136 - Laryssa and Liz Answer the Question, "What’s Actually Working in Instagram and Email Marketing Right Now?"

Summary

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).

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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.

Transcript

[A]

Welcome to the Success with Jewelry podcast where we invite you inside our conversations about business success and marketing for jewelry designers and entrepreneurs.

[B]

We're Larissa and Liz, jewelry marketing experts with a combined 18 years of experience in jewelry marketing and proven track records in helping jewelry brands meet their goals. When you listen to this podcast, you get an intimate and exclusive peek behind the curtain of all the things you wish you could know about earning success in this industry.

[A]

Welcome to episode 136. In this episode we're diving into the latest and greatest in Instagram and email marketing. It's been a little while since we've done a check in so we're sharing what's working right now and our top tips and insights to help you stay ahead. And for insiders, we talk a little bit about what's really working now, sharing real wins, what we're doing with our clients and just we got deeper, we.

[B]

Shared some stuff, we got deeper, we talked about. We're both working on welcome series and how that's going for us. Liz shared a really big takeaway she got from watching all the influencer content from gck and I think it's a big insight for everyone too. So.

[A]

So if you want to join us as an insider, visit our Patreon page.

[B]

Success with jewelry dot com.

[A]

Hey Larissa, let's get into.

[B]

Is just we could talk about what's new with Instagram and email like every week if we wanted to. That could just be our podcast and.

[A]

It could be and there are podcasts out there like that. I think that this is going to be a quick little our take right now. It's not too different from the last time we talked about this stuff, but that was in the winter. I think touching base on it again is a good idea but you know, not too much has changed. I think that still, you know, like thinking about how you can be personal and connect with people more intimately like one on one is really important. So you know when, if we want to talk about the algorithm and algorithm content that works. Algorithm friendly content if you will. 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. So having that hook's really important. And then also just carousels like just that's what's working. 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.

[B]

I agree with you. I also, while you were talking, I was remembering a post I saw. It was like a social media advice kind of account and they were talking about how the metrics we should be caring about on social media are changing too, because people aren't even double tapping or liking content necessarily anymore. I, um, and I screenshotted a comment because I was like, yes, this makes so much sense. This person, Milk, milk, sugar says it really started going downhill when we got TikTok. Why? Because hearts on TikTok mean I'm saving this into a folder on my profile because it's funny, informative, whatever, and that's a folder we revisit often. For me, TikTok hearts means save on Instagram. Hearts mean. Well, they don't mean anything. So basically TikTok really changed the intent behind the like, and I think that's when it died here on Instagram. And so what the metrics people are paying attention to more is views, reach, saves, shares. Because people are just consuming and interacting with content differently. And the all the different platforms have changed that.

[A]

That's so interesting. I have. I'm not on TikTok, so I had no idea about that. And that's such good insight from that commenter.

[B]

Yeah. And I think even in addition to what they said, because I kind of look on TikTok here and there, it's like, I don't really need to like stuff because the algorithm will just keep showing me content for me to enjoy and I don't have to really even interact with it. I just. The mark of it being quote, unquote, good is how much time I'm spending watching the whole thing or moving to the next thing.

[A]

The issue I had with TikTok when I was on it five years ago was that and things could have changed, but I would like something or like, like it. Not like by doing anything, just liking it or enjoying the content. And then I couldn't find the creator again because another thing would come up and then I couldn't get back to it. I don't know, maybe this is silly, but then I couldn't find the creator.

[B]

You kind of just hope it comes back.

[A]

You hope it comes back. And sometimes I get into that with reels too, where like, you see something for a second and you're like, oh, I want to go back and watch that and you can' find it. Gosh, I'm such a millennial. I like a carousel post. I like a caption. I like following people and engaging with the content of the people that I follow and I know. So there's different, like generations out there enjoying content differently as well.

[B]

Yeah. And there are people still liking things. But I think if you're one, if you're sitting there being like, why are my likes going down? It's. Yes, the algorithm has changed, but it's not necessarily a sign that your content is bad. I would maybe think about views and reach and the other metrics too.

[A]

And DMs. I mean, DMs are so important. And I know that it feels tedious to like DM people one on one, but focusing on stories, people, I feel like are quick to send a reply to a story because the direct message box is like right there for people to type in even quicker than leaving a comment. So, yes, I think DMS are really, really important still. And then this is something we've been seeing with like big luxury brands too, is like more behind the scenes content, more real content, less polished, more authenticity. Which is why like the photo dump post works too. Because it's like, oh, these are like real photos from someone's life. It's not like a polished thing that they planned necessarily, even if they did plan it. And then definitely also hashtags. I mean, technically, like fewer, more targeted hashtags work, but I would say that you don't need hashtags. We just don't need to worry about them anymore, in my opinion. Because the way everything's, you know, the search functionality is working on the platform is it's pulling from the text and we don't need hashtags to search anymore.

[B]

Yeah, it's all just recommended and curated now. Yeah.

[A]

And you want to think about like time of day to post based on like when you feel like your followers.

[B]

Are online.

[A]

And engaging. So looking at analytics for that, but not too much different with Instagram. Let's talk about email marketing and what's converting now. And we have a whole episode about this first one and Larissa is the expert. But list health and engagement, super important.

[B]

I mean, yeah, it's really important. It is. It. I think the. I'm totally not able to form a sentence right now. The inbox providers, like Gmail, et cetera, they are becoming more and more advanced in trying to protect you, the user from getting phishing spam, blah, blah, blah. And so their filters are like very strong and very aggressive. And obviously you, the jewelry business owner is not sending an email trying to like scam someone out of money. But if the inbox provider is noticing that a lot of people aren't interacting with your email, they're gonna start to think it's not legit or not quality content. So you have to make sure that the people on your list want to be there and they're engaging with your emails. Right.

[A]

And yes. So looking at your list health, super important. Even though it doesn't feel like the most important thing we're telling you it is. Look at your list health and check out that episode. I forget which number it is. But also emails that perform are personal stories, founder updates, you know, like a note from the designer, things like that. Curated product highlights. So not just like, hey, here's a new collection or here's like a bunch of stuff, but like, you know, the June birthstone is pearl and so like doing like a pearl collection or something like that. But things that feel like they're, they're curated and tell some sort of story even if you're just highlighting product. Also value based content. And I know it's hard with a product based business to like think about sales as value based. But you know, offering more information about your product that's valuable.

[B]

Yeah. For like summer, for example. Excuse me, for summer. Things like, oh, wedding guest style or your essentials to pack for like a weekend getaway or whatever, rooftop bar picks, whatever, you know, whatever makes sense for your customer. But there's a lot of creative ways to merchandise product and that is a value add. Because people sometimes need guidance to know how to wear the jewelry, what settings to wear it in, how to like engage with your jewelry. And you can do all that through.

[A]

Email and even telling people about like how they can work with you on a custom project. That's great too. Or how people can purchase something from you, how they can get it customized, things like that. Something else that's super, super important that I have such a hard time with is subject lines, things that like really grasp your attention. And my best tip for this, because I'm so bad at it, is to look in your inbox and see what grabs your attention and what makes you open an email. But you want to test short emails that like really like pique somebody's curiosity.

[B]

Yeah, they should definitely be short. Don't jam your email with a whole bunch of texts. That might be the biggest mistake that I see. No one wants to read a novel on their phone in their inbox.

[A]

Yeah, and you made a good point. It's usually on a phone.

[B]

It's usually on a phone. And that's why the emails have to load well and quickly. And the most important Information needs to be at the very top. You can't, like, bury the lead all the way down. Also considering that people have all kinds of settings and screen sizes. And so if you can test your emails on like, for example, your iPhone or even send it to a friend that has a different phone and see if there are inconsistencies and you, you're, you have the time and the resources for that. It's important, too, because everyone's going to see your email differently. The way it looks in your, like klaviyo or mailchimp or whatever you're using is most likely not a hundred percent going to be the way everyone else sees it.

[A]

And the last thing we'll say, which should be no surprise to anyone who's been a listener of this podcast, is regular sends. So sending your emails regularly is so important, and it's going to pay off in a big way to stay consistent. Not just when you have a trunk show, not just when you have a new collection. You want to be sending out content regularly, ideally once or twice a month, and then also just planning in advance because then you'll have a clearer view of what you're trying to say and your story will make much more sense.

[B]

To your customers and it will make it less stressful for you.

[A]

All right, what's working for you right now? Let us know. Visit successwithjewelry.com and if you love the podcast, we'd love to hear from you. Send us a message or leave us a review. Thanks for being a part of our community.