How did we reduce the newsletter sign-up cost sixfold?

Client's opinion

Email marketing is one of the most effective tools for building relationships with customers. However, simply having a newsletter is not enough – the key is effectively acquiring valuable leads at the lowest possible cost. In this case study, we will show how, for a client in the IT and automation industry, we significantly increased the number of newsletter sign-ups while reducing the cost of acquiring them almost sixfold!

We changed the advertising creations
We conducted tests of the advertising creations
We reduced the newsletter sign-up cost sixfold

Challenge

Jakub Mrugalski operates in the IT industry, dealing with technology and automation. He focuses on topics such as infrastructure management, protection against cyber threats, and the automation of data processes. One of the goals of his campaign was to increase the number of newsletter subscribers while maintaining a low lead acquisition cost.

When the client approached our agency, he clearly defined his needs – based on which we determined that email marketing would be the key element of Jakub’s advertising campaign. The client already had a rich offer of courses, but he wanted to effectively and quickly expand his mailing database. He pointed out that the cost of acquiring leads had to be low (lower than what he had managed to achieve so far), and the campaigns had to be well-thought-out so that each sign-up would bring real value to his business.

First campaign phase

what did we test?

The first creation was carefully designed to promote the newsletter sign-up and had a typical, professional character – it contained a call to action and marketing elements highlighting the benefits of the subscription.

Next, we introduced a graphic created in a more spontaneous way – it depicted yerba mate, a computer with the newsletter sign-up page open, and the whole thing gave the impression of a break at work for someone associated with the IT industry. Such an everyday, natural aesthetic attracted greater interest and engagement from the audience.

At the beginning of the campaign, we opted for a professionally designed graphic promoting the newsletter sign-up.

It was an aesthetic, refined creation containing a strong call to action and the key benefits of the subscription, such as access to unique content or exclusive offers.

The graphic had a professional character, fitting into the standard approach to marketing in the technology industry. It clearly communicated the values of the newsletter, and its main goal was to effectively convert users into subscribers.

Results

After the first month of the campaign

83 newsletter sign-ups
Total cost: 495.72 PLN
Average sign-up cost: 5.97 PLN

After the first month, seeing the relatively high cost of lead acquisition, we decided to continue testing by analyzing the effectiveness of the creations for the next two weeks.

Further tests (2 weeks):

48 sign-ups
Cost: 281.09 PLN
Average sign-up cost: 5.91 PLN

Results analysis:

Despite sustained conversion, the cost of acquiring leads was still too high, and the campaign was not achieving maximum efficiency. Therefore, we decided to implement a new strategy and conduct tests of an alternative advertising creation.

Campaign optimization

1 key change

New hypothesis: Instead of professional graphics, we will test a more natural approach – a graphic depicting an everyday moment from the life of an IT specialist. We opted for a simple image in two versions: yerba mate, a laptop with the newsletter page open, and a casual, informal aesthetic.

Our goal was to see whether authentic communication would increase conversions and lower the cost of sign-ups.

We wanted to check if moving away from a corporate aesthetic in favor of a more authentic, everyday image would increase audience interest. In just the first two days of testing, the new version of the ad brought 18 sign-ups at a cost of 28.57 PLN, resulting in an average cost of 1.59 PLN.

Further analysis showed that this form of communication resonates much better with the target audience. Over the full two weeks of its run, the new campaign version generated 229 sign-ups with a spend of 242.69 PLN, which translated to an average sign-up cost of just 1.06 PLN.

Key observations

Campaigns with natural graphics achieved results in 6 days comparable to the campaign run for 18 days with professional graphics.

The cost of acquiring a lead dropped from 5.16 PLN to around 1 PLN.

The audience reacted much better to content that was more natural and authentic.

Final result

After a full month of testing and implementing optimizations, the campaign generated 216 sign-ups for the amount of 222.26 PLN, which means an average sign-up cost of 1.03 PLN – an almost fivefold cost reduction!

Pay attention

Instead of betting everything on one card based on the story you read here, which worked in a specific case, remember to conduct tests and adapt your actions to your product and target audience.

If you are not sure whether the tests you are conducting are correct and reliable, we recommend checking out our online courses or consulting your activities with us.

Consultation dates

The results of our work

Lower sign-up cost

We reduced the cost of acquiring a new subscriber from 5.97 PLN to just 1.06 PLN.

Key difference

Replacing "professional" advertising graphics with an authentic, everyday aesthetic.

More subscribers

Thanks to the change in strategy and ad optimization, the number of newsletter sign-ups increased fivefold.

In the next stages of optimization, we will focus on further developing the value of Jakub’s newsletter.

We are planning further tests of creations and audience segmentation to target their needs even more precisely and maintain a low cost per sign-up.

The goal is not only to further increase the number of subscribers, but above all to build an even stronger community of technology experts and enthusiasts who will find a constant source of knowledge and inspiration in Jakub’s newsletter.

Client's opinion

Before I found my way to Moonwise, I had already made a few attempts at delegating advertising campaigns – unfortunately, without much success. Some companies turned me away immediately, saying that they "don't serve influencers." Freelancers, on the other hand, although friendly, required a lot of attention and constant supervision of their work from me, and even so, their campaigns often performed worse than my own. Finally (a bit frustrated), I put up a post on LinkedIn asking if anyone knows an agency that will handle advertising for a "personal brand," and not just for typical e-commerce. That's how I came across Moonwise. What changed after starting the collaboration? First of all: I regained my time. A lot of time. The kind that I can devote to things that truly grow my business. And this is important to me. What I value most about Moonwise is that they act independently. I don't have to talk to them every day, conduct dozens of meetings, or write at length in briefs. They send ready-made ad proposals (texts, graphics), I approve them, and once a month I receive a report with the results of the activities. Without fuss, without supervision, and without corporate ping-pong with arrangements. For me, the less communication and the more action, the better it is for me. I recommend them to anyone who is tired of burning time (and budget) on ineffective campaigns.

Jakub Mrugalski

CEO @ mikr.us & Author @ unknow.news

Summary

of optimizations

Thanks to campaign optimization and a change in approach to ad creations, an impressive result was achieved – the newsletter sign-up cost was reduced sixfold, from 5.97 PLN to 1.06 PLN.

The key element of success was the change in ad aesthetics – transitioning from professional graphics to a more authentic one that relates to the everyday life of an IT specialist.

As a result, the number of sign-ups increased fivefold, and the campaign became more effective and resonated better with the audience’s needs. This shows how important it is to adapt communication to the target audience and to continuously test.

Let's talk about cooperation

You too can

achieve these results!

By visiting wiedza.moonwise.pl, you can explore our free downloadable materials and find paid online courses on the Meta advertising system at various levels of advancement.

If, on the other hand, you are looking for an agency to manage your advertising campaigns – stop looking and contact us. We will be happy to discuss how we can help you.

Get in contact!

LEGAL: Prakreacja

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A lead generation campaign for the legal industry is quite a challenge. Especially when it’s about sparking the target audience’s interest rather than scaring them. Read how we approached this topic, what changes we made to the customer acquisition journey, and how we achieved such impressive results.

Cost reduction

-50%

Acquired leads

6 800+

IT: Jakub Mrugalski

Facebook AdsInstagram AdsEmail Marketing

Lower cost per lead

600%

How did we reduce the newsletter sign-up cost sixfold?

Challenge

First campaign phase

what did we test?

Results

After the first month of the campaign

Further tests (2 weeks):

Results analysis:

Campaign optimization

1 key change

Key observations

Final result

The results of our work

Client's opinion

Summary

of optimizations

Let's talk about cooperation

You too can

achieve these results!

Check our results Case Studies

LEGAL: Prakreacja

IT: Jakub Mrugalski

IT: Data Center

House and garden: (anonymous)

Education: Dobre Warsztaty

Cybersecurity: STM CYBER

BOOK: Dziennik Zabaw

FASHION: By Your Side

BEAUTY: Herbatint

IT: Mateusz Chrobok

HOME AND GARDEN: Mebelzone

Let's talk

Contact

Challenge

First campaign phase what did we test?

Results After the first month of the campaign

Further tests (2 weeks):

Results analysis:

Campaign optimization 1 key change

Key observations

Final result

The results of our work

Client's opinion

Summary of optimizations

Let's talk about cooperation

You too can achieve these results!

Check our results Case Studies

Let's talk Contact

First campaign phase

what did we test?

Results

After the first month of the campaign

Campaign optimization

1 key change

Summary

of optimizations

You too can

achieve these results!

Let's talk

Contact