GetResponse
Building an Educational Content Program at GetResponse
Dozens of content pieces across multiple channels (courses, webinars, guides, ebooks, blog articles, email courses)
Overview
As Senior Content Partnerships Manager at GetResponse, I identified that user education was a critical lever for both customer success and business growth. I designed and built a comprehensive educational content program addressing key challenges that were directly impacting user retention, product adoption, and monthly recurring revenue.
The program spanned multiple formats and channels—video courses, email-delivered courses, downloadable guides, live webinars, blog content, and even a comic book—reaching thousands of users and delivering measurable business results.
Users Weren't Building Their Email Lists
The Problem
Too many GetResponse users were either not building their email lists or working with lists that were too small. This was a dual problem: users weren't getting value from the platform, and smaller lists meant lower revenue potential for the business.
My Solution
I created a multi-channel educational initiative focused on list building, meeting users wherever they preferred to learn:
Results
- •8,000+ enrollments, downloads, and views across all channels
- •Directly linked to an increase in MRR as users grew their lists and upgraded plans
Email Authentication & Deliverability Confusion
The Problem
Gmail and Yahoo introduced stricter spam policies requiring proper email authentication (SPF, DKIM, DMARC). Many users didn't understand these technical requirements, leading to deliverability issues and a surge in support tickets.
My Solution
I built a comprehensive content ecosystem to educate users on authentication and deliverability—from beginner-friendly explainers to deep technical resources:
Email Authentication Explained
Live Webinar — Breaking down the new requirements
Email Deliverability from A to Z
Comprehensive Ebook — All aspects of deliverability
Email Authentication Blog Post
Blog Article — Explaining SPF, DKIM, and DMARC
Email Marketing Laws and Regulations
Blog Article — Compliance guidance for marketers
Gmail Promotions Tab Guide
Blog Article — Understanding Gmail's filtering
Operation Email Deliverability
Comic Book — Technical content made accessible and memorable
Results
- •Noticeable decrease in users without DKIM and SPF enabled
- •Measurable reduction in related customer support tickets
Engaging the Affiliate Marketing Segment
The Problem
A significant portion of GetResponse users are affiliate marketers who use the platform to promote affiliate products and services. This audience had specific needs around lead generation and list monetization that weren't being addressed.
My Solution
I developed targeted content and initiatives for the affiliate marketing community:
- •Dozens of articles focused on affiliate marketing strategies and lead generation
- •Launched The Hot Seat—a live webinar series featuring interviews with industry thought leaders, specifically designed to attract and educate aspiring affiliate marketers while building relationships with strategic partners
Summary of Impact
| Initiative | Output | Key Results |
|---|---|---|
| List Building Education | Video course, downloadable guide, email course | 8,000+ engagements, increased MRR |
| Deliverability & Authentication | Webinar, ebook, 4 blog posts, comic book | Reduced unauthenticated users, fewer support tickets |
| Affiliate Marketer Engagement | Dozens of articles, Hot Seat webinar series | Expanded reach into affiliate segment, partner relationships |
What I Learned
Building this program reinforced that effective user education requires meeting people where they are—some prefer video, others want downloadable resources, and some learn best through email sequences or live interaction. By diversifying formats and channels, I was able to reach users who would have been missed by a single-format approach.
I also learned that creative risks pay off. Producing a comic book to explain email authentication protocols was unconventional, but it made genuinely difficult technical content accessible and memorable.
Content pieces linked above remain live and continue to generate enrollments and engagement.