It doesn’t matter what type of business you have: a mobile app, a SaaS platform, an online store – an email list is indispensable. Believe me: email is still the channel that will bring you the highest ROI.

That’s why building your email list should be one of your top priorities. And it’s not easy, trust me, we’re struggling with this every day for both our clients & ourselves. But here’s something I experimented with while trying to grow our blog’s subscribers:

Some of you might remember this but I have actually asked some of my closest friends & clients whether they want to receive weekly product marketing tips & tricks. Most of them said yes. But not all of them.

Here’s what I’ve done!

First, I put together all the people I thought would be interested in product marketing. Then I split that list into two.

For the first half, I sent an email where I explained why I’m starting this newsletter and asked them to subscribe if they wanted to be a part of this discussion. 54.2% of them subscribed to the newsletter. Not bad.

For the second half, I added the contacts straight to the mailing list, sent them the first newsletter, and told them that I’ve added them to this list because we’ve been in touch for a while and thought this is gonna be interesting for them. Of course, I’ve also asked them to unsubscribe if they didn’t find my newsletter useful. But guess what? None of them did this!

Product marketing isn’t math

At first, I was afraid to do this because, you know, GDPR and stuff? But then I thought: marketing isn’t math. And it’s definitely not a risk-free activity.

Don’t get me wrong: I’m not telling you to do the same for all your marketing campaigns. You need to be GDPR-compliant and I take this very seriously. What I am saying is that you shouldn’t forget that you’re addressing and working with people, and as long as you’re doing things that are relevant to them, you’ll do well.

Calculate the risk and try to be as bold as possible in your product marketing strategies. Especially if you’re on a tight budget. Test on small audiences to limit the risks and then go big if the results encourage you to do so.

Happy testing and feel free to leave a comment below if you agree or disagree with me.


For more product marketing lessons, click here.

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