Have you been wondering how to get more quality traffic to your website? One strategy you might consider is email marketing. But, does email marketing really create quality web traffic? Our email team recently helped one of our clients with a 6-month campaign to promote their products and build sales relationships. The results (and impact on their website) were pretty surprising. Let’s take a closer look.
What We Did
We ran the six-month email marketing campaign from January – June 2016, following our full-funnel email marketing approach that has been successful for many other companies in the past. Our emails included a mix of lead generation and sales outreach messages and product showcases. Maximum frequency for this campaign was one email per week.
From the email analytics side of things, the campaign performed exactly as we hoped. We saw a steady flow of reply inquiries and lots of clicks on various products and key information links. Through ongoing testing and optimization of the campaigns we saw the delivery, open, and click-through rates rise consistently throughout the 6 month time frame. The client’s contact list grew in both size and strength.
Even with all this success, though, it wasn’t until we took a closer look at the client’s web analytics that we saw the full scope of our results.
- Email drove 13.2% of web traffic and accounted for 27.9% of all their completed conversions (quote request form submits).
- Visitors from email viewed more pages per session than the site average; 4.28 email visits vs 3.34 average visits.
- Email visitors stayed on the site much longer than average visitors: 04:26 minutes (email) vs. 02:11 minutes (average).
- Email visitors had a lower bounce rate (visit one page, then bail) than average visitors: 48.05% email vs. 59.12% average.