Columnists

Email Marketing for Mother’s Day: How to Create a Campaign That Converts

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.

2021_Emmanuel-Raheb.jpg
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 … 

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!

The Latest

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Weekly QuizMar 27, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

ICA Congress Brazil 2025
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

Bailey’s Fine Jewelry storefront
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent Jeweler

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

Bulova 150 Art Deco Miss America Watch, 150 Art Deco Pocket Watch
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco Watches

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen
MajorsMar 26, 2025
QVC Group Appoints New President

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

Jewelers of America’s new logo
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

Jamie Singleton, Bill Brace, Rebecca Wooters, Bill Luth
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid Turnaround

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

Sothebys Watchcheck
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair Services

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

Swarovski lab-grown diamond Galaxy earrings
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024

The company also noted record sales in the United States and a strong performance in its jewelry category.

Branko Gems
SourcingMar 21, 2025
BrankoGems To Hold Conference in Montana

The event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.

Til Death Ring by Marrow Fine
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ Ring

After the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.

Korman Fine Jewelry Austin store
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size

The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.

JCK Rocks 2025
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason Derulo

The rapper and singer-songwriter will perform at Tao Beach on June 8.

Conversations with Chris Ploof YouTube Video Series
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series

“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Lab-grown diamond engagement ring
FinancialsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining Sales

The moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.

Zoë Kravitz in Rush Hour Collection
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office Wear

The “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.

×

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