Why Your Promo Codes Should Build Your Email List

In the world of indie development, we often obsess over download numbers. But a download is a one-time event. An email subscriber is a long-term relationship.

If you are giving away your premium app for free via promo codes, you are technically "losing" a sale. You need to ensure you are gaining something of equal or greater value in return.

The Exchange of Value

A promo code is currency. Do not devalue it by leaving it on the sidewalk.

• Bad Exchange: Here is a code -> User takes code -> User disappears.
• Good Exchange: Here is a code -> User provides email -> User gets code -> You send update email later.

Building the Funnel

By putting your promo codes behind an email capture form (a "squeeze page"), you are building a list of people who are interested enough in your product to type out their address. These are your warmest leads.

When you launch version 2.0, or your next app, you don't have to pray to the algorithm gods. You just hit "Send" to the 500 people who claimed a code last year. That is the power of owning your audience.