Key Growth strategies

• Great email onboarding process
• Kilian's personal Twitter brand
• Great case studies

Interview with Kilian Valkhof, Founder of Polypane

"I did everything wrong in email marketing but now it works"

Deep dive on Polypane's email onboarding

• The marketing expert's strategies didn't work
• Two types of emails during the trial: 1. status updates (e.g. you're halfway through) 2. information gathering
• Ask them why they don't convert after the trial (frequently they just didn't get time to try it)
• I purposely don't design the emails well. They are simple.
• Email responses go directly to Kilian
• New cadence is an order of magnitude better than initial state

Cadence of email onboarding:

• One day after: How to get the best out of your Polypane trial (getting started tutorial & video)
• A few days in: Quick question - let me know what you like/don't like
• Halfway - email with customer testimonial. Good testimonials e.g. what takes 30 mins in Chrome takes 6 mins in Polypane.
• 3 days before - reminder it's almost over and option to extend it
• 24 hours left - link them to an ROI calculator to justify Polypane or realise they can ask their employer
• Trial ended - another email trial ended, here's a link to subscribe
• 2 weeks out - if anything missing let me know
• 3 weeks out - here's what we've done since you've been gone