Maybe I have too much "jewelry on the mind," but having God-Tier onion rings the other day had me realizing that the perfect onion ring is a lot like a perfect sculptural gold wave ring; it's all about the layers. 🧅
Sure, the appearance gets attention. But there needs to be something substantial underneath; something that tells a story; something that has the future wearer envisioning how she'll feel with it on.
When Flash Replaces Substance in the Inbox
And yet when it comes to email, sometimes brands forego substance for a flashy image alongside a fancy font that states, "New Collection Available."
Recently a brand owner was totally vibing on the idea of friend-to-friend emails rather than brand-to-customer.
She told me one of her best-performing emails ever was one where she literally just wrote about finding her grandmother's wedding band in a drawer and ugly-crying for a half hour. No pro shots, just an iPhone pic, typing in the raw story and hitting send.
➡ The primary lesson from her case study is: if you wouldn't send it to your actual friend, don't send it to 25,000 people. 💍
The Soggy Batter Problem No One Talks About
After all, if the batter (the story) is soggy or non-existent, the onion (the piece) will not land as strongly as it could.
However when the crunch is right and when the golden ratio of "crust to core" is perfect, people don't just eat the onion ring; they talk about it for a week.
Some jewelry emails are soggy batter. They're "pretty" but they have zero crunch. They don't satisfy the hunger for a real connection.
What Stays With People Long After They Close the Email
Here's to no more "soggy" emails. Just pure, golden-ratio results through true connection.
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
