Omnisend success story · Gemstone jewelry maker

How Silver Street Jewellers made $100K in its first three months online with Omnisend email and SMS.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

When the pandemic stopped the in-person shows that carried its business, a Canadian maker of sterling silver and gemstone jewelry moved online almost overnight. Email and text did most of the selling, and the store took $100K in its first three months.

Business: Silver Street Jewellers
Market: Saskatoon, Canada, selling online
Goal: Replace in-person shows with an online store

Three gemstone rings in silver, gold and rose gold on a dark background

The results.

Results from the first three months of selling online, after in-person shows stopped during COVID-19. Omnisend gives no earlier online baseline, because the store was new.

$100Kin sales in the first three months selling online
60%of total income came from the email program
38%of email revenue came from automated messages, which were less than 3% of email sends

First three months selling online. Results as published by Omnisend, based on revenue Omnisend attributes to its messages. Omnisend does not state the attribution window.

The challenge.

Silver Street Jewellers has made affordable sterling silver jewelry with genuine, ethically sourced gemstones since 2006, selling mostly at in-person shows. When COVID-19 stopped the shows, the business had to sell online or stop selling.

It had used Mailchimp only for announcements. Now email and text had to do the work a show booth used to do: introduce the pieces, answer questions and bring people back to buy.

Omnisend workflow trigger menu with added product to cart, clicked message and segment events

What they did.

SMS to drive store visits · Welcome automation · Cart, product and browse abandonment · Facebook audience sync

Used text to open the new store: SMS sent existing fans to the new website and pointed them to coupons in their email.
Welcomed every new subscriber: A welcome automation introduced the brand and the collection to everyone who joined the list.
Followed up on every browse and cart: Cart, product and browse abandonment automations brought shoppers back to the pieces they had looked at, earning more than $4 per email on some messages.
Reached subscribers on Facebook too: Omnisend’s Facebook audience sync turned the email list into a retargeting audience for ads.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

A loyal audience, moved online: Show customers already knew and liked the jewelry. Text and email simply told them where to buy it now.
Automation replaced the booth conversation: Abandonment reminders did the follow-up a person would have done at a show, for every shopper, at any hour.
Email and ads worked as one: Syncing the list to Facebook kept the brand in front of subscribers between emails.
Paid for itself fast: The email program covered a year of Omnisend in its first two weeks, and Omnisend reports 100% month-over-month growth.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our Omnisend email, SMS and push management.

Move your offline customers online: Market, show or shop customers become subscribers with a simple sign-up and a reason to join, managed in our Omnisend email, SMS and push management.
Launch with text and email together: A launch text for urgency, a welcome email for the story, and a coupon that ties them together.
Switch on abandonment from day one: Browse, product and cart reminders go live with the store, so no early visitor slips away.
Sync the list with your ads: Your subscribers become ad audiences, and look-alikes find new buyers. See our Meta ads management.