Email Marketing for Jewelers 101: How to, Tips and Examples

Are you a jeweler who wants to connect with your customers more deeply and make more sales? We understand how difficult it can be to find the best strategy with so many options available.

Don’t worry, we’ve got your back!

Email marketing for jewelers is all about reaching out to a specific group of subscribers through promotional messages or newsletters sent via email. It is an effective way for jewelers to connect with their clients, highlight their latest items, and increase sales. 

Jewelers can attract and keep customers by sending out personalized and engaging emails. It’s a great way to share exclusive offers and get people to come back for more purchases. Email marketing helps jewelers monitor customer behavior, which means they can fine-tune their marketing campaigns even more.

Do you want to learn more about how email marketing can help you as a jeweler?

Keep reading to learn the 8 proven email marketing strategies that can elevate your jewelry business. We’ll share some examples and additional tips to help you execute your email marketing.

8 step-by-step strategies for email marketing for jewelers

Let’s explore the steps jewelers can take to create amazing subject lines, boost their open rates, and run more effective email marketing campaigns.

1. Improve Your Website Design

The first thing you should work on is the style of your website. As a jeweler, you’re setting up a specific expectation of quality with your website. You should include high-quality photographs on your website, maybe in the form of a full-screen carousel. You could also add short movie clips.

Read more about how to use TechDella Website Builder

Your brand voice should be reflected in the language you choose, whether it’s a more seductive, secretive vibe or one that emphasizes your longstanding past as a jeweler.

To ensure that people can easily locate the information they need, you should implement straightforward navigation. Make sure to pay attention to the fonts you choose, the colors you pick, and the size of your elements.

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2. Prepare Pages and Articles to Receive Traffic

The next step is to add more pages to your website. If you haven’t set up landing pages for each of your unique products like watches, bracelets, rings, and so on, it’s definitely a good idea to get started on that! You might want to think about starting a blog too.

These pages provide a place for users to land when they discover your website via social media, marketing, or advertising.

3. Place Some Lead Magnets on These Pages 

Now that you’ve developed landing pages and a blog, you should include lead magnets on the pages to increase sign-ups. You’ll create your jewelry email marketing list.

What types of lead magnets can a jeweler use? You could offer a coupon in return for a lead’s contact info, or maybe share a checklist or an article about the latest trends in the jewelry industry.

4. Segment Your Leads 

Email marketing for jewelers really needs segmentation to be successful. Before you start sharing content with your audience, it’s important to break them down by psychographics, demographics, and geographics.

Segmenting your email list helps you send personalized content that really speaks to each lead or customer based on where they are in the sales funnel. So, for instance, you wouldn’t want to send emails about engagement rings to your married audience; that content is better suited for unmarried guys.
Read more about email segmentation

5. Automate Your Emails

You’ve got the same 24 hours in a day as everyone else. When your email list is small, managing it by hand might not be a big deal, but as it gets bigger, you’ll definitely find yourself short on time.

Kissflow’s research shows that in 2023, 67 percent of companies are using automation.

Email automation lets you set up workflows that trigger based on what your customers do, like when they open an email or need a follow-up.

6. Write Professional Emails to Nurture Your Audience

When you send an email, the tone really matters. If your emails stray from your brand voice, it can confuse new customers, push away long-time ones, and even turn off potential leads.

Your email should reflect your brand’s personality while still keeping it professional. You’ll create a bond with your new audience and strengthen that connection with your most loyal customers.

7. Share Free Content to Engage Your Leads

Sometimes, getting your leads interested means sharing some free content with them. The examples previously mentioned, like an article on jewelry trends, checklists, infographics, and short videos, are all ideal options for your jewelry email marketing campaign.

8. Include a CTA to Convert Leads into Customers

Finally, you need to use calls to action (CTAs) on your website and in your emails. In emails, you usually see text-based CTAs, but on your website, buttons can be utilized.

Mixpanel, a product analytics company, reports that the average click-through rate for a CTA is 4.23 percent.

Examples of Email Marketing for Jewelers 

Do you still want to learn more about jewelry email marketing? These three examples should help!

Example 1: Monica Vinader

This first email marketing for jewelers example from Monica Vinader really grabs readers’ attention with a big image of a model showcasing the jeweler’s chains. There’s a brief line of text followed by some pictures showcasing different chain styles.

In the middle of all that, you’ll see a little but effective call-to-action button that reads, “Shop Chains.”

This email maintains a nice balance, promoting the product without being too pushy.

Example 2: 1928 Jewelry

To get audiences excited about its new collection of blue-toned jewelry, 1928 Jewelry came up with a catchy headline: “Into the Blue.”

The image of that blue necklace, along with the catchy description and the other pieces in the collection, is definitely going to grab attention, get some clicks, and lead to sales!

Example 3: Oura

Valentine’s Day is a great opportunity to show someone just how much you care, and we’ll talk about that in a bit. Oura sent out this email to connect with its audience just before the big holiday.

The message is meant to get people excited about the big jewelry drop coming up before Valentine’s Day and get them to sign up.

The Most Important Events in Email Marketing for Jewelry

Email marketing for jewelry includes particular holiday-themed events each year that may be quite profitable with an email marketing strategy in place. How about we check them out now?

1. Black Friday

“Black Friday” is still the most popular shopping holiday, according to digital marketing agency VisualFizz. A lot of people are getting ready to buy for the holidays. After Thanksgiving, their stomachs are satisfied, and their wallets are ready to spend.

It’s quite interesting that Cyber Monday, which happens the Monday after Black Friday, is gaining popularity as well. Statistically, it has been the second most popular day to shop for the holidays after Black Friday for three years in a row.

2. Mother’s Day

A lot of people buy flowers for their moms and other important women in their lives on Mother’s Day, but those who really want to show their appreciation will buy rings, bracelets, and maybe even earrings.

3. Valentine’s Day

On Valentine’s Day, love is in the air! You should go after people who aren’t married yet but might want to buy an engagement ring before February 14th.

4. Christmas

Just because Black Friday and Cyber Monday are over doesn’t mean we should hit the brakes on advertising. Email marketing for jewelers is going to keep rolling through Christmas, perfect for those last-minute shoppers or anyone celebrating other holidays in December.

Tips on How to Improve Email Marketing for Jewelers

Email marketing for jewelers requires time, patience, and a commitment to see improvements. It might be a good idea to pay attention to these areas as well.

1. Working on SEO

SEO plays a big role in determining where your website shows up on the search results page. Boosting SEO for jewelers requires having some top-notch best practices:

• Build a website that’s optimized for mobile devices.
• Utilize popular search terms
• Create a content marketing strategy that includes on-page SEO.
• Create some additional landing pages.
• Working on links within the site

2. Improve UI/UX

UI and UX are all about creating websites that are responsive, engaging, and free of bugs, making sure that users have a great time browsing and interacting with them. Those website design tips we talked about earlier definitely fit in here!

Read more about graphic design tips

3. Monitor the results

You really can’t tell how well an email marketing campaign is doing without looking at the analytics. Take a look at some important metrics such as email open rates, click-through rates, website visits, email subscribers, bounce rates, unsubscribers, and a few others.