January 12, 2006, 12:00 AM

Building on a central e-mail theme helps Jewelry TV’s holiday sales sparkle

Jewelry Television enhanced e-mail copy with more products and product information throughout the holiday shopping season. The result was a big jump in e-mail open rates and site traffic.

E-mail marketing messages that built on a central theme helped America’s Collectibles Network Inc., which operates Jewelry Television and JewelryTelevision.com, close more holiday sales.

During the holiday shopping season, Jewelry Television, No.165 in the Internet Retailer Top 400 Guide to Retail Web Sites, broadcast several e-mail campaigns that offered shoppers free shipping on certain items. But in subsequent e-mails, Jewelry Television also enhanced the copy with more products and product information that appealed to individual customer segments, says e-commerce director Craig Shields.

For instance, an e-mail message distributed around Thanksgiving to Jewelry Television’s opt-in list of more than 500,000 names stressed the free shipping offer. But deeper into the holiday shopping season, Jewelry Television sent out e-mails that also included more product information on certain types of gemstones and links to product pages and feature articles.

“We used a standard message to notify shoppers that we were offering free shipping through the end of the holiday season and broadcast that message just prior to Thanksgiving,” Shields says. “We kept that theme over subsequent campaigns, but also added more specific elements to each broadcast.”

Jewelry Television shoppers, both online customers and those who make a purchase while watching TV, are very knowledgeable about particular types of stones, the color and clarity of diamonds and other jewelry specifics, says Shields.

In a second e-mail sent out in early December, Jewelry Television emphasized free shipping, but also included more product information and links that highlighted the newest collections of gemstones, such as Tanzanite, that were available for sale online. “Our first e-mail promoted the fact that we were offering holiday incentives, but the next broadcast expanded the message to include more specific product information and highlighted the latest gemstones that shoppers could find for themselves or the people they were buying for,” Shields says. “Our customers know jewelry and like it when we tell them what’s new and available. We built on each message we broadcast over the holidays to emphasize our offer of free shipping, but also to highlight our latest inventory.”

Targeted e-mail marketing helped Jewelry TV close more holiday sales, Shields says. After the second e-mail marketing message, the open rate increased by more than 70% compared to an earlier holiday blast, Jewelry TV says.

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