MEDIA |
JULY 2022
three instant email marketing upgrades for jewelers
Laryssa Wirstiuk
IF YOU’VE ALREADY BEEN ENGAGING IN EMAIL MARKETING, THEN YOU’RE AWARE OF ITS MANY MOVING PARTS. YOU’VE PROBABLY ALSO SEEN THAT TIME AND TESTING ARE REQUIRED BEFORE YOU CAN DETERMINE WHAT WORKS. HOWEVER, THERE’S ALWAYS A FEW UPGRADES THAT EVERY JEWELER CAN IMPLEMENT TO INSTANTLY OPTIMIZE THE DELIVERABILITY AND EFFECTIVENESS OF THEIR EMAIL CAMPAIGNS.
A few small tweaks can make a major difference while you’re in the process of figuring out your audience habits and adjusting your content calendar to support your business goals. What are some things you can try today and at any stage of your marketing journey? At least one of these three tips will boost your emails.
1. RESEND TO NON-OPENERS
Consider how much work and planning goes into sending just one email campaign. Are you really going to give it just one shot to “work”?
Resending emails will not only improve your open and click-through rates, but it will also increase engagement. On average, my clients yield a 10% open rate for emails that are resent to non-openers. If you have 10K subscribers and an average open rate of 30%, resending your emails can increase the open rate for any given campaign by 23% with just a few extra minutes of your time.
Your subscribers aren’t ignoring your emails because they don’t want to hear from you. Otherwise, they would’ve unsubscribed. The majority of them aren’t opening your emails because their inboxes are stuffed. Resending emails increases your chances of catching them at the right moment.
2. KEEP SUBJECT LINES SHORT AND SWEET
Did you know that nearly 50% of your subscribers are choosing to open your email campaign not based on who you are as a sender but instead based on the subject line?
Not only do you want to be relevant and appropriate while describing what the subscriber can find when they open the email, but you’ll also want to inspire curiosity.
If you’re tempted to write a subject line with multiple words, then you may be trying to cram too much information into one email. Think of your email as a “snack”, so your subject line should reflect the bite-sized nature of your messaging. No more than 30 characters is ideal, especially when optimizing for mobile devices. If it’s helpful to think of that in words, shoot for 4-5 words at most and limit your use of punctuation.
3. COORDINATE EMAIL MARKETING WITH ALL
Your social media marketing efforts as well as any other marketing initiatives should all be coordinated with your email marketing, so customers receive a unified experience no matter how they interact with you.
Why is this so important? Consider your typical customer journey. They may see your latest product in an email campaign, but then they get distracted by Zoom, kids, and making dinner. Later that day, they open Instagram and see the same product presented in a similar way on your feed. They remember the product and decide to visit your store the next day to see it in person. They show the email to your salesperson for easy reference.
When it comes to your email marketing efforts, don’t assume your message will “stick” the first time your customer sees it. You need to present your message multiple times across multiple platforms for the idea to become an action item.
If you’re not already utilizing your email marketing channel to its fullest potential, then you’re missing opportunities to be a good caretaker of your customer data and to speak to your audience in a personalized and controlled way.
