189 - Laryssa and Liz on Holiday Email Marketing: How to Show Up in the Inbox This Q4

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 #189! We're extending our holiday planning series because there's more to cover - and because if you're listening in September, this is exactly the right time to be thinking about this. Today Laryssa and Liz focus specifically on email marketing for Q4: how to show up in a crowded inbox, what to actually say, and how to use the lead-up to holiday as a storytelling and merchandising opportunity rather than just a sales push.

In today's episode, Laryssa and Liz cover:

• Why the inbox gets more competitive every Q4 - and what that means for how you need to show up

• Why your email list is your warmest audience, especially at a higher price point

• Why you should never be showing up for the first time in someone's inbox on November 28th

• How fall and the seasonal transition create so many natural merchandising and storytelling opportunities - color stories, layering, cozy styling content - before you even have to say the word holiday

• Why emailing only when you have something new or a sale is a habit to break now

• How to write subject lines that actually get opened - and what a good one looks like versus the sea of "last chance" and "20% off" sitting in everyone's inbox

• Why one clear idea per email will always outperform a packed, try-hard send

• How to think about your customer's mindset and what they're actually doing this time of year

In the bonus segment for Insiders only, Laryssa and Liz share what they're doing right now with their own clients to build momentum toward holiday - including a real example of a collection launch that's been teasing for over a month with zero audience fatigue.

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!