5 Essential Email Automations for Jewelry Brands

Standing out and capturing your audience's attention is crucial, specially when it comes to email marketing. One powerful tool at your disposal is email automation. By implementing key email automations, you can engage potential customers, convert them into buyers, and retain them for future purchases—without spending extra time manually sending emails.

If you want to boost sales and streamline marketing efforts, without breaking the bank, stay here. In this post (and the podcast episode below), I shared the five most essential email automations every jewelry brand should have:

1. The Welcome Series – First Impressions Matter

When a potential customer signs up for your email list, their interest in your brand is at its peak. A well-crafted Welcome Series ensures that you make a great first impression and nurture this newfound relationship. But what’s the key to a compelling welcome series? In my experience, rather than immediately pushing for a sale, we can use this opportunity to introduce your brand, share your values, and guide subscribers toward a purchase naturally (at the end of the flow).

What to include in a strong welcome series?

• Welcome Email 1: A warm introduction that thanks them for subscribing, highlights your brand's values, and possibly includes a special welcome discount to encourage their first purchase.
• Welcome Email 2: A deeper dive into your brand story—what inspired you to create your jewelry and what makes your pieces special.
• Welcome Email 3: Social proof, such as customer testimonials, influencer collaborations, or media mentions, to build trust and credibility.
• Welcome Email 4: Highlights what makes your brand unique, whether it’s craftsmanship, sustainability, or a signature design element.

My best tip for an effective welcome series is to focus on storytelling and relationship-building rather than just selling. Customers are more likely to purchase when they feel emotionally connected to your brand.

2. The Abandoned Cart Series – Saving Lost Sales

Abandoned carts are a common hurdle in eCommerce, but a strategic Abandoned Cart Series can help recover lost sales. Many potential customers add items to their cart but hesitate before completing their purchase. Every so often, they just need a reminder—or a gentle push—to follow through.

How to structure an effective abandoned cart email series?

• Email 1: A friendly reminder that includes an image of the abandoned item, a short message like “Did you forget something?”, and a clear call to action.
• Email 2: A follow-up that addresses common hesitations, such as shipping concerns, product quality, or return policies. Adding FAQs or customer service contact information can be helpful.
• Email 3: A final reminder that creates urgency—mentioning low stock levels or offering a small incentive like free shipping or a limited-time discount.

Note that personalizing these emails with the customer’s name and the exact items they left behind can significantly increase conversions. However, don’t think this will require special skills or technical know-how on your part. When you use email providers like Klaviyo, you can actually set them up fairly simply.

3. Browse Abandonment Emails – When They’re Interested, But Not Ready

Sometimes, a visitor will browse your website, check out multiple product pages, but leave without adding anything to their cart. A Browse Abandonment Email can subtly re-engage these potential buyers and bring them back to your site.

What to include in a browse abandonment email?

• A friendly reminder showcasing the products they viewed.
• Additional information about the product, such as materials, craftsmanship details, or styling tips.
• Social proof in the form of customer reviews or testimonials to build confidence in their decision.
• A compelling call to action that encourages them to revisit your site.

Browse abandonment emails work exceptionally well for high-end jewelry, where customers often take longer to make a purchasing decision. Just like with your cart abandonment email series, you’ll have an easier time setting your browse abandonment email when you use a provider like Klaviyo, which integrates nicely with your Shopify store and can easily detect customer activity.

4. Post-Purchase Emails – Keep Them Engaged

The customer journey doesn’t end at checkout. Post-purchase emails play a crucial role in reinforcing your brand, ensuring customer satisfaction, and encouraging repeat purchases. Different approaches should be used for first-time buyers and repeat customers to create a more personalized experience.

Here’s a great post-purchase email flow:

• For First-Time Buyers:
  • A sincere thank-you email that expresses appreciation for their purchase.
  • A jewelry care guide with tips on maintaining their new piece.
  • A follow-up email requesting a review or feedback to build social proof.
• For Repeat Customers:
  • A personalized thank-you message that acknowledges their loyalty.
  • Styling tips or suggestions on how to pair their recent purchase with other items from your collection.
  • Exclusive offers or early access to new collections as a VIP customer perk.

I love to coordinate post-purchase emails with transactional emails (such as shipping confirmation and order updates) to create a seamless customer experience. If you aren’t doing this, maybe it’s time to start considering it!

5. Customer Win-Back Emails – Bringing Back Past Buyers

Your past customers are an invaluable asset, and win-back emails are designed to rekindle their interest and remind them why they love your brand. If someone hasn’t purchased in a while, sending a well-timed win-back email can encourage them to return.

What to include in a win-back email:

• A friendly “We miss you!” message that feels personal and warm.
• A showcase of new collections or personalized product recommendations based on past purchases.
• A loyalty reward, special discount, or exclusive offer to entice them back.

You can use customer data to time win-back emails effectively. For example, if your jewelry brand specializes in gifts, you can send reminders before key gifting seasons.

Bringing It All Together

These five essential email automations work tirelessly to nurture your audience, drive sales, and build long-term customer relationships. By implementing them effectively, you’ll be able to:

• Welcome new subscribers and make a lasting first impression.
• Recover lost sales by reminding shoppers about their abandoned carts.
• Re-engage interested visitors who browsed your site but didn’t buy.
• Build loyalty with post-purchase communication and customer appreciation.
• Win back past buyers and encourage repeat purchases.

Definitely, something to work on with dedication—I assure you it’ll be worth your time and effort. With the right strategy, email automations can transform your jewelry brand’s marketing—ensuring that you connect with customers at every stage of their buying journey while saving you time and effort.

If you aren’t sure how to get started or simply don’t have the time to work on these emails on your own, don’t hesitate to book a call with me, Laryssa Wirstiuk. Together, we can explore how my email marketing experts and I can take on your email marketing strategy and revamp the five automated flows I mentioned in this blog post and podcast episode.