EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
IndependentsDec 12, 2018
Marketing Minute: What’s This About Marketing Automation ...
And when will jewelers jump on board? Columnist Jim Ackerman wants to know.
Jim Ackerman is a retail jewelry marketing expert who has spoken to jewelers at JA New York, JCK and other jewelry trade shows. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
Today I got a report from a research firm called Gartner, comparing 10 different CRM/marketing automation platforms. The top names included Marketo, Salesforce, Hubspot and others.
Marketing automation on platforms like these and others (more on that below) has become a virtual necessity in today’s world, but jewelers have been slow to jump on board.
To a degree this is understandable. Each of these cloud-based platforms comes with a monthly subscription price and some of them are fairly steep. But given what they can do and how they allow you to “meld” with the millennial buyer’s new purchasing process, their contribution to sales far outstrips their price.
So, what is marketing automation anyway, and why should the average retail jeweler care?
Marketing automation is technology that allows you to define a sales process and execute that process fully customized and/or personalized to individual prospects, customers or clients, with perfect replication for each individual prospect, customer or client, entirely or largely on autopilot with little, if any, “slippage” through the cracks.
A mouthful, isn’t it?
Basically, it allows you to run a marketing program that matches the buyer’s process. And that’s important because, as I’ve said before in this column, and you know from personal experience, buyers don’t buy the way they used to.
There’s virtually no more “see an ad on Thursday, come in and buy on Friday.”
Today’s millennial, and anyone else who has adopted the millennials’ process, begins by doing online research—they get educated, check out reviews, examine products and pricing from a variety of sources near and far, perhaps very far. Then, they might or might not begin visiting a handful of brick-and-mortar jewelers to make a final decision.
Marketing automation software allows you to generate a lead with a low-risk offer to “suspects,” then convert that now-prospect into a customer over time, by rendering additional value, helping the prospect develop his or her own buying criteria (slanted to favor you, of course), enjoy the experience of working with you and building a relationship with you, and then, eventually, making the big buy.
This is not a process jewelers have typically embraced, but since it is the way today’s buyer actually buys, the sooner you embrace it, the better.
It may look something like this.
—Jeweler makes an offer for free information, checklists, tools, etc., in exchange for the suspect’s contact information, now converting the suspect into a prospect.
—Jeweler renders additional value
by providing the prospect with additional useful information and insights, generally delivered via email.
—Jeweler educates the prospect on how to make good gemstone- and jewelry-buying decisions, helping the prospect establish their own buying criteria, weighted in favor of the jeweler, and thereby invoking the principle of reciprocation, instilling in the prospect a sense of gratitude and a desire on the prospect’s part to “give back” to the jeweler, probably in the form of a purchase. This education may come in the form of additional emails, text messaging, direct mail, etc. But it is all thought out, prepared, scheduled and executed according to the schedule dictated by the marketing automation software.
—Jeweler makes an introductory offer to convert the prospect into a customer who has spent money with the jeweler and has had a positive experience. This offer can be delivered digitally or through traditional media, usually direct mail or phone calls.
—Jeweler continues to nurture relationship with ongoing, pre-programmed and scheduled outreach via digital and traditional media until the customer makes a major purchase.
Of course, several steps can be combined and “next steps” almost always depend on prospect behavior or response to previous steps. All of which would be next to impossible without the help of, you guessed it, marketing automation software.
You might ask: Can’t jewelers do this on their own, especially with the help of their point-of-sale system (POS)?
Frankly, no.
POS systems can provide some of the contact information you need to initiate automated marketing campaigns. Some even offer marketing tools on the back end. But I have not seen any POS system that incorporates a marketing automation platform that comes anywhere close to accomplishing what I’m talking about.
Many of the “big names” I mentioned at the beginning of this article would do the job but are too pricey for the average independent retail jeweler.
But there are alternatives. SharpSpring, Insightly and Infusionsoft come to mind.
I use Infusionsoft myself and it incorporates CRM, marketing automation and e-commerce functions at the reasonable price of $97 a month for a single license. With it, you can eliminate a shopping cart and an email server because both of those functions are included.
If you really want to “go cheap” you might be able to come up with a patchwork solution that includes your POS and email service like Constant Contact, but the hoops you’ll have to jump through to get to the same place will be complex and cumbersome.
Nevertheless, however you address it, marketing automation is here to stay, and you’ll find it more important to both your short- and long-term success than social media or your website.
The time to look into it is now!
Jim Ackerman, “The Marketing Coach,” has addressed jewelry retailers at the nation’s biggest trade shows, including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free marketing automation audit, valued at $397. Send your email request to mail@ascendmarketing.com.
—Jeweler educates the prospect on how to make good gemstone- and jewelry-buying decisions, helping the prospect establish their own buying criteria, weighted in favor of the jeweler, and thereby invoking the principle of reciprocation, instilling in the prospect a sense of gratitude and a desire on the prospect’s part to “give back” to the jeweler, probably in the form of a purchase. This education may come in the form of additional emails, text messaging, direct mail, etc. But it is all thought out, prepared, scheduled and executed according to the schedule dictated by the marketing automation software.
—Jeweler makes an introductory offer to convert the prospect into a customer who has spent money with the jeweler and has had a positive experience. This offer can be delivered digitally or through traditional media, usually direct mail or phone calls.
—Jeweler continues to nurture relationship with ongoing, pre-programmed and scheduled outreach via digital and traditional media until the customer makes a major purchase.
Of course, several steps can be combined and “next steps” almost always depend on prospect behavior or response to previous steps. All of which would be next to impossible without the help of, you guessed it, marketing automation software.
You might ask: Can’t jewelers do this on their own, especially with the help of their point-of-sale system (POS)?
Frankly, no.
POS systems can provide some of the contact information you need to initiate automated marketing campaigns. Some even offer marketing tools on the back end. But I have not seen any POS system that incorporates a marketing automation platform that comes anywhere close to accomplishing what I’m talking about.
Many of the “big names” I mentioned at the beginning of this article would do the job but are too pricey for the average independent retail jeweler.
But there are alternatives. SharpSpring, Insightly and Infusionsoft come to mind.
I use Infusionsoft myself and it incorporates CRM, marketing automation and e-commerce functions at the reasonable price of $97 a month for a single license. With it, you can eliminate a shopping cart and an email server because both of those functions are included.
If you really want to “go cheap” you might be able to come up with a patchwork solution that includes your POS and email service like Constant Contact, but the hoops you’ll have to jump through to get to the same place will be complex and cumbersome.
Nevertheless, however you address it, marketing automation is here to stay, and you’ll find it more important to both your short- and long-term success than social media or your website.
The time to look into it is now!
Jim Ackerman, “The Marketing Coach,” has addressed jewelry retailers at the nation’s biggest trade shows, including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free marketing automation audit, valued at $397. Send your email request to mail@ascendmarketing.com.
More on Independents
The Latest
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
