modern, focus on classic jewelry that’s always a bestseller.
3. Create a sense of urgency.
Two easy ways to create a sense of urgency are to use limited-time discounts or countdown timers.
You could offer a percentage discount on all jewelry purchases for a limited time, or you could use a countdown timer to show customers how much time they have left to take advantage of a discount.
You must be responsible when using urgency as a marketing tactic, however.
It can be highly effective, but also hurt your store’s brand if used too often. Jewelry is a luxury product and you want to sell the glamour without losing any of the luster.
Related stories will be right here …
In fact, Mother’s Day is one of the top jewelry-buying holidays of the year. More people buy jewelry during this period than for Valentine’s Day.
According to the National Retail Federation, Americans were expected to spend an estimated $31.7 billion on Mother’s Day gifts last year, including a whopping $7 billion on Mother’s Day jewelry.
In fact, it’s the fourth biggest holiday in the United States when it comes to spending overall. About 84 percent of consumers plan to celebrate the holiday with the average purchase being $245.76, according to the NRF’s 2022 survey.
Here are seven tips on how you can create an email marketing campaign for Mother’s Day that converts.
1. Segment your customer mailing list.
A great way to immediately improve your conversion results is to segment your email list based on customer interests, demographics, or purchase history.
For example, you could create a list of customers who have purchased jewelry at certain price points, then send emails featuring similar jewelry within the same range.
2. Recommend the most relevant jewelry styles.
With hundreds of jewelry styles in your showcase, you need to be selective about what you choose to promote. Learn about your audience and understand what resonates with them.
For example, if a customer has purchased mixed metal gold jewelry in the past, send them emails featuring new mixed metal gold styles you have.
If your customers prefer more traditional styles over modern, focus on classic jewelry that’s always a bestseller.
3. Create a sense of urgency.
Two easy ways to create a sense of urgency are to use limited-time discounts or countdown timers.
You could offer a percentage discount on all jewelry purchases for a limited time, or you could use a countdown timer to show customers how much time they have left to take advantage of a discount.
You must be responsible when using urgency as a marketing tactic, however.
It can be highly effective, but also hurt your store’s brand if used too often. Jewelry is a luxury product and you want to sell the glamour without losing any of the luster.
4. Optimize your email open rates.
Optimize your open rates by using eye-catching subject lines and preview text. For example, you could use a subject line like, “Mother’s Day Special: 20% Off Select Styles” or “Make Mother’s Day One She’ll Always Remember.”
A high email open rate indicates that your email campaigns are effective and you’re reaching the right audience. This helps you build relationships with your customers over time and makes them more likely to purchase from you in the future.
Remember, an email that’s not opened can’t generate sales. Optimize often.
5. Use images to capture attention.
Images are more powerful than text alone. They grab attention and engage your audience.
Jewelry is meant to be seen.
Use images such as engagement ring proposals, a happy moment in life, or a special occasion where jewelry is featured. With your images you want to tell a story and convey emotion.
When used effectively, images can help you increase your click-through rate, improve your conversion, and build brand awareness.
6. Craft your content carefully.
Before creating your content, consider your audience, your purpose, and your message. Your goal is to create engaging and informative content that will keep your audience coming back for more.
For example, you could write an email about how jewelry is a beautiful and timeless gift that mothers will cherish for years to come.
Invest the time to create content that truly connects with your readers.
7. Always test and track.
You should always be testing and tracking your email campaigns to see what works and what doesn’t.
You’ll want to test different subject lines, topics, and images to see which ones perform best.
Observing your analytics allows you to make informed decisions about how to improve your results.
Don’t go broke by marketing blindly. Test, track, and then test again.
Remember, even though Mother’s Day comes only once a year, it’s not something you should leave to the last minute. Use these seven powerful tips to improve your email marketing and start planning now while you still have time.
You’ll not only make Mom smile on Mother’s Day, but your accountant too!
Editors' Picks
Sponsored by
More on Columnists
The Latest
SurveysAug 26, 2026
5 Jewelry Insights From The RealReal’s Resale ReportThe report delves into trending styles, the most popular jewelry brands by city, and why Belle Époque jewelry could be the next big thing.
SourcingAug 26, 2026
AGTA Now Requiring Members to Call Lab-Grown Gems ‘Synthetic’The association added the requirement to its revised "Code of Ethics" and released the 17th edition of its “Gemstone Information Manual.”
SurveysAug 26, 2026
Consumer Confidence Dips in August Amid Anticipatory Anxieties Respondents were concerned about the future of the labor market and their income as well as the rising prices of gas and groceries.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TrendsAug 26, 2026
Boucheron’s New Campaign Celebrates Its ‘Question Mark’ NecklacesThe campaign highlights the asymmetrical high jewelry necklace style that the jeweler first created in 1879.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsAug 26, 2026
Harry Winston Exhibition to Open in ShanghaiIt will explore the life of “The King of Diamonds” and showcase more than 165 creations from the brand.
CrimeAug 25, 2026
Florida Woman Scammed Out of $1.5M in Jewelry, Precious MetalsTwo suspects have been arrested in connection with the complex phone scam.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farm’s Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 RegistrationThe show is slated for Oct. 16-19 at the Miami Beach Convention Center.
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New CapsuleThe “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
MajorsAug 20, 2026
Plumb Club Elects 2026-2027 BoardSteven Lerche is now beginning his term as the youngest member to become president of The Plumb Club’s elected executive committee.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
