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Director, Marketing, Ringly
Smart jewelry company Ringly doesn’t just want to sell a product—it wants to sell a lifestyle. That’s why even though driving customers to buy activity tracker rings and bracelets is important, keeping them engaged and excited about the product is equally critical. Jessamyn Block, Ringly’s director of marketing, spoke with eMarketer’s Maria Minsker about the role email plays in both customer acquisition and retention.
eMarketer: What is Rigly’s email marketing strategy?
Jessamyn Block: We’re different than most fashion technology brands because we don’t have that many unique product SKUs. As a result, it doesn’t make sense for us to send an email every day about the same products. With that in mind, our focus right now is on content. We’ve found that good content that doesn’t even mention products sometimes drives more sales than emails that promote the product directly.
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