Comments on: 1 E-mail Newsletter for Jewelry Customers – What Should I Say?

By: Lynn Edwards

Lynn Edwards — Wed, 31 May 2017 13:29:57 +0000

Another topic sure to interest customers is how to choose earrings that look best with one’s face shape. Or what necklace length to wear with tops that are crew neck, or scoop neck or v-neck or slash neck or…well, you get the idea. Fire Mountain has some good info on their web site you can refer to for this.
Other topics might include information about using anti-tarnish tabs (most buyers have never heard of them so you can capitalize on that if you include one with every purchase) and providing fashion tips such as how not to overdo the bling, how to wear old jewelry pieces in new ways, what colors will be featured in clothing for the coming season, etc. Other topics might be how to clean jewelry safely, or an article explaining the differences between silver plated, silver filled, sterling silver and fine silver. All of this information and much more. is available on the internet. Jewelry supply catalogs are usually good resources, too. Consult the most reputable sources for your research, then put what you learn into your own words and you’ll have a newsletter that your customers will value and look forward to receiving.

By: Brie

Brie — Wed, 31 May 2017 03:30:53 +0000

Your ideas really got me inspired about what to write about.
I haven’t started anything yet, but I definitely have lots of great topics in mind that I’ll be working on!
Thank you all so so much for your input; it really means alot to me.

By: Judith

Judith — Tue, 30 May 2017 19:40:07 +0000

I am thinking about this too. Although I am not ready to start a newsletter yet, I have edited plenty of newsletters in my former lives. I think I would use the first issue at least in part to introduce myself and my jewelry in a story-like way that people will remember and find interesting, You could illustrate it with a pic of your workspace, your supplies, your tools or yourself at work, or even some of your inspirations (whether Audrey Hepburn or the magnolia tree in your back yard).

Jewelry care and storage are good topics. Telling the story of a particular piece and a bit of how you made it would be interesting. Notice of sales and special incentives would be fun too – like a $5 coupn for every person a reader can get to sign up for your newsletter.

I would suggest limiting text and using plenty of photos to keep it short and visual, as is fitting for jewelry. Inspiring quotes that fit your brand would stand out and be appreciated too. Good luck!

By: Moogie

Moogie — Tue, 30 May 2017 12:53:33 +0000

Although I don’t send a newsletter, I thought of several topics right away. You could certainly show pieces you’re working on & your other ideas. You could include (but not all in one email!):
A bit of jewelry history–maybe how a certain style came to be & when it was first popular;
Basic info on certain gems-some of their properties, where they are mined, even the process involved from chunk of rough to finished bead or faceted gem;
How to wear different types of jewelry such as lariats, how to stack bracelets, how to convert pierced into clip earrings, etc.;
Your jewelry making process–how you start with a concept & end with finished pieces.
Anything you might find interesting to read would be appropriate. You want to keep it somewhat brief so choose one theme. I would add a “newsletter special” because everyone loves money off a purchase! There you go for starters! I hope this helps spark your ideas. Good luck! Moogie

By: Dianne

Dianne — Tue, 30 May 2017 12:16:02 +0000

Ah yes…what to say. I think we all struggle with that…I know I do! Think about who your ideal client is and what they are interested in. It doesn’t have to be all about jewelry, speak to their other interests as well. Are they stay at home moms, or are they in the workplace? How do they entertain? What sort of vacations do they take? What are their other fashion interests? What charities are they interested in? How can you make life easier for them? In order for my newsletter to be successful (and recommended) I have to focus on the reader, not 100% my business. I have passed on Rena’s newsletter to dozens of jewelry artists I know for that very reason. She puts her focus on us and what WE want. what WE need. You can also curate content, just make sure you give credit. For instance, in my last newsletter I added a recipe from a blog I found that I thought might interest my subscribers. Now, naturally I include content and clickable images that take them to my website. What I have seen recommended over and over is about 80% should be some sort of interesting content content, 20% promotion. I’m still learning this whole newsletter thing and after looking at a few, I settled on Constant Contact, but there are others. CC has such amazing support, lots of video tutorials, webinars, etc. A lot of that info you can get just by getting a free trial.

By: Rena Klingenberg

Rena Klingenberg — Sat, 27 May 2017 22:47:43 +0000

Hi Brie, 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.

I hope this helps, Brie! 🙂