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Jul 30 2007

Making a Jewelry Website Fly Part I

Posted by Robyn in Making Jewelry, the business end

Gotta Market Your Jewelry Website

I did a post  in May about Making a Jewelry Website. This is the next article in the series.

Build it and they will come just doesn’t work on the web. So you have to market your site. Over and over and over again. It’s a never-ending process.  And they all cost time, energy, and some money. Some cost a little. Others cost a lot. 

Email Newsletter

It’s almost impossible to have a successful website without having an email newsletter. And as marketing tools go, email newsletters are inexpensive. My sales go up by 300% or more the day after my newsletter goes out. Whoa!  Why is that?  Basically, because it reminds folks about your site. There are literally billions of sites out there, and there’s no way any one person can remember them all. So send them a reminder. Start one yourself as soon as you start your website. Need more convincing?  You can go all over the web and find more info about it, just google it or yahoo it.  Try "email marketing" for a search term.

The mailing list service I use is  Your Mailing List Provider and they’ve been great for the whole time I’ve used them. Their double opt-in and bounce handling options make doing a newsletter so much easier than it used to be. Plus, you can do HTML or text newsletters or both. And they keep adding features that are super-handy. For the money, they’re the best I’ve found.

Tips for Email Newsletters

  • Do it in HTML within the email itself.
    Make it pretty. Use photos judiciously, but do use them.
  • Put the newsletter IN the email. Don’t expect your readers to open your email, then click on a link to go to your site to read your newsletter. Make it easy for them.
  • Make it interesting to your readers.
    Readers might become buyers. So make it fun for them to subscribe to it and read it.
  • Do NOT make it just "I’m selling this now." 
    That will kill an email newsletter almost as fast as not sending one at all. You can do that occasionally — if your newsletter is normally interesting — but doing it regularly makes people unsubscribe or delete the newsletter.
  • Write your newsletter like you were talking to them personally.
    Grammar and punctuation need not be perfect. A friendly tone is needed.
  • Send out your newsletter no more than once a week.
    More than that and it comes across as spam. Unless you have that many really fun things to say, that is.
  • Write your newsletter regularly and purposefully, even when you have a small number of subscribers.
    If you don’t, you’ll end up with no subscribers at all.

Email newsletters are great marketing tools, but they also have to be fun and interesting to your readers. 

This entry was posted on Monday, July 30th, 2007 at 12:50 pm and is filed under Making Jewelry, the business end. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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