Find out what content sells: a useful newsletter that led to house sales worth 24.5 million rubles in 9 months

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Content
Client
What tools were used:
01. Hypothesis
02. Confirmation of the hypothesis
03. Measuring the result
04 Conclusions
Results
Client
The company "Dachny Sezon" specializes in the telegram database download construction of low-rise comfort-class houses on customer sites in Moscow and the Moscow region.


Nikita Lutovinov, Director of Company Development

We focus on the optimal cost of houses. Therefore, we focus on online, do not advertise offline and do not have house shows. It is very important for us to work with each client online qualitatively, to target them subtly.

We have a very long transaction cycle. From the first visit to the site to the transaction, it can take from several weeks to several years. And since clients work with us for a long time, we try to warm up the base. We did an advertising mailing to this base, but one day we thought: “Perhaps advertising is inappropriate for the client now. Maybe he intends to build a house, but he needs it in the summer, and now is not the season - then why should he look at our advertising now?”

We decided that we needed to be friends with people and started giving them interesting, useful content, expanding the arsenal of mailings with letters with house projects. The first goal was to maintain communication with clients and attract repeat visits to the site. The second was to understand whether it was possible to bring these clients to a sale. Due to the fact that CoMagic records the entire user history from their first click, including all their interactions - goals, applications, calls - and transfers the fact of sale when integrating with CRM, we were able to track the chains of interaction of clients who had an e-mail channel among their sources of visits.

What tools were used:

01. Hypothesis
Increase the base of new users by subscribing to collections of house projects. Along with the projects, the newsletter contains articles on construction technologies. The widget with the offer to "subscribe" is automatically shown only to users who have visited more than 5 pages of the company's website with projects.

Why did you choose this content:

The most popular type of content on the site.
Number of projects on the site: 900+.
Visitors spend in this section of the site: ~30 minutes.

02. Confirmation of the hypothesis
After implementing the subscription form, the company began to receive 10-15 new subscribers daily. The e-mail newsletter module automatically generated unique content and sent letters to an updated database once a week.


Subscribe to the newsletter
Once a week we will send you useful materials, a selection of interesting cases and articles.

E-mail
Subscribe

By clicking the button, you confirm that you agree to receive the newsletter.
03. Measuring the result
By specifying UTM tags and using Yandex.Metrica, we were able to track the return on the new mailing and compare it with advertising letters. It turned out that it is the "content letters" that mostly bring people back to the site.


This allowed us to see only the number of clicks on the site, without any connection to sales. It was necessary to understand whether this e-mail channel could lead subscribers to a sale. To analyze this relationship, we used data from CoMagic, Yandex.Metrica and amoCRM.

CoMagic tracked the interaction chains of clients who had an e-mail channel among their visit sources. They "unwrapped" each deal and looked at what share came from mailings. They analyzed and realized that the traffic mainly came from content letters, and as a result, some subscribers signed a contract with the company.