Mailjet launched a product called MJML, a non-Mailjet branded, open source "gift" to the email community. Within 2 weeks, the results were crazy: 52k unique pageviews, 2,500+ stars on Github, 900 upvotes on Product Hunt. Nicolas will explain how they did!

1. Growth
Hacking with
open source

2. marketing graduate
self-taught developer
developer advocate
@nico_g

4. Growth hacking
Attract a lot of users at a low cost...
… by means of technological integration

5. Open source software
Software which source code is made available...
… for free...
… for everyone...
… for anything.

6. Why would you even do it?

7. Reaching new communities
Competitors’ users Tech
enthusiasts
Haters

8. Polishing your brand reputation
Building a
reputation
HiringLeveling up

9. How to do it?

10. Solve a real problem.
50% 100
+
of emails opened
on mobile
emails clients
available
2000s
time HTML4
belongs to
Know the pain

11. Be innovative.
High-level
abstraction
Semantic and easy to learn
Greatly customizable and composable

12. Identify opportunities
and use cases.
Is your code
valuable?
Do I want to tweak it?
Will your code benefit from
contributions?

13. Make sure your code is
clean & documented.
// Easy to understand
// Easy to use
// Easy to change

14. Let’s start!

15. Building a community
starts now.

16. Identify communities &
influencers

17. Define
- Who are your personas?
- Who do you want to reach?
- Which are the communities where you can
find those people?
→ Email integrators, developers, designers

18. Prioritize
- Is your project of interest to them?
- Is the community inclusive/welcoming?
- What is the impact of this community?
→ #emailgeeks, Litmus, /webdev & /
programming subreddits...

19. One upvote worth a thousand upvotes
950+3000+ 200+ 40+
Github
trending
Weekly
Newsletter
Frontpage 3 subreddits

20. Be careful
DOS
- Plan what you will post
- Plan when you will post
- Plan who will post
DON’TS
- Sound promotional
- Share direct links
- Ask for upvotes like
crazy publicly

21. Start building
relationships… EARLY!

23. Chat as much and early as you can
Ask for feedback!

25. Figure out what and
how you’ll hack asap.

26. Track and leverage data
Views
Clicks
Shares
Downloads
Opens

28. Build bridges between
your company and the
framework

30. Keep the open source
real.

31. Keep involved

32. Be transparent
RFC

33. Make contributions easy

35. Reward contributors

36. Take care of your
community.

37. Listen to them

38. Listen to them
When they talk to you When they just talk

39. Talk to them and give them
news

40. What do I get?!

41. Grow market shares

42. Startup love

43. Sales deals

44. Partnerships deals

45. Grow your product

47. Move your company
culture forward

48. Moving your culture forward
Tech and dev focused Team building

49. https://twitter.com/mjmlio → follow
https://www.producthunt.com/tech/mjml → upvote
http://mjml.io → subscribe
hi@mjml.io → get in touch

50. GIFTS
Send 120 000 emails for free with the
promocode:
MJMLROCKSTHEFAM
Part of TheFamily? We have a killer deal for
you
Reach out at
ecosystem@mailjet.com

51. Questions?
Thanks!