In the jewelry business, you often have a need to send a direct message — an offer, thank you, or birthday wish — to customers. Sometimes the hardest part is deciding on the best mail service to get a direct mail piece there on time and inexpensively.
As a guest, and I might add, not compensated columnist for National Jeweler I try to put myself out there. I write about marketing issues because, well, I’m a marketer. Putting yourself out there is not always a task I relish. After all, it makes you pretty vulnerable in this world of posting comments and viral initiatives.
I’m not sure when it happened. But, somewhere along the line, some little round beads made of silver, a touch of gold and Murano glass (with starting prices of $25) became the great white hope of fine jewelry. The phenomenon of bead brands like Pandora, Chamilia and Trollbeads are all the rage in the industry — putting most jewelers in the middle of a very deep love/ hate relationship. It’s a real business quandary.
The keys to the marketing kingdom are lying in wait for most companies in the jewelry industry. Follow these email marketing best practices to win customer favor and avoid list fatigue.
The Knot survey was reported in June 2009 with a sample size of 9,578 respondents. According to The Knot, they reach over 70 percent of all brides online.
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Have you been waiting with baited breath? Are you one of those few lucky jewelers who were approached to buy-in to the newest and greatest DPS initiative? Did you perform the secret handshake? Promise to give up your first born child if you told anyone about the biggest marketing program ever? Did you sign on the dotted line and promise till death do you part that you would never, I mean never talk about this new promotion so innovative only those chosen would be are able to bring it to market?
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