Every industry has its unique reasons why to use or not to use different digital tools. Today we are going through a useful case study from Klaviyo about their partner Catbird that will give you a bold reason why you need to use email marketing if you are selling jewelry.
Why Email Marketing Matters for Jewelry Businesses
While other digital tools like social media marketing and SEO are crucial for attracting new customers, email marketing excels at nurturing existing leads and converting them into loyal customers.
Talking about their success with email marketing Sriya Karumanchi (marketing and communications manager, Catbird New York City-based jewelry company) said: “Buying a piece of jewelry or an engagement ring is an emotional purchase and often takes time and careful deliberation—so Catbird’s role is ultimately about problem-solving to help their customers find the perfect piece of jewelry or item they’re shopping for”.
Sriya also explained that Catbird’s customers care about product education—from the origin of the material to the maker’s creation process—as well as styling tips on how to build an everyday jewelry look and direct access to their jewelry experts based in Brooklyn.
“We looked to email marketing to deliver this convenience and content to our customer base,” she said.
What they achieved
Through email, Catbird engaged in a digital dialogue with their customers. When a customer receives an email that contains content about a specific item they were browsing, shared customer testimonials, or outlined sizing guides, it’s the digital equivalent of a store associate suggesting different items or answering questions about the buying process.
With an earring-centric campaign that centered on this theme, they saw an open rate of more than 27 percent and 40 percent higher attributed revenue than their previously established benchmark for their strongest-performing newsletters.
Catbird’s careful attention to each stage of the buyer’s journey resulted in a 34 percent growth in new online customers and a 20 percent lift in overall conversion rates online year over year. Klaviyo’s email marketing tools helped Catbird meet their customers on their journey and become trusted advisors in the buying process.
Conclusion
In conclusion, email marketing is a cornerstone of digital marketing for Jewelry businesses. Its ability to cultivate long-term relationships, drive sales, and be there when the user needs it the most makes it an essential tool for achieving success in the competitive world of online businesses.
Make sure to check the whole case study here.
