Are you looking to start a email automation platform?
If you talk to any entrepreneur, getting started is one of the hardest parts of launching your own business.
There are many things to consider, such as:
- Validating your business idea
- Setting up your business structure
- Launch ideas for your business
- Determining your marketing strategy
- And much more!
In this detailed guide, we lay out all the steps to help you get started and run your business successfully.
💡 Introduction To Starting An Email Automation Platform
Is Starting An Email Automation Platform Right For You?
There are many factors to consider when starting an email automation platform.
We put together the main pros and cons for you here:
Pros of starting an email automation platform
You can put as much time into the business as you'd like. If you like the work and have some initial experience, you can start small and manage all aspects of the business on your own.
• Ability to start your business from home
It's not necessary to have a physical storefront or office space to get your business started. You can do everything from the comfort of your own home, at least in the beginning!
With businesses and processes changing daily, there will always be demand for new features, products and services for your business. Additionally, there are several different business models and pricing tiers you can implement that will allow you to reach all types of customers.
• No overhead costs
To get your email automation platform started, there are no costs associated with overhead, storage, packaging, etc. This will save you a lot of time and money!
• High customer retention rates
Once a customer invests in your product, they've invested their time and energy to utilize your product/service which is highly valuable to them. Typically, your product or service becomes indispensable to your customer.
• High margins
The gross margins for your email automation platform are typically around 47%, which is considerably high and allows you to grow your business and manage costs easily.
• You are your own boss!
With starting an email automation platform, you are the one to make decisions for almost all of the operations. Calling the shots can be empowering and liberating!
• Predictable income stream
Your businesses income stream tends to be predictable based on the number of customers you have signed up. This makes financial planning and outlooks much more seamless!
• Greater Income Potential
With this business, the sky is the limit in regards to your income potential.
• You can work from anywhere!
Not only can you start your email automation platform from home, you can also run your business from anywhere in the world. This is the entrepreneur dream.
• Strong Demand & Relatively Recession Proof
The demand for email automation platform is increasing year over year and the business is known to be relatively recession proof.
• You establish yourself as an expert
With starting an email automation platform, you establish yourself as an expert in your niche, which builds your credibility. In return, customers are more likely to trust you and refer you to other friends and family.
• Various different ways to make money
With starting a email automation platform, there is not just one business model to choose from. This field is amazing in that there are various different ways to make money. Although this may complicate things, it's great to have different options and sources of revenue.
• Make money while you sleep
The advantage of starting a email automation platform is that you have the ability to have passive income and make money while you sleep. This is the dream for many entrepreneurs.
• Results and revenue happen quickly!
Unlike other businesses, it can be relatively quick to start seeing results and revenue. As long as you follow all the steps to validate your idea before launch, you are likely to see quick results and ROI.
Cons of starting an email automation platform
• Constant maintenance of publication
You may find yourself constantly needing to update your email automation platform in order to stay relevant for your audience and for those searching on google.
• Security Issues
With any Saas business, data loss and security issues may arise throughout your process of building your product. It's critical that you understand exactly what you're responsible for and how to avoid potential issues down the road.
Often times, as a email automation platform, you typically work alone and do not have much face-to-face interaction with other team members.
• Stressful work
This line of work can be stressful for both you and your clients. This type of transaction is a significant financial decision for your client, so expectations are very high for you. Although this career path can be very rewarding, it also comes with its challenges and stressful moments.
• Niche Market
A niche business is not necessarily a bad thing, in fact, it can be the key to your success. However, it can be more challenging and time consuming to find the perfect niche market and target audience.
• Work can be repetitive
You may find creating the same product over and over repetitive and tiresome. One way of avoiding this is to diversify product lines and revenue streams - this will keep things interesting!
In this business, customers can cancel their membership or subscription for your services - which can make revenue forecasting challenging and unpredictable. It's important to focus on your churn rates and trends so that you can prevent this as much as possible.
• Complex development process.
The development process for a email automation platform can be quite complex, which may cause delays and challenges when launching and growing your product.
• Complex maintenance
Your email automation platform will require a long-term investment due to the need for updates, bug fixes, and security vulnerabilities. It's important that you (or someone on your team) stays on top of this at all times.
• Be prepared to get out of your comfort zone!
Although this is exciting for some entrepreneurs, it can be a big challenge for others! You may find yourself in uncomfortable social and business situations, jumping into tasks and responsibilities you aren't familiar with, and pushing yourself as far as you can go!
• Technical issues can be frustrating
Technical issues are common in this business. If you struggle with the technical side of things, you may want to consider outsourcing this responsibility to save yourself the time and frustration.
- Constant Contact (580 Alexa Ranking)
- AVADA (6.12K Alexa Ranking)
- Stripo (8.05K Alexa Ranking)
- Phantombuster (8.1K Alexa Ranking)
- WebEngage (8.84K Alexa Ranking)
- lemlist - Revenue $250K/month
- Acumbamail - Revenue $85K/month
- COLDINBOX - Revenue $35K/month
- Bluetick.io - Revenue $1.5K/month
Let's take a look at the search trends for email automation tool over the last year:
How To Name Your Email Automation Platform
It's important to find a catchy name for your email automation platform so that you can stand out in your space.
Here are some general tips to consider when naming your email automation platform
- Avoid hard to spell names: you want something easy to remember and easy to spell for your customers
- Conduct a search to see if others in the space have the same name
- Try not to pick a name that limits growth opportunities for your business (ie. if you decide to expand into other product lines)
- As soon as you have an idea (or ideas) of a few names that you love, register the domain name(s) as soon as possible!
Why is naming your email automation platform so important?
The name of your business will forever play a role in:
- Your customers first impression
- Your businesses identity
- The power behind the type of customer your brand attracts
- If you're memorable or not
It's important to verify that the domain name is available for your email automation platform.
You can search domain availability here:
Find a domain starting at $0.88
powered by Namecheap
Although .com names are the most common and easiest to remember, there are other options if your .com domain name is not available. Depending on your audience, it may not matter as much as you think.
It's also important to thoroughly check if social media handles are available.
As soon as you resonate with a name (or names), secure the domain and SM handles as soon as possible to ensure they don't get taken.
Here's some inspiration for naming your email automation platform:
- Automatic check availability
- The Unencrypted Correspondence check availability
- Creature Co check availability
- The Pointed check availability
- The Quick Messaging check availability
- The Free check availability
- VersatileTool check availability
- Mail Place check availability
- Special Drive check availability
- Commercial Mail Collective check availability
- Automated Place check availability
- The Practical check availability
- Rapid Machinery check availability
- The Short Netmail check availability
- Computerization Trading Co check availability
- InvestigativeTool check availability
- Direct Messaging Collective check availability
- SuccessfulAutomation check availability
- Last Mails Pro check availability
- The Bulk check availability
- Formatted Messaging Place check availability
- The Bulk Mails check availability
- ComplexAutomation check availability
- Urgent Mails Co check availability
- Urgent Messaging Collective check availability
- Free Netmail check availability
- The Confidential check availability
- Additional Animation check availability
- Future Automatic Place check availability
- E Mail Spot check availability
- Brief Electronic Mail check availability
- Fax Co check availability
- SuitableTool check availability
- Outgoing Netmail Trading Co check availability
- The Weekly Correspondence check availability
- Computerization Place check availability
- The Handy Drive check availability
- Overall check availability
- Empty Electronic check availability
- Original Mailing Trading Co check availability
- Advanced Animation check availability
- The Plain check availability
- Statistical Puppet Pro check availability
- Advanced Analytics check availability
- Multimedia E Mail check availability
- The Fake Fax check availability
- PersonalEmail check availability
- Single check availability
- Electronic Mail Spot check availability
- Corporate Correspondence check availability
- The Powerful Shaft check availability
- The Outgoing Mailing check availability
- Mailing Trading Co check availability
- BasedEmail check availability
- RecentEmail check availability
- Suasion Automation check availability
- Mails Pro check availability
- Fax Collective check availability
- Library Automatic Spot check availability
- Original Mailing Collective check availability
- Helpful check availability
- The Progressive Machinery check availability
- Recent Fax Collective check availability
- Simple check availability
- Private Mail check availability
- The Last Inbox check availability
- Standard Emailed check availability
- Second Messaging check availability
- PointedTool check availability
- Free Messaging Collective check availability
- Force check availability
- Encrypted E Mails check availability
- StandardTool check availability
- Latest Electronic Mail check availability
- The Unsolicited check availability
- The Personalized check availability
- FreeEmail check availability
- The Multimedia check availability
- Emailed Pro check availability
- Empty E Mailed check availability
- Commercial check availability
- Additional Automated check availability
- The Quick check availability
- Electronic check availability
- Welcome Mail Spot check availability
- E Mail Group check availability
- The Educational check availability
- The Outbound Netmail check availability
- The Additional check availability
- Design Mechanisation Co check availability
- The Friendly Mail check availability
- Fixed High Technology Spot check availability
- The Commercial Mailing check availability
- Formatted Messaging Pro check availability
- Legitimate Mails Co check availability
- Related Mail Place check availability
- Unsolicited Fax Collective check availability
- Outgoing check availability
- FakeEmail check availability
- Weekly Mailing check availability
- Additional Avionics check availability
- Short Mail check availability
- Emailed Trading Co check availability
- Puppet Pro check availability
- Away Email check availability
- AvailableEmail check availability
- Fairytales Email check availability
- Delay Email check availability
- Joyride Pro check availability
- The Original check availability
- Correspondence Place check availability
- Automated Emailed Co check availability
- Unwanted Mails Place check availability
- The Direct Mail check availability
- Bulk Mailing check availability
How To Create A Slogan For Your Email Automation Platform:
Slogans are a critical piece of your marketing and advertising strategy.
The role of your slogan is to help your customer understand the benefits of your product/service - so it's important to find a catchy and effective slogan name.
Often times, your slogan can even be more important than the name of your brand.
Here are 6 tips for creating a catchy slogan for your email automation platform:
1. Keep it short, simple and avoid difficult words
A great rule of thumb is that your slogan should be under 10 words. This will make it easy for your customer to understand and remember.
2. Tell what you do and focus on what makes you different
There are a few different ways you can incorporate what makes your business special in your slogan:
- Explain the target customer you are catering your services towards
- What problem do you solve?
- How do you make other people, clients, or your employer look good?
- Do you make people more successful? How?
3. Be consistent
Chances are, if you're coming up with a slogan, you may already have your business name, logo, mission, branding etc.
It's important to create a slogan that is consistent with all of the above.
4. Ensure the longevity of your slogan
Times are changing quickly, and so are businesses.
When coming up with your slogan, you may want to consider creating something that is timeless and won't just fade with new trends.
5. Consider your audience
When finding a catchy slogan name, you'll want to make sure that this resonates across your entire audience.
It's possible that your slogan could make complete sense to your audience in Europe, but may not resonate with your US audience.
6. Get feedback!
This is one of the easiest ways to know if your slogan will be perceived well, and a step that a lot of brands drop the ball on.
Ask friends, family, strangers, and most importantly, those that are considered to be in your target market.
Here's some inspiration for coming up with a slogan for your email automation platform:
Private Telefaxes Are What We Do
Unzip An Email.
Email - To Feel Free!
Inspired By Email.
Email Gets It Done On Time.
From Block To Gratuitous
Base Of The Electronic Mail
Did Somebody Say Email?
Email Reaching For The Stars.
Cuts Email Time In Half.
Incoming Messaging, First Messaging
Stay Cool With Email.
Tell Them About The Email, Mummy.
It's A Beautiful Email.
Get Busy With The Email.
For That Deep Down Body Email.
Email. The Power On Your Side.
Everyone Should Believe In Email.
From Intermediate To Final
Email, Not That Other Crap.
The Software Business Model
Tiered Pricing Model
You may want to consider having different pricing tiers to meet the needs of your customers.
With this model, there are typically 2 or more packages for a specific price that offer a fixed amount of features.
Each package should reflect the needs of the buyer persona - for example, a customer looking for a beginner package may have a very different use case than a customer looking for an enterprise package.
By offering different packages, you're able to target different audiences which will lead to increased conversions and revenue. Additionally, your chances of "upselling" existing customers are much higher as you have establisished trust with your customer and they're left wanting more once their use case evolves.
Many email automation platform businesses charge a fixed rate per user on the account (either monthly or yearly). This can be especially lucrative if you're targeting larger businesses where the user number will be much higher.
This model is not always preferred as it can be challenging to forecast revenue accurately when the user count within businesses is fluctuating constantly.
Flat Rate Model
If you decide to adopt a flat-rate model, this would mean that you offer only one price for every customer. All customers are treated equally and have access to the same amount of features.
This model is not as common as tiered pricing because it only meets the needs of one buyer persona and can limit growth and you're able to have multiple revenue streams.
Per Feature Model
This model charges customers based on the # of features they need. Customers add features "a-la-carte" which will determine the overall price of the product.
This can be a lucrative model, however, the number of different use-cases customers need can become overwhelming (making the sales process longer) and it can be challenging to find a price structure that works well.
The business model you choose depends entirely on your needs and goals as a company. To find what works well for you, you may want to consider testing several models and conducting market research to see what competition in the space is doing.
The Freemium Model
Offering free trials to your platform is a great way to gain exposure for your business and potentially get new customers!
Finding the right email automation platform is a big deal for most people, so it can be important for customers to try a free version with limited features prior to making a big investment.
Once your customer reaches the limits of their free account, they're much more likely to invest in the premium version so they can gain access to all of the features your product offers.
There are a few different ways you can limit certain aspects of your product:
- Usage quotas: Storage limits or limiting the number of times they can utilize a feature
- Limited features: Only allowing your free user to utilize certain features vs all features - this is also a great way to upsell during the user's experience
- Limited support: Customer support can be time-consuming, by limiting the level of support to free users this is a great incentive for them to upgrade (and will save you a lot of time and money)!
Here's an example of SEO website, Sanity Check offering a free version to their website:
🎬 How To Start An Email Automation Platform
How Much Does It Cost To Start An Email Automation Platform
If you are planning to start an email automation platform, the costs are relatively low. This, of course, depends on if you decide to start the business with lean expenses or bringing in a large team and spending more money.
We’ve outlined two common scenarios for “pre-opening” costs of starting an email automation platform and outline the costs you should expect for each:
- The estimated minimum starting cost = $7,034
- The estimated maximum starting cost = $59,044
|Startup Expenses: Average expenses incurred when starting a email automation platform.||Min Startup Costs: You plan to execute on your own. You’re able to work from home with minimal costs.||Max Startup Costs: You have started with 1+ other team members.|
|Office Space Expenses|
|Rent: This refers to the office space you rent out for your business. To minimize costs, you may want to consider starting your business from home or renting an office in a coworking space.||$0||$2,000|
|Utility Costs (office space): This refers to the first month's utility bill for your office space. If you are not responsible for this bill, this would not apply to starting your email automation platform.||$0||$150|
|Office Supplies: Although these may seem like minor costs, things like your desks, chairs, pens, paper, filing cabinets do add up. In general, all the necessary things that you can use in the office regularly are included as Office Supplies. However, to avoid these adding up too much, try to be as lean as possible and go paperless!||$30||$100|
|WiFi: Whether you work from home or in an office space, WiFi is an expense that's tough to avoid. Although the cost is minimal in most cases, it should be appropriately budgeted for each month!||$10||$100|
|Total Office Space Expenses||$40 (min)||$2,350 (max)|
|Employee & Freelancer Expenses|
|Payroll: This number depends on if you decide to pay yourself a salary upfront and how many employees you have on payroll. At first, many founders take on all responsibilities until the business is up and running. You can always hire down the road when you understand where you need help. Keep in mind, if you do plan to pay yourself, the average salary founders make is $50K.||$0||$4,000|
|Other Employee Expenses: Aside from payroll and benefits, there are other costs associated with hiring employees. This includes the cost to advertise the job, the time it takes to interview candidates, and any potential turnover that may result from hiring the wrong candidate.||$0||$1,000|
|Employee Reward Ideas: It's important to recognize and reward employees - whether they hit their goals or are doing an exceptional job. This doesn't have to cost you a lot - simply taking them out to lunch, giving them a gift card or offering a pay-check bonus are all ways to recognize your employee! Here are 65 ways to reward your employees.||$0||$500|
|Total Employee & Freelancer Expenses||$0 (min)||$5,500 (max)|
|Website builder: The cost of your website will vary depending on which platform you choose. There are many website builders on the market, so it's important you choose the right one for your business and overall goals. To learn more about your options + how to build a great website, check out this article.||$15||$100|
|Web Design: Web design includes several different aspects, including webpage layout, content creation, and design elements.If you have the skills and knowledge to design your website on your own, then outsourcing this to an expert may not be necessary. There are plenty of other ways you can design a beautiful website using design tools and software.||$200||$6,000|
|A Domain Name: Your domain name is the URL and name of your website - this is how internet users find you and your website.Domain names are extremely important and should match your company name and brand. This makes it easier for customers to remember you and return to your website.||$12||$200|
|Email hosting: Email is a critical piece for running your business. Once you have your domain name, you will want to set up email accounts for each user on your team. The most common email hosts are GSuite (typically starting at $6+ per user, per month) or Microsoft Office (typically starting at $5+ per user, per month). The number of email accounts you set up will determine the monthly cost breakdown.||$5||$75|
|Server Hosting: To start your business, you will need to set up and manage a server. The cost for this is typically billed monthly and depends on the platform you choose (typically ranging anywhere from $0-$50/mo).||$0||$50|
|Website chat function: If customer service is a big piece of your business, you will want to consider implementing a chat bot on your website. Typically, there are different tiers of pricing and some businesses even offer freemium services. To find what chat software is best for your business, check out this guide.||$0||$75|
|Total Website Costs||$232 (min)||$6,500 (max)|
|Business Formation Fees|
|Small Business Insurance: Depending on which state you live in and the business you're operating, the costs and requirements for small business insurance vary. You can learn more here.||$500||$2,000|
|Permit and License Fees: Depending on your industry, there are certain licenses and permits you may need in order to comply with state, local, and federal regulations. Here is an article that goes over all the permits and licenses you may need for your email automation platform.||$50||$700|
|Trademarking: Filing trademark registration will protect your brand and prevent other businesses from copying your name or product. USPTO has several different types of trademarks, so the cost to apply can vary (typically anywhere from $400-$700).||$0||$700|
|Lawyer Fees: Although you may want to avoid attorney fees, it's important that your business (and you) are covered at all costs. This comes into play when creating founder agreements, setting up your business legal structure, and of course, any unforeseen circumstances that may happen when dealing with customers or other businesses.||$0||$1,500|
|A Patent: Patents provide protection against others stealing or selling your idea.Securing a patent can be very valuable, but it's important that you are 100% sure this will be a smart business move for you, or if this is something to consider down the line.The process of securing a US patent can be both lengthy and pricey, and typically includes filing an application with the USPTO.||$5,000||$15,000|
|Set up business: LLC & Corporations: The first step in setting up your business is deciding whether your business is an LLC, S Corp or C Corp. The cost for this depends on which state you form your business and which structure you decide on. We put together an article that goes over the 10 Steps To Setting Up A Business.||$50||$500|
|Total Business Formation Fees||$5,600 (min)||$20,400 (max)|
|App Creation Costs|
|App Development: App development is the process of creating software intended to run on a mobile device.In addition to coding, there are other elements to consider:- design- back end development- security- architecture- testingMany businesses hire an expert that has the technical knowledge to design and develop an app.Depending on the scope of your project, the cost can vary. Some business owners learn to code on their own to minimize these costs, and others, hire a developer to work for them part-time or full-time.||$1,000||$20,000|
|Total App Creation Costs||$1,000 (min)||$20,000 (max)|
|Design Programs & Software: These programs might include the Adobe family of design tools: Photoshop, Illustrator, InDesign and others. This is typically a monthly subscription ranging from $10-$50/mo.||$0||$50|
|Email marketing tool: If you plan to grow your email list and email marketing efforts, you may want to consider investing in an email marketing platform (ie. Klaviyo, MailChimp). We put together a detailed guide on all of the email marketing tools out there + the pricing models for each one here||$0||$100|
|IT Support: IT support installs and configures hardware and software and solves any technical issues that may arise.IT support can be used internally or for your customers experiencing issues with your product/service.There are a variety of tools and software you can use to help with any technical issues you or your customers are experiencing. This is a great option for businesses that do not have the means to hire a team of professionals.||$150||$2,000|
|Accounting & Invoicing Software: It's important to have an accounting system and process in place to manage financials, reporting, planning and tax preparation. Here are the 30 best accounting tools for small businesses.||$0||$50|
|CRM Software: CRM (customer relationship management) software system is used to track and analyze your company’s interactions with clients and prospects. Although this is not a necessary tool to have for your business, implementing this, in the beginning, may set your business up for success and save you valuable time.||$12||$300|
|Project Management Software: You may want to consider using a project management and collaboration tool to organize your day-to-day. This can also be very beneficial if you have a larger team and want to keep track of everyones tasks and productivity. For a full list of project management tools, check out this full list here.||$0||$25|
|Internal Communication Tool: If you plan to have multiple members on your team, you may want to consider an instant message tool such as Slack or Telegram. The cost is usually billed per month (approx $5/user/month) or there are freemium versions available on many platforms.||$0||$20|
|Social Media Management Tools: If you plan to do social media marketing for your email automation platform, you should consider investing in a social media automation or publishing tool. This will save you time and allow you to track performance and engagement for your posts. Here is a list of 28 best social media tools for your small business.||$0||$50|
|Payroll Software: The main purpose of payroll software is to help you pay your team and track each of those payments (so that you don't have to do it manually). If you do not have any employees or have a very small team, payroll software may not be necessary at this stage. Here are the 11 best payroll tools for small businesses!||$0||$200|
|Online data storage: It's important to make sure the information for your email automation platform is stored and protected should something happen to your computer or hard drive. The cost for this is affordable and depends on how much data you need to store. To learn more about the different options and pricing on the market, check out this article.||$0||$299|
|Total Software Expenses||$162 (min)||$3,094 (max)|
|Credit Card Processing Fees: If you process credit cards then you will need to deal with interchange fees - which is usually around 3% of total charges. These fees are often forgotten about and can hurt cash flow if not taken into account.||$0||$300|
|Total Other Expenses||$0 (min)||$300 (max)|
|Advertising & Marketing Costs|
|Affiliate Marketing Commission & Fees: If you want to increase revenue for your email automation platform, affiliate marketing is a great way to promote your product to a new audience. When determining affiliate commission rates you will offer, you will want to take into account the price and margin for your product to ensure affiliate marketing is worth it for your business. According to Monitor Backlinks, the average affiliate commission rate should be somewhere between 5% to 30%. To learn more about how to set commission rates, check out this article..||$0||$250|
|Google Ads: With Google Ads you have the ability to control how much you spend by simply setting a monthly budget cap. Additionally, with these ads you only pay for results, such as clicks to your website or phone calls! It's okay to start with a small budget at first and make changes accordingly if you see valuable returns.||$0||$300|
|Facebook & Instagram Ads: With Facebook and Instagram ads, you set your budget and pay for the actions you want (whether that be impressions, conversions, etc).You can learn more about pricing based on your impressions here.||$0||$350|
|Total Advertising & Marketing Costs||$0 (min)||$900 (max)|
|Total Starting Costs||$7,034 (min)||$59,044 (max)|
Raising Money For Your Email Automation Platform
Here are the most common ways to raise money for your email automation platform:
You may not need funding for your email automation platform.
In fact, many entrepreneurs take this approach when starting their own business, whether they have a little amount of cash or a substantial amount to get started.
So what exactly does the term "bootstrapping" mean?
This method essentially refers to self-funding your businesswithout external help or capital and reinvesting your earnings back into the business**
Bootstrapping means building your company from the ground up with your own, or your loved ones, personal savings and reinvesting all earnings back into the business
Here are some tips to consider when bootstrapping your business:
- Use your savings as your capital - one of the best ways to bootstrap your business is to collect your savings and use them as startup capital. This will also help you avoid using your personal or business credit cards when getting started.
- Determine exactly how much capital you need and how much capital you have to get your business off the ground. Generally, when bootstrapping your business, you may want to consider starting a business that involves less startup capital.
- Consider starting a business that will generate immediate returns so you can put money back into the business
- Be as lean as possible - this refers to cutting down expenses as much as possible, such as payroll, fancy software tools, unnecessary travel, renting an office, etc
- Consider outsourcing instead of hiring - in the beginning, you may not need to hire someone permanently to help run your business. It tends to be much less expensive to outsource work to a freelancer and hire someone permanently down the road!
Want to learn more about bootstrapping your business? Check out this article
For your email automation platform, a common way to raise money is through crowdfunding.
So, what does it mean to crowdfund your small business?
Crowdfunding refers to funding a project through many individual investors.
Here are some items to keep in mind when planning your campaign:
- Sell more than just your product. Sell your passion, your vision, and your story.
- Be real. Give your community honest details about your product.
- Treat your audience as your friends (not just potential customers)
- Put together a great presentation - it will attract people quicker.
To launch a successful crowdfunding campaign, you first need to select the type of crowdfunding platform to host your campaign.
Here are the most popular crowdfunding platforms to raise money on:
Funding platform for creative projects.
Businesses using Kickstarter:
Crowdfunding platform for innovations in tech and design.
Businesses using Indiegogo:
Crowdfunding platform that has helped more than 350 companies raise $175M+ from a community of over 250,000 prospective investors.
Businesses using StartEngine:
We connected with one of the most successful Kickstarter campaigns, Photobooth Supply Co, and asked founder, Brandon Wong to give us some insight on his strategy:
Product first, campaign second
So with all of those positive benefits of the platform figured out, we wanted to make sure we had the product itself in the right place before we launched.
We’ve been working on Salsa for a long time now and wouldn’t have felt comfortable revealing the ability to pay for it until we hit a very important milestone. We had a final prototype.
Doing all of the sourcing and actual production is secondary—there was absolutely no way we could have gone public without people being able to see real photos (and touch in person) a functioning prototype.
This meant that we had to do all of the development before we ever saw a cent.
Finding backers in the real world
We launched the product at our annual Booth Summit, which is a convention for photobooth owners to get together and learn from experts in the field. Launching a product in a receptive environment is generally considered to be a good idea. The same was definitely true for us!
We had a crowd of people who had just told us they were dedicated to growing their business… and we had the chance to offer them a way to do just that. I really can’t emphasize enough how important it is to make products that matter for people who will care about them.
This opportunity to see the product in real life was an essential component for our launch, but it might not be the same for you. I think it just shows how essential having a great prototype is. People love to touch and feel what they’re buying, if you’re talking about something physical… you should be able to show a prototype before you ask for money.
Building excitement with even the smallest backers.
We knew that we wanted to have a ton of incentives for early backers so that they’d be rewarded for taking a leap of faith on a new photobooth.
We’re obviously not making a whole lot of money on that first $1999 tier. But it enabled people to be part of something fun.
Every $1999 backer is always going to be able to say, not just that they got a great deal, but that they were one of the first to get on board. It means a lot more than a discount code expiring—just look at how frustrated people are on Twitter when a limited stock of rewards is secretly gobbled up.
Kickstarter doesn’t reveal the names of backers, but it humanizes them. And it just adds to the fun of getting your own spot! Even for someone backing now, they’re able to say that they were an early adopter.
Delivering on our promise
One of the most common critiques of Kickstarter items is that they either never show up or that they take years. I wanted to make sure that our timeline was easy to deliver and also reasonable.
Nobody deserves to wait two years for your product after they pay for it. I felt like we needed to offer a much quicker turnaround than that. We launched on Black Friday 2018 with an estimated delivery of April 2019.
That’s under 6 months and much lower than the average Kickstarter! The most important thing is that we will be able to meet that timeline. You can’t go around promising delivery dates and missing them, this isn’t a consumer product.
Anytime you’re working with the events industry you have to be very transparent and up front about timelines. A bride who books a photobooth needs it to show up on her wedding day. It’s non-negotiable!
VC funding is a traditional and long process, but an effective way to raise money for your business.
The term "VC funding" refers to venture capital firms investing in businesses in exchange for equity.
The VC's (venture capitalists) are an individual or small group investing in your business and typically require substantial ownership of the business, with the hope of seeing a return on their investment.
VC's are typically the best approach for businesses with high startup costs - where it would be very difficult to raise the money on your own or through a loan.
When deciding whether to take this approach, it's important that you have a few things in place first, and know what you're getting yourself into:
Determine if your business is ready
Having an idea is not enough to get VC funding.
Typically, VC's will check to make sure you have these things in place prior to closing any deal:
- An MVP (Minimal Viable Product)
- A founding team with all proper documents in place (articles of organization, business formation)
- A validated idea with actual customers buying your product/service
Get everything in place and build a pitch deck
A VC individual or firm will be expecting a fine-tuned presentation that gives an overview of your business.
Here's what you should consider including in your pitch deck:
- Management team, their previous experience + current roles in the business
- Market challenge and solution
- Company financials - including a P&L statement, cash flow statement, and projections
- Company progress
- Investment amount - how much do you need and why?
Research the right VC to fund your business
Research the types of VC investors out there and what niche they focus on.
Then, put together a list of target VC's you want to approach and your strategy around setting up meetings.
Be sure you have everything in place (as discussed above) before setting up any meeting!
Make sure the terms and expectations are right for your business
Committing to VC funding is a big deal and a decision that should not be made lightly.
Although the money and experience from VC's can help your business quickly grow, you are also giving away a stake in the company, and the money comes with strings attached.
Be sure you do your due diligence in finding the right investor - one that truly believes in the growth and success of your business.
Accelerators are organizations that offer a range of support and funding opportunities for startups.
Typically, this means they help enroll startups in programs that offer mentorship, office space, and resources to grow the business.
These programs are typically 3-4 months and involve intense education and mentorship - most importantly, the startups also offered capital and investment in return for equity.
Here are some of the most popular and well-known startup accelerators in the U.S:
Here are some tips on how to get into an accelerator program:
- Have an MVP (Minimal Viable Product) in place
- Make sure you have actual customers and an overview of how your business is doing (revenue, site traffic, growth metrics)
- Build a team
- Crush your interview - this is a critical piece in the process. Know your business and metrics inside out and most importantly, be able to portray what makes it so unique.
What Skills Do I Need To Succeed In Starting An Email Automation Platform?
As a email automation platform, there are several essential skills and characteristics that are important to identify prior to starting your business.
Let’s look at these skills in more detail so you can identify what you need to succeed in your day-to-day business operations:
Here are some critical skills you will need to start your email automation platform:
- Language acquisition: Common languages include Java, Ruby, Python, HTML)
- Creative thinking: Ability to develop innovative solutions and think outside the box
- Analytical skills: Ability to troubleshoot issues quickly and efficiently
- Attention to detail: Precise and detailed in the approach so that little to no errors arise
- Calm & Collective: Critical that you are able to stay patient when challenges arise
- Communication skills: The ability to explain your approach in a clear and concise way that all team members can understand.
To see more skills and qualities people look for in a email automation platform, check out this article.
Business Savvy Skills
When starting an email automation platform, there are a few fundamental business skills you will want to learn in order to be successful:
- Leadership and training skills: A great team starts with YOU. Make sure you have all company policies and training procedures in place prior to hiring your team
- Decisive and self-confident: Over the course of your career, you will need decisions that could impact your business significantly. It's important you are able to think clearly and rationally about these decisions.
- Ability to understand the financials: You don't need to be an accountant, but it is important that you are able to clearly understand and define metrics such as expenses, revenue, profit, margins, COGS, etc.
- Strategic Thinking: Setting clear goals and benchmarks, identifying opportunities, risks. Ability to effectively communicate these insights to your team.
These are a few of many business savvy skills you should have (or work on) when starting an email automation platform.
For a full list, check out this article here.
Customer Service Skills
Friendly communication with customers and the ability to address service issues is a critical part of the job.
Here are some customer service skills you may want to consider prior to starting an email automation platform:
- Professionalism: The way you act, present yourself, and respond to situations all leave an impression on your customer. It's important to stay professional at all times when handling customer requests or issues.
- Problem-solving: When issues arise, it's important that you are able to think quick on your feet and address the situation with a calm and clear solution
- Friendly-manner: This is an obvious one, but customers truly appreciate someone that can respond in a quick, efficient, and friendly manner.
- Proficient in writing: These skills include the ability to write well-crafted emails, service tickets, and any other programs used by the business (ie. chat functions, SMS texting)
Advice For Starting An Email Automation Platform
We've interviewed thousands of successful founders at Starter Story and asked what advice they would give to entrepreneurs who are just getting started.
Here's the best advice we discovered for starting an email automation platform:
Guillaume Moubeche, founder of lemlist ($250K/month):
The more time you spend understanding who your customers are and what their main pain is, business will come automatically!
Read the full interview ➜
Guillaume Moubeche, founder of lemlist ($250K/month):
Brand is a powerful thing, you just have to patiently build it and never stop.
Read the full interview ➜
Arthur Backouche, founder of COLDINBOX ($35K/month):
If you’re building a product with a single but amazing feature for your users, they will naturally be involved to make it better.
Read the full interview ➜
Ignacio Arriaga, founder of Acumbamail ($85K/month):
If you want to bootstrap your business the most important things are having a strong business model since the beginning, and keeping an eye on your cash flows.
Read the full interview ➜
Mike taber, founder of Bluetick.io ($1.5K/month):
It made me realize there’s a big difference between “I would pay for that” and “I will pay for that”. Most people want you to be successful but something changes when they have to put money on the line rather than just giving advice.-
Read the full interview ➜
Write a Business Plan
Writing a business plan from the start is critical for the success of your email automation platform.
Because this allows you to roadmap exactly what you do, what your overall structure will look like, and where you want to be in the future.
For many entrepreneurs, writing out the business plan helps validate their idea and decide whether or not they should move forward with starting the business.
You may want to consider expanding upon these sections in your business plan:
- Executive Summary: Brief outline of your product, the market, and growth opportunities
- Overviews and Objectives: Overview of your business, target customers, and what you need to run your business
- Products and Services: Specifics on the products and services your business will provide
- Market Opportunities: Analysis of customer demographics, buyer habits and if your product is in demand
- Marketing: Outline of your marketing plan and how you plan to differentiate yourself from other customers
- Competitive analysis: Analysis of your competition and the strengths and weaknesses therein
- Operations: Hierarchal structure of the company and what it will take to run the business on the day-to-day
- Leadership Team: Detailing roles and responsibilities of each manager based on their specific skill-set
- Financial Analysis Understanding of all expenses, operating budgets, and projections for the future.
Learn more about how to write a business plan here
Determine Which Business Bank Account You Need
There are hundreds of banks out there, and it can be overwhelming to find one that's right for your business.
Here are some factors you may want to consider:
- Location - Is your bank close enough that you can easily make deposits or get cash?
- Low Fees - Make sure to understand any and all fees associated with setting up and maintaining your bank account. Ask for a list - banks usually try to keep this hidden and in the fine print.
- Online Banking Services - Make sure you can easily navigate through your online portal and you have easy access to everything you need.
- Line of Credit - What do your options look like (even if you don't need this now, you may need this down the road).
- Every bank has something that differentiates them from the rest, so make sure whatever that is applied to your needs and values.
Check out this list of the 13 Best Banks for Small Business in 2020 and what makes them so unique.
Setting Up Your Email Automation Platform (Formation and Legal)
When it comes to setting up your business, you may find yourself in a place where you have to make some financial and legal decisions.
The first thing you'll want to decide on is whether you want to be an LLC, S-Corp, or C-Corp.
These three options are found to be the most common when starting a small business, and all serve to protect your personal assets and also provide you with certain tax benefits.
- LLC: All income and expenses from the business are reported on the LLC personal income tax return.
- S corp: Owners pay themselves salaries + receive dividends from profits.
- C Corp: C Corps are separately taxable entities that file a corporate tax return (Form 1120). No income tax is paid at the corporate level and any tax due is paid at the owners individual expense.
Depending on where you're conducting business, you'll also want to consider securing the proper permits, licenses and liability insurance.
Need to start an LLC? Create an LLC in minutes with ZenBusiness.
How Do I Pay Myself As A Small Business Owner?
Most entrepreneurs start a business to do something they love- but at the end of the day, you still have bills to pay (maybe now more than ever).
But it's important to strike the right balance - if you pay yourself too much, you could be putting your business at risk.
There are two common ways to pay yourself as a business owner:
1. Owner's Draw
Many entrepreneurs pay themselves through an owner's draw. This means that you are technically sean as "self-employed" through the eyes of the IRS and are not paid through regular wages.
At the point that you collect money from the draw, taxes typically are not taken out - so make sure you are prepared to pay these taxes once you file your individual return.
As an owner who takes a draw, you can legally take out as much as you want from your equity.
This type of compensation is suited for Sole props, LLCs, and partnerships. If you’re an S corp, you can pay yourself through both a salary and draw if you choose.
If you decide to pay yourself a salary, you will receive a set and recurring amount. This will be taxed by the federal government and the state you reside in.
The reality is that it can be really complicated to set your own salary, so we have some tips for you to consider:
- Take out a reasonable amount that allows you to live comfortably but also sets your business up for success
- Consider the number of hours you are working weekly + the type of duties you are performing.
- Set your salary based on your industry-standard, location, and profits (or projected profits)
- Look at your P&L statement: Deduct your own pay from that amount. This is important so you can first tackle important business expenses, and then pay yourself from the amount leftover.
- Pick a payroll schedule (and stick to it)! In the US, it's most common to pay yourself and employees twice a month.
To learn more about how to pay yourself and what is a reasonable amount, check out this article.
How To Price Your Email Automation Tool
One of the most challenging aspects to starting an email automation platform is determining how much to charge for your email automation tool.
When businesses under-price their product, this can be extremely detrimental to their bottom line and reputation.
Often times, businesses under-price their products to drive demand and volume, but that last thing you want is for customers to view your product/service as "cheap." Additionally, this can have a big impact on the type of customer you attract, which can be difficult to recover from.
On the other hand, when businesses over-price, this tends to be just as damaging to the business.
When customers buy, it's likely that they will explore the internet and look at other competitors to ensure they're getting the best value + deal. This is why it's so important that you research your competition and understand where you land in the marketplace.
Here are some factors to consider when pricing your product:
Understand your customer
It's important that out of the gates, you identify the type of customer you want to attract and how much they're willing to pay for your service. One great way to do this is by surveying your customers. Here are some important items you'll want to takeaway:
- Customer demographic: Age, gender, location, etc.
- Buying habits of your customer: What they buy + when they buy
- Level of price sensitivity with your customer
All of these segments will help you identify the type of customer you're attracting and how to price your product accordingly.
Understand your costs
When pricing your email automation tool, it's critical that you first identify all of your costs and consequently mark up your email automation tool so you can factor in a profit.
The actual cost of your email automation tool may include things like:
- The actual cost to make the product (ie. raw materials, supplies, manufacturer).
- Shipping + overhead fees
- Operating costs to run your business
You may want to consider creating a spreadsheet with every single expense involved in operating/owning your business. This will give you an idea as to what you need to generate in order to at the very least, break-even and will help you price your products to factor in a profit.
Create revenue goals
When determining the price of your email automation tool, you'll want to create goals for revenue + how much profit you want your email automation platform to make.
This process is simpler than you may think:
- Think about your breakeven cost (by completing the above step).
- Create a revenue goal based on your break-even cost
- Evaluate the # of items you plan to sell in a given period (make sure this is a realistic number)
- Divide your revenue goal by the number of items you plan to sell
This figure will help determine your estimated price per product in order to meet your revenue goals.
Evaluate your competition
The last piece in determining how to price your email automation tool is by simply looking at your competition.
The best way to do this is by finding like-minded businesses that offer product(s) with similar perceived value. Then, you can compare prices of the different businesses and determine where your email automation tool fits best in the marketplace.
All of these factors play an equal part in pricing your email automation tool, so it's important you evaluate each one individually to come up with an accurate price that will help optimize your business from the start.
Gross Margin Calculator: How to Calculate The Gross Margin For Your Email Automation Tool
Our calculator is designed to be simple and easy to use.
The goal is to help you set realistic expectations and understand what is considered a healthy gross margin for your email automation platform.
What Type Of Clients Will Buy Your Email Automation Tool
It's important to first establish who you will be selling to, whether it's to businesses or consumers.
Typically, in this industry, products are sold to B2B markets (business-to-business).
Let's take a look at what this means for your email automation platform:
B2B (or business to business) is a transaction where your email automation platform sell's your product or service to other businesses to help them grow.
Business-to business industries typically includes SaaS products, B2B marketing firms, and other business supply companies.
Unlike B2C markets, the audience is not a consumer at all, but instead a business - so it's important to understand how to best market your product/services to that target audience.
With B2B, driving leads means understanding another company's business processes and creating a business strategy that will help their operation scale and grow.
Here are some tips to consider:
- Your main focus when selling to other businesses is showing value to their business and overall return on investment
- Focus on building relationships, rather than extending your brand awareness through social networks.
- Marketing approach should include things like attending conventions, conferences, and optimizing your online presence (SEO, email outreach, etc)
- Understand that the sales process may mean more effort educating your client, so it's important that you have a well-trained sales team that is knowledgable about the product
Building an MVP (Minimal Viable Product)
When building a email automation platform, it's critical that you first validate your product/service rather than rushing to build it right away.
This could save you months, if not years of building the wrong product/service.
If you're hoping to decrease any sort of risk that comes with launching your email automation platform, designing a prototype can be a great way to de-risk your situation.
The point of your email automation tool prototype is that it doesn't have to be perfect.
In the beginning stages, it doesn't matter how rough V1 of your prototype is, it's more important to just get started and you can always refine from there based on feedback from your network and most importantly your customers.
How To Build A MVP
Here are several different ways of building a prototype/MVP:
- Start by building a landing page to see if customers actually need your product and if they are willing to pay for it
- Build a very basic version of your idea and ask for immediate feedback from potential customers
- Present a problem and solution via Facebook/Instagram Ads and see what the response is like
Arthur Backouche, founder of COLDINBOX dives deep into the process of designing and prototyping their product:
Coldinbox was at first a small script that I coded and tested in the chrome developer console.
The script was able to invite all the people on a Linkedin search result page with a message.
When it was functional, I called my friend and co-founder Mohamed Hassen Mami and asked him if he was interested to do the project together and he was ok.
We already knew what features must be developed for the product release because we were using the dodgy competitor’s tool and provided Linkedin Lead Generation services as an agency.
I designed the UX/UI part of chrome extension with inVision Studio, a tool that I truly recommend because it’s free and super easy to handle.
Mohamed developed the chrome extension in React and Redux. And the backend with NestJs and MongoDB, the whole hosted on Heroku and Mongo Atlas.
He implemented the core feature that allows Coldinbox users to send bulk invitations on Linkedin, then he added the possibly personalize the invitation with a message and finally he shipped the feature to personalize messages with custom variables such as #firstName#.
On the side, I created the homepage of Coldinbox with Wordpress and Elementor, implemented the email marketing sequence with Sendinblue, and other marketing features.
If you’re building a product with a single but amazing feature for your users, they will naturally be involved to make it better.
How To Find The Right Developer For Your Email Automation Platform
If you (or others on your team) don't have the necessary coding/design skills to build the product on your own, finding the right developer for your email automation platform is a critical piece to bringing your idea to life.
Prior to hiring someone, you'll want to:
- Have a very clear understanding of what your product (or MVP) will look like
- Understand what the details of the user experience will look like (pages, how users sign up, backend administrative details, billing, reports etc). It may help to draw out the prototype and UX experience on a design platform such as Sketch
- Understand what features you want to implement now and even those in the future
- Understand the costs and time associated with hiring a developer and set a budget (more on that below)
Here are some ways you can find a developer:
Arielle Frank, founder of Clout Collective talks about her experiences and lessons learned when hiring a developer as a non-technical founder:
My first attempt to find a developer was a massive failure. I was basically screaming to be taken advantage of with my lack of technical knowledge and a heart full of hope. I signed an extremely unfavorable contract with a developer based in Morocco who claimed to offer “discounted” development services in exchange for equity in the company. By “discounted” I mean that it would cost only $40K to build the MVP. At the time I had no frame of reference for whether or not this was normal and justified it to myself.
Luckily, after a lot more internet sleuthing, I found my current developer, Adeva. Working with Adeva was the opposite experience of my initial encounter in every way. At $8K, Adeva’s quote for my MVP was literally 1/5th the cost of the original developer! I decided to save money on a front-end designer for V1 by using a template and designing things where I could in Figma.
I was forced to figure out many of the details and features of the platform upfront since Adeva couldn’t give me a quote without detailed user stories.
When building out the prospective features, I tried to focus on the end result and work backward from there.
For example, the end goal was for a content creator to be able to read a review and know whether or not they want to collaborate with a specific brand. I used this goal to inform the questions I collected for the reviews and the best way to display this info. During this phase, I also relied heavily on my beta testers for feedback about which info would be the most useful for them.
It’s tempting to add a bunch of cool, slick features when you’re building your product, but my brilliant mentor encouraged me to focus on doing one thing extremely well.
🚀 How To Launch Your Email Automation Platform
Build A Website
Building a website is imperative when launching your business, and with the right tools in place, this can be a simple task to check off the list (without having to hire someone).
- Pick a domain name that's easy to remember and easy to type
- Choose a Web Hosting Plan (ie. Shopify, Squarespace)
- Make sure you choose the right theme and design
- Implement the proper page structure (ie. about page, contact page, pricing etc)
To learn more about how to build a stellar website with little stress, we give you all the details on this step-by-step guide.
Once you have chosen the domain, web hosting, and platform, it's time to get started with the design phase.
Themes are a great way to produce the fundamental style and identity of your website - this includes everything from your font design to your blog post styles.
One of the best ways to get started is to simply explore the various themes (free or paid depending on what you're looking for) and test them on your site.
If web-design really isn't in the cards for you, you may want to consider outsourcing a web designer to help bring your vision and brand to life.
Launch Strategies For Your Email Automation Platform
There are various different ways you can launch your email automation platform successfully.
Here are a few different strategies to get customers excited about your email automation platform.
- Build hype with a landing page: you can effectively do this through waiting lists, discounts, countdown timer etc
- Create a teaser video: even just a 30 second video is a great way to exposure for your email automation platform, and possibly even go viral
- Reach out to influencers: The right influencer for your product has the ability to reach your audience with just one post, and because of their loyal following, this could lead to a big return for you.
- Get Press: Whether you plan a PR stunt or get exposure through a popular news outlet, this is a great way to attract initial customers
- Launch on popular sites: A great way to get buzz about your email automation platform is to submit your launch to popular startup sites.
Here are a few popular sites to launch on:
Learn more about how to launch your business successfully ➜ here
Guillaume Moubeche, founder of lemlist dives deep into the process of launching the business:
As most french cheap bastard 🇫🇷 🥖my goal was to acquire our first customers without spending any money.
The easiest way to that for us was to use 3 main acquisition channels
#1: Eating your own dog food.
lemlist is an email automation platform with unique personalization features such as dynamic images and dynamic videos. Hence, we decided to use lemlist in order to get in touch with highly qualified targets. The fact that we were using our own product was (and still is) a really good selling point.
#2: Leverage Facebook communities.
Facebook communities are literally a gold mine for any business. You can find your target audience and easily convert them when done right. For us, we found a community with founders and salespersons who are always looking for innovative services.
We decided to write a post showcasing all the positive replies we got from our outreach and we told people to comment on the post if they wanted to get beta access. In the end, the more people commented the higher the reach was. We got 200 comments and about 120 beta testers from one single post.
#3: Product Hunt.
As mentioned above, we leveraged the Product Hunt community really early to know whether or not our value proposition was resonating with our audience. We ended up #1 product of the day so it was a real success! It drove 100s of signups and 1000s of visitors.
If you don't know Appsumo, it's a huge community of entrepreneurs & small business owners.
The platform works as a group buying service and the goal of Appsumo is to offer to their community exclusive lifetime deals at a very affordable price.
For every SaaS owner, a lifetime deal might sound like something crazy, but when you think about the exposure, it's definitely something to consider 🚀
Since I already wrote an article about that, I don’t want to go into all the details of this launch but essentially, we made $160K in two weeks (the offer was obviously limited in time).
Get Press Coverage For Your Email Automation Platform
The more buzz around your brand - the more the phones ring, the more traffic to your website, and the more customers as a result.
Here are a few ways you can get press for your business:
Press releases are a great way to share big announcements or news, but in order to get any traction, you'll need to find a way to make your press release stand out amongst others.
Try to convey a story that really matters, not just to you, but to the reporter and to their audience.
Here are some things to consider when submitting a press release:
- Craft a catchy subject (keep it short and sweet).
- Acknowledge the journalist's past work and interests - this is key!
- Include the main point of the story in the first paragraph, heck, even the first sentence. Reporters want to hear the juice first and foremost.
- Focus on the facts and try to limit the amount of jargon used.
- Pitch yourself! Help them put a face to the story.
- Make sure your topic is newsworthy. If it's not, find a way to!
- Try not to include any attachments of your release!
Email is one of the most effective and preferred way to send your press release, so as long as you keep your pitch brief, interesting and personalized (no cold emails), you should stand a chance!
Get Press Using HARO
HARO, otherwise known as "Help a Reporter Out" is an outlet for journalists to source upcoming stories and opportunities for media coverage.
The best part is, HARO is free to use! There are, of course, premium versions you can purchase, but the free version is still an accessible way to get press.
Once you set up an account, HARO essentially will email you based on stories (that are relevant to you) that need to be covered where you will then have a chance to essentially "bid on the story."
Here are some tips when crafting your pitch:
- Discuss your experience and expertise in the space. Make sure it's obvious why you're relevant to this story.
- Answer the question in 3-4 sentences. Try and be as direct as possible
- Offer to provide the reporter with more information and make sure to give them your contact info
Plan a Publicity Stunt
Planning a publicity stunt is an effective and quick way to raise awareness for your brand and gain some traction from the press.
If you're looking to plan a stunt, the objective should be to be bold and create something memorable
However, being bold has a fine line - it's important that you consider the timing of your stunt to ensure you don't come off insensitive or unethical. For example, timing may not be in your favor if you plan something during the general election, or in most recent cases, a global pandemic.
In order to measure the success of your stunt, it's important that you first determine your end goal, for example:
- Is the stunt aimed to raise money for your business or a particular organization?
- Is the stunt aimed to drive more traffic to your website?
- Is the stunt aimed to get more followers and engagement on Instagram?
Here are a few tips for creating a great publicity stunt:
- Research to ensure that there haven't been similar stunts done in the past by other businesses - this could easily turn off journalists and your audience.
- Make sure you can explain the stunt in one headline - this will help grab the media's attention. In other words, simplify!
- The stunt should be related to the product you are promoting. Even if the stunt is a success in terms of viewers, but it doesn't tie back to your original goal, then it's not useful.
- Keep the stunt visual with videos/images.
- Leverage the internet and social media platforms for your stunt by sharing your message across a variety of audiences. This will help with word of mouth and the overall success of your event.
To learn other strategies on how to get press, check out our full guide here.
🌱 How To Grow Your Email Automation Platform
Social Media Advertising
Social Media Advertising is one of the leading ways to get the word out when it comes to email automation platform.
There are various different Social Media platforms available to you. Some may be more critical for your marketing efforts than others, however, it's important to have an understanding of what's out there and available to you.
Let's talk about a few of the main platforms and what makes them unique:
- Facebook Advertising - more than 2 billion monthly users. Facebook is the best for lead generation + capturing email addresses for e-commerce businesses.
- Instagram Advertising - approximately 500 million monthly users and has a higher audience engagement rate than any other platform. Instagram ads are best for linking to a product page or landing page and reaches the 18-29 age group most effectively.
- Twitter Advertising- Small businesses typically use twitter ads to drive brand awareness, but the platform is meant more for organic engagement (and is not as heavily used for paid advertising)
- Pinterest Advertising - 175 million monthly users and most effectively reaches the female audience. Pinterest is great for promoting products without "promoted". The promoted pins have a way of blending right in.
- LinkedIn Advertising - 227 million monthly users and is geared towards the B2B market and generates the highest quality leads. Great platform for recruiters, high-end products and services that will help businesses
It's important to first define your goal/objective so that you don't waste time and money into the wrong platform:
Here are some different questions to ask yourself as it relates to your goals:
- Do I want to simply drive brand awareness?
- Do I want to drive users to my website to gather information?
- Do I want to increase sales and get my customer to take action?
From there, choose the platform that targets your audience best and start experimenting!
Learn more about social media advertising ➜ here.
Founder Andy Hayes talks about mastering FB ads and the pixel:
The biggest bang for your buck will likely be mastering Facebook and it’s platform - which we all know is pay for play, so you’ll have to come up with a small amount of budget to start for marketing.
We’ve spent countless hours (and paid numerous coaches) before we cracked the code that works for us on Facebook, but it is working really well for us now.
Some of the most important things to know when it comes to FB Ads:
- Start with retargeting (that’s showing ads to people who already know you but did not purchase). Master this - and start building information on your Facebook Pixel - before you do anything else
- Once you have that down, try working with the 1% “Lookalike” audience to prospect for new customers. This may take awhile because your pixel audience is small, so try layering on interests - 1% Lookalike and your largest competitor, for example. Don’t use interest-only targeting until you master this.
- Great photography and videography is key, as is smart copy. Research what’s out there in your industry and constantly test - what works for one company may not work for other people.
- Make sure you have good offers. For example, we have a $5 trial for our subscription, which converts affordably - if we promoted our subscription with the standard $30 front charge, it wouldn’t be as cost-effective.
Grow Your Email List
The more engaged list of emails, the more engaged customers, which ultimately leads to more sales.
One of the best ways to start growing your list is by providing your customer with something free (or discounted) in return.
This could also be anything from:
- Fascinating case study
- Video series
- Free week of the product
- Discount on the product
Learn more about how to grow your email list and improve email marketing ➜ here.
Dylan Jacob, founder of Brumate states their email collection tactic that is proven to work:
We use Spin-a-Sale for this (you spin a wheel for a discount code in exchange for subscribing to our email list). This has been the best email-collecting tool we have found because the customer truly feels like they won a prize rather than just a coupon code.
Even if a customer doesn’t convert right away, if we have their email we have a 19% chance of converting them into a future customer whether that is through future promotions, new releases, or simply just sending an email at the right time for a purchase to finally make sense for them.
We also have a return customer rate of over 14%, so one out of every 6 people we convert will end up buying from us again with an average order value of over $60.00.
Add an exit-intent popup to your online store
A great way to double, or even triple, your email opt-in rate and to grow your list is to add an exit-intent popup to your site, and offering a discount or content upgrade for subscribers.
Here's an example of what that might look like:
One thing that I spent years NOT doing, that I now kick myself about, is adding an "exit intent pop-up" to our site, which lets people enter a sweepstakes to win a Xero Shoes gift certificate.
That one idea has added over 100,000 subscribers to our email list, which is one of our most effective marketing channels.
Improve Your Email Marketing
Different types of emails
Here are the most common types of email campaigns you can send to your customers and their benefits:
- Welcome emails - the perfect way to provide information from the start with a clear CTA. Make sure to tell your customer everything they need to know about your product or service.
- Newsletters - a great way to give customers updates or send out your latest content
- Product launch emails - the quickest (and easiest) way to increase sales is by selling to current customers. Make sure they're the first on the list to know about your new product
- Promotional emails - promote discounts, deals coupons etc. Try and make this feel exclusive and for a limited time only
- Abandoned cart emails - give your customers a reason to complete their purchase!
Here's a great resource for finding curated email designs, for all types of email campaigns!
Abandonded Cart Flow
The abandoned cart workflow is one of the most effective strategies for turning your lead into a customer, and a powerful tool to have if you're an e-commerce business.
Think about all the times that you went on a shopping frenzy only to add items to your cart and then either forget or realize nows not the right time to pull the trigger.
Then, minutes later you receive an email saying "Hurry up! Your cart is waiting - and we want to provide you with 20% off your order."
Maybe that's the special touch (and discount) you needed to pull that trigger.
Implementing this workflow can automatically trigger this for your business every time a customer abandons their cart.
Here's a great example of an abandoned cart email from Brooklinen:
Things they do well:
- Showcase 5-star reviews from other customers
- Offer a small discount + free shipping
- Great design + clear call to actions!
Improve your SEO
SEO is not just about driving traffic to your site, it's about driving the RIGHT traffic to your site, and ultimately, converting leads into customers.
One of the most important aspects of SEO is understanding what your customers are searching for, otherwise known as "keyword research."
Here are some tools that can help you choose the right keywords for your email automation platform.
- Google Ads Keyword Planner invaluable for discovering search trends.
- Google Search Console is very helpful once your website is up as it shows you what words/phrases are generating traffic.
- Ahrefs and SEMRush are paid tools that allow you to look at results of your competitor's website.
Publish Great Content
Finding keywords is an important piece of the puzzle, but Google also ranks your site based on the actual content you produce, as this is what your customers are reading and engaging with.
There are various different "forms" of content that you may want to consider diversifying on your sites, such as blog posts, articles, studies, and videos.
So let's discuss what google considers "good content:"
- Length - This will vary depending on the page, however, generally having a sufficient amount of content helps search engines recognize that your site is a good source for a specific topic
- Engagement - The longer people stay on your website to read your content, the higher Google will rank your website. It's important to have informative and "thick" content that keeps people reading
- Avoid Duplicating Content - Google will recognize this and may consider your content to have low value
- Ensure pages load quickly - This will also help with engagement and time spent on your website
- Shareability - Create content that people want to share, and is easy for them to share, especially to their social media accounts (ie. "click to tweet" is a great example of this).
Another element of creating good content is creating consistent content.
If (and hopefully you are) publishing content frequently, it's important to stick to a schedule - this helps build brand trust and easy user experience with your customers.
Planning out your content with a content calendar is key to staying consistent.
Here are a few great content calendar tools that can help you:
Backlinks are an important piece to SEO, as they allow for other websites to link to your content.
Search engines recognize that other sites are essentially "verifying" your content and essentially rank you higher because of this.
Of course, some links are more valuable than others and can affect your site in different ways.
For example, if a highly valuable and credible site like the New York Times links to a page on your website, this could be remarkable from an SEO perspective.
Aside from organically getting mentioned from other sites, there are other ways that you can increase and earn backlinks:
- Create infographics with relevant data that people want to share
- Promote your content on different sites/look into "guest blogging"
- Contact influencers/journalists/bloggers and ask them to mention you!
- Write testimonials for other sites in exchange for a backlink
- Leverage existing business relationships
Build A Blog
One of the most effective ways to build brand awareness and grow your business is through consistently blogging.
We've outlined some useful tips for you to consider when creating content:
Consistency and Quantity
Quality is important, but it should be the standard for any content you publish.
What’s more important is consistency and quantity.
Consistency is as simple as committing to publishing and sharing a certain number of posts per week. For me, that’s three per week right now.
This kind of commitment is key, because one day, a random post will blow up, and you will have never expected it.
The easiest mind trap is to think "I’m posting too much", and “I need to give my readers/audience/this platform a break”.
This is nonsense.
There is no such thing as oversaturation. Well, there is, but it is just someone else’s opinion.
For every person that tells you you are posting too much, there is another person that wants even more of your content.
You should ignore people’s opinions on how much you post.
Patience & Persistence
Keep posting, keep trying, and keep putting out good content on the regular. Your time will come, and when it does, it will change everything.
The only thing you have control over is your content.
You can’t control how people will react to it. You can’t control pageviews, likes, or shares.
So the only metric you should focus on is how much content you can put out in a week, month, etc.
Where to share your blog content
I know it sounds obvious, but the best places to share your content is on your mailing list. It is guaranteed traffic and it is a great way to get rapid feedback from your most loyal readers.
Send newsletters often. I have done once a week since starting, and I’m moving to twice a week soon.
Work on increasing your mailing list as well. Look into ways to increase your conversion rate to your mailing list. I added a flyout popup thing to my site and now I’m collecting ~30 emails per day.
An email newsletter is one of the most powerful assets you can have and it is worth its weight in gold.
Reddit is one of my favorite places to promote content.
It is a very scary place because you will often get banned or heckled, but it can really pay off.
Create social media accounts for your blog, the main ones I use:
Twitter Facebook Instagram LinkedIn
Set up Buffer and share all of your blog posts to all of your accounts. All of these little shares really do add up.
Automate this as much as possible. I automated all of my social media for Starter Story.
When I started out, I put together a spreadsheet of relevant Facebook groups for my niche, and I would post to these groups whenever I had a big story I wanted to share.
Experiment With Pay Per Click Ads (PPC)
Pay-per-click (PPC) is a performance-based marketing method that allows you to show specific ads for services or products oriented to a very defined target, with the goal that the user visits your website or landing page.
Here are some tips to consider:
- Consider connecting the ad to your corresponding landing page so that the audience receives the necessary information after clicking on the ad.
- Conversion Tracking: When running PPC campaigns, be sure to run the ads with conversion tracking.
- Focus on quality keywords, even if there are few as this will save you time and money. When assessing the performance of a keyword, it's important to track the expense, conversion, and cost per conversion, as well as the ROI.
PPC advertising can be a very important lead generator as long as it's done properly. Your PPC campaign is intended to drive traffic to your website and help the business scale.
Additionally, if the campaign is not having the desired results, you can make the necessary changes immediately to improve them.
Ryan Schortmann, founder of Display Pros talks about their investment in PPC Ads:
My name is Ryan Schortmann and I’m the founder of Display Pros. We are a custom trade show display booth company offering easy to use portable display “kits” for small and medium businesses wanting to get into the trade show game.
It did not take long to come to the realization that to compete at any reasonable level, we were going to need to take the plunge and invest in Pay Per Click ads and display.
From experience, I know that it is important to give Google’s hivemind some time to settle in before each campaign starts seeing consistent results (this is largely dependent on budget).
A certain amount of PPC budget must be viewed as a “marketing research” expense and then you can look at the analytics data and make informed decisions on where to refine, tweak or plain scrap an idea.
Google Shopping was an entirely new concept for me. You can’t assign keywords to products so at first, I was asking myself “How the hell do you refine these?”. Then I found some good reading material and courses and learned of some advanced methods that the pros are using. It turns out you can utilize negative keyword lists combined with the priority setting on each shopping campaign to “shape” the keywords that are coming in and how much you are spending on them.
To learn more about PPC Ads and Google Shopping, check out this video to learn everything you need to know!
Build A Facebook Community
Building a community is a great way to grow your network and your business.
There are several different ways of building a community, one of the most effective (and simplest) ways is to build a Facebook group
Setting up the group page takes less than 10 minutes, and we've outlined ways the top 5 ways to create an engaging and successful group:
- Make the group exclusive. This may sound counter-intuitive, however, this ensures privacy and that the group will feel comfortable posting and engaging with members.
- Try to be warm and welcoming. A great way to do this is by having a "Member Monday" where you welcome new members and ask them to introduce themselves in the group
- Use polls/surveys. This is a great way to know your audience and see what people want more of in the group (more business tips, networking opportunities, etc).
- Include influential people & conduct AMA's (ask me anything). This is a great way to get members engaged
- Host an in-person (or virtual) event with members in the group. This will create stronger relationships and build a strong community.
Mike Doehla, founder of Stronger U, an online nutrition company noticed that his customers needed a little motivation and sense of community:
Most diets are lonely so we wanted to give support and a community.
I think many people fail diets because there is no one to talk to and no accountability.
You can by a book, or google a meal plan but who’s going to keep you on track? We will. The entire SU community.
We give our members access for life to our Facebook community filled with people around the world who are looking out for everyone’s success.
Most diets make up arbitrary rules and we thought they just didn’t make sense. Meal timing, Cutting carbs, butter in coffee, sugar being the devil? Ehh no need to overthink that stuff.
We’ll give you the science behind of what we do and show you what actually matters based on real research.
Luckily we have a PhD at our disposal to educate our staff and members so everyone is getting the most up to date information out there.
Form partnerships for your email automation platform
Starting a email automation platform is all about building relationships and becoming an integral part of your community.
Many entrepreneurs make the mistake of thinking they can do everything on their own. In reality, other businesses (even your competition) and members of your community can be a huge piece of your growth strategy.
When forming any type of partnership, a lot of energy and time can go into this. To ensure it's worth your while, dive deep into the vetting process and ask yourself (and them) the following questions:
- What are your businesses values and priorities?
- Who are your customers? What matters most to them?
- In what ways can we both bring value to each others businesses? Cross promotions? Clout/credibility?
- Should we do a trial run first to make sure this partnership works out before finalizing an agreement?
- What will the agreement look like?
Once you have an idea as to what the ideal partnership agreement looks like, that's when the outreach begins (the hardest part)!
Here are some different ways you can meet other entrepreneurs and form partnerships:
- Simply talk to other people in the email automation platform industry. You'd be surprised as to how willing other entrepreneurs are to share their knowledge with you
- Host an event: By inviting people to your event in your community and industry, you may be able to form partnerships and expand your clientele
- Join a facebook community: Nowadays, everything is online. A great way to meet other people is to become 'active' on a public forum or community
- Use other social networks such as LinkedIn or Twitter to aid your outreach. This can be a very powerful tool if used properly.
Forming partnerships and building relationships within your community can be a very valuable tool, but it's important that you do your due diligence and avoid going in blind to any sort of partnership. This can save you months, if not years of time.
Mike Aspinall, founder of The Crafty Gentlemen discusses how brand partnerships are the most important part of his growth strategy and revenue stream:
My main revenue stream is sponsored brand partnerships, whereby a company pays me a fee to feature their product within one of my blog posts.
Over the years, I’ve worked with some really cool brands – Etsy, Hobbycraft, Cricut, Pinterest, Gorilla Glue, Singer, Janome, Brother, Bosch, and lots more.
For a long time, I was hesitant to charge for my work – I was happy to work in exchange for products. But there came a point where I was being offered more work than I could have said yes to – something had to change. So I started to charge for partnerships. And brands agreed, no questions asked!
The last 6-12 months have been the most successful yet for my business. I’m making regular revenue through multiple streams, including sponsorships, media appearances, influencer work, and passive ad revenue. My website traffic is at an all-time high, and growing – as are my social media followings:
🏃🏼♀️ How To Run Your Email Automation Platform
How To Retain Customers For Your Email Automation Platform
Retaining customers is one of the most effective ways to grow your email automation platform.
Oftentimes, it's easy to find yourself focusing on generating new customers, vs retaining your current ones.
Look at it this way - you are 60-70% more likely to sell a new product to an existing customer than you are a new customer.
That's not to say that finding new customers and revenue streams is not important, however, the easiest (and most inexpensive) source of new revenue is right there in front of you.
Here are some ways you can retain customers for your email automation platform:
- Responding to comments on social media
- Send discounts (or freebies) to loyal customers
- Provide valuable content, for free
- Write a hand written thank you note
- Provide awesome customer service and build relationships with customers
To find out more tips and tricks on retaining customers, check out this article ➜ here
Guillaume Moubeche, founder of lemlist dives deep into the process of attracting and retaining customers:
Essentially, we divided our growth process into 7 pillars
1- Growing your audience, make friends and be kind
I know that some parts of this title might sound unusual and somehow intriguing, so let me explain…
At lemlist, we’re passionate about what we do — period.
I’m not gonna sell you a story saying that; when I was a baby I used to send a lot of cold emails without getting any replies so I realized that we had to build something great and that my only purpose in life became to build lemlist.
No… That wouldn’t be true and as I said, there won’t be any BS in this interview. We’re passionate about what we do because we love to help people be more successful in what they do!
I’m detailing this specific point because it’s part of our DNA and in my opinion, it was key to our success. But for now, let’s get back to our growth engine!
As mentioned above, right after our launch, we decided to start building a community called “The Email Outreach Family” on Facebook. The reason we chose that name is that we consider all lemlisters as part of our family. lemlist is our baby and we need to make it grow all together.
From the beginning, our mindset was to have a strong focus on the product and to be super close to our users. Thanks to Vianney & François we were able to implement changes in the app at a crazy speed and all of the community was super pleased to feel listened to and valued. Very quickly I understood that a happy lemlister was a lemlister who would get great results with lemlist (pretty obvious I know 😅).
From that point and because I was spending a lot of time either on the chat or on our community on Facebook, I started getting super close to many of our users. Since my goal was to help them become successful, I became friends with many lemlister’s all over the world! Every feedback we receive is always taken very seriously and we make sure to inform each lemlister as soon as something he requested gets implemented.
Because I know that saying things like “provide value” or “help people being more successful” can be a little abstract, here two examples of something we started doing to help our users:
A- Email warm-up and deliverability
The first one came directly from the community itself… essentially, when sending cold emails, your deliverability (meaning whether or not your email was delivered into the inbox) is key. One of the issues people face when their domain is new is that they need to “warm-up” their email domain before actually being able to send cold emails.
Essentially the warm-up process consists of sending manual emails to friends and increase the number of emails you send every day. If you’re interested in that topic, check out the most extensive guide about email deliverability and warm-up.
One of our power users decided to post something about that in the community:
Based on the reactions and comments, we decided to have people join a waitlist for a new feature we wanted to develop to do that automatically
In 24 hours we had 100s of people putting their email address on the Google Sheet to have access to that feature.
Knowing that we have thousands of users all over the world, our email warm-up feature would definitely be the best ever created because of the different types of email providers, locations and domain age from all the current lemlisters.
After having Vianney & François put their robot mode ON one more time, we shipped that new feature after a week and the results were simply amazing.
All the comments and reactions we received were super supportive of the new idea 😎
The great thing about building a community is to be able to get feedback instantaneously about what you’re doing. In that case, we managed to tackle a pain that no one in the industry thought of in years…
B- Getting more replies to your cold emails
Using the same user-based approach, we realized that a real pain for most lemlisters was to get more replies to their cold emails. Since I’ve been in that space for a bit of time and I’ve been testing things like crazy, I decided to launch every week a new successful email template that they could use and reproduce.
Since most cold emails are the same, lemlist allows adding an extra layer of personalization by adding personalized images inside your cold emails to make them stand out and get more replies.
Here is an example with some dynamic text on a cup of coffee:
And another one using lemlist technology to take screenshots automatically based on a URL or on the domain of the email address:
Those Gifs are essentially made to make people understand the power of image personalization while all the templates are fully available in our cold email template section. As mentioned above, finding out that those templates were successful, required a lot of testing so let’s start talking about the second phase.
2- Use your product, make love to it and tell everyone about it 🇫🇷 🥖
First of all, I’d like to apologize for that dirty analogy but well… I got to keep you awake as it’s a pretty long read. 😅
Giving you the advice to use your product is not something new yet I see a lot of founders who are not doing it for some weird reasons. Don’t be that person and use your product! Anyway, for us, I think that something that really pushed us to use our product is that I’ve always been a french cheap bastard. 😂
Having a tool that I can use for free to do my sales prospecting was definitely a no brainer especially since it’s also a great way to test many different things and see what’s working… or not!
I mentioned how important fast pace testing is and that’s exactly what we did with our platform. Thanks to email outreach we got in touch with enterprise account in Silicon Valley testing new approaches and verticals and also closed some really cool companies. Every time I was testing something new, and the results were good, I was writing about it.
One of my articleseven got featured in a Medium blog with 40K followers called Noteworthy — the journal blog.
Detailing the step by step process about how I used lemlist to achieve some great results was one of the best ways to illustrate to our users what they could do. At the same time, it was also a great way to generate traffic and have people signing up for lemlist.
Using our product and experimenting with new things was also key to build new features bringing a lot of value. At lemlist, we strongly believe that personalization is key especially when you’re trying to build relationships with people who have probably never heard of you. Based on our assumptions we started to implement personalized videos and landing pages very early in our process.
Since we can generate personalized images based on the person’s email address (adding automatically company logo, website screenshots, first name, etc…) we tested this process of adding a personalized video in an email driving to a personalized landing page:
Personalized email with dynamic clickable image
Dynamic and personalized landing pages
Based on some crazy results we had, we decided to implement it for Zendesk and their success was huge as well!
The reason I’m saying that is not to brag about it but more to explain that we started doing something in a semi-manual manner as a test and once we saw the potential we started testing it with some other companies.
Based on some great results and success story, we decided to entirely automate that process and build within lemlist a feature allowing to generate personalized landing pages. Which was also a game-changer and has been very much appreciated by the community. 😍
3- Give birth to a baby product, teach him how to walk and talk like a real human being
After using the product like crazy, I clearly realized that our baby was missing a soul. When you look at most B2B (business to business) companies, you quickly realize that most of those companies tend to be “boring”; however, a lot of boring companies are full of super cool and fun people!
So why is that? I think that most people think that business, is by definition not meant to be fun. At lemlist, we believe the exact opposite!
B2B doesn’t have to stand for boring-to-boring
And because it’s also part of our DNA we decided to give a soul to our product.
A- From “leads” to buddies-to-be:
We’ve all been there… Talking about contacts, prospects, leads, qualified leads, etc… For us, all this terminology is totally dehumanizing the relationships you want to build with the people you’re reaching out to.
Because we believe that we do business with people we like value and trust (a bit like friends in the end), we decided with my friend Charlie (who actually came up with that idea) to change the terminology to buddies-to-be.
B- Making stats human and sexy
We all know that each action (opens, clicks, replies, etc…) has an impact on the success of your campaigns. In order to make your buddies to be more human, we’ve decided to associate each of their action to a specific emoji showing an emotion. 😍
C- From Unsubscribe to Graveyard
Well… It’s Okay… You can’t become friends with everyone… That’s actually why we’ve renamed the unsubscribe section… Graveyard 😱 I know it’s a bit scary… But well… You know… If they don’t want to hear from you it’s cool ❤️
D- Creating a 100% human onboarding
In order to make every single lemlister feel welcomed and in good hands we created an onboarding sequence using lemlist including videos and personalized images.
The results of this onboarding campaign were a key factor in improving our activation and conversion rate.
Which such a high click rate we were able to drive more traffic to our website while at the same time building a relationship with our users. At the same time, we decided to add automatically each user who would sign up to lemlist on LinkedIn with a custom script (Thank you, Francois 🙌❤️). Adding people on LinkedIn with a friendly welcoming message is the best way to get insights for us.
I’d like to personally welcome you to the lemlist family ❤️*
How did you hear about lemlist?*
The type of insights we get on a daily basis:
With such messages I’m able to start daily conversations with a lot of new lemlisters all over the world and to be honest it’s been one of the best ways for us to really get to know our users and their needs 😍
4- If you don’t write content you’re dead…
Well… This one might sound a little bit harsh and I know companies that are doing 0 content and that are doing really well!
However, in our case, writing content has been key for 3 reasons:
- It was a great way to educate our users on some complex topics such as email deliverability, account warm-up etc…
- We were able to write highly valuable and ready-to-use content such as our cold email templates collection.
- Each content was also repurposable on many different channels
When I meet with other founders, a very common issue I see people facing is to find the right content to write about. In my opinion, I think that the best way to find content was to listen to our users and the market. It sounds difficult but if you spend time talking to your users on the chat you’ll quickly understand that some common topics often come up.
Let’s take one example here:
People were always wondering how to find email addresses or even how to get the best deliverability possible. After spotting these topics we decided to spend some time finding the best keywords to use (using tools like Ahrefs, Ubersuggest, etc…) in order to create an article that was optimized for search.
More than just optimizing the content for search we also decided to write the best content out there with some unique and undiscovered techniques.
As you can see, this article is 16 minutes long so we wanted to detail the step by step guide on how to find anyone’s email address. If you look at the article, you’ll see that the goal is to only give value and actionable tips. You’re probably wondering why we want to rank for such keywords when our tool is actually a cold emailing platform? Well… people who want to find email addresses for sales prospecting often need a tool to send emails in a personalized way, hence lemlist!
In every industry, you can find topics that will bring benefits to your users while at the same time position yourself as a thought leader.
That’s also what we did with the deliverability topic.
Since our combined users have sent 10s of millions of emails across more than 10,000 accounts, we had a lot of data to know what was working or not. Based on that we analyzed all the best practices and decided to write another in-depth guide about email deliverability and account warmup. However, content creation is only 20% of the work, the 80% will come from content distribution and repurposing and that’s actually our 5th pillar.
5- Sharing love and knowledge everywhere
Another intriguing name for a growth pillar you might say! Worry no more my friend, this part is about repurposing content. In the early days, it was just 2 technical geniuses (Vianney & Francois) and a random French guy (me 👋 🇫🇷).
However, this content strategy of documenting every single thing we were doing attracted a rising star… Vuk.
After giving him a shot, Vuk directly showed me his thirst to strive and I really liked his hustle mindset. A few months after that we were meeting in Paris to build this 5th pillar:
The concept is pretty simple. We’re a small team with great ambition. Being small means that we wouldn’t be able to produce hundreds of articles every single month. However, each article can be repurposed and share in many different communities or media.
We divided our strategy in 2:
A- Repurposing content on multiple platforms
This might sound pretty easy yet most companies forget about it. For example, let’s say that you record a video about 10 tips about cold emailing, you can now transform this one video into 10 and write posts about it on LinkedIn.
That’s actually what we did. Giving weekly tips around a specific topic. By dividing into pieces a content you usually make it much more digest, especially on social platforms.
Another example where Vuk really killed it was to repurpose some articles on Quora by answering a lot of questions related to our area of expertise.
After repurposing each and every single piece of content, we were able to drive traffic from various sources and define what was working or not.
I know that most people would advise focusing on one channel but in our case, we did the opposite and it worked pretty well so… sometimes you just have to do you 😊
B- Sharing content everywhere we could bring value
This part is often called content distribution and that’s exactly what it is in the end. There is no secret as you need to find Facebook communities where your audience hangs out and give them the content they like. It can be on Facebook communities, Slack groups or even online forums such as Growth Hackers were we got featured in their newsletter a few times already:
Based on the great results of those test, we decided to implement a much more thorough process when it comes to content that I will probably detailed in another article 😎
6- If you want more money, simply ask for more
As a first time founder, I think that was the scariest thing to do: Increase the price. Everyone talks about it and it sounds pretty magical… ‘You want more money? Well… increase your pricing! It’s obvious’.
Every time I had that conversation I felt stupid… I even recommended to many other founders to increase their price! But when it comes to lemlist I chickened out.
What if people don’t want to pay that amount of money? What if people find it too expensive?
In the end, it’s only a matter of perceived value. A higher price means more value. Because we postponed for a long time that price increase, we decided to increase our pricing by 50%.
Yup.. 50%… But guess what? In the end, it was our best month! Our growth increased and our conversation rate stayed the same. So if you feel scared right now, don’t be… We’ve all been there and it will be fine!
7- Know your users better than you know yourself
Being user-centric is something any marketer has heard of. To me, it’s not only about being user-centric. It’s also about getting to know your users even better than yourself!
To do so, we decided to run some user surveys using lemlist. The goal was to get to know our paid users who have been supporting us since the early days and understand what they liked or disliked. Regarding the survey, we decided to use what Rahul Vora did for Superhuman.
4 questions to get the best insights:
1. How would you feel if you could no longer use lemlist?
A) Very disappointed
B) Somewhat disappointed
C) Not disappointed
2. What type of people do you think would most benefit from lemlist?
3. What is the main benefit you receive from lemlist?
4. How can we improve lemlist for you?
Getting enough replies to a survey can really be a pain however, we decided to apply the exact same best practices when it comes to email outreach — personalization at scale!
Let’s say that those results were beyond our expectations!
Once our users clicked on the video, they would be redirected directly to a personalized landing page including the Typeform survey.
Each landing page was automatically personalized using lemlist technology. In total, we had an almost 100% conversion rate from click on the video to survey completion. It was also a great way to illustrate some of our latest features with lemlist.
In the end, we had the following results to the first question “How would you feel if you could no longer use lemlist?”:
Based on those results we were able to really split our customers into buckets and understand two things:
1- Who are those users who would be “very disappointed” if they couldn’t use lemlist anymore.
→ Essentially you want to focus on that segment in order to find more people who will find your product indispensable.
2- Why are some users only “somewhat disappointed”.
→ For that segment, the goal is to understand how you could move them towards the bucket number 1 of your power users.
Having such insights was really of huge value to keep getting to know our users even more and that’s definitely a survey that needs to be run multiple times each year.
Diversify Your Product Line
Adding new products to your business is a great way to expand into new markets and grow your business.
It's important to note that adding new products and diversifying may not be in the cards for you right this moment, and that's okay. You can always consider it down the road.
Here are some reasons you may want to considering adding/diversifying your product
- Meeting the needs of your customers
- Establish yourself as a top provider in your industry and stay ahead of the game with competition
- Resistance to downturns/trends fading
- Create new revenue streams
How To Crush The Sales Process For Your Email Automation Platform
You may find yourself in a spot where you're ready to hire a few (or many) salespeople to support the sales conversion process.
Regardless if you have one or thirty salespeople, it's critical that you assign them specific roles and responsibilities to nurture the client and provide excellent support.
Mike Korba, co-founder of User.Com walks us through the entire sales process and which teams are responsible for what:
User.com Sales Process
Each user and account is qualified with a specialist. For business leads, they are handled by the sales team, and if they are qualified we give them a demo, more than often at the end of their fourteen-day trial. If they’re happy they’ll add a payment, and get an account manager, so a customer support and success team who will help implement the solution and to use the technology.
Sometimes, users will convert naturally on their own, after using the freemium product and finding it to be something that they will find beneficial.
After they convert, we help with onboarding, give them some personalized tips for their specific business or industry to grow plus all kinds of support, for whatever they need - something we take huge pride in.
The team is right now more than 30 people, with more than half working on the IT and product side, and the rest are in three teams: Support, Marketing, and Sales who all work together very closely.
Word of Mouth
The most tried and true way to grow a email automation platform is through word of mouth - some entrepreneurs would say it's more important than all social media.
Why you should focus on word of mouth:
- Consumers trust word of mouth above all other forms of marketing
- 92% of consumers believe recommendations from friends and family over all forms of advertising
- 64% of marketing executives indicated that they believe it is the most effective form of marketing
Learn more about word of mouth in our guide: 30 Ways Founders Grow Their Business ➜
As a brand, you want to deliver an experience that authentic, honest and transparent.
Don't make the mistake of giving your audience less credit than they deserve.
If you go around chasing every trend and only focused on yourself and money, you’re going to lose very quickly.
There have been many times where we have been tempted to do this but stayed true.
Sure we sacrificed sales, but we kept our integrity, played the long game and people saw and appreciated that, and really began emotionally investing in the brand.
If you can afford to hire someone to help support your email automation platform, outsourcing is a great way to save you time and energy.
Most importantly, outsourcing can help you focus on the core growth of your business, versus spending your time on day to day tasks that other people can do just as well!
If you do plan to outsource your work, it's important to be hyper-familiar with the actual work involved.
Why is it important to be hyper-familiar with the work?
- So you can understand how long it takes
- So you understand the full process, edge cases, things that can go wrong.
- So you can explain it in detail to your employee.
- So you can make sure it actually works (for example - how do you know cold email works for your business if you’re not on the ground floor trying it out?)
- Understanding the tasks at a deep level will save you a lot of time and money.
Build a Referral Program
Word of mouth is one of the best ways to get the word out about your business and acquire new customers. Especially when you are starting out, it’s important to build a solid referral program to encourage existing customers to help you find new ones.
A great way to do that is by offering a reward (ie. credit on your service or cash) to customers that refer you to their friends and family.
A fantastic referral program will help with clout, credibility, and establishing yourself in the space.
Provide Great Customer Service
Providing exceptional care and creating relationships with clients is a great way to build your reputation and retain customers.
Whether you are an online business or a physical business, it's highly important to communicate with customers and make them feel like they are the priority.
Just remember: customer service represents your brand, values, vision and YOU as a person.
We put together the best resources on the internet to help you start your email automation platform.
- Social media tools such as YouTube
- Analytics tools such as Google Analytics
- Productivity tools such as Slack, Trello, Notion or Teamwork
- Payments tools such as Stripe or Gocardless
- Email tools such as SendinBlue, Drip or Bluetick
- Customer service tools such as HelpScout or Olark
- Seo tools such as Ahrefs
- Design tools such as Invision
- Powershell For Sysadmins: Workflow Automation Made Easy
- 21 Best Email Marketing Software, Services & Platforms (2020)
- Email Automation Platform Strategies You Need To Adopt
- Free Email Automation Platform - Send Emails For Free
- How To Start With Email Marketing Automation (Tips To Be Successful)
- Growing A Cold Email Platform to $600K ARR in 18 months
- How We Launched A $35K/Month Tool To Send Bulk LinkedIn Messages
- Bootstrapping A Spanish Email Marketing Company To $1M ARR
- How I Achieved $1K MRR Without Writing A Single Line of Code
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