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!
More on Columnists
The Latest
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
