Email Segmentation for Jewelry Brands: The Secret to More Opens, Clicks, and Sales
If you’ve been putting time and effort into email marketing for your jewelry brand—but still aren’t seeing the engagement or sales you hoped for—it might not be your email design, your copy, or even your product selection. The real problem? You could be sending the right message to the wrong people.
That’s where email segmentation comes in. And before your eyes glaze over at the word “segmentation,” let me assure you: this is one of the most practical, doable, and impactful marketing tools you can use—especially if you’re a small or independent jewelry brand.
What Is Email Segmentation (And Why It’s Not as Technical as It Sounds)?
Segmentation often gets a bad rap for sounding too technical—like you need to be some kind of data scientist to make it work. But segmentation is actually a powerful act of empathy. It means treating your customers like people rather than just email addresses on a list.
Think about it: the customer who bought a gold necklace last week doesn’t need the same message as someone who hasn’t opened an email in six months. A die-hard earring fan shouldn’t be lumped in with someone who only shops for statement necklaces.
Segmentation helps you meet people where they are, which is why it’s one of the most effective jewelry marketing strategies out there.
Why Jewelry Brands Need Email Segmentation
Jewelry is personal, emotional, and symbolic. So your marketing—especially your emails—should feel just as intentional and thoughtful.
Still not convinced? Here’s what happens when you start using segmentation in your email marketing:
- Higher open and click-through rates
- Fewer unsubscribes
- More repeat purchases
- Better insights into what your customers actually care about
And contrary to what you might think, email segmentation can make your marketing easier, not harder. By sending fewer, better-targeted emails, you reduce the pressure to come up with one-size-fits-all content—and start creating more meaningful connections.
5 Easy Email Segments Jewelry Brands Can Start Using Today
You don’t need fancy tech or a huge team to make segmentation work for your jewelry brand. Here are five simple and effective segments you can create right now.
1. Location-Based Segments
Do you do pop-ups, trunk shows, or markets? Tag subscribers based on where you met them or their general location (city, state, region). This way, you can send hyper-relevant emails when you have events, exclusive local offers, or press features in their area.
Example:
“Hey NYC! We’re popping up at Artists & Fleas this weekend—come shop the newest pieces IRL.”
2. High Clickers, No Purchase
There’s always that group of subscribers who open everything, click around… but never buy. Don’t give up on them!
Send a follow-up like:
- “Still thinking about it?”
- “We saw you eyeing our birthstone collection 👀”
- “Here’s a little something to help you decide…”
A special offer or personal message from the founder might be all they need to convert.
3. Budget vs. Luxury Shoppers
If your jewelry spans multiple price points, you need to talk to each group differently. Segment based on past purchases—who buys $50 stacking rings versus $1,500 heirloom pieces?
You can then tailor your messaging to fit expectations, budgets, and style preferences.
Pro Tip: A customer who only buys 14K gold shouldn’t be receiving emails about brass collections.
4. VIP Customers
These are your top 10–15% based on spend or purchase frequency. Treat them like gold 💛
Ideas for VIP-specific emails:
- Early access to new launches
- Private shopping events
- Personalized thank-you notes
- Surprise sneak peeks
They’ll love the recognition—and reward you with loyalty.
5. Category-Based Segments
Do some customers only shop earrings? Others obsessed with gemstone rings? Create segments based on product category interest.
One jewelry brand we worked with created an “Earrings of the Week” email for earring-only buyers. It quickly became one of their most engaged segments—customers even replied saying they looked forward to those emails!
Next-Level Segmentation Ideas Using Quiz Results
Once you’ve got the basics down, here are a few more advanced strategies you can try quizzes.
One client we worked with sorted subscribers into categories based on their “talisman match.” Each group received styling tips, stories, and curated products tied to their result.
It’s a fun way to build emotional connections and keep the quiz momentum going.
How to Get Started With Segmentation (Without Losing Your Mind)
If you’re using Klaviyo (our top recommendation for jewelry email marketing), segmentation is super intuitive. You can segment based on:
- Order history
- Email engagement
- Product views
- Location
- Birthday
- Website behavior
Even if you're using another platform like Mailchimp, Flodesk, or ConvertKit, they all offer basic segmentation tools. Don’t let the tech stop you—just pick one segment to try.
Why Most Jewelry Brands Don’t Do This (But Should)
At Joy Joya, we help jewelry brands uncover customer patterns every day. One of the biggest missed opportunities we see? Not segmenting email lists.
So many of your best opportunities are hiding in plain sight:
- Lapsed buyers
- Repeat customers who’ve gone quiet
- Local fans who want more IRL connection
Start paying attention to these patterns—and you’ll start seeing what your customers truly want.
Get Started With Email Segmentation
If email segmentation still feels overwhelming, here’s your permission to keep it simple. Pick one segment this week. Just one.
Send a thoughtful email tailored just to that group—and watch what happens.
Want to share your results or ask for feedback? **DM me on Instagram or email me at laryssa@joyjoya.com**—I’d love to hear how it goes!