Refocusing effort on outreach
by Steve WoodsonI've always focused a lot more attention on the code and user experience of Be Inclusive, I often got caught in that trap of "if you build it they will come" and while I don't regret all that effort - I think it's led to a wonderful user experience - I do realize there needs to be more work done on the marketing and outreach side too.
I've recently started that journey, reaching out to folks that recently canceled after a trial, to current subscribers, and to some past prospects, mostly to say hi and to get a conversation going. I would hate being "that guy" that sends emails daily for a week and only wants to talk about their product. So I'm taking a different route, if I know them I take the time to catch up first and if I don't I try to find out more about them.
I'm not buying email lists and sending 20,000 emails in a week, my prospects are going to be folks I'm reasonably sure would be at least marginally interested. My goal is to send ~20 emails a week, never automated, and always as personalized as I can. Mine is a niche product, I think the winning strategy is for my marketing to be just as niche.
Let's see where this takes us in 2023!
