Jewellery brand growth strategy: How to grow your mailing list
Everyone knows their email list could be their highest earner, but so many shy away from it. Growing your customer database and mailing list subscribers should be top of every small business’s to do list. Especially ahead of Christmas, when those emails could make all the difference to sales!
But, how do you grow your email subscribers? It can be very slow and tricky, but there some key ways you can grow your customer list sustainably into the future.
Capture existing customers
Start with the people who already know your band and buy from you. Ensure at checkout there is a tick box to opt in to your mailing list. Set up a thank you and review email for post purchase with a discount to buy again if they sign up to your mailing list if they. haven’t already.
Offer a discount
No doubt you’ve seen the “sign up for 10% off” on many sights, or even offer it yourself. It’s one of the most commonly used sign up incentives. But ask yourself, how often do you think 10% off is valuable enough? Could you afford to offer more? Do you have a surplus of stock or samples which could be used as an incentive rather than a discount. Think outside the 10% box if you can.
Host a data driven Giveaway
All of you will have seen a give away on Instagram for follows and shares. But follows are a lot less valuable than their data. Create a competition - to enter, participants must subscribe to your email list to be in with a chance to win. This not only increases subscriptions but does enhance community engagement too. If you can collaborate with other brands with similar customer bases on this competition, all the better, you’ll increase your access to similar consumers.
Exclusive Early access
Provide early access to new collections for those on your email list. This works particularly well if you make limited editions or one of a kind pieces. Promote these offers through social media to create buzz around them. Ensure your audience knows how many pieces will be available and if stock is limited, that it might sell out to mailing list subs before general release.
Capture them at Workshops or Events
If you run workshops, participate in markets or trade shows, ensure you are collecting emails from everyone you speak to. Add them to your lis afterwards but ensure they opt in or else under GDPR rules you cannot use their details.
Survey Your Customers
Create a customer survey and offer a small discount or gift as an incentive for completing it. Collecting emails will be part of the survey submission process. You gain invaluable insights into your customers demographics and behaviours, and grow your mailing list. Win win!
Ask!
I am guilty of this too. Many makers set up their mailing list, sit back and expect the addresses to roll in. But most of your audience, especially on social media, won’t see your content regularly so ensure you refer to the perks of being on your list and invite sign ups often.
I challenge you to choose even one of these points and act on it now. If you do, imagine how many more people you could reach for those essential Christmas sales!
Come to think of it, if you’ve read this far and haven’t signed up to my mailing list, maybe you should! If you’re on the list you get exclusive offers and insights, as well as freebies, who wouldn’t love that!
If you feel like it’s time to get support in your business or you have questions about this blog post, you can always book a FREE discovery call or get in touch. Plus you can follow me on Instagram for more regular jewellery industry & e-commerce insights & actionable advice.