D&T Jewels — The Follow-Up Engine

Part one · Email

Five sequences, every email accounted for.

01 · Welcome

Trigger — joins the VIP list

Instant"Welcome to the bench"Diana's story. No selling.

Day 2"How a stone becomes yours"The craft — why handmade costs what it costs.

Day 5"The pieces looking for homes right now"Available pieces + commission invite.

40–60% opens · 2nd-highest revenue flow in ecommerce

02 · Almost-bought

Trigger — checkout started, not finished

+1 hour"Your piece is waiting"One tap resumes checkout, cart intact.

+24 hours"One of a kind — still here, for now"True scarcity. No fake countdowns.

Recovers 3–5% typically, 10%+ at best · highest $/send there is

03 · Still looking

Trigger — viewed a piece twice, no checkout

Next day"[The piece] is still here"The piece they kept returning to + similar stones.

≈10× the conversion of a standard campaign

04 · New drop

Trigger — Diana publishes new pieces

On drop"First look: new pieces from the bench"The list shops 24h before anyone else.

The flagship for one-of-a-kind — nothing ever restocks

05 · Post-purchase

Trigger — order placed / delivered

On delivery"Caring for your [stone]"Care + the story of their piece.

+7 days"How does it look on you?"Review + photo ask — feeds the reviews page.

+30 days"The bench is open"Commissions + what's new since.

Reviews · repeat buys · referrals — at $0 acquisition cost

1× per month

Campaigns

A monthly roundup — new pieces & seasonal features, in Diana's voice.

Included in the retainer, with maintenance & optimization

Segments

Three lists, not one

Buyers · engaged · everyone — each gets its own first-look privilege.

Buyers never get "convince me" emails

Seasonal

Built before it's needed

Q4, Valentine's, Mother's Day — planned a month ahead.

V-Day ≈18% · Mother's Day ≈12% of jewelry's year

The comeback engine.

Warm visitors convert at 5–12% vs 0.5–1.5% cold. Meta does the heavy lifting; Pinterest and Google reinforce.

1 · Discover

Pinterest & Google.

2 · Visit

Most aren't ready.

3 · Remember

Filed into an audience.

4 · Remind

The piece reappears on IG/FB.

5 · Return

Warm converts 5–12%.

6 · Rejoin

Buyers → email flows.

↺ Non-buyers cycle back — pools grow · algorithms learn · returns compound

▼Step 3, up close — everyone is filed into one of five audiences

30-day window

Window shoppers

Visited, browsed lightly.

See: the brand story

14-day window

Piece admirers

Viewed pieces closely.

See: their exact piece

7-day window

Checkout starters

The hottest audience.

See: "still here, for now"

Past buyers

Collectors

Own a D&T piece.

See: new drops only

Synced weekly

The list

Subscribers, matched to ads.

See: campaign echoes

Capped

~2–3 views/day max. Reminding, never hounding.

Honest

"One of a kind" is true — no fake urgency, ever.

Scaled to the pool

$250/mo at launch, growing with traffic.

Built to run on the photography she already has.

Feed-first by design

The catalog is the creative

Shopping, catalog pins & dynamic retargeting build ads from her product photos automatically.

3 of 4 ad formats need zero new creative

The honest scope

Built from what she has.

Copy + ad assembly from her existing photos, AI-enhanced where it helps. Shoots, video & content production aren't included.

Creative she supplies → implemented free

Moments & events

Campaigns on her calendar

Drops, markets, shows, gifting windows — the monthly send is planned around them.

Q4 · V-Day · Mother's Day · her events

The part that sells while Diana is at the bench.