Are you stuck in a dilemma where you spend thousands on traffic, but it vanishes as quickly as it arrives, and you desperately need something more sustainable and long lasting?
Here’s the reality: In today’s digital world, the battle isn’t just about traffic – it’s about building owned audiences that stay with you for a long time.
Building Owned Audiences vs. Buying Traffic
Buying traffic is like renting a billboard – it works as long as you keep paying, and you never stop paying. But owned audiences are your permanent resource, a foundation for long term success.
Why Owned Audiences Win:
1. Control
No changes in the algorithm can take your audience away.
2. Engagement
Direct communication with your audience builds loyalty and trust.
3. Economics
The cost of maintaining an email list or community is far less than recurring ad spend.
Example Metrics:
• Companies using owned channels see 59% higher purchase rates. • Email open rates average 20-30% for owned channels, compared to 1-2% CTR for paid ads.
Takeaway:
Think of traffic as a means to grow your audience, and not just an end goal.
Engagement Metrics Comparison
Companies across B2B and B2C sectors highlight the stark differences between bought traffic and owned audiences:
1. Bounce Rates:
• Paid traffic: 62.6% – 67.6%
• Owned audiences: 55.6% – 61.5%
2. Time on Site:
• Paid traffic: 1.2 minutes
• Owned audiences: 3.8 minutes
3. Conversion Rates:
• Paid traffic: 0.9%
• Owned audiences: 4.3%
The numbers tell the story: Engaged audiences bring more value over time. Start investing in engagement, not just exposure.
Hassan’s Sticky Corner
Building Sticky Audiences
Last year, our goal was to grow our newsletter beyond 16K+ engaged readers. Our solution? Focus on “stickiness” – making sure our audience kept coming back.
Strategies That Worked:
✅Personalization: Tailoring content for specific audience segments. ✅Interactive Content: Adding CTAs and instilling engagement through our content. ✅Value-Driven Content: Each email offered actionable insights readers couldn’t find elsewhere.
Result? An open rate increase from 20% to 40% and a 200% growth in active subscribers.
Quick Hit: Tool of the Week
What it is: A publishing platform built for modern creators and businesses. Why we love it: Ghost offers seamless email marketing integrations, powerful analytics, and full control over audience data – made easier.
Best for: Companies and creators looking to grow and transition from rented platforms to owned assets.
What We’re Reading
��”This Is Marketing” by Seth Godin – A guide to creating meaningful connections with audiences.
��7 Predictions for Social Media in 2025 – Creator Economy Experts, Buffer. ��Sprout Social’s blog on customer retention strategies – Sprout Social.
Question of the Week
“What’s the most effective strategy you’ve used to build an engaged audience?” Reply to this email with your answer – we’ll feature the best responses next week.
Trending in Marketing
• Marketers shift 30% of budgets to audience-building efforts.
• Rise in owned audience platforms as ad costs soar.
• Community-driven marketing is becoming a competitive differentiator.
Until next week,
Hassan
P.S. Know someone who needs to transition from traffic-chasing to audience-building? Forward this email to them.
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Resources in Order:
9. Spendesk
