The Growth Newsletter — #007
This newsletter curates marketing insights from Demand Curve’s community of thousands of founders and growth marketers. It keeps you up-to-date on growth tactics.
Most common direct mail mistakes
Insights from Jordan Crawford of Scout direct mailing.
Most startups ignore direct mail, thinking it’s an archaic customer acquisition channel. It can work; companies do it for a reason. Start by avoiding these common mistakes:
- Buying a low-quality list: We’ve heard decent places to buy lists from include mailershaven.com, constructionmonitor.com, and windfalldata.com.
- Not being ready for direct mail: You’ll need to know your audience and demographics in order to personalize your outreach in a way that maximizes conversions. If your mailers come across as mass marketing, they’ll go into the garbage. You can segment your mailings into distinct groups of recipients: Use relevant images (e.g. show a picture of what they already bought from you) and/or print out their business details (e.g. job title, company, logo). You can programmatically pull in these firmographic details using Clearbit.
- Not sending enough mail: Many folks give up after one unsuccessful mailer. When doing cold outreach, you need a list of at least 10,000 recipients and you should send 3 pieces per address.
- Not having a clear call-to-action with an expiration date on the card: There should be a single call-to-action urging recipients to move onto the next steps. Example.
- Not having a tracking strategy: Don’t just rely on geographic lift. You can use a unique domain on each mailer that forwards to your sales page with expanded UTM tags.
Advanced email marketing strategies [Podcast]
Here’s the masterclass on improving your email deliverability and conversion rates.
Advertising in Discord communities
Insights from Varun Mathure of Midnite.
Discord/Telegram can be a great place to find engaged, niche communities to advertise to. However, do not treat it like a typical ad channel. Community marketing is its own art, and there are many principles to doing it effectively. Here are just a few:
- Treat Discord/Telegram users like you would Reddit users: They’ll reject being advertised to unless there’s legitimate, authentic value being provided.
- Work with moderators to offer services that make their moderation duties easier. Perhaps a bot or tool that would be legitimately useful to the community while also organically pitching your startup.
- Have a well-respected community member vouch for you — it goes a long way toward building trust with the rest of the community. Always start by building relationships.
- Have a member of your team active in the community. Don’t just advertise; contribute regularly.
- Run promos/incentives that encourage members to post your product screenshots or share your product output in the community. In other words, incentivize a frictionless way for community members to become your brand ambassadors.
Question for our community: What have been your greatest problems when looking for / working with a marketing agency?
Please email us at firstname.lastname@example.org to share your insights/challenges on finding and working with marketing agencies. Beginning with today’s mailing, we’re starting to ask our community for their feedback on various growth topics. Then we’ll anonymously compile answers so we can share the results back to the community.
What does a product marketing manager (PMM) do at a SaaS co?
Based on insights from Matt Sornson of Clearbit.
The role of PMM varies widely across businesses. It’s sort of a choose-your-own-adventure, and the definition isn’t universally agreed upon. The commonality is that it’s an enabling function that makes marketing, sales, and product teams run more efficiently and scale more successfully.
Consider a menu of potential PMM responsibilities:
- Product launches
- User research
- Sales alignment
- Enabling sales
- Website copy (or review)
- Product research
- Competitive intel
- Pricing research and development
SaaS companies will often hire PMM’s to primarily tackle 2 or 3 of those skills. In doing so, the PMM is like a product manager who sits between product and marketing. They’ll often run the go-to-market research that slips through the cracks for both product managers and growth people.
Some consider them the unsung heroes of growth.
Here’s a good blog post that further explores the distinction between PMM and Product Manager.
- Get up to $1,740 for every student you refer to Demand Curve’s growth marketing training program. Help your audience grow their businesses while increasing your own revenue: demandcurve.com/affiliate.
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- “If you play a Nickelback song backwards, you’ll hear messages from the devil. Even worse, if you play it forwards, you’ll hear Nickelback." —Anonymous
— Julian Shapiro, Neal O’Grady, Justin Setzer, the Demand Curve team.
Co-founder, FYI + KISSmetrics
VP of Growth, Imperfect Produce