Last Thursday we opened Customer.io’s doors for anyone to sign up. For the unfamiliar, we’re a niche email product targeted at SaaS companies.
Believe it or not, when John and I started Customer.io, we were scared to send emails. When people signed up, we didn’t say anything other than “thanks for signing up”.
We put up a splash page in January and were quietly collecting email addresses until June. Our thinking was: “Saying anything is bad. We’ve got one shot at emailing people to check out our product. Let’s make it perfect”.
A month after signing up, most people don’t remember they signed up. After 6 months, forget it. The entire list of people is cold. Dead. Gone.
After 6 months, you have to reconvert the person to your product. Whatever goodwill you have earned has evaporated.
One day, with encouragement from Ramit Sethi, I started emailing everyone who had signed up. And over 4 emails I improved our open-rates so we had over 50% of people on our list reading the emails.
When we spoke with people who had signed up for our product’s launch list, we heard something interesting. In addition to wanting a great tool to email their customers, they wanted advice on what to say in the emails.
So, I started researching copywriting, bought some books and videos online, and started putting into practice the things I was learning. I would learn something new (or get an expert to talk about it) and share that knowledge with people on my list.
A good rule of thumb is to give more than you ask for. And in weekly emails, give a lot more than you ask for.
The one time I did do an email about our product, it was to say we launched.
Very few companies do this, and it’s a huge opportunity. It starts with overcoming your fear of emailing people. The next step is to just get into a regular schedule of writing interesting, meaningful content for your audience.
Want to see what I mean? Sign up for my list for a week to check it out. You can always unsubscribe.