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How To Effectively Promote a Jewelry Event with Email Marketing

Get the right message to the right audience at the right time.




JEWELRY EVENTS ARE one of the most profitable ways you can grow your jewelry business. But to have a successful jewelry event takes more than simply choosing a date and location, you need to have a marketing strategy to bring foot traffic into your store. Email marketing is a proven way you can build and grow an audience, turning prospects into lifelong customers.

What is email marketing?

Email marketing is getting the right message to the right audience at the right time. It’s using email as a strategic pillar of your marketing plan. Even with social media, google ads or web banners, email marketing remains one of the most effective ways to reach people. People may take a break from social media, but they always check their email — sometimes many times a day! Email marketing allows you to not only promote an event, but to learn from your customers. You can do a lot with email to grow your jewelry business if you know how. Everyone sends emails, but very few jewelers use email marketing effectively.

No matter how much time and planning you put into your jewelry event, it won’t be successful unless people show up. Everything you do in your digital marketing should build anticipation and momentum for your event. Email marketing offers you a chance to connect with both new and existing customers in a way which other channels can’t.

Here are 6 best email marketing practices to ensure you have a successful jewelry event:

1. Create a launch campaign.

Start with a bang! Generate interest in your event with a launch campaign. Like product launches, jewelry event launches require the same amount of planning and coordination. You’ll want to let people know at least a month ahead of when the event is and what they can expect. Start with an informational email with all the details and encourage early sign-ups with a contest or other promotion. You want to get people excited from day one, even before they attend! Whether it’s a free or paid jewelry event, makes no difference. You should put the same amount effort into every event you host.

2. Share teaser videos.

As your jewelry event approaches, share teaser videos in your email marketing of new collections, favorite styles, or other “behind-the-scenes” event details with your audience. People love to be part of something exciting, even if they don’t end up attending. You should always be building a relationship with your customers, making them feel like they’re part of the “inside crowd”.

To capture attention, you’ll want to make sure that your videos are short — 15 to 30 seconds at most. Anything longer and you risk giving too much away. You’ll also want to spread-out your messaging over several weeks to grow anticipation and leave your audience wanting more. Always be sure to include a clear call-to-action to encourage sharing so people can invite their friends.


3. Use personalization.

Go through your email database and see what information you have about your audience. Is it just an email? Or do you have the person’s first and last name? Is your email list broad and generic or has it been segmented into separate lists? Male or female, bridal or fashion, old or young — these are all ways you can customize your messaging and personalize each email to different types of jewelry consumers who may attend your event.

4. Write compelling subject lines.

With email marketing, less is more when it comes to subject lines. Having too long of a subject line and your email could get pushed into the spam folder, never to be seen again! Ideally, your subject line should be no more than 6 to 8 words, and under 50 characters. If you can shorten it, even better. Your purpose with your email subject line is to stop people in their tracks when scrolling through their inbox. Think like your customers. You want to grab their attention.

5. Remind people.

The number one goal of email marketing is to stay in front of your audience; never stop promoting your event. Even if you’ve told your customers about it many times, it doesn’t hurt to tell them about it once more. At a minimum, you should be in touch with your list at least once a week.

During the two weeks before the event, it should be every couple days. Even when the day of the event arrives, you should send a reminder in the morning and again just hours before the event. People are busy, they forget and emails get buried, but there’s always a chance you catch them at the right time.

6. Follow-up after the event.

After your event, it’s always good to follow-up with a thank you email to your audience. Everyone loves to be appreciated and a thank you email goes a long way to make people feel special. Don’t be afraid to include content from the event. Who doesn’t love seeing the photos and videos of themselves?

Your follow-up email is also the perfect chance for you to send out an attendee survey and get valuable feedback. What went well and what didn’t?

Ask your audience to rate your event and share what they liked about it or not. Would they recommend your event to others? Would they attend again?

These are all great questions you can use to improve your next event.

In summary, there’s a reason why the most successful jewelry stores always have the largest mailing lists — email simply works! There’s no more powerful way to stay in front of and build a relationship with your audience. Whether you host one jewelry event or many, email marketing is a smart choice.


Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and Premier Google Partner. Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at



When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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