How I Drove Repeat Traffic & Community Through Segmented Email Marketing
From 2016 to 2018, I ran a recurring email digest for my niche fitness site, Way of Ninja.
The goal? Keep casual readers returning by delivering clean, digest-style updates based on their specific training interests, even with a small, non-paying list.
My role
Campaign Type
Core Deliverables
Topic segmentation & retention strategy
Business Impact
Above average click rates
Challenge
The Problem
Way of Ninja’s audience was growing, but inconsistent blog traffic and a lack of sustained engagement threatened momentum. Readers came in from social media or SEO, but a sizable minority left without returning.
Key issues included:
- No consistent reminder system for returning readers
- Lack of emotional connection between site and audience
- Broad blog topics with unclear direction on what readers wanted more of
Strategic Approach
I designed a recurring “Ninja Digest”, an editorial-style email that:
- Delivered curated updates and articles in a skimmable, minimal design
- Used click and open data to segment by interest (e.g. calisthenics, martial arts, historical ninja content)
- Established a consistent digest cadence that encouraged return traffic
- Encouraged feedback and engagement (via questions, replies, and topic scouting)
Process & Deliverables
To build a trust-driven email habit that sent traffic back to Way Of Ninja, we focused on deliverability, segmentation, and consistent value-driven content.
Set up MailChimp + Interest Tags
Organized the email capture into interest-based tags (e.g., movement, nutrition, ninja mindset) to allow for basic segmentation in future sends.
Created a Clean, Mobile-Friendly Format
Used a minimalist, mostly-text email layout to reduce spam risk, improve readability, and ensure good rendering across devices.
Established a Consistent Digest Rhythm
Built the “Ninja Digest” as a recognizable series with themed issues that kept readers coming back and clicking through to blog content.
Focused on Thoughtful, Blog-Linked CTAs
Chose content-led call-to-actions instead of direct selling, reinforcing trust and martial arts thought leadership while gently encouraging traffic back to the site.
Adjusted Topics Based on Analytics
Reviewed open and click-through data to iterate on layout and topic focus, highlighting top-performing segments like calisthenics and ninja history.
Way Of Ninja email Digest
Results
Despite a small list size (sub-1,000 to remain on free tier), the digest:
- Email Performance:
Outperformed average industry click rates (14.9% vs 6.3%) - Returning Traffic:
Re-engaged readers through regular digest updates - Audience Interaction:
Prompted replies, story submissions, and content ideas from readers - Content Insights:
Segmented responses shaped future blog pivots and direction
What This Could Mean for You
What If Your Emails Actually Got People to Come Back?
Most businesses spend too much time and money chasing new customers.
But your existing customers are easier to reach, more likely to buy again, and more open to upgrades, referrals, and repeat sales when you stay top of mind.
If you want something simple and consistent that helps you build trust and revenue (even during slow seasons), I’ll help you set it up.
Let’s build your email marketing system
I help small brands and solo businesses set up simple, sustainable email systems that re-engage customers and open new sales opportunities, without chasing every algorithm.
