How to Inspire Your Jewelry Customers to Return Again and Again

Laryssa Wirstiuk 0:00
Ready to break free from algorithms, vanity PR, and money-sucking ads? My name’s Laryssa Wirstiuk, and I’ve learned in 8 years of jewelry marketing that content is the crown jewel. My agency Joy Joya takes a holistic approach, leading with laser-focused storytelling, impactful content creation, and strategic content distribution. This method has worked for the solopreneur as well as the multi-million-dollar company, and now I’m sharing these systems and tactics with you. Here’s to standing out in the Sea of Sparkle.

Welcome to Episode #289. In today’s episode, I want to talk about how you can get your customers to love your jewelry business – and come back again and again. In the worlds of business and marketing, trends come and go, but one timeless truth remains: retaining customers is super important and will save you on marketing costs in the long run. Marketing thought leader Neil Patel shared this: “Customer retention is seven times more cost-effective compared to customer acquisition.” This simple yet profound insight underscores a fundamental principle that lies at the heart of every successful jewelry business: the enduring value of cultivating and nurturing lasting relationships with our customers. Back in 2013, ecommerce businesses were forking out $9, on average, to acquire a fresh-faced customer. Fast forward to the present day, and that figure has ballooned to a staggering $29—a staggering 222% increase. It just makes monetary sense to keep the customers who already like, know, and trust you coming back for more. In this episode, I’ll be talking more about why returning customers need to be your loyal advocates and partners, how to find out how many customers are actually coming back for more, and the tactics you can use to keep them engaged.

But before we get to the solid gold, I’d like to take a moment to remind you that this podcast has both audio and video – so you can either listen on your favorite podcast platform or watch on YouTube by searching “Joy Joya”. You can support the podcast for free by taking the time not only to subscribe but also to leave a rating and review on Apple Podcasts. Also, if you didn’t know, I co-host another podcast called “Success With Jewelry” with my friend Liz Kantner, who’s also a jewelry marketer and the founder of the Stay Gold Collective. We have a free version of the podcast, available everywhere you listen to podcasts and on YouTube as well as a membership community with extended episodes and additional resources. I invite you to check it out if you’re hungry for more content!

Okay, let’s get into today’s episode, my Sparklers! So why am I making so much fuss about retaining customers when there’s so many people out there in the world you could continue trying to attract to your brand? Why’s customer retention so important? Well, for starters, as I hinted at in the intro, let’s not underestimate the financial rewards of customer loyalty. A retained customer is like a golden goose, laying a steady stream of eggs (or in our case, revenue) that far surpasses the one-time windfall of a new customer. By investing in the satisfaction and loyalty of your existing customers, you effectively reduce the relentless need to constantly drum up new business—which is not only a costly endeavor but also a time-consuming one by any measure.

Next, investing in customer retention is about building more than just a customer base that returns again and again — at the heart of these efforts should be a commitment to fostering a loyal community of brand advocates. These aren’t just folks who make the occasional purchase; they’re your fervent supporters, your vocal champions who sing your praises far and wide. And when it comes to marketing, that’s worth its weight in gold. This is the type of marketing you could never replicate yourself because it’s authentic, straight from the people who love you. Are you interested in how you can keep improving your business? Well, there’s also the invaluable feedback loop that loyal customers provide. Their insights, gleaned from repeated interactions with your brand, offer a treasure trove of wisdom that can guide you on the path to continuous improvement and innovation. Loyal, happy customers are also more likely to be honest and real with you because they trust you and want you to continue being in business.

There’s this coffee shop in my city that I’m quite fond of. Admittedly, they’ve messed up my order a few times when I’ve ordered through the delivery app. Now, I could have easily stopped going there altogether, or I could have taken to Yelp to air my grievances. But despite these mishaps, there are several things about this coffee shop that keep me coming back time and time again. The staff are always incredibly friendly and welcoming, the atmosphere is cozy and inviting, and, most importantly, the drinks are otherwise delicious when they’re not wrong. Wanting to address the issue constructively, I reached out to the coffee shop via Instagram direct message. I expressed my genuine affection for their establishment but also conveyed my disappointment regarding the repeated errors in my orders, especially considering their prices are a bit higher than what you’d expect at a place like Starbucks. To my surprise, they responded with genuine kindness and understanding. They even went the extra mile by offering me a few complimentary drinks as a gesture of goodwill. This interaction opened up a dialogue, and I found myself building a friendly rapport with the owner. Despite the initial hiccups, I’ve continued to buy from the coffee shop, and I can tell they’ve made improvements in quality control. In fact, I’ve grown so impressed with their efforts to address customer concerns and improve their service that I wouldn’t hesitate to recommend them to a friend. This experience has taught me a valuable lesson: businesses don’t need to be flawless to retain customers; they simply need to demonstrate a genuine commitment to improvement and a willingness to listen to feedback. It’s worth noting that many customers may not vocalize their concerns; instead, they’ll quietly take their business elsewhere. By actively seeking out and addressing customer feedback, businesses can foster stronger relationships with their patrons and build a loyal customer base. If someone gives you feedback, it may sting, but listen to them. Another thing that’s great about customer retention is the promise of predictable revenue streams. Imagine having a steady flow of repeat customers, nourishing your business with a dependable source of income. It’s the kind of stability that allows for long-term planning and strategic growth—a luxury that eludes many business owners, especially in unpredictable economic conditions.

So how can you know if you’re doing a good job at retaining customers? How can you measure your success? Well, it all boils down to one simple metric: the returning customer rate. It doesn’t take complex math to figure it out; in fact, Shopify just has this number there in your analytics dashboard. By calculating the proportion of repeat customers to your total customer count, you can gain valuable insights into the health of your customer retention efforts. For ecommerce jewelry businesses, aiming for a returning customer rate between 20-30% is generally considered healthy. Meanwhile, brick-and-mortar establishments typically set their sights a tad higher, shooting for rates in the 50-60% range. There is one catch I want to mention: a sky-high returning customer rate isn’t necessarily cause for celebration either. It could be a double-edged sword, hinting that you’re resting on your laurels and neglecting the crucial task of attracting new customers. Striking the delicate balance between retaining your loyal following and casting your net wide to reel in new customers is the key to sustained growth and prosperity. So, how can you keep that flame of customer loyalty burning bright? Let’s delve deeper into the tactical approaches that can make all the difference. For starters, there’s strategic email marketing. Crafting segmented storytelling campaigns tailored to your customers’ preferences can work wonders in forging deep emotional connections. Customize your approach by segmenting your email list based on consumer behavior and preferences.” Example: Share real-life love stories with those interested in engagement rings, including testimonials, behind-the-scenes craftsmanship, and selection tips. Objective: Forge a deep emotional connection, making subscribers feel they’re part of something meaningful. By personalizing your communications and catering to the specific interests and behaviors of your audience, you can create a sense of intimacy and relevance that resonates on a profound level. Email marketing can also definitely engage lapsed customers—winning them back with heartfelt messages and irresistible incentives can breathe new life into your customer base. By acknowledging their absence and extending a warm invitation to re-engage with your brand, you demonstrate a level of care and attentiveness that can rekindle their interest and reignite their loyalty. There’s even a type of email campaign called a “win back campaign”, with the goal of (you guessed it), trying to win back subscribers. Other email marketing examples: Celebrating Customer Milestones: Automate celebratory emails for personal milestones with your brand, such as purchase anniversaries or significant loyalty points achievements. Each milestone email should share a story or highlight a piece that symbolizes celebration or the importance of the milestone, connecting emotionally with the recipient. Appreciation Tokens: Incorporate an exclusive discount or a thoughtful gift as a token of gratitude, enhancing the sense of value and appreciation for the customer’s loyalty. Quality content and storytelling are also important when trying to retain customers. By weaving narratives that highlight the journey of your jewelry—from conception to creation—you can captivate your audience on a whole new level. Educational Emails with a Twist: Craft emails that go beyond the basics—share the tales of gemstone origins, the art of jewelry care, and styling tips for various occasions, all through engaging storytelling. Narrative-Driven Learning: Tell the story of a gemstone’s journey from mine to masterpiece, illustrating the value and uniqueness of each piece. Beyond Transactions: Transform email marketing from simple sales pitches to a medium for building a community of brand enthusiasts and advocates. And don’t shy away from building a community around your brand. Hosting exclusive events and fostering online spaces where customers can connect can turn casual shoppers into fervent brand advocates. Foundations of Community Building: Establish an online space where your customers can connect, be it through social media groups or a forum on your website. Shared Experiences and Stories: Encourage the sharing of personal stories, styling tips, and unique experiences with your jewelry, nurturing a space of belonging and connection. Exclusive Events for Connection: Host special events such as exclusive previews of new collections, jewelry styling workshops, and designer meet-and-greets to engage your community. Of course, a well-thought-out promotions strategy can’t hurt either. Whether it’s offering exclusive discounts or launching a loyalty program complete with gamification elements, the key is to make your customers feel valued and appreciated at every turn. Exclusive Discounts for Loyal Customers: Reserve special discount offers as exclusives for your existing customer base to foster a sense of privilege and appreciation. Encourage Repeat Business: Implement a strategy where customers receive a discount on their next purchase after an initial buy. This not only incentivizes repeat visits but also enhances the overall customer experience. Balanced Approach to Discounts: While frequent discounts aren’t for every brand, a well-timed offer can re-engage dormant customers and reignite their interest in your collection. Mastering the art of customer retention isn’t just about crunching numbers and implementing strategies—it’s about forging genuine connections with the people who keep your business afloat. So, I invite you to pledge to invest in those relationships, to inspire, innovate, and create moments that will last a lifetime. After all, our customers’ loyalty is the true measure of our success. So what do you think? Could you be working on your returning customer rate? Let me know in a comment on YouTube or DM me on Instagram. I’d love to chat about it!

Okay, let’s get into the GOLD MINE. Welcome to another edition of THE GOLD MINE – a segment where I get personal and share insights on entrepreneurship, mindset, success, growth, and all things business. THE GOLD MINE allows me to share topics and insights close to my heart. In this week’s GOLD MINE, let’s explore how to infuse your marketing with a personal touch, even if you lack extensive customer data. Whether you’re a fledgling entrepreneur or hesitant to delve into personal data collection, there are ways to create meaningful connections. Simply having customer data doesn’t guarantee personalized marketing. Merely addressing recipients by name or tailoring emails to their browsing history may fall short of true personalization. After all, personalization is subjective; what feels personal to one may not resonate with another. Define what personalized marketing means for your brand and devise on-brand strategies to achieve it. But how do you genuinely make communications feel personal? Many suggest using first-person narrative and sharing personal experiences. However, consider real-life interactions: if someone monopolizes the conversation with “I” and “me,” it doesn’t foster a personal connection. Instead, inclusivity and attentive listening are key. While replicating these dynamics in marketing can be challenging, striving towards them can make a difference. Instead of saying, “I have an amazing jewelry collection, and I offer great prices.” Say this: “Are you tired of sifting through endless options online, feeling overwhelmed and unsure? I design jewelry pieces that reflect your unique style and elevate your look effortlessly.” The second option feels like it understands the customer’s pain point more and is taking the customer into consideration, even though it’s still in the first person. Adding the words “you” and “your” help build the two-way connection. In your marketing, take note of the frequency of references to “I, me, our, us, our product, company name, etc.” versus “You, your, yours, etc.” Then, aim to minimize mentions of yourself by using language that fosters connection and focuses more on the customer. What does “personal” mean to you in your approach to marketing? Let me know in an Instagram DM or YouTube comment. I’d love to hear your thoughts!

Did you have any questions about today’s episode? You can always email me Laryssa at laryssa@joyjoya.com. If you loved this podcast, please share it with a friend who’d appreciate it. And don’t forget to subscribe as well as leave a review on Apple Podcasts. If you’re completely new to digital marketing, then you’ll want to purchase and read a copy of my book JEWELRY MARKETING JOY. Visit joyjoya.com/book for more information.

Transcribed by https://otter.ai