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🚀 This Week’s Growth Hack:

Aggressive or Genius? The Marketing Campaign Everyone's Talking About

As most of you know by now I am an investor, evangelist, and friend of beehiiv, the platform I use to run my newsletter business (and send all my email including this one).

Well, they recently launched an aggressive marketing campaign that’s all anyone is talking about. Everyone seems to either love it or think it is damaging their brand.

Today, I’m not taking sides (and you can vote on the answer below) but rather, simply sharing the campaign that’s clearly getting people talking.

The Backstory
You see beehiiv’s biggest competitor, ConvertKit, existed before them and has become a cult favorite among content creators of all shapes and size. From day 1 they have focused on helping creators grow their email list and convert their subscribers into course purchasers of some kind.

Then beehiiv entered the market focusing on newsletters alone. Not targeting creators, not helping with course sales pre se, but instead, promising to build the #1 newsletter platform helping newsletters grow, engage, and monetize with literally dozens fo meaningful bells and whistles to do just that.

If I’m being honest, I was a devout ConvertKit customer until beehiiv come into the fold. I was paying ConvertKit well over $500/mo while beehiiv pricing model would have locked me in at $99/mo and given me access to a treasure trove of segmenting features & engagement analytics features ConvertKit just couldn’t compare with. So switching was easy for me two years ago, I’m literally saving $5,000/yr.

The Announcement
A few months ago ConvertKit’s Founder announced they bought the domain Kit .com and planned to rebrand. Their Founder tested the rebrand for months on Twitter. Meanwhile, for every tweet he shared about the rebrand, beehiiv’s CEO would tweet they shipped a dozen new features and it kind of became a back-and-forth.

Then Things Got Interesting
So 13 dys ago beehiiv’s CEO straight up called out ConvertKit, or now Kit, with a video comparing the two and some rather choice words:

The video got 254,000 views and nearly a thousand likes.

Going The Distance
Then beehiiv committed fully to the bit, announcing a “Convert-To-beehiiv kit” including:

🏆 VIP migration and onboarding
🆓 6 months ENTIRELY FREE
📈 $500 Booests credit
💰 Guaranteed premium sponsors
📆 Early Beta Access to new features

And a new video showing the difference in pricing between the two platforms on a sliding scale depending on how many subscribers you have.

Reactions
Most of the reactions have been positive or at least inquisitive with people asking about the platform, asking for details on the switching “kit” or wishing beehiiv offered this for people switching from substack. However, a popular creator and “maker” tweeted:

…but when you read the comments of his tweet here, you see most people are defending beehiiv which is really interesting. Comments range from “Plenty of companies offer migrating offers” to “Genuine questions: What’s unfair?”

Holy Cr*p
The Founder of Kit responded that the beehiiv sales team has been signing up for newsletters that use Kit “en masse” and replying to the welcome email with a pitch to switch. Alluding that this is playing dirty… Then the strangest responses started popping up to his tweet:

So you tell me!

For the record, this is a genuine breakdown of a Growth Hack I felt worth of sharing this week as inspo for you guys! And … I’m curious where you land on this via the poll above. But… just because I know a lot of you are interested in starting a newsletter, use my link to get 20% off your first 3 months after a 30 day free trial of any plan here.

💕 Want Even More? 💕

Here are 4 ways I can help you:​

1. Get In Front Of My Audience - With more than 100,000+ newsletter subscribers, 75k+ Tik Tok followers, & 40k+ Twitter followers, my team & I work with dozens of partners in unique ways to help them grow! Interested in a partnership, tap here.

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3. Hire Me As Your Fractional CMO - I currently have 2 spots open so if you want me to growth hack your brand, see if you’re a good fit here
   

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That’s it for this week!

Talk soon,
Marketing Max
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Thanks for being a part of my journey :)

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