1 E-mail Newsletter for Jewelry Customers – What Should I Say?
© 2003-Present Rena Klingenberg. All Rights Reserved
I make and sell handmade jewelry.
Recently, I’ve really been considering doing an e-mail list or newsletter for my buyers.
My question is, though, what do I say?
I don’t want to seem pushy, or flood their inbox with nothing but: “buy this, buy that”; I want to be personable.
I’ve thought about topics, like sharing my new supplies; unique beads I plan to make something with; even sneak peaks on new items I’m working on.
But… what if they don’t care about any of that stuff I want to write about?
I don’t want to just send them impersonal coupon emails, or just upcoming sales.
Sure, of course I’ll give them that too, but I want to show them…me…One thing you might do is to sign up for email newsletters from a few online businesses that you like (jewelry supply shops, Etsy shops, whatever interests you). Then study what they talk about in their newsletters. What do you like or dislike in the content of their newsletters? Where are they really grabbing your interest – and where are you skimming over the boring stuff? What percentage of their messages are promotion, and how much is other kinds of content?
You already have some great ideas for additional things to say in your email newsletters – sharing your new supplies, unique beads you’ll be using, sneak peeks on your new jewelry designs, etc.
I’m not sure if you do any social media, but it might helpful for you to think of newsletter content as being similar to things you might post about your jewelry on Facebook or other social platforms.