We have long argued that email marketing is an excellent channel for attracting traffic and leads, and we will try to prove it with today's case study. But before proceeding to the graphs and statistics, let's clarify one thing, otherwise there may be a misunderstanding.

As practice has shown, most of our customers confuse email marketing with spam. Here is an absolutely typical situation from our daily life.

The customer is calling, he wants the email marketing service.

Manager: What is the purpose of the newsletter?
Client: Get traffic / clients.

It's okay for now. We continue.

Manager: Do you already have a subscriber base?
Client: No Why do you think I turned to you?

Manager: Okay. How much traffic is online?
Client: * not understanding why the manager is asking this question * Well, somewhere 20-30 people ...

And here the most interesting begins.

Manager: Do you understand that this traffic is not enough to keep the newsletter? First you need to increase traffic, increase the minimum subscriber base and only then move on to email marketing.
Client: Why? I thought we would just buy a database of email-addresses, and due to this we will attract traffic / customers.

Manager: Sorry, but you are confusing email marketing with spam.
Client: Call it what you want. I need this service.

Then there are long and often meaningless explanations of the manager, what is the difference between email marketing and spam, and why the latter cannot be dealt with in any way. Unfortunately, most of these conversations end in nothing. The client remains at his own opinion, plus the feeling in his head is that we want to impose additional and unnecessary services on him. So that this does not happen again, let's see what is the difference between these two concepts.

What is the difference between email marketing and spam:

A person subscribes to an email newsletter. Spam is sent without any consent.
Email marketing is sending interesting content to the user. Spam is usually uninteresting (not surprising, since the user did not subscribe to it).
Spam contains cheating. For example, the subject of the letter often does not correspond to what is inside. In email marketing, everything is fair.
Email marketing increases loyalty. Spam increases irritation.
That is why we refuse to engage in spamming and we advise you to follow our example. Having made a choice in favor of spam, you will not only waste your money, but also earn negative for your brand.

Having made a choice in favor of spam, you will not only waste your money, but also earn a negative attitude towards your brand.
And now, when all points are placed on i, let's move on to the case itself.

We started to engage in email marketing relatively long ago, in August 2012. We then had very few followers - we didn’t engage in special attraction (pop-ups, landings, context, public relations - it didn’t have anything), just embedded the subscription form in the header of the site and only due to this collected a minimum base.

Once again I want to draw your attention, we have not made any efforts to increase the subscriber base. Letters were issued once a month without any specific timetable, statistics were not conducted, the standard Bitrix client was used to send letters ... In other words, we were not serious in email marketing (at that time all efforts were directed to other Internet marketing channels) , but even these actions brought results: in 9 months more than 600 subscribers.

 This thing in 9 months brought us more than 600 subscribers.
This thing in 9 months brought us more than 600 subscribers.
In May 2013, it was decided to pay a little more attention to the mailing list. Letters began to be published once a week, however, nobody was still engaged in statistics. Finally, the official birthday of our newsletter can be called June 4, 2013, when we moved to Mailchimp and began to actively collect statistics.

And immediately a small digression. I would like to say a few words about Mailchimp. For me personally, this service has become a great discovery. When they told me that it has great functionality, I somehow didn’t really believe it. Then checked in practice. Indeed, so many useful functions are not found in any of the services I know: detailed reports, support for adaptive layout, A / B testing, a high percentage of message delivery, plus constantly some updates, improvements and new features ... In general, you can assume that I have been paid for this paragraph :) Go ahead.

Traffic
What happened to the traffic after we started to engage in email marketing and keep statistics? The graph below shows that on the day of the newsletter or the day after it (this is Monday and Tuesday), about 50 to 500 subscribers began to arrive at our site.

Number of visits from email distribution from June 3, 2013 to January 12, 2014
Number of visits from email distribution from June 3, 2013 to January 12, 2014
Perhaps someone will say that 50 people is very small. Yes, I agree, it's a bitwow But! Considering that it takes about 1.5 hours a week to create a newsletter (1 hour to create content and half an hour to make-up), even 50 people are a very good result. In addition, as you can see on the chart, on some days the indicator reached higher values: 501 people - June 11 (the first red top, Tuesday, issue 15) 735 people - August 23 (the second red peak, Friday (!) Is the closest Issue No. 25), 233 people — September 16 (third red top, Monday, issue No. 28), 317 people — December 9 (highest yellow peak, Monday, issue No. 40). In the first, third and fourth cases, the nature of high traffic can be attributed to the successful topic of the newsletter and the headlines of interest articles. The increase in traffic occurred in our usual days. But where did such high traffic come from on Friday? In fact, everything is simple - someone copied our material, inserted it into their newsletter, and forgot to delete the UTM tag. As a result, we received a good tide of traffic, which is a direct indicator that the newsletter that copied us is quite successful and most likely has a greater number of subscribers than we are. Results on traffic: Time period: 7 months (from June 4, 2013 years to January 12, 2014) Frequency of distribution: once a weekNumber of subscribers: from 721 to 1495 Number of subscribers June 4, 2013 and January 13, 2014Number of subscribers June 4, 2013 and January 13, 2014Number of transitions: 15890Number of visits: 9616 Number of transitions and visits from email races Links Number of referrals and visits from email-mailing lists. As you can see, email marketing is a great tool for extracting traffic. Especially for those who have a large subscriber base and high-quality useful content. As proof of this, I’ll give a real example from our practice. On November 15, 2013, an article “I don't know / don't want / don't know how — it's not a reason to stand still” came out in our blog. She did not bring much traffic. Good article, but not quite on our topics, so the result is expected. After 5 days she pushed traffic. On the first day, the article scored 835 views. And during the week it reached 1504. Screenshot from Yandex.MetricaScreenshot from Yandex.MetricaWe couldn’t determine where this wave of traffic comes from. On ordinary days, our articles do not gain such traffic. As a result, even had to go to the trick and right in the comments to ask users where they are from. Very soon the answer came: Right in the comments, we asked the users where they came from. As it turned out, our article got into the newsletter with a huge subscriber base, and the result was not long in coming ... What is this story about? Have you heard such a phrase - “good content will find its own way to the masses”? Damn, THIS IS SO! Create high-quality expert content, share it with users and see that soon your traffic will surely creep upwards. Verified by experience. Repeatedly.