How we keep momentum

Startups are all about momentum.

Getting momentum is extremely hard and losing it is very easy.

We not only have to ship. We have to ship and talk about it. We have to push new content constantly if we want to create a feeling of “always shipping”.

The Heartbeat Framework

We think about our marketing efforts as a heartbeat. It's a rhythm that we follow to expose internal momentum to the outside world.

Just like a heartbeat, there are big peaks followed by small peaks. It's important to have a balance between them, but the beat must be always present for people to know we are "alive."

In contrast, if there's a flat line, it means we are "dead" and don't have momentum anymore.

The framework is divided into A) Launch Weeks, B) Mini-Launches, C) Change log, D) Blog, E) Customer story, and F) Social post. Below is a description of each with a supporting example.

A) Launch Weeks

Frequency: 2-3x/year

Launch Weeks are the big peaks. It's when we launch 5 new features in 5 days.

They create buzz and excitement around the product, but require a lot of planning and coordination across the team. As the biggest "sign of life", launch weeks are often the most impactful way we share our momentum, but we are also careful not to do them too frequently, since they require a heavy "cost" from the team.

Resend Forward: Wrap Up

In the last seven days, we shipped six new features. Here's a quick recap of what we launched:

resend.com/blog/resend-forward-wrap-up

B) Mini-Launch

Frequency: 4-5x/year

Mini-Launches are small wins that are worth sharing in a more detailed way, but don't require the same level of planning and coordination as Launch Weeks.

We create promotional items like blog posts, social media posts, or changelogs for mini-launches.

Improved Performance for Tailwind Emails

How we reduced render times for emails using Tailwind to be 23x faster.

resend.com/blog/improved-performance-for-tailwind-emails

C) Change log

Frequency: 1-2x/month

As we update the product, we post regular change logs to highlight how the product is evolving.

See all change logs.

Python SDK 2.0

See what changed in the new major version of the Resend Python SDK.

resend.com/changelog/python-sdk-2-0

D) Blog

Frequency: 1-2x/month

We share blog posts on several topics like:

• Company news and product updates
• Industry guides (e.g. deliverability)
• Company culture and philosophy

See all blog posts.

Resend's First Ops Offsite

A week to discuss how to support hundreds of thousands of developers.

resend.com/blog/first-ops-offsite

E) Customer story

Frequency: 1-2x/month

We exist to serve real developers, so it's important for us to talk to our customers and share their experiences. These are not only crucial for attracting new customers, but also to keep the team motivated with real stories of how our product is helping people.

See all customer stories.

Customer Story: Dub

What we love most about Resend is… everything!

resend.com/customers/dub

F) Social post

Frequency: 1x/day

We try to be very active in only a few places. We found that X and LinkedIn are the most effective places for us to be at this moment. Learn more about how we approach social.

Pro tip 🔥

Adding an avatar image can drastically impact the open rate of your emails.

https://x.com/resend/status/1849105175840952645