If you ever had any doubts about the importance of e-mail as a traffic driver, please take a look at the following chart:


This graph shows the e-mail sends and the site traffic data for a well-known marketer in the catalog space. In this chart, the red line represents their e-mail sends over the last 30 days. As you can see they send out an e-mail once a week like clockwork. The blue line shows their site traffic in Web reach per million numbers as supplied by Alexa.

What this chart illustrates is that there is a dramatic jump in traffic on the days that they send an e-mail out. And for the most part there is a noticeable trough between the days the e-mail goes out. Obviously there are other marketing efforts that this catalog company is using to drive people to their Web site, including search marketing.

But by being able to overlay the traffic numbers with the e-mail sends, it is very clear that their e-mail newsletters are the major drivers of traffic to their site. On most days the e-mail goes out, there is over a 100 percent increase in site traffic. On one day, there was over a 220 percent increase in site traffic.

MediaPost Advertising & Media Directory Posted by: DTB at 1:10 PM  |  Permalink