Marketing Examples

How Harry Dry Built a 130k Subscriber Newsletter in 3.5 Years

December 28th, 2024

Founded By

Harry Dry

Days To Build

160

Founders

Profitable

Yes

Days To Build

160

Year Started

2019

Customer

B2B

Founded By
Harry Dry: Days To Build
160: Founders
1

Profitable
Yes: Days To Build
160: Year Started
2019

Customer
B2B

Who is Harry Dry?

Harry Dry is the founder of Marketing Examples, a website and newsletter offering insightful marketing case studies. Originally from the UK, Harry was a web designer before transitioning to build his own platform, leveraging his skills to grow a substantial audience through innovative content distribution. His commitment to learning and sharing practical marketing insights has resonated with audiences, enabling him to rapidly grow a dedicated following.

What problem does Marketing Examples solve?

Marketing Examples solves the problem of content overload by providing busy marketers with concise, practical case studies, making it easy to learn effective marketing tactics without wading through tons of information.

Marketing Examples Homepage

How did Harry come up with the idea for Marketing Examples?

Harry Dry's journey to creating Marketing Examples began with a simple observation during his work as a web developer. He frequently visited design inspiration sites to aid his projects but noticed there was a lack of equivalent resources in the marketing field. This gap in providing marketing inspiration became his initial spark.

Before diving into the project, Harry didn't possess a large following or existing audience. He started small, leveraging platforms like Reddit and indie hacker communities to share his early content. These platforms were ideal as they enabled him to reach others without needing a large following, focusing instead on the quality of his content. By observing where his target audience congregated online, he recognized the potential of these spaces in amplifying his work organically.

To ensure his ideas resonated, Harry committed to tailoring and repurposing his content for different platforms. Initially, his goal was to understand what marketers needed and how he could present his content in the most engaging way. This involved posting across various social media platforms and communities, gradually refining his approach based on feedback and interactions. The effort to integrate himself as a genuine member of these communities also played a crucial role in his ideation process.

How did Harry Dry build the initial version of Marketing Examples?

Harry Dry built Marketing Examples by leveraging his skills in content creation and online community engagement without a significant initial audience. He first focused on high-quality content by spending hours dissecting marketing strategies, which became the backbone of his website and newsletter. To create and manage his content, Harry utilized simple marketing automation tools like Email Octopus, but his real strength was in realizing that content distribution was as crucial as content creation. He shared his articles across relevant online communities such as Indie Hackers, Reddit, and marketing-focused Slack groups, ensuring his work reached audiences already interested in marketing insights. This approach allowed him to grow his email subscriber base steadily. Early on, Harry faced the challenge of promoting his work without seeming self-serving, so he committed to becoming an active and valued member of each community, offering genuine value before mentioning his newsletter. This commitment to quality content and thoughtful distribution paid off, allowing him to transition from a web developer to running a successful content platform.

What was the growth strategy for Marketing Examples and how did they scale?

Harry Dry's growth for Marketing Examples heavily relied on a robust content distribution strategy. He utilized his newsletter as a primary medium for delivering valuable marketing insights, ensuring it doubled as content marketing. Harry didn't just create content; he methodically shared it across various platforms to reach marketers.

Why it worked: Harry shared his content on forums like Reddit, Slack groups, and niche platforms without a prior audience. His approach was to weave detailed posts and discussions into communities rather than simply linking back to his site. This tactic allowed him to engage users who might not actively search for marketing advice, leading them to subscribe to his newsletter.

Conversion Optimization

Harry emphasized the significance of making it easy and appealing for users to subscribe. His focus was on crafting a newsletter that was difficult to resist due to its value-packed nature.

Why it worked: Instead of a generic prompt like "Stay updated," Harry used a compelling call to action: "Stop killing your plants. Sign up to our free houseplant parenting course," making the promise of value clear and immediate. This clever positioning significantly improved his conversion rates, transforming casual readers into subscribers swiftly.

Platform Synergy and Growth Loops

Harry employed growth loops by interlinking different platforms to encourage followers across all of his social channels.

Why it worked: By encouraging newsletter subscribers to support related Twitter threads and similar content on other platforms, Harry expanded his reach efficiently. This cross-promotion not only engaged existing followers but also attracted new ones as the shared content gained traction, creating a feedback loop that continually increased visibility across channels.

What's the pricing strategy for Marketing Examples?

Marketing Examples relies on a free newsletter model, monetized through long-term sponsorships, initially priced at $2,300/month and now leveraging established companies like Ahrefs for stable revenue.

What were the biggest lessons learned from building Marketing Examples?

Leverage Community Platforms: Harry Dry successfully utilized platforms like Reddit and Slack to share his content with marketers, despite starting without a significant personal following. This highlights the importance of identifying where your audience congregates online and tailoring your content to fit those platforms for organic growth.
Emphasize Content Quality: The growth of Marketing Examples was largely driven by high-quality content that is meticulously crafted. By focusing on creating valuable content and investing considerable effort in each piece, Harry ensured his audience was consistently engaged, leading to better sharing and conversion rates.
Personal Connection Matters: Harry personalized his newsletter by signing off with his own name and ensuring the content had a personal touch. This approach builds trust and stronger connections with subscribers, which is crucial for any content-based business.
Utilize Multi-Platform Strategy: Repurposing content across various platforms like Twitter, Instagram, LinkedIn, and more allowed Harry to reach different audience segments effectively. This multi-platform strategy ensures that content is accessible wherever the audience spends their time online.
Continuous Learning and Adaptation: Throughout his journey, Harry continuously sought feedback and refined his strategies, whether it was improving email conversion rates or exploring new platforms. This adaptability is vital for staying relevant and ensuring sustained growth in entrepreneurship.

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