Email Marketing for Jewelers

Email Marketing for Jewelers – 8 Tips to Follow

By: Frank DePino | May 17, 2023

Email marketing for jewelers engages your existing audience, attracts new leads, and helps them convert. Zippia estimates that the United States has 45,792 jewelry stores in 2023, driving the need to better connect with and grow your audience. 

Email marketing for jewelers is a digital marketing strategy that involves sending promotional messages or newsletters to a targeted list of subscribers via email. It is an effective way for jewelers to build relationships with their customers, showcase their latest products, and drive sales. By crafting personalized and engaging emails, jewelers can attract and retain customers, provide exclusive offers, and encourage repeat purchases. Email marketing also enables jewelers to track and analyze customer behavior, allowing for further optimization of their marketing campaigns.

Are you a jeweler looking to boost your sales and connect with your customers in a meaningful way? We know that with so many strategies out there, it can be overwhelming to choose the right one.

Fear not, we’ve got you covered! 

Read on to discover 8 tried-and-true email marketing strategies that can take your jewelry business to the next level. We’ll also provide examples and more tips for successful email marketing. 

An example of a landing page that can be modified with the jewelry brand

Email Marketing for Jewelers – Our Eight-Step Strategy

Let’s begin by further discussing the steps jewelers should follow to write stellar subject lines, increase their open rates, and deploy more successful email marketing campaigns.

1. Improve Your Website Design

The first area to focus on is your website design. As a jeweler, you’re delivering a certain expectation of quality through your website. You should use high-quality images, perhaps as a full-screen carousel on your site. You can also incorporate short video clips.

The language you use should embody your brand voice, whether that brand focuses more on your longstanding legacy as a jeweler or takes on a more sexy, mysterious vibe.

You will need clear navigation so users can find the information they’re looking for. Also, focus on the fonts you use, the colors, and the size of your elements

This collection of luxury website design examples should inspire you in redesigning or upgrading your site design. 

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2. Prepare Pages and Articles to Receive Traffic

Next, it’s time to expand your website pages. If you don’t already have landing pages for each unique product you sell (such as watches, bracelets, rings, and more) you should create them. Additionally, you should introduce a blog.

These pages give users a place to land when they find your website through social media, marketing, or advertising. 

3. Place Some Lead Magnets on These Pages 

Now that you’ve created landing pages and a blog, you should place lead magnets on the pages to drive more signups. You’ll build your jewelry email marketing list.

What kinds of lead magnets should a jeweler use? You might issue a coupon in exchange for a lead’s contact information, or you could share a checklist or a trend article on what’s hot in the jewelry industry. 

4. Segment Your Leads 

Email marketing for jewelers can’t succeed without segmentation. Before you begin issuing content to your audience, you must divide them by psychographics, demographics, and geographics. 

Segmenting your email list allows you to send personalized content that targets the lead or customer according to their progress in the sales funnel. For example, you wouldn’t send email content about engagement rings to your married audience members but to unmarried men. 

The copywriter is automating emails for his client's jewelry store

5. Automate Your Emails

You only have 24 hours in a day just like everyone. You might not struggle to manually manage your email list when it’s small, but you’ll run out of time once it grows.

According to work platform Kissflow, 67 percent of companies use automation in 2023.

Email automation allows you to create workflows that trigger according to a customer’s behavior, such as opening an email or following up. 

6. Write Professional Emails to Nurture Your Audience

When emailing, tone is everything. If your emails deviate from your brand voice, you’ll confuse newer customers, alienate longer-term customers, and turn off leads. 

Your email content must match your brand voice but maintain professionalism. You’ll build trust among your new audience and refine that trust among your most loyal customers. 

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7. Share Free Content to Engage Your Leads

Engaging your leads sometimes means sending free content. The examples above–such as an article about jewelry trends–or checklists, infographics, and short videos are all great examples of content for your jewelry email marketing campaign. 

8. Include a CTA to Convert Leads into Customers

Finally, your website and emails must have calls to action or CTAs scattered about. In emails, it’s much more common to use text-based CTAs, whereas, on your website, you can utilize buttons.

According to product analytics company Mixpanel, a CTA’s average click-through rate is 4.23 percent

Email Marketing for Jewelers Examples

Do you still need more insights into jewelry email marketing? The following three examples should help!

Example 1: Monica Vinader

Monica Vinader Website offers to subscribe to her newsletter to receive offers and useful information.

This first jeweler email marketing example from Monica Vinader attracts attention with a large image of a model wearing the jeweler’s chains. There’s a short line of copy, then photos of chain styles.

In between that is a modest but effective CTA button with simple text that reads “Shop Chains.”

This email doesn’t push the product too hard but promotes it just enough. 

Example 2: 1928 Jewelry

1928 Jewelry offers to subscribe to the newsletter via a code in the footer of the website

To excite audiences about its new collection of blue-toned jewelry, 1928 Jewelry used a clever headline that reads “Into the Blue.” 

The accompanying image of a blue necklace, the alluring copy, and the images of other pieces in the collection will surely generate interest, clicks, and purchases! 

Example 3: Oura

Oura uses good communication on the site to get the user to sign up for their newsletter

Valentine’s Day can be a big holiday for showing someone how much you care, as we’ll talk about in just a moment. Oura targeted its audience with this email ahead of the big holiday. 

The message is meant to generate excitement and get people signed up for the big jewelry drop ahead of Valentine’s Day. 

The Most Important Events in Email Marketing for Jewelry

Email marketing for jewelry has certain holiday-centric events each year that can be big money-makers with an email marketing plan in place. Let’s take a look at them now. 

Black Friday

According to digital marketing agency VisualFizz, Black Friday remains top of the heap for the most popular shopping holidays. People are gearing up to do holiday shopping. Their stomachs are full after Thanksgiving, and their wallets are open.

Interestingly, Cyber Monday–which occurs the Monday after Black Friday–is on the rise too. Statista reported that it’s been the second-most popular holiday shopping day after Black Friday for three years running

Mother’s Day

Although many people will buy flowers for their mothers or other special women in their lives on Mother’s Day, the ones who really want to go above and beyond will shop for jewelry like rings, bracelets, and maybe a nice pair of earrings. 

Valentine’s Day

Romance is in the air around Valentine’s Day! Now is a great time to target those unmarried customers who may want to buy an engagement ring in time for February 14th


When Black Friday and Cyber Monday end, that doesn’t mean it’s time to slow down the advertising. Email marketing for jewelers will continue through Christmas for those last-minute shoppers or those who celebrate other holidays during the month of December. 

A jeweler is taking photos of her products to promote her brand to newsletter subscribers.

How Can a Jeweler Improve Their Email Marketing?

Email marketing for jewelers takes time, patience, and dedication to improve. You should also focus on these areas. 

Working on SEO

SEO influences where your website will appear on the search results page. In our post about enhancing SEO for jewelers, we recommended these best practices:

  • Create a mobile-optimized website
  • Use highly searched keywords
  • Build a content marketing strategy with on-page SEO
  • Add more landing pages
  • Working on internal linking

Improve UI/UX

User interface and user experience, or UI/UX, focus on designing responsive, engaging, bug-free websites that audiences enjoy looking at and using. The website design tips we discussed earlier certainly apply here! 

Track Results 

It’s impossible to measure an email marketing campaign’s success without analytics. Review metrics like email open rate, click-through rate, website visits, email subscribers, email bounce rates, unsubscribers, and more. 

Elevate Your Luxury Brand Today

Schedule Your Free Consultation

Seeking to elevate your luxury business? Let Mediaboom guide you. Secure your exclusive, free consultation with our luxury marketing experts today.

Hiring a Web Agency to Boost Your Email Marketing

With so many types of emails to send, subject lines to master, and segmentation to do, email marketing for jewelers can be a challenge. You might not have the time or know-how to dedicate to email marketing.

In that case, you should strongly consider hiring a web agency to take your email marketing to the next level. Mediaboom specializes in email marketing services, including campaign management, copywriting, photography, illustration, animation, SEO, and content marketing. 

Contact us today!

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.


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