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
GradingJan 14, 2025
GIA CEO, President Susan Jacques to Retire at the End of 2025The grading lab said the search for her successor is underway.
Policies & IssuesJan 14, 2025
These Designers and Retailers Are Raising Money for LA Wildfire Relief Several jewelry designers are lending a helping hand to charities in Los Angeles amid the raging wildfires.
GradingJan 14, 2025
Former SSEF Director Henry A. Hänni DiesA pioneering figure in gemology, he is remembered for his spirit of generosity, curiosity, and joy.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
FinancialsJan 14, 2025
Signet Jewelers Lowers Q4 Guidance After Holiday Sales Fall ShortThe peak selling days leading up to Christmas did not meet the jewelry retailer’s expectations.
Weekly QuizJan 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJan 14, 2025
Edouard Schneider Joins Messika as Chief Brand OfficerSchneider brings over 20 years of luxury and fashion industry experience to his role as a key member of the brand’s global leadership team.
SourcingJan 13, 2025
Zambia Reinstates 15% Export Duty on Precious Gemstones, Shocking GemfieldsGemfields said the Zambian government revoked the 2019 suspension of the tax with no warning.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
TechnologyJan 13, 2025
Ultrahuman Unveils Luxury Smart RingWith versions in 18-karat gold and platinum, the wearables company is blending health technology and fine jewelry.
Policies & IssuesJan 13, 2025
Brandee Dallow Elected President of Ethical MetalsmithsThe executive brings more than two decades of industry experience to the role.
IndependentsJan 13, 2025
The Seven Pops Up in Palm BeachThe New York City-based retailer is bringing its curation of jewels to a pop-up shop at Love Binetti in Palm Beach, Florida.
Policies & IssuesJan 10, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires Created by JA and DCA, the fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
TrendsJan 10, 2025
Piece of the Week: Elsa Jin’s ‘Mozi’ BroochAdrien Brody received his first Golden Globe while wearing the “Mozi” brooch, which depicts a spill of traditional Chinese calligraphy ink.
SourcingJan 10, 2025
De Beers, GJEPC Partner to Promote Natural DiamondsThe pair will work together to support independent retailers in India with marketing assets, training materials, and other tools.
CrimeJan 09, 2025
US Customs Seizes Counterfeit Tiffany & Co. JewelsOfficers in Champlain, New York valued the jewels, if genuine, at nearly $30,000.
CollectionsJan 09, 2025
Karma El Khalil’s New Collection is an Ode to the MoonThe “Moonlight Rhapsody” collection is overflowing with gemstones, from raw opal to morganite and spessartite.
Events & AwardsJan 09, 2025
Here Is the 2025 AGTA GemFair Tucson Educational LineupThe seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
SourcingJan 09, 2025
Reena Ahluwalia Unveils New Works in ‘Diamond Trails’ AnthologyThe artist collaborated with industry creatives on the project, which features five fictional stories and five corresponding paintings.
IndependentsJan 09, 2025
Virginia Jewelers Raise Nearly $26K for Children’s Hospital at Charity BallNine jewelers donated jewels for a raffle to support the Children’s Hospital Foundation at Virginia Commonwealth University.
WatchesJan 08, 2025
Oris Debuts Hot Pink Miss Piggy WatchMiss Piggy shared her thoughts on being fabulous, the importance of accessories, and how to be your own cheerleader.
Lab-GrownJan 08, 2025
Effy Introduces Brand Dedicated to Lab-Grown Diamonds“Promise by Effy” includes fashion jewelry and engagement rings.
IndependentsJan 08, 2025
Haltom’s Jewelers to Close After 130 YearsThe Texas-based jeweler is closing all three locations.
TrendsJan 08, 2025
Zendaya’s Engagement Ring Combines Vintage and Modern ElementsZendaya’s ring, featuring an east-west set elongated cushion-cut diamond, is said to be from British designer Jessica McCormack.
TrendsJan 07, 2025
Amanda’s Style File: January Is for GarnetGarnet is comprised of a group of minerals, giving those with a birthday in January options when it comes to their birthstone.
IndependentsJan 07, 2025
Edge Retail Academy Names 2024 ‘Wag’ Award Winner The annual award, created in memory of business coach William “Wag” Wagner, went to a retailer in Fairfax, Virginia.
MajorsJan 07, 2025
Jewelers for Children Promotes Round-Up Fundraising ProgramRetailers and vendors can ask customers to make a donation by rounding up to the next dollar at checkout.
SourcingJan 07, 2025
Columbia Gem House To Debut Lightning Ridge Opal CollectionThe wholesaler is partnering with Australian brand Cheal Opal on a new offering of calibrated stones.
