Last year, a maintenance worker noticed something glittering within an ancient structure on the grounds of a Jerusalem cemetery. After digging the 19-pound gold object out, the worker thought he might have found an explosive. After the bomb squad and police established that the object was safe, it was handed over to the Israel Antiquities Authorities (IAA). But, despite their foremost expertise and about six months of study, they remained stumped as to what purpose the object served and why it was in the cemetery. All they managed to determine was that the item was 24kt gold plated bronze and could possibly be from modern times. Determined to learn more about the object, they turned to the masses.
The IAA posted images of the object to their Facebook page and asked their audience for their input. Guesses were all over the place, but eventually, an Italian man named Micah Barak was credited with identifying the object as a type of gilded “Isis Beamer” manufactured by German company, Weber. Named after the Egyptian goddess Isis, the Beamer is a New Age–style “energy protection” device is supposed to “harmonize geopathic and electromagnetic radiation fields.” Basically, it’s a tool used by energy healers and/or jewelry aficionados who just really dig the design.
But, that’s only half of the mystery solved. The IAA still has no idea why the modern object was buried at a historically significant site. Unfortunately, that’s one question Facebook doesn’t seem to have the answer for.
A well-run email marketing strategy can make a big difference for your brand recognition and business performance. For most small businesses, an email service provider (ESP), such as Constant Contact or MailChimp, is the core component for maintaining a direct connection with their customers. But, while an ESP makes email marketing a lot easier, it still doesn’t do all the work. Below are some tips to help you more effectively reach your customers.
Choose the ESP that’s right for you
There are many different ESPs to choose from – all with tools to help you design emails, segment your audience, track results, and more. Do you research to find an ESP that fits your budget, is easy to use – and most importantly – that helps you connect with your customers in the way you want.
Target segments of your audience
Most ESPs allow you to set up multiple mailing lists, which is very useful for targeting specific customers. Some segmenting ideas for jewelers include:
- A costume jewelry list
- An estate jewelry list
- A men’s jewelry list
- A watches list
Stick with it
You need to commit to crafting quality emails on a regular basis. However, these don’t have to be every day, or even every week. For most jewelry retailers, sending a monthly newsletter alongside two or three promotions per month is enough to keep customers engaged without overwhelming them. Email marketing shows the best results when used consistently and over a long period of time – so stick with it.
For ideas on designing an eye-catching email, check out our previously posted infographic on creating a print-ad.
Online ads are definitely important for any business, but print-ads still have value. When you stop and think about it, it’s a totally different experience for the audience. When you’re flipping through a publication and an ad catches your interest, it just seems more impactful (and perhaps, less interruptive or annoying) than what you might scroll past online.
Perhaps that’s because print-ads tend to utilize bigger size and more artistic flair – which grant many more options for presentation. Although information about the product is important, if the ad is not entertaining, it won’t be as memorable or effective. For an example, look at almost any print-ad for jewelry. Many feature detailed product images and stylized settings that catch the eye and even elicit emotion. Perhaps it’s a virtue of the products themselves, but the jewelry industry is skilled at designing attractive and notable print-ads.
If you’ve made sure to capture professional-quality pictures of your jewelry, you’re practically half of the way to creating a stand-out ad. Below, we’ve created an infographic with design tips to take your print-ads to the next level.