{"id":16142,"date":"2023-09-27T11:11:48","date_gmt":"2023-09-27T11:11:48","guid":{"rendered":"https:\/\/www.hustlermarketing.com\/?p=16142"},"modified":"2023-09-27T11:11:48","modified_gmt":"2023-09-27T11:11:48","slug":"improved-email-deliverability-boosts-revenue-for-jewelry-ecommerce-brand","status":"publish","type":"post","link":"https:\/\/www.hustlermarketing.com\/blog\/improved-email-deliverability-boosts-revenue-for-jewelry-ecommerce-brand\/","title":{"rendered":"Improved Email Deliverability Boosts Revenue for Jewelry eCommerce Brand"},"content":{"rendered":"<p>The need to improve email deliverability is an ongoing priority for any eCommerce store. Deliverability the foundation of effective digital engagement, especially for jewelry eCommerce brands. That&#8217;s because trust and reputation are critical for online jewelry purchases.<\/p>\n<p>When deliverability is low or unstable, sales and revenue suffer. In this article, we&#8217;re taking a look at a jewelry eCommerce brand who succeeded in boosting sales by addressing complex email deliverability issues.<\/p>\n<h2><span style=\"font-weight: 400;\">About the Store: Leaders in Personalized Jewelry eCommerce<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Personalized jewelry is a growing eCommerce vertical, with more and more customers expressing a <\/span><a href=\"https:\/\/blog.gitnux.com\/online-jewelry-sales-statistics\/\"><span style=\"font-weight: 400;\">preference for customized pieces<\/span><\/a><span style=\"font-weight: 400;\"> over pre-made ones. Our client is a leader in this space. They provide premium quality pieces that capture personal narratives.<\/span><\/p>\n<p>These aren&#8217;t spontaneous, low-cost buys; they&#8217;re high-value purchases. Because of this, trust is crucial for this brand, as with most jewelry eCommerce brands. For our client, fluctuating email deliverability challenged this trust, limiting the reach of their email channel and posing a risk to both their sales and their hard-earned reputation.<\/p>\n<h2><span style=\"font-weight: 400;\">Deliverability Challenges: Reaching the Primary Inbox<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The store had fluctuating deliverability for some time. The Hustler Marketing team were well aware of this, and they managed to keep major issues at bay through targeted actions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Carefully segmenting the audience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.hustlermarketing.com\/blog\/email-deliverability-how-to-avoid-spam-traps\/\"><span style=\"font-weight: 400;\">Avoiding any \u201cspammy\u201d words<\/span><\/a><span style=\"font-weight: 400;\"> that might affect reputation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Adding hidden texts on campaigns to improve text to image ratio\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These strategic measures helped to satisfy Gmail\u2019s algorithm and get campaigns into the primary inbox. But the team also recognized the need for a more permanent solution to improve email deliverability. So, they came together to design a strategy that could finally get the store past these issues.<br \/>\n<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Solution: Creative and Technical Teams Come Together to Improve Email Deliverability<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This action plan centered on the account\u2019s reputation. At the outset, the team had a transparent conversation with the client. It was important that they understood that the strategy would involve a short term reduction in revenue, followed by a gradual, sustainable increase. In the long term, this tradeoff would be worth it, because it would mean more emails in primary inboxes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once everyone was on the same page, the work began in two phases.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Phase 1: Restoring a Solid Email Domain Reputation<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The Hustler Marketing team knew that the account\u2019s reputation was the bedrock of future success. So they devised a multi-faceted approach, combining insights from copywriters, designers and Klaviyo experts.<br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here were the main actions they took:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Copywriting practices to improve email deliverability:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Shortening campaigns to be more focused and reader-friendly<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensuring campaigns contained a more text-based and informative style<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Meticulously avoiding any language that could trigger spam filters\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Including more motivational, inspirational and informational style newsletters to build authority and trust<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Interactive design elements:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Interactive content was added to campaigns. For example, asking readers to vote for their favorite products, or adjacent topics like their favorite vacation spots boosted click rates, enhancing account reputation<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Technical and strategic fixes:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offering promotional discount codes if they replied to emails. This resulted in a high number of replies, delivering a major boost to reputation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A <a href=\"https:\/\/glockapps.com\/\">GlockApps<\/a> spam test was performed on a weekly basis to track improvements and figure out whether the plan was working<\/span><\/li>\n<\/ul>\n<h2><b>What About a Dedicated Sender Domain?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The team chose not to set up a dedicated sender domain at this time, although this might seem like the obvious quick fix to improve email deliverability. When you set up a dedicated sender domain, it\u2019s important to make sure your reputation is already healthy. If it isn\u2019t, it will be extra hard to achieve that with a new sender domain. Once that more basic problem is solved, it makes sense to start warming up with a new domain.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using <\/span><a href=\"https:\/\/glockapps.com\/\"><span style=\"font-weight: 400;\">GlockApps<\/span><\/a><span style=\"font-weight: 400;\">, the team was able to regularly check whether emails were reaching inboxes. They could respond quickly to issues that these tests detected.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-16125 size-large lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-1024x512.png\" alt=\"GlockApps Spam Test\" width=\"800\" height=\"400\" data-srcset=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-1024x512.png 1024w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-300x150.png 300w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-768x384.png 768w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-1536x768.png 1536w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-2048x1024.png 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><noscript><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-16125 size-large lazyload\" src=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-1024x512.png\" alt=\"GlockApps Spam Test\" width=\"800\" height=\"400\" srcset=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-1024x512.png 1024w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-300x150.png 300w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-768x384.png 768w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-1536x768.png 1536w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/GlockApps-Spam-Test-2048x1024.png 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/noscript><\/p>\n<h2><span style=\"font-weight: 400;\"><br \/>\nPhase 2: Combining an Improved Reputation with a New Sender Domain<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With the account\u2019s reputation already on the rise, it was time to set up a new sender domain and warm up the list once more. The team began sending only to highly engaged readers. From there, they gradually increased the segments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Campaign 1 &#8211; Super Mega Engaged Segment &#8211; No more than 20\/30k profiles<br \/>\n<\/span><span style=\"font-weight: 400;\">Campaign 2 &#8211; Same as Campaign 1<br \/>\n<\/span><span style=\"font-weight: 400;\">Campaigns 3 &amp; 4 &#8211; Super engaged, no more than 30\/40k profiles<br \/>\n<\/span><span style=\"font-weight: 400;\">Campaigns 5 &amp; 6 &#8211; No more than 50k profiles<br \/>\n<\/span><span style=\"font-weight: 400;\">Campaigns 7 &amp; 8 &#8211; No more than 60k profiles<br \/>\n<\/span><span style=\"font-weight: 400;\">Campaign 9, &#8211; No more than 80k profiles<br \/>\n<\/span><span style=\"font-weight: 400;\">Campaigns 10 to 19- No more than 100k profiles<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They very gradually moved towards more design-heavy campaigns once it became clear that this style was getting more clicks and orders.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16122 size-large lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/design-rich-email-scaled-e1695809136406-172x1024.jpg\" alt=\"design rich jewelry email\" width=\"172\" height=\"1024\" data-srcset=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/design-rich-email-scaled-e1695809136406-172x1024.jpg 172w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/design-rich-email-scaled-e1695809136406-258x1536.jpg 258w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/design-rich-email-scaled-e1695809136406-344x2048.jpg 344w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/design-rich-email-scaled-e1695809136406.jpg 421w\" sizes=\"(max-width: 172px) 100vw, 172px\" \/><noscript><img decoding=\"async\" class=\"aligncenter wp-image-16122 size-large lazyload\" src=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/design-rich-email-scaled-e1695809136406-172x1024.jpg\" alt=\"design rich jewelry email\" width=\"172\" height=\"1024\" srcset=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/design-rich-email-scaled-e1695809136406-172x1024.jpg 172w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/design-rich-email-scaled-e1695809136406-258x1536.jpg 258w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/design-rich-email-scaled-e1695809136406-344x2048.jpg 344w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/design-rich-email-scaled-e1695809136406.jpg 421w\" sizes=\"(max-width: 172px) 100vw, 172px\" \/><\/noscript><\/p>\n<p><span style=\"font-weight: 400;\">At this point, the account\u2019s reputation was much better. But email campaigns were still landing in the \u201cpromotions\u201d tab. The Hustler Marketing team wanted to go the extra mile and get them into the \u201cprimary\u201d tab.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Improving Email Deliverability Through Strategic Promotion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To do this, they sent subscribers 3 teaser emails. These emails let the audience know two things:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A very exciting promotion was coming, SOON<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It would only be live for a limited time<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They would need to move the email to primary to get a notification when the sale began<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This was a spam-free, genuinely helpful message that got readers to perform the key action themselves. Of course, the promised sale arrived on time, and it was exciting enough to achieve huge results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This really helped finalize the team\u2019s deliverability project. By this time, reputation was in a great place, open rates were stable, click rates were healthy, and the emails were landing in primary.<br \/>\n<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Revenue Follows Reputation and Improved Email Deliverability<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It didn\u2019t take long for email revenue to pick up as the team predicted it would. With more emails and email flows landing where customers would actually see them, the store saw a gradual but healthy uptick in sales from June to September:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email flows saw a 69% improvement in revenue attributable to email. Campaign-based email revenue grew by 31% in the same period.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Without the long-term vision and expertise behind this strategy, that revenue would have remained out of reach.<\/span><\/p>\n<p>Check out our <a href=\"https:\/\/www.hustlermarketing.com\/case-studies\/\">case studies<\/a> for more expert insights and email marketing toolkits.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The need to improve email deliverability is an ongoing priority for any eCommerce store. Deliverability the foundation of effective digital engagement, especially for jewelry eCommerce brands. That&#8217;s because trust and reputation are critical for online jewelry purchases. When deliverability is low or unstable, sales and revenue suffer. In this article, we&#8217;re taking a look at [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":16119,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[6,3,60,2],"tags":[],"class_list":["post-16142","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-deliverability","category-improvements","category-revenue"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Improve Email Deliverability for Jewelry eCommerce - Hustler Marketing<\/title>\n<meta name=\"description\" content=\"Find out how this trailblazing jewelry eCommerce brand was able to improve email deliverability andunlock new revenue opportunities.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hustlermarketing.com\/blog\/improved-email-deliverability-boosts-revenue-for-jewelry-ecommerce-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Improved Email Deliverability Boosts Revenue for Jewelry eCommerce Brand\" \/>\n<meta property=\"og:description\" content=\"The need to improve email deliverability is an ongoing priority for any eCommerce store. Deliverability the foundation of effective digital engagement,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hustlermarketing.com\/blog\/improved-email-deliverability-boosts-revenue-for-jewelry-ecommerce-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Hustler Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/HustlerMarketingTeam\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-27T11:11:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/email-deliverability-1024x576.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Dylan Arslanian\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@HustlerMrktng\" \/>\n<meta name=\"twitter:site\" content=\"@HustlerMrktng\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dylan Arslanian\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/improved-email-deliverability-boosts-revenue-for-jewelry-ecommerce-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/improved-email-deliverability-boosts-revenue-for-jewelry-ecommerce-brand\/\"},\"author\":{\"name\":\"Dylan Arslanian\",\"@id\":\"https:\/\/www.hustlermarketing.com\/#\/schema\/person\/515c4593223745cef031f2ea9a88a03b\"},\"headline\":\"Improved Email Deliverability Boosts Revenue for Jewelry eCommerce Brand\",\"datePublished\":\"2023-09-27T11:11:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/improved-email-deliverability-boosts-revenue-for-jewelry-ecommerce-brand\/\"},\"wordCount\":1046,\"publisher\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/improved-email-deliverability-boosts-revenue-for-jewelry-ecommerce-brand\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/09\/email-deliverability.png\",\"articleSection\":[\"Case Studies\",\"Deliverability\",\"Improvements\",\"Increase Revenue\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/improved-email-deliverability-boosts-revenue-for-jewelry-ecommerce-brand\/\",\"url\":\"https:\/\/www.hustlermarketing.com\/blog\/improved-email-deliverability-boosts-revenue-for-jewelry-ecommerce-brand\/\",\"name\":\"How to Improve Email Deliverability for Jewelry eCommerce - 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