CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
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.
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.
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.
More on Independents
The Latest
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
