GetResponse
Building an educational content program
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.
Challenge #1
Challenge #1
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
Developed a multi-channel educational initiative focused on practical list-building strategies, tailored to how users preferred to learn.
Deliverables
Results
- ▹8,000+ combined enrollments, downloads, and views
- ▹Direct correlation between list growth and increased MRR as users upgraded their plans
Challenge #2
Challenge #2
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.
Deliverables
Email Authentication Explained
A live webinar breaking down the new requirements
Email Deliverability from A to Z
A comprehensive ebook covering all aspects of deliverability
Email Authentication Blog Post
An accessible article explaining SPF, DKIM, and DMARC
Email Marketing Laws and Regulations
Compliance guidance for marketers
Gmail Promotions Tab Guide
Helping users understand Gmail's filtering
Operation: Email Deliverability
A comic book explaining authentication protocols in layman's terms (a creative approach to making technical content accessible)
Results
- •Noticeable decrease in users without DKIM and SPF enabled
- •Measurable reduction in related customer support tickets
Challenge #3
Challenge #3
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 across various content formats.
Deliverables
How to Build an Email List for Affiliate Marketing
A step-by-step guide to capturing leads as an affiliate
How to Start Affiliate Marketing With No Money
Actionable strategies for beginners with zero upfront costs
Digital Marketing vs Affiliate Marketing
A comparison guide helping users understand which path suits them
The Hot Seat Webinar Series
A live Q&A series featuring industry thought leaders, designed to educate aspiring affiliate marketers and build strategic partner relationships
Summary of impact
List Building Education
Video course, downloadable guide, email course
8,000+ engagements, increased MRR
Deliverability & Authentication
Webinar, ebook, 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
| Initiative | Output | Key results |
|---|---|---|
| List Building Education | Video course, downloadable guide, email course | 8,000+ engagements, increased MRR |
| Deliverability & Authentication | Webinar, ebook, 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.