During the months of November and December, email marketing experiences a huge spike in usage as the entire retail industry seems to remember that they can contact consumers through this "old fashion" communication method.
We have been monitoring emails from a handful of jewelry stores over the years, but we know that some of the best holiday email research comes from the website Responsys. For this Daily Golden Nugget and for this part of our Holiday Run-Up 2011, we're going to directly reference their research.
During the Holiday 2010 Season, Responsys tracked emails from more than 100 large retailers and found that every holiday related message contained one of the following types of messages somewhere in the body of the email. As usual, we've modified these where appropriate to make your job easier.
- Shop our holiday jewelry collection
- Shop our holiday jewelry catalog
- Shop our top jewelry gifts
- Shop our top-rated gifts
- Shop our top 10 jewelry styles
- Shop our top 20 jewelry gift ideas
- Shop our holiday jewelry deals under $100
- Shop our holiday jewelry deals under $500
- Shop jewelry gifts for her
- Shop jewelry gifts for him
- Shop jewelry gifts for grandma
- Shop for holiday outfit matching jewelry
- Shop for new arrivals
- Free shipping offer
- Free gift wrap offer
- Free gift card with purchase
- Personalize your gift with an engraving
- Sign up for special holiday email deals
- Visit our holiday Facebook page
Of course it doesn't matter what's inside the email unless you can attract someone's attention from the subject line. Here's a list of email subject lines that might work well in November, prior to Black Friday.
"IT STARTS NOW: Black Friday Deals all month long at Smith Jewelers"
"Like Us on Facebook for a Sneak Preview of Black Friday Deals"
"It's Better than Black Friday - Jewelry charms starting at $34.99"
"Pre Black Friday Weekend Sale – Biggest Savings of the Week!"
Smith Jewelers: Jump Start Your Black Friday Shopping TODAY!"
"Save 5-20% on all jewelry in our showcases, plus Black Friday NOW deals"
"Black Friday Pre-Sale! – In Store Only - Skip The Lines on Friday"
"Extra $500 Off Engagement Rings w/ This Coupon + 10 More Deals"
"Extra 20% Off Storewide + Holiday Deals and Free Gift Wrapping"
Again, these are just examples of subject lines you could use in your email marketing campaigns prior to Black Friday and the start of the holiday buying season. We know that many small retail jewelers will never advertise that they discount, or perhaps there is a long standing marketing strategy to never discount. The sample subject lines above use the words "coupon" and "deal" to attract attention.
Keep in mind that all the big box stores, large department stores, and jewelry chains stores will all provide some type of coupon, offer, or in-store discount. Your discounts do not have to be on everything in the store; in fact, you can disguise your closeouts and old dogs as your on sale or discounted items.
Tomorrow we'll continue the email topic with email ideas for Thanksgiving Day.