Email Marketing Strategy with Claire Howard Jewellery
- Apr 16
- 5 min read
From “Weekly Emails” to a Strategy That Actually Sells
A 1:1 Email Marketing Strategy Session with Claire Howard Jewellery
If you haven’t come across Claire Howard Jewellery yet, it’s a brand built on meaning, craftsmanship and thoughtful design.
Claire creates pieces that aren’t just accessories; they carry emotion, story and intention. The kind of jewellery people buy to mark a moment, not just fill a space in their wardrobe. Which is exactly why her marketing needs to feel as considered as the product itself.
Yesterday I sat down with Claire for a focused 1:1 strategy session; and honestly, it’s the kind of session I love most. Claire wanted a fresh plan that would better inspire her and also bring bettter commercial results (sales and workshop bookings).
She was 85% there. Her emails were going out weekly. The tone was personal. She had a welcome email set up with a small chain of auto emails. Content was being created consistently and a loyal audience was already there…but underneath, things felt a bit flat. And that’s exactly where strategy makes the difference.
Funding
This is worth mentioning to other small business owners who operate on the High Street in Norfolk...Claire got funding for this bespoke 1:1 email marketing session from the Norfolk High Streets Matter scheme.
This funding scheme, operated by New Anglia Growth Hub, aims to provide:
Support for 200 businesses across retail and hospitality
Training, grants and one‑to‑one advice
Practical improvements that boost footfall, customer satisfaction and business confidence
Stronger, more distinctive town centres shaped by independent local businesses.
You can take part this year!
All Norfolk small businesses are welcome. Note that priority will be given to the following focus towns:
May – June programme 2026 – Cromer, Thetford, Harleston and Downham Market (closing date for applications is Wednesday 13 May 2026)
September – October programme 2026 – Wymondham, Holt, Watton and Wells-next-to-the-sea.
The Brief: “Something’s Not Quite Clicking”
Claire came to me with a very honest (and very common) set of challenges:
“I’m sending emails every week, but I’m not sure they’re doing anything”
“My newsletter has lost its way; it feels a bit samey”
“I don’t want to be pushy or salesy… but I do need to sell”
“I’ve had a content structure before, but I’ve drifted away from it”
“I’m relying a lot on sending people to my blog rather than engaging them in the email”
In short:
Lots of activity; not enough direction or return
And this is the trap so many small business owners fall into; doing the work without a clear outcome attached.
What Was Really Going On
Pretty quickly, we uncovered a few key things:
The newsletter had become formulaic (intro; link; repeat)
There was no clear role for each email
She was trying to say everything in one send
Sales messaging was being softened, that it was almost invisible
The previous 4-week content cycle had been replaced… but not with anything stronger
So instead of a strategy, Claire had ended up with a habit. And habits don’t drive growth; intentional strategy does.
Zooming Out: Email Is Only One Piece of the Puzzle
One of the most important parts of our session wasn’t actually email.
It was stepping back and asking: “Where does email sit in the wider marketing funnel?”
Because email on its own doesn’t create demand; it captures and converts it.
So we mapped out Claire’s full funnel. Now, email marketing has a clear role: nurture and convert an already-warm audience. Which instantly makes it more effective; and far less pressured.
What We Shifted (This Is Where It Gets Good)
Rather than rebuilding a rigid system, we introduced something much more flexible and powerful:
Themes, Not Rules
Instead of a strict 4-week cycle, we built her email strategy around four core content themes:
Story-led emails (connection, meaning, emotion)
Product-led emails (but done in a way that feels natural, not pushy)
Behind-the-scenes (process, craft, personality)
Customer / commission stories (social proof without shouting about it)
But we removed the 'week one = story-led, week two = product' approach.
I suggested Claire write whatever was most top-of-mind for her that week. So if there were two back-to-back behind-the-scenes newsletters, that was ok. This gives her structure, without making her feel boxed in.
Selling Without Feeling “Salesy”
This was a big one for Claire.
Like many creative business owners, she was underselling and holding back on direct offers. So we reframed selling as: inviting the right person in.
We worked on:
Stronger, clearer calls to actions (in the weekly newsletter, but also in the auto welcome email sequence)
Writing that speaks to VIP customers, as well as the general list
Making product emails feel like a natural extension of the story
Creating Value Without Discounting
Another key focus was how to reward her audience without eroding her brand.
We explored:
Early access to new pieces
Limited, email-only drops
VIP-style moments for repeat customers
Adding meaning and storytelling to increase perceived value
Because for a jewellery brand value is emotional; not just financial.
Simplifying the Strategy (So It Actually Gets Used)
I’m not interested in giving clients a strategy they won’t follow.
So everything we built was designed to be:
Simple
Repeatable
Flexible
Claire left with:
A clear content direction
Defined email “types” she can rotate when SHE wants
Confidence in how to sell without feeling uncomfortable
A plan that fits her business; not a generic template
The Bigger Picture
This session was about moving from:
“I send emails every week” to “My emails have a job to do; and they do it well”
That’s the shift that turns email marketing into:
a relationship builder
a sales channel
and a long-term asset for the business
What Claire Said:
"This was fantastic! Such a productive morning. I've got the book on order Rechenda recommended and have already started making some changes, which I hope will make a difference and enable something really precious to me to not become burdensome.
"Well worth spending a morning in front of a screen for the intel I got into my email marketing. Rechenda opened my eyes to the data and bits I couldn't see because I felt like I was in the middle of it.
"She took all my pain points and answered them, giving me a strategy for the future. She's given me confidence to do things a little differently and I'm looking forward to seeing where it takes me."
Thinking Your Email Marketing Might Need a Reset?
If you’re:
sending emails but not seeing results
unsure what to say or how to structure it
avoiding selling because it feels uncomfortable
or just feel like your content has lost direction
Then you don’t need to “do more”...you need a clearer strategy
Work With Me
My 1:1 strategy sessions are designed to give you exactly that; direction and a plan you’ll actually use. Whether it’s email marketing, content, or your wider strategy: I’ll help you turn what you’re doing into something that actually works.
Explore my strategy sessions or book your slot today - call me on 07506 209891 or email hi@rechendadoesmarketing.co.uk
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