Industry
Jewelry
over 6 Months
The Challenge
ItsHot is a prestigious New York City-based jewelry brand, renowned for its exquisite diamond jewelry and custom pieces. With strong presences online and in-person in their Manhattan showroom, ItsHot has built a loyal customer base that includes high-profile clients and discerning shoppers.
However, as the digital marketplace has evolved over the past several years, the brand recognized the need to refine its email marketing strategy, better engaging its diverse and luxury-focused audience.
So, ItsHot partnered with DIDO Agency to achieve two main goals:
1. Rebuild a stronger, more aligned customer journey
2. Strengthen brand loyalty through email communications
ItsHot’s main barriers to achieving these goals were customer retention and lack of capabilities from their current email marketing platform, two challenges DIDO aimed to address by:
• Moving the brand to Klaviyo,
• Optimizing their email lists,
• Updating core flows, and
• Covering calendar-based campaigns.
Our Strategy
When DIDO Agency started working with ItsHot, our first move was cleaning, optimizing, and segmenting their email lists.
We implemented advanced segmentation strategies, targeting specific customer groups based on demographics, purchasing behaviors, purchase history, and engagement levels, among other factors. This was a key stepping stone for our future flow updates and campaign creation efforts, allowing us to send the right message to the right person at the right time.
From there, our team started working on new messaging for ItsHot, planning new angles to test such as early access for VIP customers and exclusive deals to re-engage inactive subscribers.
We also began exploring A/B testing, planning the most effective ways to test key elements of ItsHot’s email marketing like subject lines and visuals. The goal with A/B testing was primarily optimization, figuring out which elements perform best among ItsHot’s current subscriber base while making intentional changes that maintain (and elevate) the brand’s luxury image.
Our strategic planning efforts also included exploring ItsHot’s existing customer data to determine what content would resonate best with their audience. This step helped us craft different marketing elements — such as dynamic product recommendations and exclusive offers — that appropriately aligned with existing customer preferences while boosting engagement and conversion rates, too.
With these new strategic elements in place, the DIDO Agency team was ready to move on to the next step in our partnership — crafting personalized email campaigns that resonate with ItsHot’s distinctive audience of luxury jewelry lovers, fashion enthusiasts, and gift buyers.
Our Process
Pop-ups
Our first task for ItsHot included re-creating and optimizing two pop-ups for the brand’s website.
The DIDO team guided ItsHot in strategically placing their newly optimized pop-ups, helping convert customers into subscribers at various locations on the website.
We also kept the sign-up simple, asking subscribers only for their first name and email address. Keeping a low barrier to entry for pop-ups incentivizes customers to participate more than a complicated, multi-step process would — especially for interactive pop-ups like “Spin-to-Win.”
One of the main challenges with re-creating these pop-ups was finding a balance between capturing user attention and maintaining the luxurious experience that ItsHot is known for.
That’s where DIDO’s design team came in, leveraging their expertise on design best practices and user experience to create pop-ups that perfectly bridged the gap between “attention-grabbing” and “high-end.”
A “Spin-to-Win” pop-up inviting visitors to spin a wheel and win a discount, encouraging both a longer site visit and a (discounted) conversion.
An exit intent pop-up reminding users of ItsHot’s key benefits — such as free US shipping — to reduce cart and website abandonments.
Email Design
Before ItsHot started working with DIDO Agency, their email designs were simple and incredibly text-heavy.
While this pairing may work for some brands, we knew it wasn’t the most impactful choice for ItsHot; customers want to see what they’re getting from a luxury jewelry brand, not read about it.
So, DIDO’s design team completely transformed ItsHot’s email design, replacing the heavy blocks of text with a visually stunning, image-focused layout that put images of the brand’s luxury jewelry front and center. We also ensured the new design was sleek and elegant, conveying ItsHot’s high-end, luxury image in every email.
Our upgrades helped ItsHot align its email marketing efforts with its premium brand image while enhancing customer engagement, open rates, and conversions at the same time.
Valentine’s Day Campaigns
Because ItsHot exclusively sells jewelry, gift-giving holidays like Valentine’s Day are some of the most important celebrations of the year for sales. That’s why we prioritized sending multiple campaigns dedicated to the Valentine’s season.
For ItsHot’s first Valentine’s Day campaign, we created a magazine-like design emphasizing images of the brand’s jewelry with text. We planned to send three unique versions of this email as part of a “price tier” series, each highlighting jewelry pieces that fell within a specific price range.
The brand’s second Valentine’s Day campaign was a reminder of the sale from the first email. Our two main goals for this email were to emphasize the discount and feature items of interest, so we opted for a bolder design with larger product images and a discount banner.
Rolex Campaigns
One of ItsHot’s most coveted products is Rolex watches. These watches are a status symbol among watch-wearers and perfectly represent It’sHot’s commitment to luxury, making them a great product feature for email campaigns.
Our first Rolex-themed email campaign for ItsHot focused on dial colors. The main idea behind this campaign was to showcase Rolex models with unique dial colors — i.e. watches that were often overlooked in favor of “typical” dial colors — by creating a highly visual “window shopping” experience for subscribers.
Our second Rolex-themed campaign for ItsHot was focused on price. We highlighted Rolex models within certain tiers, demonstrating there’s something for everyone — no matter their budget. Conversions from this campaign also provided us with useful data about which tier or budget was most popular, an invaluable tip for future campaigns and offers.
The Results
The Feedback
10/10
Layout design: main offer, products, body content and footer look & feel
10/10
Banner design: how well the message gets across
10/10
Product design: how good images and product description work
10/10
Used Platforms
