At last month's Indie Worldwide meetup I met the founder of Prospect Role, Martin Knapic. He talked a lot about how he uses cold-email campaigns to drive traffic to his website and it seemed like something that could work for Indie Worldwide as well.
Send cold email and cold-twitter DM's to encourage people to sign up for a free event. After the event, follow up with a pitch for my paid founder-matching service Founders' Club.
I also increased the sticker-price of the event from $6 to $39 in order to hypothetically increase the number of conversions. My thinking was that more people would sign up using the free-ticket coupon if they saw the sticker price was higher.
Made a small profit, but arguably could have made the same amount of money with just our normal promotion and follow up emails. Ended up with 50% less RSVP's than the previous event, but had a better turnout and converted about the same number of people to paid users.
A highly customized cold-email system becomes more worthwhile the higher the price-point is of the product you're trying to sell.
I'll continue to experiment with cold-outreach but probably won't pay for first-line writers again unless I'm selling something more expensive.
This experience also led me to set up a lead-gen webinar for next week. If you're interested in learning how to set up a similar campaign yourself, come learn from the experts. We've invited Martin from the beginning of this story as well as Vukasin Vukosavljevic (Head of Growth at Lemlist) and Matt Kohn (Different Hunger) to come talk about lead-gen and email marketing.
Learn from the experts: Sign up here