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The MGS Precious Metals Blog

Manhattan Gold & Silver is an industry leader in precious metal pricing and refining with more than 30 years of experience. During our time in the business, we’ve found the topic of precious metals to be a vast and interesting one. Here on our precious metals blog, we write in-depth posts about the science of precious metal refining, historical and modern uses for precious metals, market news, and much more. Subscribe to our RSS feed to stay current, and discuss the latest posts on our Facebook page.

E-mail Marketing Tips

February 23, 2016 02:00

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
  • Etc.

 

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.

 

 

Tips for Creating a Print-Ad

February 17, 2016 02:00

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.

How to Take Perfect Pictures of Jewelry

January 20, 2016 00:41

Unless a customer is in your store being guided by a good salesperson, photographs are going to do all the talking when showing off the quality and craftsmanship of your jewelry selection. And more than ever before, customers are interested in image-based content and advertising. With the advent of social media sites like Instagram, Pinterest, and Facebook, photos of your jewelry have a chance for exposure many times greater than what print-ads usually offer.
   
With that in mind, high-quality product images are critically important for jewelers in all areas of the industry. In most cases, hiring a professional photographer is ideal. However, not just anyone will do – jewelry photography requires specialized talents for capturing minute detail in small objects and matching lighting to different stones and metals for maximum effect. You’ll also want to ensure that you will hold the rights to images you commission and you’ll be able to use them as you please. If a photographer imposes copyright limitations on your images, it’s best to find someone else.

If you’re the one handling photography for your products, there are some things you can do to help improve the quality of your jewelry photography. Check out our infographic below for tips on taking the perfect jewelry pictures.

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