marketing
How Email Marketing helps an Online Jewellery Retail Store
If diamonds are a girl’s best friend, then email marketing ought to be a jeweler’s best friend.
When your Jewellery email marketing plan is executed well, it’ll be more valuable than any diamond you have on offer too. And while many jewelers and Jewellery retailers put off developing an email marketing strategy out of fear of it being too hard, it’s a fairly straightforward process.
There’s no reason why any Jewellery shop, no matter how small, can’t find success with email marketing.
Why email?
As you’re reading this guide, it’s safe to assume that you either want to set up email marketing for your Jewellery store, or you’re looking to improve your current strategy to stay on top of things. Either way, you might have some lingering thoughts about whether the email is worthwhile.
Here are a few ways to make the most of your email campaigns.
1. Segment your list
Just like how your following on Instagram or Facebook is the foundation of your social media marketing, your email list is the foundation of your email marketing. But there’s a big difference between your followings on social media and your email list: You own your email list.
Social media platforms, on the other hand, control how you can interact and communicate with your audience. And if you’ve done any social media marketing, you know these platforms exert this control over advertisers.
2. Make it personal
As we mentioned, Jewellery is all about stories, and those stories are often personal. Pieces of Jewellery often hold a special place in people’s hearts, no matter whether it’s an engagement ring or a brooch passed down from someone’s great grandmother.
Since you’re dealing in such a personal business, it’s important to connect with your customers on a personal level. You can do this both by personalizing your emails — referring to your customers by their first names, for example — and by keeping the copy informal and personal. You can also try adding personal stories from real customers to draw your readers in.
3. Spice up your subject lines with emojis
Emojis can help make your emails more effective in two ways: by helping your subject lines stand out and by making your emails appear more friendly and personal.
When a customer’s inbox is filled with text only subject lines, adding a bit of color into the mix can help your emails stick out in the crowd. The human eye is attracted to contrasting colors, and emojis communicate ideas much faster than words can, so you’re likely to catch your customers’ attention and get your idea across quickly with this strategy.
Developing your Jewellery email marketing plan
Now that you know why email marketing is an essential part of any success Jewellery marketing plan, we can get into the steps to setting up your email marketing strategy.
Build your email list
When adding people to your email list, it’s important only to add people who have actively agreed to receive marketing emails from you.
Sending marketing campaigns to people who didn’t opt-in to your email list can constitute a violation of their privacy and breaches regulations like CAN-SPAM. It can also land your emails into people’s spam folders instead of their inboxes.
So how do you get people to join your email list? It’s all about your opt-in incentive.
What is an opt-in incentive?
An opt-in incentive is simply what you offer people to encourage them to sign up to your email list. For example, if you offer people a 5% off coupon if they sign up to your email list, that would be your opt-in incentive.
It’s a way to demonstrate to people that they’ll receive value from signing up to your list.
Creating an enticing opt-in incentive
Here are a few opt-in incentive ideas you might want to consider:
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✔ Provide style inspiration in the form of a lookbook that subscribers can download.
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✔ Provide gift guides in the lead up to events like Valentine’s Day, Mother’s Day, and Christmas.
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✔ Access to sneak peeks on upcoming designs and first dibs on new releases.
Tell customers in your store
The most obvious way to let people know about your email list and opt-in incentive is simply to tell them about it. You can do this by telling people as they browse your store or after they make a purchase.
Take advantage of traffic to your online store
If you also run an online store, or if your Jewellery store is entirely online, you’ll want to highlight your opt-in incentive to your website visitors.
Even if you simply just have a website with no commerce functionality, adding a simple form for people to sign up to your email list is an obvious thing to do.
There are a few main ways to do this:
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✔ With popups that grab people’s attention when they visit your site
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✔ Whole dedicated pages devoted to explaining the value of your opt-in incentive
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✔ Simple email forms in the footer or sidebar of your site that aren’t intrusive and in-your-face like popups, but are still visible. Like in the example below from Tiffany & Co.
Conclusion
Email marketing for your Jewellery store is fairly straightforward and simple when you know what to do.
All it comes down to is collecting email addresses, setting up automations, and sending engaging newsletters. And of those three, the first two are largely only things you need to involve yourself with when setting up your email marketing strategy. And as you can now hopefully appreciate, email marketing delivers the greatest return of any marketing channel, is the best at both acquiring and retaining customers, and is largely automated once you have it up and running. All of this makes email something you cannot let your Jewellery business go without.
A sample Welcome email from Tiffany & Co.
And as you can now hopefully appreciate, email marketing delivers the greatest return of any marketing channel, is the best at both acquiring and retaining customers, and is largely automated once you have it up and running.
All of this makes email something you cannot let your Jewellery business go without.