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
FinancialsMay 17, 2024
Richemont Appoints Van Cleef & Arpels’ Nicolas Bos as New CEOThe announcement coincided with its full-year results, with growth driven by its jewelry brands.
FinancialsMay 17, 2024
Watches of Switzerland’s Fiscal-Year Sales Flat Looking ahead, the retailer said it sees “enormous potential” in Roberto Coin’s ability to boost its branded jewelry business.
Recorded WebinarsMay 17, 2024
Watch: Preparing for Trade Show SuccessJewelry trade show veterans share strategies for engaging buyers, managing your time effectively, and packing the right shoes.
Brought to you by
Record Gold Prices Have Consumers Undeterred. Here’s Why.Despite the rising prices, consumers continue to seek out the precious metal.
AuctionsMay 17, 2024
Piece of the Week: Cartier’s Ring-Tailed LemurThis little guy’s name is Ricky and he just sold for more than $200,000 at Sotheby’s Geneva jewelry auction.
Weekly QuizMay 16, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
AuctionsMay 16, 2024
Christie’s Holds 2 Sales Despite CyberattackThough its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.
AuctionsMay 16, 2024
Sotheby’s Withdraws 101-Carat Yellow Diamond from AuctionDespite the absence of “The Allnatt,” Sotheby’s Geneva jewelry auction totaled $34 million, with 90 percent of lots sold.
Brought to you by
From Registration to Return: 10 Tips to Protect You Before, During and After a TradeshowTradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
SourcingMay 16, 2024
Lucapa to Shed Stake in Lesotho Diamond Mine The mining company wants to divest its 70 percent holding in the Mothae Diamond Mine in an effort to streamline its portfolio.
AuctionsMay 15, 2024
Red Diamond Breaks Records at Phillips GenevaThe “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
Events & AwardsMay 15, 2024
See Who’s in JA’s 2024 ‘20 Under 40’ ClassThe annual list recognizes young professionals making an impact in jewelry retail.
IndependentsMay 15, 2024
David Mann Jewelers in Upstate NY to Close After 35 YearsOwner David Mann is heading into retirement.
FinancialsMay 15, 2024
Brilliant Earth’s Sales Fall Flat in Q1 While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
SourcingMay 14, 2024
Anglo American Confirms It Is Looking to Sell De Beers The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
AuctionsMay 14, 2024
2 Huge Yellow Diamonds Are Heading to AuctionChristie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
MajorsMay 14, 2024
Platinum Born Taps ‘Born Leaders’ for New CampaignThe ad aims to position platinum jewelry as ideal for everyday wear.
GradingMay 14, 2024
Instappraise Adds Trifold Brochure to Appraisal OfferingsRetailers can customize and print the appraisal brochures from their store.
Lab-GrownMay 13, 2024
Lab-Grown Diamond Brand Lightbox Cuts Prices by 25 to 40%The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
TechnologyMay 13, 2024
Christie’s Website Brought Down by Hackers, Watch Auction Postponed The site has been down since Thursday evening, just ahead of its spring auctions.
AuctionsMay 13, 2024
Madeleine Albright’s Jewelry, Pins a White-Glove Sale at Freeman’s | HindmanThe late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
IndependentsMay 13, 2024
Zachary’s Jewelers Names Mother’s Day Jewelry Contest WinnersThree fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
IndependentsMay 10, 2024
Frank Adams Jewelers Names New CEOKimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
CollectionsMay 10, 2024
Piece of the Week: Carina Hardy’s ‘Birth of Venus’ NecklaceAs a token of womanhood, this necklace depicts when Venus was born from the sea.
MajorsMay 09, 2024
Watches of Switzerland Pays $130M for Roberto Coin Inc.The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
TrendsMay 09, 2024
Amanda’s Style File: Shine Bright, Moms Show your mother some love with a piece of fine jewelry.
IndependentsMay 09, 2024
Kyle Edward Fine Jewelry to Close Salisbury StoreThe company’s Easton location will remain open.
MajorsMay 09, 2024
JBT Elects New ChairmanBrian D. Fleming of Carla Corporation was elected to serve a one-year term in the role.
