The Marketing Blitz

Now that I had an MVP it was time to get more customers.

Calls were more time consuming than I expected, so I settled for cold email. It doesn’t have a great conversion rate, but I didn’t want that many customers the first year anyway.

I threw up a landing page, hired a friend to find the email addresses of the remaining 400 leads, and started brainstorming email subjects.

I used Hubspot, so I could see who opened my emails and who clicked on links.

A/B Testing

I started with 120 organizations on the West Coast, and chose 4 email subjects and a few email bodies for A/B testing.

The subjects:

  1. <name> - Make PIT Count Easier
  2. <name>, Interested in Beta Testing New PIT Count Software?
  3. <name>, Quick Question
  4. <name> - Free PIT Count Software for 2020

There were some bounces, but the open rates were ~39%, ~40%, ~44%, and 60%.

The winner? <name>, Quick Question.

The email bodies:

Hi <name>, 

We’re launching our software for the PIT Count, Hyperion, in time for the 2020 PIT Count. Four organizations are on board to try it, would you like to be the fifth? It’s completely free for 2020.

If you'd like to learn more check out our website: www.pointintimecount.com

If you're interested or have any questions I'd love to hear from you!
Hi <name>, 

We’re launching our software for the PIT Count, Hyperion, in time for the 2020 PIT Count. Four organizations are on board to try it, would you like to be the fifth? It’s completely free for 2020.

If you'd like to learn more check out our website: www.pointintimecount.com

If you're interested or have any questions I'd love to hear from you!
Hi <name>,

We built software specifically for the PIT Count, and we're letting people use it for free for the 2020 Count, so I thought I'd let you know about it in case you're interested.

You can watch a short video about it on our website www.pointintimecount.com.

If you're interested or have any questions I'd love to hear from you!

The response rates were all pretty similar here, and they were too low to really come to any conclusions. All got at least one response, and none got more than two.

The Results

I emailed the rest of the 400 with the highest performing subject and a slightly altered version of that last body. Almost everyone who opened the email or responded did so within 36 hours. In all, 32 organizations either responded to the email or submitted a form on the website asking for more information.

Those that responded weren’t necessarily interested. Some asked to not be contacted again. Others said the price (in future years) was prohibitive. Some said they were interested but couldn’t use it for the upcoming PIT count for one reason or another. A few stopped responding after a couple emails.

I set up a video conference with every organization who responded. Those generally went well and I learned more about the varied PIT count processes across the country.

Out of the 32 who responded, 8 became likely prospects.

I still had one more tactic to gain customers for the 2020 PIT count: an upcoming Florida-wide conference.

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