ConvertKit Growth Playbook
Email marketing for creators.
ARR
$30M+
Strategy
Direct Sales
The Spark
Nathan Barry was a blogger who wanted better automation than Mailchimp provided.
The Growth Engine
The 'Concierge Migration' Moat: ConvertKit famously grew by doing the 'unscalable' work: migrating new customers from Mailchimp for free. Nathan Barry realized that the friction of moving thousands of subscribers was the only thing keeping creators on inferior tools. By offering a 'we do it for you' service, they removed 100% of the switching cost. This tactical move allowed them to steal the highest-value customers from legacy players, turning a service expense into their most effective growth engine.