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.