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
MajorsDec 24, 2024
Nordstrom Family, Partner to Take Retailer Private in $6B DealMembers of the founding family have partnered with Mexican retail company El Puerto de Liverpool to acquire Nordstrom.
MajorsDec 24, 2024
Boucheron Bets on Las VegasThe brand has opened its second U.S. location in the Fontainebleau resort and casino.
EditorsDec 24, 2024
The Spectrum Jewels I Want to Find Under the Tree Associate Editor Lauren McLemore highlights pieces from the AGTA Spectrum & Cutting Edge Awards she’d be thrilled to unwrap on Christmas.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
SourcingDec 24, 2024
Gemfields to Temporarily Suspend Emerald MiningThe move is one of several cost-cutting measures outlined by the company as it faces a weaker luxury market and other challenges.
Weekly QuizDec 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsDec 23, 2024
Philadelphia 76ers’ Tyrese Maxey Stars in The 1916 Company’s New CampaignThe retailer’s “On the Clock” campaign celebrates how time, precision, and purpose come together.
EditorsDec 23, 2024
My Favorite Piece of the Week Jewels of 2024Associate Editor Natalie Francisco chose her 12 favorite Piece of the Week picks from the year gone by.
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.
GradingDec 23, 2024
GIA Adds Filler Identification to Emerald ReportsLab clients have the option to request this addition on their emerald reports.
Events & AwardsDec 20, 2024
Two Participants Complete Inaugural Ella Klein InternshipJamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.
CollectionsDec 20, 2024
Piece of the Week: Retrouvaí’s Ring for CharityIn the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.
IndependentsDec 19, 2024
Michigan’s DeVries Jewelers Unveils New Location in Time for the HolidaysCo-owner Dan DeVries shared what it’s like moving into a space triple the size of its old store and how it feels to be a “real jeweler” now.
CollectionsDec 19, 2024
State Property Transforms Spain’s Generalife Gardens into JewelryAlong with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.
CrimeDec 19, 2024
Alleged Jewelry Thieves Attempt Rowboat EscapeThe man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.
SourcingDec 19, 2024
The Second-Largest Diamond Ever Found Now Has a Name The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”
SourcingDec 19, 2024
Gemfields Reports Record Ruby Auction Results Despite Challenges at SourceThe average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.
AuctionsDec 18, 2024
Alexandrite Ring Sells for Record-Setting $1.9M at Sotheby’sThe nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.
WatchesDec 18, 2024
Historic Titanic Pocket Watch Winds Its Way Back to Tiffany & Co. More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.
TechnologyDec 18, 2024
Picchiotti Utilizes AI in ‘Spotlight’ Video CampaignThe videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.
IndependentsDec 18, 2024
Industry Veteran Steve Feldman Set to RetireFeldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.
Events & AwardsDec 17, 2024
Chanel to Receive Gem Award for High Jewelry ExcellenceThe luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.
SourcingDec 17, 2024
Frank Circelli, Founder of Gem Shopping Network, Dies at 75Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.
AuctionsDec 17, 2024
Blue Diamond Fetches $8.8M at Christie’sThe nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.
CrimeDec 17, 2024
‘Black Bin Crew’ Robbers Get 14-16 Years in Prison The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.
TrendsDec 16, 2024
Marion Fasel’s New Book Delves Into the History of Engagement Rings“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.
WatchesDec 16, 2024
Take a Look Inside the New Rolex Boutique on Rodeo DriveGearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.
GradingDec 16, 2024
GCAL By Sarine Expands 8X to 2 More Fancy Shapes The diamond cut grade is now available for marquise- and pear-shaped diamonds.
