Turning Meetup Members into Owned Leads with a Newsletter Landing Page
How I built an email newsletter landing page with a 41% conversion rate.
Project Role
Email Marketing
Tools Used
Mailchimp
Meetup
Industry
B2B Consultancy (Community)
The Client
Business Thinking (formerly Datavault) is the leading consultancy on the Data Vault 2.0 method. Alongside their consulting work and data engineering tools, they host the Data Vault User Group, a global community with over 4,500 members.
The Challenge
The User Group was hosted on Meetup, a third-party platform.
While the 4,500+ members looked great on paper, they were rented media, meaning the business had no direct control over how or when to reach them.
That created two risks:
If Meetup shut down, the community would vanish overnight.
Members weren’t connected to the company’s main funnel, creating a split between “community” and “customers.”
The task was to start moving people off Meetup and onto the company’s own email list.
The Approach
I built a dedicated newsletter landing page to convert Meetup members into email subscribers on Mailchimp. The page positioned the newsletter as:
A way to stay connected to the community.
A place to get exclusive insights.
The first to hear about upcoming events.
Execution highlights:
First-draft success — no iterations needed to get traction.
Minimal form design to reduce friction.
Human touch with photos of real people from the community.
Weekly emails sent via Meetup, inviting members to join the list.
The Result
This is an ongoing project, but it has delivered great results already. See the project live here.
41.8%
Conversion rate from 348 landing page visits.
145
New email list subscribers (and counting).
Bridging the gap
Between between community activity and the company’s main marketing funnel.
Want Email Marketing that works?
If you’re building a podcast (or want to repurpose expert conversations into content), let’s talk!