We reviewed hundreds of brands in the Jewelry Industry to see what are the current trends in email marketing. What are the brands doing right now? What are the new and interesting content they’re delivering to their audience? And what eCommerce best practices can we take home?
Are your newsletters still connecting to your email subscribers? Or do you think it’s about time to up your game? Find inspiration in this carefully curated newsletter examples from some popular jewellery brands.
- After sale, care guide
- The story behind the design
- Risk-free, home fitting
- Find us In Real Life (IRL)
- Informational and promotional at once
- Behind the production scene
- What's trending
- Simplified shopping experience
- Propose now, pay later
- Color and mood association
1. After-sale, care guide
Your after-sale service has a great impact on your brand image as well as fostering relationships with your customer. It leads to loyalty and word-of-mouth referrals. It also ensures that your customers are not taken for granted after they have purchased your item. Instead, they will feel your sincerity as a brand.
Talking about after-sales, here are two example newsletters from Kimai and SOKO. Both email copies present a step-by-step process of how to take care of your jewelry — proper cleaning, proper storage, what things to avoid, etc. This will not just help your customers in preserving their beloved items, but will also maintain the quality of your product and prolong its life span. Thus making it live up to their expectation quality-wise.
Subject line: Care guide for your jewelry
Sent by Kimai
Subject line: How To Care For Your SOKO Jewelry
Sent by SOKO
2. The story behind the design
Aside from the material used, the design of the jewelry holds a special part of its existence. That’s why a lot of brands tell the story behind an item or collection — from its deep meaning and inspiration to the colors/shapes/lines used and the overall look of the jewelry.
We find it effective to reveal the background story to your audience as it makes the jewelry sentimental, therefore adding more value to it. It’s more than just an accessory to wear, it’s a story to tell.
Here are 2 email examples showing us the reason behind the choice of color and materials used.
Subject line: Interview with Creative Director Aurore Melot
Sent by Thomas Sabo
Subject line: The Vault Collection
Sent by Tom Wood Project
3. Risk-free, home fitting
What can be more helpful in choosing the best jewelry than trying it on? These two brands Ring Bear and With Clarity have this “Seeing is believing” kind of model. Finding the right engagement and/or wedding ring can cause ring browsing fatigue for some people. Wedding/engagement prep is naturally exhausting. As a brand, this is one way to take the burden off them while offering your product in front of the line.
If you are confident that your products are lovely, why not offer a free trial? It’s like in the physical store where they can wear them actually. Your customers might dream that they’re still wearing that piece they just tried on, even after returning it. Conversion is on its way!
Subject line: Try Rings on at Home
Sent by Ring Bear
Subject line: Tried Our Free Home Preview Yet?
Sent by With Clarity
4. Find us In Real Life (IRL)
Jewelries are more alluring in real life. So if you’ve just opened a new physical store, go share the news! Invite your audience to see your collections.
These emails from Kimai and STONE AND STRAND show images of their newly opened store and where it is located. Be sure to create a welcoming vibe in your email (subject line, creatives, texts) as if you’re inviting a friend to come over to your party.
We have a comprehensive list of emails to show people where to find you IRL. Check them out here.
Subject line: The Kimaï Atelier is here
Sent by Kimai
Subject line: Come Visit Us In SoHo ✨
Sent by STONE AND STRAND
5. Informational and promotional at once
The material built of a product is a big factor in its durability and price value. Some customers already have ideal jewelry in mind. While some don’t have yet a final decision among the options they see in the market. Here’s a great move from Gemist and Ring Bear to narrow down their audience’s choice while showcasing their product. These emails aim to educate customers about a specific material and why it’s a good choice. In a way, it’s also promotional content leading toward their own product.
Subject line: Everything you need to know about diamonds.
Sent by Gemist
Subject line: He Deserves The Best
Sent by Ring Bear
6. Behind the production scene
Pandora takes their audience behind the scene with this email. This type of content promotes brand awareness and builds a positive relationship with the audience. It allows their customers to know them better. It’s also a message of credibility when you let your customers go deep into some internal aspects of your business. Here, Pandora shares their craftsmanship - from the design process to packing & shipping. Again, it adds more value to the product when you show it went through an intricate procedure.
Subject line: Ever wondered how your Pandora pieces get made?
Sent by Pandora
7. What’s trending
SOKO puts forward their bestseller products referring to them as trending items. Using the keyword “trending” creates more hype toward the already-known favorite items from the collection. While the big banner image of these items being worn is a nice addition.
Subject line: What's Trending at Soko, Today?
Sent by SOKO
8. Simplified shopping experience
As a brand, it is always helpful to help your customers. Actually a general rule for any business — to make your customers as convenient as possible.
There are a lot of challenges when choosing the right ring. With Clarity understands it very well. With this email, they took the initiative to simplify the shopping experience. It’s a clear 5 step process that makes everything look super easy. You’ll notice the phrase “we can help” in almost every step which sounds helpful (literally) and side-by-side offering their service. Nice move! As a customer, seeing this kind of approach would clear your mind from doubt and would give you a sense of reassurance that everything will be just fine. Nothing to worry about as you’re in good hands.
Subject line: Overwhelmed? Let's Simplify Engagement Ring Shopping
Sent by With Clarity
9. Propose now, pay later
Let’s face it — pieces of jewelry, especially engagement and wedding rings, are expensive. But a lot of people are willing to spend much on these items because it becomes part of their love life/married life. Good thing, there’s this option where you can check out now and pay over time. No one would know that you’re already engaged but not yet fully paid!
Here’s an example from With Clarity as part of their BF campaign. It addresses budget constraints without sacrificing the quality of purchase.
Subject line: Propose Now, Pay Later this Black Friday.
Sent by With Clarity
10. Color and mood association
Mejuri here promotes gemstones giving emphasis to their individual color. Furthermore, each color represents a different mood. It creates a connection with the audience having more or less the same kind of mood and personality. So it’s more effective than using a plain promotional banner.
Subject line: Down to a science
Sent by Mejuri
