How to Boost Sales for Your Jewelry Business By Sending Newsletters

Taya Koschnick, owner of TASI Designs, discovered a way to boost her jewelry business and website traffic: newletters. She explains how her jewelry sales spiked after developing a system for sending out newsletters through email. She offers advice for others on how to get started with this effort and what not to do!
How to Boost Sales for Your Jewelry Business By Sending Newsletters

Q: Why did you start sending a newsletter to your customers?

A: In 2008, I started sending out a newsletter as a way to inform customers in Portland, Oregon, of upcoming shows and events. The first emails were simply typed and sent, but I wanted to find a way to include clickable links and photographs of jewelry. In 2009, I started using MailChimp, a free service for email lists with fewer than 2,000 subscribers.

Q: How often do you send a newsletter?

A: It’s sent quarterly, although during the busy holiday season, I’ll send a newsletter once a week.

Q: What kind of content do you include?

A: As the subscriber list doubled, then tripled, I noticed that a lot of people who subscribed weren’t just from Portland. So I added information about new styles, online sales, free shipping events, and exciting news, such as when the shop’s jewelry was featured in a major motion picture! I look over MailChimp’s reports after each newsletter is sent and see what kinds of pictures are the most enticing and which kinds of sales and events customers care about.

How to Boost Sales for Your Jewelry Business By Sending Newsletters

Q: How do you get people to sign up?

A: I bring a sign-up sheet to all my shows. That’s how most people sign up. I also have a sign-up spot on my website and a button at the bottom of the newsletter itself. This way, if I share the newsletter on Twitter or Facebook or customers forward it to their friends, it’s easy to sign up.

Q: What’s the most challenging part of your process?

A: I’m not a whiz on the computer, so formatting the pictures, text, and templates can be a daunting task. I’m also a bit of a perfectionist, so I don’t like to send out an email unless I’m happy with all of the content and the way it looks. A newsletter is a reflection of the business that sends it. If it’s sloppy and disorganized, that’s how the business comes across, too.

Q: How has sending a newsletter changed your business?

A: The newsletter has been a really powerful marketing tool, much more so than I ever imagined it would be. When I sell at craft fairs, there are a lot of times when I’ll have a great show and my friends and colleagues won’t be selling very much. When they ask why I’m so busy, I tell them it’s my newsletter! I estimate that over half my customers at every show come to the event because they read my newsletter. The newsletter has also been great for online sales. I get a huge spike in traffic to both my Etsy site and my shop website the day I send a newsletter. If I’m announcing a particularly juicy sale, sometimes I start seeing sales within minutes of pressing “send.”

Q: What advice do you have for other jewelry designers who want to start a newsletter for their jewelry business?

A: Personally, I hate spam, so I’m always hesitant to send out a newsletter. I have to remind myself that my customers care about my business and want to stay in touch. My main rule for the newsletter is quality over quantity. Fill it with useful information and updates, as well as gorgeous pictures, and your customers will love receiving it.

How to Boost Sales for Your Jewelry Business By Sending Newsletters

This content originally appeared in Jewelry Stringing Summer 2014 issue in the Sell & Tell column; learn more about Taya Koschnick’s business, TASI Designs, at her website.

Photos courtesy of Taya Koschnick.

Find more about Selling your Jewelry at the Interweave Store!