Independents

Designs on Marketing: You’ve Got ... Engaging Emails?

IndependentsMar 05, 2019

Designs on Marketing: You’ve Got ... Engaging Emails?

Recovering jewelry designer Jacqueline Stone shares four tips for building and retaining a solid email subscriber base.

20190305_Jackie_column_header.jpg

Social media is sexy. It’s the first question I get from any of my new clients: How do I increase my Instagram following?


Jacqueline Stone has a diverse background in finance, marketing, advertising, product development, fine jewelry manufacturing, design and sourcing. She now serves as CEO of her own marketing consulting and coaching business, Bubblegum and Duct Tape.
While Instagram, Facebook, Pinterest and Twitter can be fun and are important, they are not what I want to talk about in this column (though they will be the topic of a future article).

What I want to discuss is an old, tried-and-true medium of communication: email.

“Ugh,” you might exclaim. “That’s so late ‘90s.” But before you continue to groan, be mindful that analytics don’t lie. Email is still one of the most powerful marketing tools we have available today.

Shocked? Think about it: Why would, for example, J. Crew email you every single day (at the risk of being incredibly annoying) if it wasn’t helping their bottom line? Jewelry designer Vittoria D’Aste-Surcouf and I were discussing this just the other day.

She put it like this: “I have two full-time jobs. I am a custom jewelry designer and a mom of two little boys, so shopping for myself is last on my list. I need to keep it simple, so my daily ‘uniform’ has become classic, neutral pieces that I can throw together (usually in the dark) and accessorize with fabulous jewelry, of course!

“Recently, I became quite loyal to Banana Republic for three reasons: They have classic pieces in tall sizes (very important since I am a little over 6 feet tall), their deals and the convenient e-mails that make their website very accessible. They send out regular emails that advertise their specials to make it easy to go directly to their website and get what I need.”

There are so many ways to attack email marketing.

Below, I’ve put together a list of some of the tips and tricks that have helped both me and my clients gain digital traction and convert advertising into sales.

1. Don’t Buy Your List
It goes without saying that buying email lists is a waste of time. With the new laws in place by the GDPR and the power in the recipients’ hands, it’s not worth the risk of sending an email to someone who might be less than thrilled to hear from you.

While we all know that buying a list is out of the question, what about sharing? I recently had a client procure a list from a trade source. The source assumed that the client’s product offering was in line with theirs and that the recipients would be pleased to receive emails from the client.

Unfortunately, this was not the case.

After the first mass email was deployed, my client received a barrage of angry voicemails, threats, a visit by the police (to check on said threats) and a CRM (customer relationship management) system shutdown.

While it definitely delivered some fascinating drama to the relatively zen world of marketing consulting, it proved to be a valuable lesson. These days you can’t buy a list, and you can no longer share.
The biggest thing to remember when sending emails is to send something worth mentioning. If you are emailing your audience just because you feel the need to get something out there, it feels disingenuous and falls flat.
2. Create Meaningful Connections
So with all these roadblocks in place, how does one start to expand their following?

It becomes a bit of a Catch-22; how do I get the word out about my brand to new people if I can only send a note to those who told me directly they wanted to hear from me?

Well, unfortunately, there are not a ton of overnight success stories. It truly is about consistency and creative content. I’ve had a lot of success with creating a newsletter that presents as a digital magazine that delivers engaging and insightful content.

Things to think about include the following.
-- You get a ton of email solicitations. Think about your reactions to the subject lines. What made you open the note?
-- If you received the email you’ve created for your brand in your own inbox, would you forward it to a friend? Click on a link?
-- What topics fascinate your audience? What niche could be explored?
-- What creates intrigue? What helps you stand out as an expert in your field?
-- What is the value-add (i.e., why should anyone care)?

The biggest thing to remember when sending emails is to send something worth mentioning. If you are emailing your audience just because you feel the need to get something out there, it feels disingenuous and falls flat.

I think an excellent use of this medium is to shoot out an electronic correspondence every time you post something new to your blog. WordPress, for example, automatically offers this feature.

I follow Diamonds in the Library, and every time Becky creates a new post (which is always a good read) I get an email that hits my inbox.

While your blog might not be automated in this way, it’s a good way to keep fresh and engaging information flowing through the interwebs.

3. Promote with Panache
You’ve seen contests on Instagram. Heck, you’ve even entered them (I may or may not have tried to win a Vitamix blender). But how do you truly get these to work for you?

First of all, it’s always a great idea to reach out to your favorite influencer to brainstorm on collaborations (most professionals have a price sheet for their services ready.)

While you’re setting up the rules of the promotion, don’t forget to make an email sign-up one of the requirements. This is a great way to expand your email list to those who have an interest in your field, but never knew you had so many great things to say.
While the days of rotary phones and the sound of that old dial-up modem connection blaring through the computer’s speakers are long past us, email is definitely here to stay.
4. Build an Email Subscription Landing Page
Something that people often forget is to create a landing page for email sign-up.

While we’ve all been taught to include the subscription link in the header or footer of our website’s homepage, an email subscription landing page is an excellent tool.

You can make this URL work for you by posting it throughout your social media and can even include it in your email signature. This landing page lets you talk a little bit about your brand and how you hope to engage with your audience through email. A heartfelt note from the CEO goes a long way.

While the days of rotary phones and the sound of that old dial-up modem connection blaring through the computer’s speakers are long past us, email is definitely here to stay.

Sometimes I’m overwhelmed by the inbox clutter, but trust me, I always have time to click on a note from my favorite store as a welcomed, colorful distraction.

I’ll wrap up by reminding you to think about this question: What do you have to say? You are a business owner, a designer and/or a jewelry connoisseur. What knowledge do you have to share? Get excited about the prospect of spreading important educational information.

In the meantime, don’t be shy about dropping me a line, and please check out my next column, which will focus on customer relationship management tools.

A recovering jewelry designer, Jacqueline Stone has a diverse background in finance, marketing, advertising, product development, fine jewelry manufacturing, design and sourcing. Now she serves as the CEO of her own marketing consulting and coaching business, Bubblegum and Duct Tape. Stone can be reached at info@bubblegumandducttape.com.
Jacqueline Stoneis a recovering jewelry designer who now works in marketing and runs her own e-commerce site, TotemsandTarot.com.

The Latest

Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

Weekly QuizMar 21, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

Helen McCluskey
MajorsMar 21, 2024
Signet Jewelers Names New Board Chair

Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.

Julia Roberts wearing a Chopard necklace
CollectionsMar 20, 2024
Julia Roberts Co-Designs New Chopard Jewelry Collection

“Chopard x Julia Roberts” showcases the first gems cut from the 6,000-carat-plus “Insofu Emerald."

Tanzanite white gold ring Jared
FinancialsMar 20, 2024
Signet’s Q4 Same-Store Sales Sink 10%

The jewelry giant also posted a double-digit drop in same-store sales for the full year.

Gold and diamond Baume & Mercier watch Elvis gave to Dodie Marshall
AuctionsMar 20, 2024
Vintage Baume & Mercier Gifted by Elvis Going Up for Auction

Elvis gave the watch to actress Dodie Marshall after filming “Easy Come, Easy Go.”

Sketch of Suhan Wang necklace design
Events & AwardsMar 20, 2024
See the Winner of GIA’s Design Competition

The Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design was presented to a graduate of the GIA school in Taipei.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy