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
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
Weekly QuizOct 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
Lab-GrownOct 30, 2025
Alison Lou’s New Collection Uses Lab-Grown Diamonds and ResinThe “Lumière Fine” collection was born from designer Alison Chemla’s interest in the transformative power of light.
TrendsOct 30, 2025
Amanda’s Style File: A Haunted HalloweenShow off your spooky side with these 12 festive jewels.
Events & AwardsOct 30, 2025
Jewelers Mutual to Host Jewelry Panel at Frazier History MuseumThe “Brilliant & Beyond” panel coincides with the “Love & Marriage” exhibition curated by Davis Jewelers in Louisville, Kentucky.
Events & AwardsOct 29, 2025
October Brings Little Change to Consumer Confidence Consumers are feeling more optimistic about their present situation while the short-term future remains a little scary.
Events & AwardsOct 29, 2025
Couture Partners With Time to WatchesThe company, which organizes a watch show in Geneva every spring, will bring a selection of watch brands to the 2026 Couture show in Vegas.
TrendsOct 29, 2025
Beth Bernstein Releases Vintage Jewelry Guide“The Modern Guide to Vintage Jewellery” follows the evolution of jewelry design from the ‘30s to the ‘80s with buying and styling advice.
EditorsOct 29, 2025
Why Creepy, Crawly Bugs Inspire Beautiful JewelryFor her annual Halloween story, Senior Editor Lenore Fedow explores the symbolism behind spiders, beetles, and other eerie insects.
Events & AwardsOct 28, 2025
Meet the 2026 Gem Award NomineesNotable jewelry designers, members of the press, and retailers are up for an award at next year’s gala.
Recorded WebinarsOct 28, 2025
Watch: The State of the Jewelry Industry Leaders from Jewelers of America and National Jeweler discuss the gold price, tariffs, and more in this one-hour webinar.
CollectionsOct 28, 2025
Eriness Reflects on Life in ‘One of One’ CollectionAfter experiencing motherhood, growth, and loss, founder and designer Erin Sachse has created 10 irreplaceable jewels.
AuctionsOct 27, 2025
Napoleon Left This Brooch Behind, And Now It’s Up For AuctionIt is part of Sotheby’s “Royal & Noble Jewels” sale along with an ornate hair ornament and an old mine-cut light pink diamond ring.
CrimeOct 27, 2025
Arrests Made in Louvre Jewel Heist One of the individuals was apprehended at the airport as he was trying to flee the country.
MajorsOct 27, 2025
Target to Cut 1,800 Corporate JobsThe retailer, which has faced struggling sales in recent quarters, is looking to streamline its operations.
Events & AwardsOct 27, 2025
Hill Management Group Hired to Help Atlanta Jewelry ShowHill Management Group will oversee, market, and produce next year’s spring show.
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives ReplacedLondon-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument DemoThe workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.
