HOW TO MARKET TO A HIGHLY TECHNICAL AUDIENCE

Summary from the TLDR Marketing newsletter

Experts Exchange turned a failed newsletter into a successful product by shifting from presenting themselves as experts to curating valuable content for IT professionals. Its ByteSize newsletter now has 206K subscribers, a 47% open rate, and generates revenue through sponsorships. The company achieved this by writing in a consistent “Tony Stark” voice, refining content through performance data, and cutting its list from 400K to 206K to focus on engaged readers. By acknowledging its audience's expertise and delivering useful, witty, and curated content, it transformed a skeptical community into an active subscriber base.