Growing Dexter’s Instructor Marketplace to 10,000 Paying Users

By March 19, 2021 June 25th, 2021 No Comments

In this case study we are going to talk about two different use-cases of our data and how they both compare and contrast each other:

  • Using emails from Creators (on Insta, TikTok) to approach professionals
  • Using emails from from Creators (on Insta, TikTok) to approach consumers

Now before we dive deep into this, I have to mention that we are all people (and consumers) and the only difference between an influencer and a “regular” consumer is their follower count. Nothing else.

So yes, our data can 100% be used for a direct-to-consumer approach but you have to be wise about it and we have the perfect approach for that. It’s in this case-study so read on!

Dexter’s audience

The all-in-one platform for running experiences: live, on-demand, courses, and memberships. In order to grow, they need both instructors to host events & courses plus an audience to buy them. So even though we started with the first use-case, we quickly realized that our data can be used for both. So here is how that went.

Getting Instructors (Yoga, Fitness, etc)

Getting the instructors was pretty easy and straightforward. Chris being freshly out of YC was very well prepared about who they were after, and that was Yoga teachers. That was their best audience and if you’ve ever read some of my articles you’d know that I am a big big believer in going after the nichest of the niche is the way to go.

We were looking for people that fall within the “Yoga Instructor” category or have “Yoga Instructor” or “Yoga Teacher” in the bio + have posted on a hashtag about online classes (#onlineclass, #zoomclass, #yogaonline).

From here, the expansion to other audiences was pretty straightforward. Following the same pattern, we were able to get fitness instructors, podcast hosts, writers.

Getting Consumers

As I said in the introduction, there isn’t much difference between consumers and influencers other than the follower count. However, all creators that have their email addresses posted on their socials have it there for a reason – to be contacted by brands with offers, not subscribed to marketing platforms.

And you should 100% respect that. Especially in Europe where we have privacy laws like GDPR.

So how did Dexter approach this?

Hey {{username}} – we saw that you are following {{an Instructor on the platform}}.

They are hosting an event on Dexter and I thought you would be interested.
The price is $30 but you can use your personal code: {{username100}} to get it for free if you are interested.

A small shout-out on Instagram would be great if you are up for it but it’s not required as we’d love to host you regardless.


Instructors ✅

Audience ✅


All in all we had were targeting around 150,000 instructors and about 1M consumers.

The Instructor email was a pure B2B play.

So the sequence had four emails (one main offer, two follow-ups, and one break-up email), all under the same thread. The reason for that is that we had customization in the first email that we really thought would play to our advantage.

As for the consumers, the stats were a bit lower but you should expect that. There is a difference between emailing nano-influencers and Instructors. You can’t get as personal + you can send 4 follow-ups if you are targeting 1M users.

We split the 1M emails to multiple G Suite and GMass accounts as outlined in this article on how we send up to 100k emails per day.

Let’s chat about how we can do this for your B2C App / SaaS.

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