How we launched a wonderful internet business
Taking Mailman from idea to business — in five hours or less.
Growth, Monetization, Creative, Launch, Email
Strategy, Launch Campaign, Brand Assets
Andrew Wilkinson had a problem: his email inbox was a dumpster fire.
To fix that, he built It never required more than five hours of his time.
Six weeks later, we helped Mailman launch the company’s flagship product.
The idea: a mailman for your inbox
Andrew realized the source of his inbox frustrations was the constant stream of new email. His ideal inbox would only deliver email in batches, a few times a day — like an old-timey mailman.
When Andrew shared his idea online, Mohit Mamoria, a developer interested in building it, got in touch. Andrew then introduced Mohit to the folks who would help him build and launch Mailman.
We worked with Z1 and Mohit to craft Mailman’s website. At the same time, we collaborated with Mohit to build a launch plan for Mailman.
Pre-launch: defining how and why
Mailman debuted to a pre-launch list, fostering valuable feedback and a foundation for the official launch. This feedback also facilitated more customer conversions.
We quickly learned that Mailman is a product that benefits from an explanation. This lesson became central to the product’s brand messaging and positioning, culminating in a video we created to explain Mailman’s “why” for its launch.
From idea to launch in six weeks
Six weeks after being introduced to DoubleUp, Mailman launched.
Mailman’s “why” was a hit with Product Hunt’s audience. The product’s story made a media splash. Within the launch cohort we fostered, nearly one in every three users became paying customers.
Our messaging, positioning, and email sequence continues to convince customers of Mailman’s value — simply by answering “why.”
"Working with DoubleUp was a phenomenal experience. They ensured Mailman's launch was a success, converting our first paying customers to generate thousands of dollars in MRR.
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