The Promo Trap
Highlighting a temporary price reduction on pendants might seem like a decent enough thing to use as an email subject line.
But if that's the gist of what you're sending?
You're leaving revenue on the table.
Why Relationship Matters First
You might be asking, why is revenue being left on the table?
Because those subject lines usually only work like gangbusters when there's already a relationship.
When the reader knows you.
Likes you.
Trusts you.
Feels something when your brand shows up in their inbox.
The Standard Pattern
Most brands skip straight to the ask.
No story.
No connection.
No emotion.
Just promos in a loop..
The Shift That Changes Everything
Here's the shift:
✨ Spark curiosity first.
✨ Build trust through conversation.
✨ Make your emails feel like a gem - not a blast.
✨ Then drop that Thursday offer - and watch what happens.
Stop Blending In, Start Standing Out
If your email game is mostly promo and light on personality, you're not just blending in.
You're leaking potential.
🟢 Story sells.
🟢 Emotion drives clicks.
🟢 Connection fuels long-term loyalty.
Enthrall, Don't Just Sell
Not every subject line needs to sell - some need to enthrall.
Every friend-to-friend message becomes less of an email and more of an invitation to connect deeper and deeper.
Curious to Know Where Your Jewelry
Brand Stacks Up When it Comes to Email?
You'll get your
Inbox
Gem Grade™ (IGG) - a
proprietary rating system based
on the classic AGS diamond cut scale. 💎
You'll also discover crucial custom action points
that can help you uplevel
your email results immediately.
To emails as enchanting as your pieces,
Andrew Martinsen
Founder, Inbox Gems
