Jewelry store marketing built on birthdays, anniversaries and the store's own sale

The three campaigns. The three researched jewelry campaigns are a birthday and anniversary client campaign; an engagement-ring local Meta store-visit / lead campaign; and a sale-event direct-mail and paid-social campaign.

One team. MBI plans, produces and delivers the work that brings in the next customer, from a single team in DeLand, Florida, and data, print and delivery have been in-house since 1989.

direct mail marketing services →digital advertising services →

What the sources name. Automated birthday/anniversary mailers and locally targeted sale-event postcards are evidenced for jewelers.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service (ACS) and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

targeted direct mail →personalized direct mail →direct mail mailing lists →

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

The FTC's Guides for the Jewelry, Precious Metals, and Pewter Industries (16 CFR part 23) apply to persons, partnerships, or corporations, at every level of the trade (including but not limited to manufacturers, suppliers, and retailers) engaged in the business of offering for sale, selling, or distributing industry products, and apply to claims and representations about industry products included in labeling, advertising, promotional materials, and all other forms of marketing, whether asserted directly or by implication, through words, symbols, emblems, logos, illustrations, depictions, product brand names, or through any other means; they set forth the Federal Trade Commission's current thinking about claims for jewelry and articles made from precious metals and pewter, they help marketers and other industry members avoid making claims that are unfair or deceptive under Section 5 of the FTC Act, and they do not confer any rights on any person and do not operate to bind the FTC or the public. Section 23.1 states that it is unfair or deceptive to misrepresent the type, kind, grade, quality, quantity, metallic content, size, weight, cut, color, character, treatment, substance, durability, serviceability, origin, price, value, preparation, production, manufacture, distribution, or any other material aspect of an industry product.

FTC, Guides for the Jewelry, Precious Metals, and Pewter Industries, 16 CFR part 23

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FTC advertising guidance for small business states that advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims, and that advertisements cannot be unfair; and that an ad is deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material, that is, important to a consumer's decision to buy or use the product.

FTC, Advertising FAQ’s: A Guide for Small Business

direct mail and digital marketing →

What the sources name. Jewelry-specific automation supports birthday and anniversary SMS messages coordinated with direct-mail campaigns.

CTIA's Messaging Principles and Best Practices state that Message Senders should support opt-in mechanisms, and messages should be sent only after the Consumer has opted-in to receive them, and list six mechanisms by which a Consumer might demonstrate opt-in consent, among them entering a telephone number through a website, sending a message from the Consumer's mobile device that contains an advertising keyword, and signing up at a point-of-sale (POS) or other Message Sender on-site location; Message Senders should also document opt-in consent by retaining seven kinds of data where applicable, among them the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

CTIA's Messaging Principles and Best Practices state that Message Senders should ensure that Consumers have the ability to opt-out of receiving Messages at any time, should support multiple mechanisms of opt-out, including phone call, email, or text, and should acknowledge and honor all Consumer opt-out requests by sending one final opt-out confirmation message per campaign; and that Message Senders should not use opt-in lists that have been rented, sold, or shared to send messages and should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices, May 2023, §§5.1.3–5.1.4

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The print formats. Birthday/anniversary mailers; sales-event postcards; direct-mail offer pieces.

In house. Printing at MBI is commercial printing done in-house, from a short run to a full production run.

USPS Domestic Mail Manual 201.1.2.1 sets commercial card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with cards more than 4-1/4 inches high or 6 inches long, or both, required to be a minimum of 0.009 inch thick; at no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; and at no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard. The same section requires an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

printing services →postcard mailing services →direct mail cost →local business marketing →