Before you think, “that’s ridiculous!” hear us out. Jewelers are notorious for hating email, so it's not surprising that most jewelry businesses see email marketing through a very personal lens. But the reality is, email marketing still delivers the highest ROI of all online marketing activities.

Especially today, when you need to do more marketing with less time, email marketing allows you to connect with your audience in a highly personalized way while staying on message and on budget.

With Facebook boasting over 1 billion active users and Twitter boasting 255 million, it's tempting to believe that social media is the most effective way to reach your audience. But social media doesn’t give you the kind of one-to-one brand communication opportunities that email can provide. Even if you chat with your customers all the time on social media, those chats (unless you’re using Messenger) are all part of a public forum. Email can build intimacy where social marketing cannot. Of course, if all you’re doing is email blasts, then that’s not very personal either. 

It’s time to start thinking beyond the email blast. It’s time to think about how you can engage prospects and customers in personally relevant, timely ways. And that’s something email is extremely  good at.

91% of Americans have an email address today. And if you’re thinking that those are all Gen X, you’d be wrong. Here are the statistics:

• 90% of 15-24 year-olds use email
• 93.6% of 25-44 year-olds use email
• 90.1% of 45-64 year-olds use email
• 84.1% of 65+ use email

Additionally, while only 8% of email users report they are “very satisfied” with email marketing in general, customer email satisfaction rates with brands that do a good job of personalized, relevant email messaging are often higher than 80%.

Instead of focusing on sending out email blasts, it’s time to think about using tools like marketing automation, drip campaigns, and personalized one-to-one email to support your marketing efforts. Instead of trying to send out 2,000 emails in one blast every month, think about sending out 50-100 highly relevant emails every day. No, you don’t have to sit at your desk and craft 50 emails. Instead, use features like tags and categories in your email list to segment your customers, and then send out messages that are super targeted to small groups of them.

One of the biggest business trends of the next few years is marketing automation, in which you create intelligent customer segments and then target very refined messages to them on pre-set timers, responding to their niche interests as if each one of them is the only one to whom you are sending an email. In this way you can promote—using email—every single day, which will help both increase and smooth out customer responses related to email outreach.

So yes, you can email every single day, and email can and should be one of the pillars of your marketing strategy. It’s just time to think about email marketing differently. Consider your customer personas and your list segments, target target target. Pretty soon you’ll be getting that email marketing ROI we’ve been talking about.