5 Common Email Marketing Mistakes Jewelry Brands Make - and How to Avoid Them
Episode #305 – “5 Common Email Marketing Mistakes Jewelry Brands Make – and How to Avoid Them”
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Welcome to Episode #305. Today, we’re diving into a topic that’s incredibly important but often overlooked: the most common email marketing mistakes jewelry brands make and how to avoid them. Trust me, email marketing is one of the most powerful tools you have in your business arsenal. If you’ve built a list of loyal customers who love your brand, email marketing can be your secret weapon, paying off in a big way over time.
So, how do you avoid the common missteps that can keep your emails from being as effective as they should be? Don’t worry, I’ve got you covered. Today, we’re going to break down the biggest email marketing mistakes I see time and again, and I’ll show you how to turn them around. Whether you’re new to email marketing or just looking to improve, this episode is packed with tips to keep your list engaged and your email strategy strong.
Check out the transcript below.
https://youtu.be/4L1uXnOHO24Laryssa 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 #305. Today, we’re diving into a topic that’s incredibly important but often overlooked: the most common email marketing mistakes jewelry brands make and how to avoid them. Trust me, email marketing is one of the most powerful tools you have in your business arsenal. If you’ve built a list of loyal customers who love your brand, email marketing can be your secret weapon, paying off in a big way over time. So, how do you avoid the common missteps that can keep your emails from being as effective as they should be? Don’t worry, I’ve got you covered. Today, we’re going to break down the biggest email marketing mistakes I see time and again, and I’ll show you how to turn them around. Whether you’re new to email marketing or just looking to improve, this episode is packed with tips to keep your list engaged and your email strategy strong.
AndIn The Gold Mine segment, I talk about the difference between wanting to be part of the outcome as a business owner and leader versus wanting to be, or at least willing to be part of the process as a business owner. And how, even though being part of the process is not as glamorous as being part of the outcome, why it’s so important to try to embrace that process and really enjoy the journey while you’re on it.
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.
Also, don’t forget to sign up for a free month of JoyDeck if you haven’t done so already! Simply visit myjoydeck.com/trial to claim your complimentary 30 days. With our new jewelry marketing support platform JoyDeck, we’re dedicated to helping emerging jewelry brands reach new heights. If you’re on the brink of something big but need guidance to take that leap, you’ve come to the right place. Our platform is reserved for the bold, the dreamers, those hungry for growth. JoyDeck isn’t just another marketing platform; it’s a gateway to success for jewelry entrepreneurs ready to hustle. We handpick applicants based on their promise and dedication to growth. If you’re tired of the status quo and crave accountability and industry-specific expertise, this is for you. Also, don’t forget to sign up for a free month of JoyDeck if you haven’t done so already! Simply visit myjoydeck.com/trial to claim your complimentary 30 days. With our new jewelry marketing support platform JoyDeck, we’re dedicated to helping emerging jewelry brands reach new heights. If you’re on the brink of something big but need guidance to take that leap, you’ve come to the right place. Our platform is reserved for the bold, the dreamers, those hungry for growth. JoyDeck isn’t just another marketing platform; it’s a gateway to success for jewelry entrepreneurs ready to hustle. We handpick applicants based on their promise and dedication to growth. If you’re tired of the status quo and crave accountability and industry-specific expertise, this is for you. Visit myjoydeck.com/trial, to claim your 30 days.
Okay, let’s get into today’s episode, my Sparklers! This one’s all about the most common mistakes I see jewelry brands making with email marketing, so you can avoid them and protect your sender reputation over time. Why is email marketing so important, you ask? Well, if you’ve built a decent list of customers who love your brand, it can keep paying off in a big way. Here’s a quick example: we recently started working with a client who has a pretty dedicated—but not huge—email list of about 2,700 subscribers. Life got busy, and the client hadn’t sent any emails in six months. With the very first campaign we sent after that break, they made a decent sale within an hour of sending it. Their fans were ready and waiting! We see the power of email marketing firsthand, and in our experience with jewelry brands, nothing else in marketing compares right now. So, how can you navigate email marketing without making common mistakes? How can you keep building great relationships with your subscribers and stay top of mind? And hey, no judgment if you’re doing any of these things now—they won’t make or break your business. The good news is, you can always course-correct and improve your email marketing approach. Let’s dive in and start making those emails even better! All
Mistake #1: Maintaining multiple lists instead of one list with multiple segments is a common mistake I see often. There’s a lot of confusion around how to properly use lists versus segments. The only real reason to have more than one list is if you have two entirely different groups of customers who need completely different messaging—like a Retail List and a Wholesale List. For your retail customers, they should all be on one list. If you want to break them down by where you met them, where they live, what they’ve purchased, or other characteristics, that’s where segments come in. Segments are typically managed by tags you assign or by behavior that’s tracked by your email marketing provider, especially if it’s synced with Shopify. Why is this important? I’ve seen so much confusion and messiness when there are too many lists. It becomes difficult to see how lists are performing and who is or isn’t engaging. It also complicates things like automations or flows, and sending campaigns can turn into a real headache. You lose control over the process and make everything harder than it needs to be.
Mistake #2 Not regularly cleaning your list. Your email marketing list isn’t a set-it-and-forget-it thing. People lose interest, their email addresses change, or they’re just not buying at the moment. That’s why it’s important to make sure the majority of people on your list actually want to be there! To clean your list for the first time, create a segment of disengaged contacts. These are usually people who have received at least five emails but have never opened or clicked. There are different ways to set up this segment—it depends on how often you email, when you last cleaned your list, or when you last sent an email. Once you have your disengaged segment, send them a message asking if they still want to stay on your list. If they don’t engage at that point, it’s time to archive or suppress them. You can also automate this process by setting up a flow that captures disengaged people as they enter the segment and automatically emails them.
Mistake #3 Being afraid of “bothering” your subscribers. You should be emailing your list at least once a week—seriously, that’s not too often! I talk to so many jewelry business owners who worry about annoying their subscribers, but this mindset actually works against you. To keep your email list healthy and effective, you need to email consistently and frequently. The less you email, the more you risk losing engagement, and your emails will become less effective over time. If people unsubscribe, let them. If they stop engaging, that’s okay—just follow the steps I mentioned earlier for cleaning your list. Worried you’re being too pushy? Focus on creating more interesting, story-driven content so it’s not all about selling. That’s why having and sticking to a content calendar is so important. And if you’re having a big launch, event, or promotion, then you have to email more often than you think. Once per day and maybe multiple times per day. Don’t be afraid of it. Most people miss most emails, so if you want your marketing to work, you can’t be shy about it.
Mistake #4 Treating your email like a work of art and being too picky about the design. Here’s something many jewelry business owners don’t realize: you can spend hours crafting the perfect email design, but chances are it won’t look exactly the same in your subscribers’ inboxes. In fact, most people will see it differently from how you intended. Why? Fonts render differently in various email platforms, some people use dark mode, emails are viewed on different devices, and certain email providers don’t even load images properly. It’s a whole mess. So, you can’t be too precious about the design. Of course, you want it to reflect your brand and look good, but it’s more important that it’s clear and effective. Be sure to test it on both mobile and desktop, and maybe send it to a friend or colleague for a quick check. Aim for visually pleasing and functional, without stressing over making it a masterpiece.
Mistake #5 Putting the calls to action (CTAs) and important info too far down the email. A common mistake I see is burying the most important details way down in the email. Let’s face it—most people glance at an email for a few seconds before deciding whether to engage or ignore it. If the key information isn’t at the top, your readers might lose interest before they even get to your main message. The result? They either delete it, ignore it, or leave it unread. To avoid this, make sure your email captures attention right away. Start with a strong headline or hook that speaks directly to your audience’s needs or curiosity. Place your primary CTA (like a “Shop Now” button or a special offer) near the top, where it’s immediately visible, and follow it up with supporting information or visuals that lead your reader further into the email. Remember, people’s inboxes are flooded daily, so you need to grab their attention quickly and make it easy for them to take action. Avoid the temptation to overload the top of the email with fluff—get straight to the point. By keeping your CTA and key details upfront, you’ll increase the likelihood that readers will engage and follow through on your message. What do you think? Did you learn about some mistakes or missteps that you might be making with your email marketing? Do you have a new perspective? Let me know in a comment on YouTube or DM me on Instagram what you think. I’d love to help!
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, I want to take a moment to talk about the difference between being part of the outcome and being part of the process. I recently saw a meme on Reddit that really hit home. It showed a bar chart with two bars: one was really tall and labeled “People who want to be part of the outcome,” and the other, much smaller, was labeled “People who want to be part of the process.” And honestly, this is so true, especially in business. So many of us are big dreamers, especially creatives. We can envision amazing outcomes, imagine the finish line, and see the grand vision of what we want to create. But there’s a much smaller group of people who embrace the process—the sometimes messy, difficult, and unglamorous part that makes those dreams a reality. The truth is, unless you have a lot of resources to pay others to handle the process for you, the outcome won’t just magically happen. And it definitely won’t happen overnight. The process is hard. It’s rarely straightforward, it involves learning curves, grit, and dedication. It may push you out of your comfort zone, take longer than you expect, and test you with roadblocks. But it’s the only path to achieving the outcome you want. Now, I get it—being part of the process isn’t always fun. But here’s something to remember: the process is where the real magic happens. It’s where you grow, learn, and evolve. It’s where you have those quiet revelations, breakthroughs, and moments of discovery. The outcome is just the icing on the cake. So if you’re finding yourself frustrated with the nitty-gritty of building your business—whether it’s dedicating time to marketing, trying something new, or just sticking with the day-to-day grind—try to embrace the process. See it as the real reward rather than getting stuck on the big-picture idea of where you want to end up. Be willing to be the doer, even if it’s not your natural tendency. Dive in, get your hands dirty, and just start. You may even discover that the outcome you imagined wasn’t the one meant for you—and maybe, through the process, you’ll uncover something even better. What do you think about that? What can you be doing to be part of the process? Let me know in an Instagram DM or YouTube comment.
If you want to reach out, you can always email me Laryssa at laryssa@joyjoya.com. And if you loved this podcast, please share it with a friend who’d appreciate it. 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