Independents

The Single Biggest Key to Email Marketing Success

IndependentsFeb 21, 2017

The Single Biggest Key to Email Marketing Success

It’s the subject line and Jim Ackerman has some tips for writing a good one.

2016_Jim-Ackerman.jpg
Jim Ackerman is a retail jewelry marketing expert who has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.

Wouldn’t it be nice if email marketing could really do what we hoped it would do all along? That is, replace all that expensive direct mail, print and broadcast marketing that drives us crazy.

Trouble is, so far, email hasn’t successfully been that magic pill or silver bullet. But some of that is your own fault because, the truth is, you’re probably doing it wrong.

I can’t tell you the number of times clients ask me to evaluate email blasts that look like print ads except they’re on a computer screen.

Of course they do, as Constant Contact, Mail Chimp and the others all make it easy to do just that and because they make it easy, we tend to think that’s the best way to do it.

But is it? Not necessarily, according to the research, which shows that text emails are more likely to produce a response than fancy, graphic emails in many--in fact perhaps most--cases.

But I’m getting ahead of myself. If you really want better results from your email marketing, you have to begin by getting it opened. And that comes down to one thing and one thing only … SUBJECT LINES!

Look, email is the only advertising medium on the planet where the playing field starts out absolutely level. Any and every advertiser has exactly the same real estate. You can be General Motors, Budweiser, Apple or you can be the corner jeweler, and you get exactly the same amount of space with which to compete.

Furthermore, we all deal with our email the same way. First, we scan all the new, unopened emails since our last check for who sent it. We immediately eliminate many or most of them based on the “who” alone without even reading the subject line.

For those who make this first cut, it comes down to the subject lines, and like I said, everybody has exactly the same amount of space to work with.

I believe subject line writing is the single toughest type of advertising writing ever encountered by man.

You have nothing to work with other than your words. You don’t have color, images or anything else to make your appeal stand out from all the others. It’s a sea of black words with nothing visually pulling the eye to one subject line or another.

You must also understand that when people read your subject lines they are not looking for a reason to open

the email. They are looking to a reason to discard it. So not only are you in danger of telling them too little, you can also tell them too much.

If you fail to convey a compelling benefit in your subject line, into the email trash bin you go.

But if you convey a benefit plus the delivery mechanism for that benefit, the reader might feel that she knows all she needs to know and into the trash bin you go too.

For example, if your subject line reads: “50% Off Diamond Stud Earrings for Valentine’s Day,” you’ve conveyed a clear benefit, but also told them all they need to know about your offer, and they make a snap decision.

“Oh, I don’t think I want to give diamond studs this year.” And into the trash bin you go.

If, on the other hand, you say something like: “You Have to Give a Valentine’s Day Gift Anyway, You Might As Well SAVE 50% While You’re At It … ” you have conveyed the 50 percent off benefit but preserved enough curiosity that the reader has to ask the question, “Hmmm. How do I get that 50 percent off, and on what?”

No other kind of advertising writing--headline writing, in particular--is so thoroughly dependent on the perpetual, delicate balance between delivering benefit and maintaining intrigue. Every single subject line you create has to consider this balance.

We’ll talk about the other elements of email marketing in the future. But for now, remember that subject line writing is a skill, a skill that takes cultivation.

And it’s another reason why it’s no longer good enough to merely “be a jeweler” and let the rest of business take care of itself. You must cultivate the know-how and do-how, the skills of a marketer, if you’re going to not just survive but thrive in the new world of marketing.

Jim Ackerman has teamed up with Shane Decker again for the Ultimate Jewelry Sales & Marketing Boot Camp, coming this August. Find out more at UltimateJewelrySalesBootCamp.com. Ackerman also is providing National Jeweler readers with a free email marketing evaluation and consultation through Feb 28. Send an email request including name and phone number to mail@ascendmarketing.com.
Jim Ackermanis a retail jewelry marketing expert who has spoken at JA New York, JCK and other jewelry trade shows.

The Latest

Stock image of shipping containers
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs

Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.

Nanis Ipanema Collection Campaign
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’

A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.

Kevin O’ Leary and George Mayer of The 1916 Company
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance Platform

The retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Jemma Wynne Forme Toggle Necklace
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ Necklace

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

Weekly QuizJul 25, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
September Hong Kong jewelry show
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong Show

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Bulgari Celestial Mosaic spinel necklace
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Mark and Candy Udell
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime Achievement

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

De Beers marine mining vessel the SS Nujoma
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

Francesca Villa Fantasia Collection The Crab Pendant, The Mermaid Pendant, Keep Dancing Seahorse Pendant, Keep Dancing Ladybug Pendant, Secret Dreams Pendant, The Puffer Fish Takes Flight Pendant
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio Characters

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

Breitling’s special Eagles Super Bowl watch on gold bracelet
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

Stock image of crime scene tape
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

Silvia Furmanovich Kasmir Collection Carnelian Bracelet and Sketch
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern India

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

LAFD Fire Station 44 and Fire Station 16
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

A Vanitas by Hannah Martin and Guy Berryman Sothebys
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s London

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

Cover of the book “Flawless: Inside the Largest Diamond Heist in History”
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

Emmanuel Raheb
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the Holidays

Emmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.

NY Now
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in August

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

Jeweler setting a diamond into a ring
MajorsJul 21, 2025
Rio Grande Expands Personalization Offerings

As demand for custom jewelry grows, the company is expanding its services to support retailers.

National Associate of Jewelry Appraisers Logo
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go Virtual

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Jacquie Aiche graduated turquoise beaded necklace
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

24th Gem Awards Show Logo
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Lewis Heyman
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement Plans

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

CCWW Designs Multiple Shell Charm Necklace
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm Necklace

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The Plumb Club board members
MajorsJul 18, 2025
Plumb Club Elects New Board Members

The organization elected its youngest vice president as it looks to draw in fresh talent.

Jewelry industry veterans Brad Campbell and John Liebler
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

×

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