UK jeweller Astley Clarke targets new audiences; increases direct email revenue by 23% by taking an automated approach with Emarsys

LONDON, U.K. 31 July 2018Emarsys, the largest independent marketing platform company in the world, today announces that fashion jewellery retailer, Astley Clarke is using its artificial intelligence (AI) enabled cloud marketing platform to increase revenues through enhanced audience segmentation, allowing it to engage more effectively with each new audience as it brings fresh product designs to market. With more targeted, tailored outreach, the jeweller has already seen direct revenue from email increase by 23% year on year, with automated emails making up 3.5% of the company’s overall revenue.

Astley Clarke was founded in London by Bec Astley Clarke MBE in 2007, to celebrate design, innovation and colour in fine jewellery. With a global website and growing customer base, the brand wanted to build out individual profiles based on product preference, likely spend and previous omnichannel online experiences, and so moved to the Emarsys AI-enabled cloud marketing platform, Email Recommendation, Smart Insight and Predict (email) solutions.

Applying Emarsys’ AI solutions to its CRM data means the brand can use individual customer profiles to tailor its omnichannel outreach to different customers. The emails are very personal, showing the jewellery they’re most likely to be interested in, including items with relevant first name initials or star sign details, for instance. They’re also segmented by price, so someone who, for example, only tends to spend £100 on an item, won’t be sent information on fine pieces, worth thousands. Furthermore, if the system identifies a customer hasn’t shopped with Astley Clarke in over a year, their email will contain an incentive to come back.

“Our online marketing was quite basic before – nothing was automated or tailored, and we couldn’t really see how well our subscribers were interacting with the content,” says Emma Duff, Head of Ecommerce, Astley Clarke. “With Emarsys, we can collect and act on more information from our database, and allow them to tailor their content preferences.  The Emarsys platform has been well-received, and email is our strongest revenue driver in the business”.

The software has also helped Astley Clarke target likely present buyers through an option on the site which allows customers to ‘drop a hint’ to a friend or significant other if there’s a piece of jewellery they would like. The information is captured by Emarsys and the AI platform automatically sends out an email to the present buyer, giving them the hint on what to buy as a present.

“Jewellery is a very personal thing, with one piece never fitting all. The best way to get the right items in front of the right customers is to understand them and then tailor your communication to each individual in their own right,” says Grant Coleman, VP & Market Director, UK at Emarsys. “Astley Clarke is one of the UK’s most vibrant jewellery brands and we’re thrilled to be helping them grow revenues by targeting new and existing customers accordingly with the right products.”


About Astley Clarke
Founded in 2006 by Bec Astley Clarke MBE who had the vision to build an international jewellery brand committed to educate and inform women in all aspects of jewellery and help the fine jewellery category to be more democratic.

Our vision is to celebrate design and craftsmanship in fine jewellery and to reinstate coloured gemstones as the hero of every stylish woman’s wardrobe. We encourage our customers to build their own personal jewellery collection through layering and stacking. Acute attention to detail in everything we do from Japanese hand printed gift wrap to Italian ribbon making Astley Clarke the destination go-to jewellery brand for gifting. For more information visit:

Media Contact: 

Natalie Homer
Global PR, AR and Employee Engagement
+44 7387 257263

Tom Dockar-Drysdale
Account Director
+44 207 592 1200

Emma Duff
Head of Ecommerce, Astley Clarke
Tel+ 44 207 706 0060