The online jewelry market is predicted to reach $166 billion by 2029 and it's one of the most lucrative ecommerce categories. People want a wearable piece of luxury for themselves.
They want something they can pass down to other generations. Barring that, they just want to be fashionable and show off their taste to others.
Jewelry's growing popularity also means competition is growing at a breakneck pace, too. Digital marketing is a crucial pawn for jewelry brands if they want to keep up and grab a sizeable market share.
In today’s post, I will share the top email marketing best practices we’ve noticed in popular jewelry brands (care of Panoramata's database of emails and ads).
If you’re looking for inspiration to make your email campaigns shine bright, go through this list and bookmark it for later!
1. Publish jewelry guides about a specific gem or material.
Subject line: Everything you need to know about pearls
Sent by Mejuri
People have personal preferences when it comes to wearing jewelry depending on the wearer's personality, fashion trends, affordability, and tastes. Some have their favorite materials like diamond, gold, silver, platinum, titanium, gemstones, glass, ceramic, and pearl.
It can be difficult to offer a type of jewelry to customers who have particular preferences.
What we like about this email example from Mejuri is that it addresses all questions one might have about pearls.
When a subscriber is not a fan of pearls or haven't considered pearls yet, this informational email will trigger curiosity and leave them with more knowledge about pearls, perhaps making them more open to a purchase.
Mejuri also includes an interview conducted with a pearl aficionado to strengthen the appeal of their pearl jewelry offerings.
2. Tap into an established fanbase through collaborations.
Collaborations allows your brand to open up to a guaranteed market, in this case the Marvel fanbase.
These two emails from Pandora will immediately grab their attention because it features the studio's most popular characters.
Collaborations like this also trigger emotion. In this case, superhero characters are whimsical, nostalgic, and show off the wearer's personality and taste.
Jewelry's growing popularity also means competition is growing at a breakneck pace, too. Digital marketing is a crucial pawn for jewelry brands if they want to keep up and grab a sizeable market share.
On the marketing side, the inclusion of remarkable characters in the product design attracts customers so easily, especially if the product is limited edition.
You see collaborations often in jewelry brands for a reason: they work so well.
Subject line: MARVEL X PANDORA just landed 💥 👊
Sent by Pandora
Subject line: Shop limited edition Star Wars™ x Pandora styles
Sent by Pandora
3. Pay attention to photography
Jewelry is a visual statement. That’s why it is extra important to use high-quality imagery in your emails.
When potential customers are scrolling through your email, it's akin to entering a physical store and peering into a glass case where they can see the pieces.
As with most ecommece products, photography is a big factor in selling. The customers should see a jewelry piece's delicate details, shine, and luster. They should be able to imagine what those rings and bracelets will look like when they wear it.
These closeup shots from the brand Gemist shows their rings and all their beauty being worn.
The format of the email is simple. It's just a straight line to give the right amount of space for each stone. The colors are all vibrant.
The shine is enough to be noticed but still looks so natural with proper lighting – the photography they use here serves its purpose so well.
Subject line: Pick your stone 💎
Sent by Gemist
4. Show your commitment to the environment
More and more companies are learning to be responsible producers. They promote how they include the environment in their decision-making process.
Reducing the environmental impact of your business is part of your commitment to sustainability as a jewelry brand. It will benefit your business as it helps improve your credibility and stand out among competitors, as more and more people become environmentally conscious.
Kimai, a fine jewelry brand, used Earth Month as an opportunity to show they care for the environment by sending out an email newsletter every week of the month. All of them are informational articles about their product, how they source them, and their positive impact on the planet and people.
These email examples are not just a specific or seasonal campaign but also help build their brand identity.
The first email goes with a short introduction of what to expect for the month, plus a topic about lab-grown diamonds as compared to mined ones.
The next email comes with another interesting topic about recycled gold. It includes a video clip showing an old piece being melted down and reshaped as part of the recycling process.
The third email introduces their bracelet cords made from recycled plastics.
The fourth email talks about a holistic approach to recycling by using recycled packaging as well.
And finally, the last email talks about their product being made to order so there should be no excess waste along the process.
Just like the examples above, you can divide your emails into a series to give more emphasis to the topics you want to instill in the mind of your audience.
This way, your copy will be short and not overloaded with more information than they can digest.
5. Use endorsers aligned with your products
Celebrity endorsements or influencer collaborations are a mainstay of jewelry marketing campaigns. Brands always choose a personality who is a good match for their brand. Often, they feature celebrities who are fashionable, classy, and have broad appeal.
Tiffany & Co. uses endorsements extensively in their emails. In these examples, the email copy and design is minimal but eye-catching. They don't need filler because the endorsement is already powerful social proof.
Here are 3 email examples for you from Tiffany and Co.
Subject line: (your name), Mrs. Bieber Has Something to Tell You
Sent by Tiffany & Co.
Subject line: Introducing 𝘉𝘖𝘛𝘈𝘕𝘐𝘊𝘈: Blue Book 2022
Sent by: Tiffany & Co.
Jewelry marketing made easier with Panoramata
Email marketing is a powerful tool for jewelry brands to connect with customers, tell their story, and showcase their stunning collections. By using high-quality visuals, tapping into emotional storytelling, and aligning with consumer values like sustainability, brands can create campaigns that resonate and drive sales.
With the right strategies, your email campaigns can shine as brightly as the jewels you sell.
Check out Panoramata for more examples and inspiration from the best jewelry brands.
Frequently Asked Questions
1. What are the key email marketing best practices for jewelry brands?
Focus on high-quality visuals, compelling storytelling, and clear calls-to-action that highlight the value of your pieces. Personalization and segmenting your audience for tailored messages can also improve engagement.
2. How can jewelry brands use email marketing to boost sales?
Feature exclusive promotions, limited-time offers, and product launches to create urgency and excitement. Including testimonials or styling tips can also help customers envision the value of your jewelry.
3. Why is competitor analysis important for jewelry email marketing?
Analyzing competitors’ emails reveals trends, successful strategies, and areas where you can differentiate. It also helps you benchmark your performance and refine your campaigns for better results.
