Success With Jewelry Podcast: Episode 136 Summary

Title: Success With Jewelry
Hosts: Laryssa Wirstiuk and Liz Kantner
Episode: 136 - "Laryssa and Liz Answer the Question, 'What’s Actually Working in Instagram and Email Marketing Right Now?'"
Release Date: June 30, 2025

In Episode 136 of the Success With Jewelry podcast, hosts Laryssa Wirstiuk and Liz Kantner delve into the current trends and effective strategies in Instagram and email marketing tailored specifically for jewelry designers and entrepreneurs. Drawing from their combined 18 years of experience, they provide actionable insights to help jewelry brands thrive in a competitive digital landscape.

Instagram Marketing Strategies

Algorithm-Friendly Content

Laryssa opens the discussion by emphasizing the importance of creating content that aligns with Instagram's evolving algorithm. She states, “Short form videos, reels are still great but you need to have a hook in the beginning so it can't just be a video of a thing. It needs to have like a reason for somebody to keep watching” (01:33). This hook is crucial to retain viewer interest and boost engagement rates.

Engagement Through Carousels and Photo Dumps

Both hosts highlight the effectiveness of carousel posts, noting their versatility in storytelling and education. Laryssa adds, “Carousel posts are working. You can storytell with them, you can educate people with them, but you can also like I find that just like a photo dump is really Great for engagement” (02:43). This approach not only enhances engagement but also showcases the authenticity of the brand.

Evolving Metrics and User Interaction

Liz brings attention to the shifting metrics that matter on social media platforms. She shares an insightful comment from a social media advisor: “‘It really started going downhill when we got TikTok... On Instagram, hearts mean. Well, they don't mean anything.’” (03:51) Liz explains that traditional metrics like likes are waning in importance, with greater emphasis now placed on views, reach, saves, and shares. This shift signifies a change in how users interact with content, moving towards more meaningful engagements.

Laryssa concurs, adding personal observations: “The issue I had with TikTok... I couldn't find the creator again... I couldn't find the creator” (04:01). This highlights the challenge of maintaining consistent engagement across different platforms.

Authenticity and Behind-the-Scenes Content

Both hosts agree that authenticity is paramount in today's Instagram marketing. Laryssa notes, “More behind the scenes content, more real content, less polished, more authenticity” (05:19). This trend towards genuine and less curated content resonates well with audiences, fostering a deeper connection with the brand.

Hashtags and Posting Strategies

Laryssa advises a strategic approach to hashtags, suggesting that “fewer, more targeted hashtags work” but also posits that hashtags might become less necessary as Instagram’s search functionality improves. She recommends focusing on the optimal time of day to post based on follower activity, stating, “Think about like time of day to post based on like when you feel like your followers are online and engaging” (06:54).

Email Marketing Strategies

Maintaining List Health and Engagement

Shifting focus to email marketing, Liz underscores the critical importance of list health and engagement. She explains, “Inbox providers... are becoming more advanced in trying to protect you, the user from getting phishing spam... if a lot of people aren't interacting with your email, they're gonna start to think it's not legit or not quality content” (07:18). Ensuring that subscribers are genuinely interested and engaged is essential for maintaining high deliverability rates.

Crafting Value-Driven Content

Laryssa outlines the types of email content that convert effectively. She emphasizes personal stories, founder updates, and curated product highlights, such as, “the June birthstone is pearl and so like doing like a pearl collection or something like that” (08:12). Additionally, she advocates for value-based content that provides customers with useful information, even within a product-centric business.

Liz supports this by suggesting creative ways to add value, such as offering styling tips or customization options: “You can do all that through email and even telling people about like how they can work with you on a custom project” (09:11). This approach not only engages subscribers but also positions the brand as a valuable resource.

Subject Lines and Email Design

Laryssa highlights the importance of compelling subject lines: “Look in your inbox and see what grabs your attention and what makes you open an email” (09:48). She recommends testing short, curiosity-piquing subject lines to increase open rates. Liz adds practical advice on email design, emphasizing brevity and mobile optimization: “Don't jam your email with a whole bunch of texts... It’s usually on a phone” (10:22).

Consistency and Planning

The hosts agree that maintaining a regular email schedule is vital. Laryssa advises, “Sending your emails regularly is so important... ideally once or twice a month” (11:27). Consistency not only keeps the audience engaged but also reduces the stress associated with last-minute content creation. Planning in advance allows for a cohesive narrative and a clearer communication strategy.

Key Takeaways

• Instagram Strategies:

  • Utilize short-form videos with strong hooks.
  • Leverage carousel posts and photo dumps for higher engagement.
  • Focus on metrics like views, reach, saves, and shares over likes.
  • Embrace authenticity with behind-the-scenes and real-life content.
  • Optimize posting times based on follower activity and engagement patterns.

• Email Marketing Strategies:

  • Prioritize list health and ensure active engagement to avoid spam filters.
  • Create value-driven content that tells a story and offers useful information.
  • Craft compelling, concise subject lines to boost open rates.
  • Design mobile-friendly emails with key information at the top.
  • Maintain a consistent sending schedule with planned content.

Final Thoughts

Laryssa and Liz conclude by encouraging listeners to share their experiences and reach out for more personalized advice. They reiterate the importance of staying adaptable and continuously refining marketing strategies to align with evolving digital trends.

“For anyone looking to deepen their understanding and implement these strategies effectively, visiting successwithjewelry.com provides additional resources and community support,” Laryssa mentions (12:06).

This summary encapsulates the core discussions and insights from Episode 136 of the Success With Jewelry podcast, offering valuable guidance for jewelry entrepreneurs aiming to enhance their Instagram and email marketing efforts.