The Smart Lab: Advanced Email Marketing Strategies for Mother’s Day

ColumnistsApr 23, 2024

The Smart Lab: Advanced Email Marketing Strategies for Mother’s Day

Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.

National Jeweler columnist Emmanuel Raheb
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at
Everyone thinks they know email marketing. But if you’re simply sending a regular email newsletter or occasional eblast, you’re not using this tool to its full potential.

Email marketing is one of the oldest digital marketing channels and there’s a reason why it’s been so effective for so long. Even people who aren’t on social media have an email address.

In the jewelry industry, where purchases are often deeply personal and sentimental, leveraging advanced email marketing techniques can transform a routine promotion into a compelling reason to buy.

As we approach Mother’s Day (May 12), which is always a prime opportunity for jewelers, adopting a strategic approach to email marketing can significantly grow your sales while building lasting bonds with your customers.

Here are three advanced email marketing strategies that can help you not only meet your sales targets this Mother’s Day, but also exceed them year-round by turning every email sent into a meaningful connection.

1. Understand your customers.

To maximize your Mother’s Day sales, begin by deeply understanding who your jewelry customers are.

This involves more than just knowing their names or who they are—it’s about understanding their shopping behavior, preferences, and needs.

Start by doing a demographic analysis and segment your customers by age, location, and gender.

For instance, younger customers might prefer trendy and less expensive jewelry pieces, while older demographics may appreciate classic, higher-priced styles. Choose which jewelry styles you promote wisely and customize your email promotions accordingly.

To fully understand your customers, you’ll also want to look at their past purchase history to identify trends and patterns.

Customers who, for example, bought engagement rings might be interested in anniversary bands after a few years. Similarly, someone who purchased a pendant last Mother’s Day might be interested in the matching earrings this year.

The best way to truly know each customer individually is to look at engagement-level tracking.

With email marketing you can monitor how customers interact with every email you send. Who opens them most frequently? Who clicks through to your jewelry website? A good email system will give you plenty of statistics and user-level data.

To improve your results, send a special discount to highly engaged users, a re-engagement discount to those less active, and perhaps an educational article about jewelry care or your latest styles to those who rarely open emails to try to spark their interest.

This is proactive email marketing at its best. It can be used for Mother’s Day and every day to help you drive more sales all year.

2. Customize your communications.

Customizing your email marketing involves crafting messages that resonate personally with each recipient, making them feel valued and special, like you’re speaking directly to them.

Once you know and truly understand who your customer is and what styles they buy, then you can communicate with them more effectively.

Start with personalizing your email content and use the data you’ve collected to create highly effective emails.

For example, if someone frequently purchases sapphire jewelry, segment your list and tailor your emails to highlight related styles that have sapphires in them or offer your customers a first look at a new collection arriving in your store.

 Related stories will be right here … 

Another way to personalize your email marketing is to create special offers based on user behavior on your website.

If you see a customer often browsing and putting jewelry into their cart without purchasing, send them a cart abandonment offer such as an exclusive deal as Mother’s Day approaches.

Offering something special to customers who have shown interest in high-ticket items but have yet to purchase is always a winning strategy.

Remember, many moms like to buy something for themselves to celebrate and any reason to make a self-purchase is good enough for them.

3. Market across multiple channels. 

Using multiple marketing channels at once will significantly enhance the effectiveness of your Mother’s Day campaigns by ensuring your message is seen wherever your customers are.

Start with your social media. Launch teaser campaigns about your upcoming picks and favorite styles for Mother’s Day.

Encourage your followers on Instagram, Facebook, and TikTok to sign up for your email list to get an exclusive preview or special offer. You’ll want to make sure to use similar imagery and messaging across all platforms to maintain the brand consistency of the campaign and your jewelry store.

Then go the extra step and use retargeting ads to follow up with customers who clicked on items in your emails but did not yet make a purchase. These banner ads (across the web) remind them of the styles they looked at. You can use this to extend a limited-time offer to nudge them to purchase.

To maximize your effectiveness, you’ll also want to coordinate your in-store promotions with your email campaigns.

You can, for example, email customers about an in-store event for Mother’s Day where they can celebrate and see their favorite jewelry styles firsthand and enjoy an exclusive in-store promotion.

To succeed, use both online and offline channels so they work in conjunction with each other. No matter where your customers are, they’ll see you and know that your store carries the jewelry styles they love.

As we approach Mother’s Day, seize the opportunity to not only boost sales, but also to deepen relationships with your customers and elevate your store’s brand.

By using these advanced email marketing techniques to understand your clientele, tailor your communications, and market across multiple channels, you’ll get noticed and set yourself apart from your competitors.

You’ll also make your store the go-to place for meaningful gifts that celebrate the most important women in our lives. You’ll grow your jewelry store’s business and make your mom proud.

Smart Age Solutions has been at the forefront of digital marketing since the very beginning.

Subscribe to our newsletter or read our blog to get actionable advice and insights to grow your business.

To learn more about how Smart Age Solutions can transform your jewelry marketing strategy, reach out to us today at We’re ready to help you succeed.
Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

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