ColumnistsJun 15, 2021
Your Company Has a Culture, Whether You Know It or NotColumnistsJun 22, 2021
Creative Connecting: Tips for Building Your Email Subscriber Database
Email marketing remains a top tool for attracting and retaining customers. Here’s how to up your inbox game.
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
According to the latest research, email marketing is the single most reliable channel for nurturing leads and the second most effective tool for sales conversion (second only to in-person events).
For both B2C and B2B jewelry companies, email marketing is one of the most powerful tools for content distribution, and that’s why building your email subscriber database should be a primary goal for jewelry brands and retailers alike.
According to WordPress website hosting provider Kinsta.com, more than 4 billion people used email in 2020. Tapping into that audience with targeted emails to opt-in subscribers can effectively enhance your customer relationships, converting leads to buyers and promoting frequency of purchase among existing customers.
Here are some tips for growing your subscriber database. Put them to use now for the best results in the all-important fourth quarter.
Website Data Capture
If your marketing and social media are doing a good job of driving traffic to your website, make sure to capture those customers and keep in touch with them.
Build easy and efficient opt-in tools for customers to sign up for your email marketing.
Many brands have pop-up boxes that appear on the home page asking visitors to sign up for their blog or email campaigns. E-commerce sites also regularly have opt-in buttons or defaults that grant you permission to keep in touch with new customers.
Kathleen Cutler, luxury sales expert and founder of The High-End Sales Society, suggests inviting customers into your inner world.
And when you do, “be sure to share what is in it for them. Do they get behind-the-scenes looks, invitations to exclusive events?”
She also suggests that you never stop promoting the benefits of being a brand follower.
“Always promote your email list! Make sure you are looking for opportunities to sprinkle mentions of the perks of being on your email list in your social media posts and in all of your marketing. Spell out how potential customers can join and why they should.”
For both B2C and B2B jewelry companies, email marketing is one of the most powerful tools for content distribution, and that’s why building your email subscriber database should be a primary goal for jewelry brands and retailers alike.
According to WordPress website hosting provider Kinsta.com, more than 4 billion people used email in 2020. Tapping into that audience with targeted emails to opt-in subscribers can effectively enhance your customer relationships, converting leads to buyers and promoting frequency of purchase among existing customers.
Here are some tips for growing your subscriber database. Put them to use now for the best results in the all-important fourth quarter.
Website Data Capture
If your marketing and social media are doing a good job of driving traffic to your website, make sure to capture those customers and keep in touch with them.
Build easy and efficient opt-in tools for customers to sign up for your email marketing.
Many brands have pop-up boxes that appear on the home page asking visitors to sign up for their blog or email campaigns. E-commerce sites also regularly have opt-in buttons or defaults that grant you permission to keep in touch with new customers.
Kathleen Cutler, luxury sales expert and founder of The High-End Sales Society, suggests inviting customers into your inner world.
And when you do, “be sure to share what is in it for them. Do they get behind-the-scenes looks, invitations to exclusive events?”
She also suggests that you never stop promoting the benefits of being a brand follower.
“Always promote your email list! Make sure you are looking for opportunities to sprinkle mentions of the perks of being on your email list in your social media posts and in all of your marketing. Spell out how potential customers can join and why they should.”
“If your content resolves your most frequently asked questions or showcases features that may need more education, your followers are more likely to open those emails.”— Kathleen Cutler, The High-End Sales Society
Extending Reach/Finding New Customers
According to digital marketing expert Laryssa Wirstiuk of Joy Joya, great content is essential. She encourages all brands and retailers to create content that readers will want to pass along.
And be sure to make your email campaigns shareable.
“Include a link at the bottom of your emails to share/forward the email to a friend,” she said. “Hopefully, the email will make such a positive impression that the other person will sign up for your emails too.”
Wirstiuk also suggests implementing a refer-a-friend program.
Providing customers with referral incentives can drive new traffic to your website. With email opt-ins on your site, you can capture their data and potentially convert them to a new customer.
“Even if the referred friend doesn’t buy on a first visit, they will likely sign up for your email campaign to learn more and follow your brand,” Wirstiuk said.
Promotions & Lead Magnets
Promotions are another way to find new leads and gain access to new customers who will potentially opt in to your email list.
Wirstiuk suggests hosting cross-promotional activities and events, like giveaways with other brands and businesses.
“Find businesses that aren’t direct competitors but share your target customer base. Then, join forces to give away something compelling. Require entrants to provide their email addresses in order to enter the giveaway.”
Further, she suggests creating lead magnets.
“The term lead magnet refers to anything that prompts a target customer to give you their information, usually in exchange for something. For jewelry brands, that could be a style guide download or even a freebie like a ring sizer or polishing cloth,” Wirstiuk said.
“If you can promise something that offers value but that doesn’t eat into your bottom line, then you can potentially gain many new email addresses.”
Content Quality, Frequency & Segmenting
Many brands struggle with the question of frequency. How much is too much when it comes to email marketing?
According to the experts we consulted, developing exceptional content is crucial because it allows you to communicate more often.
Cutler advises emailing your list regularly and creating content that solves problems or answers questions.
“One of our clients added $1.3 million last year by regularly showing up in her collectors’ inboxes,” she said.
“If your content resolves your most frequently asked questions or showcases features that may need more education, such as how to care for specific stones or how to style your pieces, your followers are more likely to open those emails and enjoy them and share them with their contacts.”
Many brands struggle with the question of frequency. How much is too much when it comes to email marketing?
According to the experts we consulted, developing exceptional content is crucial because it allows you to communicate more often.
Cutler advises emailing your list regularly and creating content that solves problems or answers questions.
“One of our clients added $1.3 million last year by regularly showing up in her collectors’ inboxes,” she said.
“If your content resolves your most frequently asked questions or showcases features that may need more education, such as how to care for specific stones or how to style your pieces, your followers are more likely to open those emails and enjoy them and share them with their contacts.”
Segmenting your email lists can also create success and further refine your content.
When capturing consumer data, request demographic information and personal preferences that allow you to send targeted emails based on the customer’s specific interests.
Related stories will be right here …
When capturing consumer data, request demographic information and personal preferences that allow you to send targeted emails based on the customer’s specific interests.
According to MailChimp.com, segmented emails appear to perform significantly better than mass emails.
As an example, if you have captured customer birthdates, you can segment your audience and send special birthstone messaging to customers whose birthdays fall in a specific month.
Also, think about special events, occasions, or topics that might be of interest to your consumers.
When capturing their email address, offer subjects that the customer can select by preference. Think along the lines of styling advice, gemstone information, wedding planning, sales/discounts/promotions, etc.
Then, when related content comes up in your editorial calendar, you can make sure those who selected that topic(s) receive the email.
For those who worry about overdoing it with email marketing, this type of strategy effectively reduces the amount of emails received by any given customer as your content is highly targeted by their preferences.
Every business needs to connect and build relationships with their customers, and an effective email marketing strategy begins with building your database.
For additional ideas on enhancing your subscriber database, listen to Wirstiuk’s recent podcast on the topic or download Yieldify’s free guide to list-building strategies.
More on Columnists
The Latest
CrimeOct 15, 2025
Men Receive Lengthy Prison Sentences for 2023 Murder of Colorado JewelerCharles Robinson Shay was sentenced to life in prison plus 120 years while his accomplice, Michael James McCormack, got 75 years.
Events & AwardsOct 15, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MADThe Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.
Events & AwardsOct 15, 2025
JCK, Luxury to Debut New Watch Section in Vegas Next YearTimepieces at Luxury will take place at The Venetian and, like Luxury, will be invitation-only for the first two days.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
AuctionsOct 15, 2025
Christie's Announces New Jewelry Department LeadershipThe auction house named a new global head of jewelry, as well as a new head of the jewelry department for the Americas.
Weekly QuizOct 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsOct 15, 2025
Retailer Hall of Fame 2025: Kathy CoreyCorey rescued New England chain Day’s Jewelers, preserving its legacy with strong people skills, pragmatism, and a “get-it-done” attitude.
IndependentsOct 14, 2025
Retailer Hall of Fame 2025: Tom DixonAs chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
Events & AwardsOct 14, 2025
Here Are the Winners of the BIJC, JA ‘Emerging Jewelers’ Grant Katty Villapando Lyte and Mica Rencher received a $10,000 grant for their business, Shimmer Culture LLC.
IndependentsOct 14, 2025
Day’s Jewelers Crafts Custom Jewelry for No.1 NBA Draft Pick Cooper FlaggThe parents of the Dallas Mavericks rookie bought their engagement ring at a Day’s store in Bangor, Maine, in 1997.
SourcingOct 14, 2025
Pragnell Debuts Kitulo Garnet Jewelry The UK-based brand sourced the gemstones, which are fully traceable, from an artisanal mining community in Tanzania.
CollectionsOct 10, 2025
Count Down to the Holidays With Astrid & Miyu’s Advent CalendarsThe trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.
CollectionsOct 10, 2025
Piece of the Week: Marla Aaron’s ‘Nymphenburg Lock’Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.
MajorsOct 10, 2025
Frederick Goldman Names New VP of SalesJewelry industry veteran Alisa Bunger has taken on the role.
SourcingOct 09, 2025
Feriel Zerouki Is Leaving De Beers The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.
AuctionsOct 09, 2025
This Fabergé Egg Could Crack $27M At Auction“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.
MajorsOct 09, 2025
Sy Kessler Buying Watch Batteries as Silver Hits Record High The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.
CollectionsOct 09, 2025
Katkim Launches First Men’s CollectionThe line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.
SourcingOct 09, 2025
Gemfields’ Mini Mixed-Quality Ruby Auction Garners $11MThe rough on offer was recovered from a newer area at the Montepuez mine.
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ CollectionThe champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New CharmsKosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s MurderCarlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ CollectionThe brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.
SourcingOct 07, 2025
Columbia Gem House Announces ‘Opals for Outback Heroes’ FundraiserProceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.
MajorsOct 07, 2025
Stuller Names Its S.E.R.V.E Stars for 2025Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for RainCitizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.
