ColumnistsOct 31, 2024
Peter Smith: Nervous Flyers and Emotional SellingColumnistsNov 26, 2024
The Smart Lab: 7 Strategies for Refining Your Holiday Email Marketing Campaigns
Successful email marketing campaigns are all about timing, personalization, and compelling CTAs, Emmanuel Raheb writes.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
With so many retailers competing for consumers’ attention as the holidays approach, now is the time to elevate your email marketing strategy and create campaigns that don’t just reach your customers but captivate them.
Email marketing isn’t just a tool, it’s your direct line to a buyer’s heart, and a way to build anticipation and create real connection during the holidays.
It gives you the ability to convert a passing interest into a completed sale.
Here are seven ways you can refine and improve your email campaigns to help drive more sales this holiday season.
1. Personalize Your Emails
The secret to effective email marketing is personalization.
Begin by segmenting your email list into specific groups based on purchasing history, preferences, and behaviors.
For instance, if a large segment of your customers purchased engagement rings, consider targeting them with suggestions for anniversary gifts. Also, consider targeting customers who have birthdays coming up during the holidays.
Craft your emails to speak directly to the reader, using personalized content wherever possible.
Many email systems also allow you to display dynamically generated content with items relevant to each customer’s interests.
Email marketing isn’t just a tool, it’s your direct line to a buyer’s heart, and a way to build anticipation and create real connection during the holidays.
It gives you the ability to convert a passing interest into a completed sale.
Here are seven ways you can refine and improve your email campaigns to help drive more sales this holiday season.
1. Personalize Your Emails
The secret to effective email marketing is personalization.
Begin by segmenting your email list into specific groups based on purchasing history, preferences, and behaviors.
For instance, if a large segment of your customers purchased engagement rings, consider targeting them with suggestions for anniversary gifts. Also, consider targeting customers who have birthdays coming up during the holidays.
Craft your emails to speak directly to the reader, using personalized content wherever possible.
Many email systems also allow you to display dynamically generated content with items relevant to each customer’s interests.
For example, an email could read, “Dear John, X years ago you choose us when you celebrated your proposal and wedding. Why not commemorate that special day with a piece from our new line of anniversary bands?”
By directly referencing their past purchases and suggesting related jewelry, you’re creating a personalized experience that increases the likelihood of a follow-up purchase.
It shows that you see them, value their business, and understand them.
Personalization creates loyalty, and loyalty translates into sales.
2. Use Timely Offers in Your Email
Timing your offers can drastically enhance their effectiveness.
Create a sense of urgency with time-limited discounts, exclusive holiday bundles, or special-edition pieces available only to subscribers of your email newsletter.
For example, an email sent in early December might include an exclusive coupon code for “30 percent off all silver bracelets, this weekend only.” This encourages quick action by using a “limited-time offer” to drive additional sales.
Urgency doesn’t just prompt a quick response, but it also taps into the holiday excitement and helps build anticipation for what’s next. That’s the feeling you want to create in your customers.
3. Improve How Your Emails Look
The visual presentation of your email can make or break the recipient’s decision to read further. You only have about one to two seconds to make an impact before they scroll on.
To improve your chances, you’ll want to invest in high-quality images that showcase your jewelry in the best light, ideally in festive or luxurious settings that align with the holiday mood.
When you include images of people wearing your jewelry at holiday events, this helps your customers visualize your jewelry on themselves or as the ideal holiday gift for a loved one.
In email marketing, beauty sells.
If your images evoke the magic of the season, your customers won’t just open your emails; they’ll be inspired to buy.
You must use every opportunity to grab your customer’s attention if you even want to have the chance of making a sale.
4. Optimize Your Call-To-Action
Clear and compelling calls-to-action (CTAs) are a must.
Ensure that every email has a standout CTA, such as “Shop Now” or “Discover More,” which leads directly to your online store where customers can make their purchase.
Be sure to make your CTAs large, clickable, and prominently placed, ideally above the fold (meaning before the screen cuts off) in the email layout.
Make it impossible to ignore, and ensure it leads directly to a collection or product page so that customers can act without any additional friction.
When you do this, you reduce the effort required to take the next step.
Remember, less is always more when it comes to conversion.
5. Focus on Mobile Optimization
With most emails now being opened on mobile devices, your email campaigns must be optimized for mobile viewing.
To make sure every email looks fantastic, you’ll want to use responsive design templates that adapt to any screen size, ensuring that your emails look great whether they’re viewed on a desktop or a smartphone.
Another good tip is to keep your subject lines concise and enticing, as mobile screens will truncate longer text and cut it off.
Keep your character counts as low as possible, no more than 50 to 60 characters in length.
Remember, although your message may be big, your screen real estate is small.
A mobile-optimized email creates an effortless experience, and that kind of ease is what makes customers hit “buy.”
6. Trigger Abandoned Cart Emails
To win this holiday season, you need to have a strategy for abandoned cart recovery.
These are the easiest sales to capture and the most profitable. Your customers are telling you what they want, and the item is in their cart.
Now, it’s up to you to convince to purchase.
Send an automated email reminding customers about the items they’ve left behind.
You can enhance these reminders with more personalized messages like, “We noticed you admired our sapphire diamond bracelet and it’s waiting just for you. Complete your purchase within the next 24 hours for an extra 15 percent discount. Enter offer code XXXXX”
Abandoned cart emails don’t just remind customers, they make them feel valued.
An approach like this will immediately increase your conversion rate. Give it a try.
7. Adapt Your Email Strategy Based on Your Analytics
Use the data from your email campaigns to refine and improve your results.
You need to analyze your metrics such as open rates, click-through rates, and conversion rates to understand what’s working with your audience.
Experiment with A/B testing different parts of your emails, from the subject lines to your image choices and CTA placements, continually honing your strategy to improve performance.
Every email is a chance to learn and improve. The more you optimize based on your findings, the more effective and profitable your campaigns will be.
This holiday season, your email marketing strategy should be as meticulously crafted as the jewelry you sell.
Follow these seven guidelines and craft email messages that inspire, engage, and convert. Show them that your store isn’t just a place to shop, it’s the destination for meaningful, lasting gifts.
By personalizing your approach, creating visually compelling content, and optimizing every message for conversion, you can transform your email marketing into a powerful tool for driving new sales.
Make your jewelry store the first choice for holiday shoppers looking for that perfect gift.
Start today and turn this holiday season into your most profitable one yet!
Use the data from your email campaigns to refine and improve your results.
You need to analyze your metrics such as open rates, click-through rates, and conversion rates to understand what’s working with your audience.
Experiment with A/B testing different parts of your emails, from the subject lines to your image choices and CTA placements, continually honing your strategy to improve performance.
Every email is a chance to learn and improve. The more you optimize based on your findings, the more effective and profitable your campaigns will be.
This holiday season, your email marketing strategy should be as meticulously crafted as the jewelry you sell.
Follow these seven guidelines and craft email messages that inspire, engage, and convert. Show them that your store isn’t just a place to shop, it’s the destination for meaningful, lasting gifts.
By personalizing your approach, creating visually compelling content, and optimizing every message for conversion, you can transform your email marketing into a powerful tool for driving new sales.
Make your jewelry store the first choice for holiday shoppers looking for that perfect gift.
Start today and turn this holiday season into your most profitable one yet!
More on Columnists
The Latest
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
SourcingFeb 25, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchThe campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.
IndependentsFeb 25, 2026
Borsheims Names 2025 ‘Ike-It’ Award WinnerRachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Sherry Smith Now Principal Partner at The Retail SmithsThe industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
WatchesFeb 24, 2026
Chrono24 Names New VP, U.S. General ManagerFormer Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.
SourcingFeb 23, 2026
Designer Eddie Sakamoto, a Humble Artist, Dies at 72Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.
Events & AwardsFeb 23, 2026
NYCJAOS Announces Four-Day Spring ShowThe April event will feature a new VIP shopping day requiring a special ticket.
TrendsFeb 23, 2026
Dua Lipa Is Bulgari’s New AmbassadorBulgari chose the British-Albanian singer-songwriter for her powerful and enduring voice in contemporary culture, the jeweler said.
Policies & IssuesFeb 20, 2026
Supreme Court Rules Against Most of President Trump’s TariffsIn a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.
MajorsFeb 20, 2026
Jewelers Vigilance Committee Names Julie Yoakum Board ChairJVC also announced the election of five new board members.
CollectionsFeb 20, 2026
Boucheron’s ‘Faisceaux’ Brooch Heads to V&A MuseumThe brooch, our Piece of the Week, shows the chromatic spectrum through a holographic coating on rock crystal.
