A mobile paywall SDK company used informal, short emails and “Can I show you how it works?” CTAs to generate 276 interested replies from 46,000 cold emails targeting app developers and product leaders worldwide.
A mobile SDK company offering an all-in-one paywall platform needed to reach app companies who could benefit from better monetization—without requiring engineering resources. Their target audience was highly technical (CTOs, product managers, mobile developers) but the pitch was non-technical (no-code paywalls).
The challenge: convincing busy app founders that a third-party paywall tool could outperform their in-house solution, while reaching them across a truly global market.
Event-specific campaigns targeting mobile conference attendees (MAU, Sub Summit) supplemented a broad TAM approach.
| Seniority | C-Level, Directors, VPs, Managers |
| Department | Executive, Product, Marketing, Growth |
| Company Size | Small to growth-stage (1–50 employees = 63% of positive replies) |
| Geography | United States (42%), Germany (6%), Canada (5%), plus Sweden, UK, Israel |
| Industries | Computer Software, Internet, E-Learning, Marketing & Advertising, Health & Wellness |
Five campaigns ran across different angles: a broad TAM Takeover, conference-specific campaigns (MAU Vegas, Sub Summit), conference follow-ups, and a tech-stack-based campaign targeting apps already using specific marketing tools.
Exclusions were strict: no agencies, no advertisers, no gaming companies. This kept targeting focused on app companies that would directly benefit from a paywall SDK.
Informal tone dominated messaging across all campaigns, with demo-focused CTAs designed to let the product speak for itself rather than relying on heavy persuasion copy.
The tech-savvy audience of app founders and product leaders strongly preferred casual, direct messaging. Informal tone generated 101 of 122 tagged positive replies. Formal emails rarely broke through.
Simple demo-offer CTAs outperformed direct calendar link CTAs by ~3x. Soft permission-based asks (38 + 26 + 19 replies) dominated over Calendly-link CTAs (29 combined). The highly personalized app-review CTA only generated 2 replies.
“Question → Value Prop → CTA” generated 33 tagged positive replies, while “Problem → Value Prop → CTA” generated 36. Both outperformed trust-first approaches. Leading with the prospect’s situation created relevance.
70 positive replies came from C-level executives, more than all other seniority tiers combined. Product roles (Manager through VP) added 25 more. Founders and CEOs at small app companies make tool decisions fast.
| Seniority | Department | Company Size | Replies |
|---|---|---|---|
| C-Level | Executive | 11–50 employees | 70 |
| Manager | Product | 1–10 employees | 12 |
| Manager | Marketing | 51–200 employees | 10 |
| Director | Product | 11–50 employees | 6 |
| Director | Marketing | 1–10 employees | 5 |
Based on enriched contact data. Some replies had incomplete profile information.
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