If you run a business, you’ve probably noticed something: getting steady visitors to your website is hard. 

You might have tried Facebook ads, boosted posts, or SEO, but the traffic still drops.

Here’s the thing: what if the people already following you, your email subscribers, could become your most loyal website visitors?

Many businesses in Nigeria send newsletters without a plan. They blast promotions, discounts, or random updates, but never track what happens next. 

What’d be the result? Low clicks, poor engagement, and wasted effort.

In this article, I’ll break down how to use email marketing to drive consistent traffic to your website, step by step. You’ll learn what works, what doesn’t, and how to turn your emails into a reliable growth channel.

Let’s begin by understanding why email marketing still works, even in 2026.

Why Email Marketing Still Works

Some people think email marketing is outdated. That’s far from true. In fact, email remains one of the most effective ways to reach people directly.

Here’s why:

High ROI (Return on Investment)

According to global marketing data, email marketing brings an average of $36 for every $1 spent. That means even with a small budget, you can reach hundreds or thousands of potential buyers.

Consistent Traffic

When you send useful, interesting emails every week, people will click through to your website regularly. Over time, this creates steady traffic that doesn’t rely on luck or trending topics.

Local Relevance

In Nigeria, more people are engaging with brand newsletters, from Lagos to Port Harcourt. Whether it’s Jumia’s sales alert or a local spa’s wellness tips, email is becoming part of everyday browsing.

Example:

A Lagos fashion brand started sending weekly “Style Tips for Work.” Each email linked back to the blog on their website. Within 2 months, their weekly site visits grew by 40%.

That’s the power of consistent, helpful emails.

The Foundation: Building an Email List That Converts

Before you can drive traffic, you need a good list, not just any list, but one filled with people who care about your business.

Here’s how to build it:

Create Lead Magnets

Offer something valuable in exchange for an email address.
It could be:

Example: A beauty store could offer “5 Simple Steps to Glowing Skin” as a free download for new subscribers.

Use Smart Pop-ups and Forms

Add sign-up forms on:

Make the offer short and clear, something like “Get weekly tips and 10% off your first order.”

Segment Your List

Don’t send the same email to everyone.
Group your subscribers by:

Example: A real estate company could separate “buyers” from “renters,” so each group receives the right property updates.

When you segment your audience, your emails become more personal, and your click rate increases.

Crafting Emails That Drive Clicks (and Traffic)

Now that you’ve built a list, let’s make sure your emails actually get clicks.

Write Strong Subject Lines

Your subject line is the first impression.

Keep it:

Example:

❌ “Weekly Newsletter #24”

✅ “3 Mistakes Stopping Your Skin From Glowing”

Personalize Your Message

Start with your subscriber’s name or make the content feel written for them.

Instead of “Dear customer,” try “Hi Chidi, here’s a quick tip for your next outfit.”

Focus on Value

Don’t just sell, help.

Give tips, share quick lessons, or tell stories that link to useful content on your site.

Use Clear CTAs (Call to Actions)

Make your links stand out.

Examples:

Every email should have one main goal: to get the reader to click to your website.

Keep it Visual

Use simple, branded designs.

Make sure it looks good on both desktop and mobile, as most Nigerians open emails on their phones.

Example:

A skincare brand sends short email teasers:

“See how Nigerians are treating acne naturally, full article on our blog.”

The email includes one clean image, short text, and a “Read More” button.

That’s all you need.

Smart Strategies to Boost Website Traffic from Emails

Once you’re sending regular emails, use these smart strategies to get even more clicks:

Send Blog Roundups

Every week or month, send a summary of your best posts with links.

Example: “Top 3 Marketing Tips You Might’ve Missed This Month.”

Promote Exclusive Content

Tell subscribers there’s something special waiting on your website.
Example: “We’ve uploaded a free business guide, available only on our blog.”

Use Storytelling

People connect with stories.
Share your journey, your team, or customer success stories. Then link back to your site for the full story.

Re-engage Inactive Subscribers

If someone hasn’t opened your emails in weeks, send a “We miss you” email with a link to your most-read article or product page.

Automate Your Sequences

Use automation tools to guide new subscribers through your best website content.
Example: A tech training company sends:

By day 5, that new subscriber has visited the site multiple times.

Integrating Email Marketing with Other Channels

Email works best when combined with other marketing tools.

Pair with SEO

When you publish a new blog post, promote it through email.
This helps boost initial traffic and signals to Google that people find your content valuable.

Combine with Social Media

Share short snippets from your email on Instagram or LinkedIn, then tell people to “subscribe for more” or “read full post on our site.”

Leverage Paid Ads

You can use your email audience for retargeting.
For example, export your email list to Facebook Ads Manager and show ads only to those subscribers who already know your brand.

Example:
An online store retargets everyone who clicked through from their last email, offering a “10% discount” ad.

Result? More return visitors, and more conversions.

Tools to Help You Drive Website Traffic with Email Marketing

You don’t need expensive tools. These four are more than enough:

Example:
A small business in Abuja used Mailchimp to send weekly tips and tracked visits with GA4.
After 2 months, email became their second-largest traffic source, after Google search.

Common Mistakes to Avoid

Avoid these mistakes that ruin good email campaigns:

Example:
A restaurant sent daily promos without checking engagement. People got tired and unsubscribed.
When they switched to one weekly update with food photos and a “Book Table” link, their clicks tripled.

Measuring Success: Key Metrics to Track

To know if your email marketing is driving traffic, track these metrics:

Use tools like Mailchimp analytics or Google Analytics 4 to check which emails bring the most website visits.

Real-World Example

Let’s make this real.

Scenario:
A Nigerian fashion retailer had a blog with good content but very few visitors.

Action:
They started sending weekly “Style Tips” emails, each one linking to the blog.
They used short, fun subject lines like “3 Ways to Rock Denim This Week.”

Result:
Website traffic went up by 45% in two months. People began reading more, buying more, and even sharing blog posts on WhatsApp.

Quick Action Plan for Nigerian SMEs

Here’s a simple plan you can follow starting today:

In 30 days, you’ll see the difference.

Conclusion

Email marketing isn’t old, it’s timeless.
If done right, it becomes a powerful way to bring people back to your website again and again.

You don’t need a huge budget or a marketing team. You just need to:

Start small, stay consistent, and your website traffic will grow steadily.

And if you’d like expert help with strategy or automation, Oxgital can help you set up a done-for-you email system that drives real traffic and results.

Read More:

Digital Marketing Tips Every Business in Nigeria Should Know

15 Marketing Ideas for Small Nigerian Businesses [Examples Included]

Digital Advertising Mistakes Nigerian SMEs Must Avoid