When it comes to jewellery, handmade pieces are more than a product—they are a connection! That’s why it’s important to consider a method of marketing that helps you develop relationships rather than transactional contacts, and that’s where email marketing comes into play.
Email marketing and newsletters give you the ability to build relationships, stay top of mind with your audience, and promote your business while sharing your handmade creations directly with audiences who are already interested in your craft!
Why Email Marketing Works
One of the benefits of email is that you have the opportunity to reach people directly in their inbox, not through scrolling on social media! Email is personal, customizable, and inexpensive. For a handmade jewellery business on a small budget, you can build loyal customer relationships for little or no ad spend.
| Step | Strategy | Key Actions |
|---|---|---|
| 1️⃣ | Build Your Email List | Collect emails via website, social media, and craft fairs. Offer incentives like 10% off or free shipping. |
| 2️⃣ | Welcome New Subscribers | Send automated welcome email with brand intro, your story, and what to expect. |
| 3️⃣ | Share Behind-the-Scenes | Show creation process, inspirations, materials used. Build emotional connection with visuals. |
| 4️⃣ | Promote Products | Highlight new launches or best sellers with clear images, short texts, and “Shop Now” CTAs. |
| 5️⃣ | Exclusive Offers for Subscribers | Offer discounts, early access, or subscriber-only sales to reward loyalty. |
| 6️⃣ | Send Newsletters Monthly | Share product updates, user photos, styling tips, blog links – mobile-friendly and visually engaging. |
| 7️⃣ | Ask for Reviews & Feedback | Post-purchase emails asking for feedback to build trust and social proof. |
| 8️⃣ | Segment Your Audience | Tailor emails by behavior – e.g., birthday offers, cart reminders, or product suggestions. |
1. Build your email list
Start collecting emails through your website, social media, and craft fairs. creating a “signup” form with tools like Mailchimp, ConvertKit or Shopify email (not included within your email list’s exit strategy).
You could incentivise them to join your list (and use it as an opportunity to mitigate forgetfulness over purchases) by giving them 10% off their first purchase to sign up – it can even be a free shipping code!
2. A “Welcome” for new Subscribers
Set an automated welcome email thanking new subscribers and introducing your brand. Share your story – why you started your love of creating, what makes your designs stand out, including what subscribers can expect from your emails.
3. Share Your Lifestyle and Behind-the-Scenes
Most people enjoy buying handmade items because of the story behind the piece. Use your emails to share behind-the-scenes photographs or videos of you creating pieces. This could be about your inspiration, the materials you choose, or upcoming designs. All these things create an emotional connection and trust with your subscribers.
4. Promote new products and best sellers
The moment you release a new piece(s), create an eye-catching email campaign to highlight your new products. Make sure to include clear images, short description text, and a direct, clear call to action button like “Shop Now”. You can also create seasonal lookbooks or highlight your best sellers to drive sales.
5. Promotions and Offers for Subscribers.
Give your subscribers something back – you can thank them in the future with a percentage off their order as a discount, or “early bird” access to your collections, or a subscribers-only sale – you are giving them a reason to be a subscriber and providing value for them.
6. Send Frequent Newsletters.
You do not need to send an email every day – just once or twice a month is perfectly fine. Your newsletter can have a little of everything: product updates, pictures from customers showing how they styled your product, important tips and tricks or links to your blog posts. Just make sure it is visual and easy to skim on a mobile device.
7. Request Reviews and Feedback.
After you make a sale, send an email asking for a review or feedback. This not only hones messages you care about, but also builds social proof, which can help you develop future sales!
8. Segment Your List.
You can use segmenting to send the right message to the right audiences. For example, you can send a birthday discount to one segment, a cart reminder to the unfinished purchases in another segment, and then a recommendation email based on past purchases to another.
Read also:-
- How You Can Optimize Your Google My Business (GMB) Listing For SEO In 2025
- Role of Email Marketing in Digital Marketing
Final Thoughts:-
Email marketing is the best way for handmade jewellery businesses to establish and grow, connect, and convert their customers. By providing consistent value, continued content and personal touch, you can use your emails to help teach casual browsers into loyal customers. You can always start small and always stay real, so let your creative spirit go wild both in your products and your messages.
