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
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
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.
MajorsMar 18, 2026
Stuller Releases New Edition of Jewelry Education Book“The Basics of Jewelry” has been updated to include modern topics and visuals.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
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.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
