180 - Laryssa and Liz on Email Marketing Part 2: What to Actually Say in Your Emails

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive.

Welcome to episode #180! We're back with part two of our email marketing series, and this week Laryssa and Liz are tackling the question they hear most often: what do I actually say in my emails? Because this is where so many jewelry brands get stuck — they have a list, they know they should be sending, they open up their email platform, and then they just stare at it.

In today's episode, Laryssa and Liz cover:

• What makes an email worth opening — and why having a point of view matters more than being creative

• How often you should actually be sending (Laryssa and Liz have slightly different opinions on this one)

• Why sending emails only when you have a show or a sale is not a strategy

• How to plan your email content so you're never starting from scratch

• Why repetition is not annoying — it's actually essential

• How to write in your brand voice and avoid sounding generic or salesy

• Subject lines: why they're harder to write than you think, and when AI can actually help

• How to know if your emails are working

In the bonus segment for Insiders only, Laryssa and Liz share their email content calendar framework for jewelry brands, plus the specific email types they come back to again and again with clients.

Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at https://www.lizkantner.com.

Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at https://joyjoya.com.

Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!