Email marketing optimization for
jewelry eCommerce

The first month of work on email marketing for the jewelry online store focused on a full audit, a roadmap, updated welcome and abandoned checkout logic, merging email and SMS into a more coherent omnichannel communication, list cleaning, a revision of segments, a new campaign strategy and a pop-up with a survey to split brides from non-bridal buyers.

After the audit we built a step by step three month plan around the starting data: the brand already had a separate SMS Welcome sequence and Email Welcome sequence, separate Email and SMS abandoned checkout automations, and a basic pop-up. So the strategy was aimed at optimizing the existing automations, rebuilding the communication logic, launching regular email marketing and working with the audience systematically.

The first stage focused on diagnostics and repairing the foundation. We researched the project, held a meeting with the client, prepared a step by step roadmap for the next two months and assembled a single template system for emails with reusable blocks. That decision mattered for holding one style with a sense of luxury that stays accessible, the same feeling the site already carries. The abandoned checkout flow was updated too: timings between messages were corrected, email and SMS were pulled into one logic, and a discount was added to the final message. This kind of rebuild works well for restarting the order process, where a series of automatic messages has flexible spacing and combines channels inside one logic.

The same month the Welcome series was reassembled: emails and SMS were merged into a single system, conditional branches were updated, and for those who did not buy or did not open the earlier messages we added an extra reminder email about the discount.

In parallel we cleaned the list: pruning the audience, excluding inactive contacts and undelivered addresses, removing outdated, duplicated or incorrect segments, and building new behavioral segments based on views and purchases.

A separate block of the first month was a new campaign strategy. Sending frequency was set at 1 to 2 campaigns per week, alternating informational and promotional emails. Part of the campaigns went to the broad audience, part to segments assembled by interest in specific jewelry types, viewed collections, purchase history and lifecycle stage. For a brand with a bridal line, blog and magazine content and a founder story, this strategy fits best: it builds value through styling edits, jewelry care advice, inspiration for specific occasions and social proof.

The second month went into scaling the logic we had set. We prepared a new welcome series for the bridal segment with 3 emails and 2 SMS. We also built a thank you series split between new and returning customers: the first email is a thank you with jewelry care advice, the second asks for a review.

In the same period we prepared 4 campaigns, promotional and informational, and launched an automated series for users who browsed products but did not buy, with 3 emails and 2 SMS. The team also prepared an A/B test for the mobile pop-up: the desktop version stayed as the control, and for mobile we created a full screen design with two variants, a two step and a three step one, to lift the subscription rate.

In the third month we added one more commercially strong element: an automated abandoned cart series. The thank you series was also extended with a third and fourth email, “The Adorn Pili story and Pilar designs” and “Styling and inspiration for events”. Here the decision leaned directly on the strengths of the brand: a story built around the founder, production, bridal styling and the ambition to make a piece of jewelry part of the personal moment of the client. Regular campaigns continued alongside: another 4 campaigns to the general audience and 2 targeted ones.

The client ended up with a full system: unified templates, updated scenarios, new levels of automation, behavioral segmentation, a cleaned list for better deliverability and a managed campaign system that gets refreshed every month.