How to Build an Email List for Your Jewelry Store

In the previous blog, we talked about why an email list is important for your jewelry business. Now, it’s time to create one! In this second part, we’ll take the guesswork out of email list building by providing you with incredibly effective tips on how to build an email list for your jewelry store.

Let’s dive in!

How to Build an Email List for Your Jewelry Store

1. Create a personalized CTA.

A personalized call-to-action is a powerful tool for email list building as it has a 42% higher view-to-submission rate compared to the basic CTA. Thus, it can potentially increase your email subscribers substantially.

To encourage clicks, it’s critical to know and understand the needs of your page visitors. For instance, if you have a ton of people visiting your “Latest Diamond Engagement Ring Collection,” why not entice those web visitors to subscribe to your email list by simply adding a personalized CTA that goes along the line of “Click here to download your ultimate guide for buying a diamond online.”

Here, the value offering of the CTA aligns with the initial content; thereby, fulfilling the unique needs of the visitors in one visit.

2. Incentivize your page visitors.

Subscribing to an email list is a voluntary action; hence, you must give web visitors a good reason to opt-in to your email list. This is where incentives would come in.

Incentivizing your web visitors in the form of discounts, free shipping, and other offerings are some of the effective strategies to increase your email opt-in rate.

Below are some of the best practices for designing a squeeze page/landing page when soliciting opt-in email addresses.

• A headline that highlights the offer clearly.
• Make it visual, so add a picture, a GIF, or a video that represents your offer.
• A subheading that briefly explains what they are getting.
• A call-to-action that guides them on what to do. Usually, it asks for their email address.
• Form fields where they can input their name or email address.
• Lastly, don’t forget the call-to-action button. Ensure that it’s in a strategic location and highly visible.

3. Add a Drop a Hint feature.

Another fun and clever way of building an email list is by adding a Drop a Hint feature.

A Drop a Hint feature enables your web visitors to send their wishes in the privacy of an email using a stylish ‘hint’ card, similar to the card Tiffany & Co used above.

With this approach, both of the sender’s and receiver’s emails are captured and kept for further marketing and communication purposes.

What’s cute about this feature is the way the form gets updated with the names of the sender and the receiver as web visitors fill out the form. It appears more personalized and truly a charming way of telling their friends and loved ones what they wish for.

4. Create a pop-up.

Not all pop-ups are bothersome if you know when and how to incorporate it into your website.

In fact, you can trigger a pop-up based on the behavior of the user. For instance, an exit pop-up is your last effort to convince users to sign up. As they are already on their way out, the pop-up you put there can stop them in their tracks and maybe rethink their next action—that instead of exiting, they can interact further with your site.

The good thing about pop-ups when you get them right is that they drive conversion. From a study of over 1.7 million pop-ups, Sumo found that the average conversion rate for all pop-ups is 3.09%. This figure goes to show that pop-ups aren’t dead. It all boils down to how you design your pop-up and how you use it to build on the value that your website has established. As Gary V said, content is king, but context is God.

5. Offer a lead magnet.

A lead magnet is a free item or service given away to users in exchange for contact details, in this case, email addresses. The most common forms of lead magnets are eBooks, gift guides, PDF guides, and stock images.

Lead magnets are good specifically for the following reasons:

• First-time web visitors are not always ready to buy. They’re probably just looking around, researching, and comparing options; however, you can’t just let them go. The fact that they are on your website means that they are considering buying from you. Thus, you can take advantage of this opportunity by offering them free content. Initiate the interaction with your leads to establish trust, confidence, and value.
• Lead magnets can also increase the quality of your leads. Not everyone would bother filling out a form or providing their contact information, so when they do, you know that they are really interested in what you’re offering. Making your content inaccessible to everyone will not increase your traffic, but it can increase the quality of your leads.

To ensure that your lead magnets retain their sign-up rate success, update your content regularly. If possible, make it evergreen so that it stays relevant, fresh, and always useful for readers to refer to it again and again.

And there you have it!

Which of these strategies have you tried and which of them worked?

Don’t forget to share more tips below to help other jewelers with building and growing an email list for their jewelry business.