Email is underrated in DevRel marketing. Teams obsess over Discord, Slack, social posts, webinars, and events—but the simplest, most direct community-building tool is still sitting in everyone’s inbox.
Email cuts through noise.
Email builds trust at scale.
Email creates a repeatable touchpoint developers actually notice.
And yet, most developer-facing emails fall flat because they skip the one thing that matters: value. Developers don’t care how polished your email looks. They care whether it helps them solve a problem, learn something useful, or feel more connected to a community they actually care about.
If you want to make email a reliable pillar of your DevRel marketing strategy, here’s how to do it well.
It’s Not About List Size (It’s About Engagement and Impact)
A lot of teams get this part wrong. They think DevRel marketing is driven by list size. It isn’t. A list of 10,000 unengaged people is less valuable than a list of 300 people who trust you.
What matters is whether your emails inspire action.
At Stateshift, we see this play out constantly. Teams with small lists often outperform teams with big ones because their content is genuinely useful. That’s how we regularly hit:
• 44% open rates
• 5% click-through rates
• consistent reply rates
• predictable engagement
To put that in context, the average open rate across industries is just 35.63% and the average click-rate is only 2.62%, according to Mailchimp’s 2023 benchmark data. Your numbers aren’t just strong—they’re outperforming common benchmarks by a wide margin.
This happens because the content actually helps people.
If you focus on value, engagement follows. If you focus on list size, you chase tactics instead of outcomes.
Give Developers Something Worth Their Time
The core question behind strong DevRel marketing is simple:
“Did this help someone do their job better today?”
If the answer is yes, you’re on the right track.
The best emails for technical audiences are:
• practical
• short
• immediately useful
• written in plain language
• tied to real developer problems
Examples from Stateshift members who shifted to value-first emails:
• Turning a podcast into a downloadable cheat sheet
Result: higher click-through rates because the content solved a problem fast.
• Turning a long guide into a 3-step mini walkthrough
Result: higher open rates because readers knew exactly what they’d get.
• Sharing a shortlist of tools developers can use immediately
Result: replies like “Thanks, this saved me time today.”
Value is the engine of DevRel marketing. If an email makes someone’s job easier, they’ll open the next one.
Why “Deposits” Build Trust in DevRel Marketing
One of the simplest DevRel marketing concepts we teach at Stateshift is the “deposit vs. withdrawal” model.
Every time you share something helpful, you make a deposit into your community’s trust account:
• a tip
• a resource
• a tool
• a framework
• an insight
• a bit of clarity
Deposits build goodwill.
Then, when you make a withdrawal—asking developers for feedback, participation, beta testing, or event attendance—they actually respond because you’ve invested in the relationship first.
Strong DevRel marketing is relational, not transactional.
Email makes that balance easier to maintain.
The Systems That Make Deposits Easier
Here are a few systems we recommend to teams that want sustainable results:
Plan ahead.
Mapping content themes 4–6 weeks out ensures every email has a purpose. Random emails feel like noise. Planned emails build trust.
Send short “What’s on your mind?” emails.
These spark real conversations. Developers reply because the question is simple and the intention is clear.
Leverage shared interests.
Weekly themes, tool roundups, and resource-sharing threads help developers gather around a common goal or curiosity.
These small, steady deposits are what give DevRel marketing its long-term payoff.
Write Emails Like You’re Talking to a Real Person
If your DevRel marketing emails sound like they were written by a committee, developers will check out immediately.
Developers want clarity, honesty, and a human voice. Not hype.
Try this:
Use conversational subject lines:
More curiosity, less corporate tone.
Send from a real person:
No noreply@ addresses. They shut down connection.
Cut the fluff:
Short sentences. Clear points. Real language.
Write like you’re emailing a smart friend—not pushing a campaign.
Every DevRel Email Should Deliver Value
Value is the difference between a deleted email and a saved one.
Here’s what value looks like in DevRel marketing:
• A practical resource
A checklist, template, or code snippet someone can use within minutes.
• A small, helpful insight
A reframed idea or tip that solves a real issue.
• A question that sparks replies
Developers love sharing opinions when the question is real.
• A tool recommendation
Developers always appreciate something that saves them time.
And remember:
Plain-text emails often outperform design-heavy ones because they feel like a message from a person, not a brand.
How to Make a Big Impact Without Spending Hours
Good email doesn’t need to be long or complex. Some of the highest-performing DevRel emails are just:
• one insight
• one resource
• one question
The magic is consistency.
Examples:
The 3-sentence email
“What I’m seeing this week” + example + question.
The resource drop
A link + why it matters.
The pulse check
“What’s one thing slowing you down this week?”
These take minutes—not hours—but they build huge engagement over time.
Unlocking the Hidden Gold in Your Email Metrics
Metrics reveal what your audience values.
In DevRel marketing, analytics help you understand:
What developers click on
If resources get clicks, send more resources.
If tips get opens, send more tips.
What topics resonate
If onboarding content spikes replies, that’s a guide worth expanding.
How to refine your strategy
Even lightweight tools like Kit make it easy to track performance without drowning in dashboards.
Your metrics are a roadmap. Follow them.
Turn Your Email List Into a Developer Community Engine
Email isn’t just another DevRel marketing channel. It’s one of the strongest relationship builders you have. When every message delivers value, you don’t just grow a list—you grow a community that:
• replies
• participates
• shares feedback
• helps shape your product
• sticks around
At Stateshift, we help teams build email systems that deepen trust, increase engagement, and support long-term community health.
If you want email to become a reliable community-building lever, start with this:
Make every email valuable.
Developers will open your messages because they genuinely look forward to them.
Want to level up? Watch this video where Jono Bacon breaks down simple, repeatable techniques for improving open and click-through rates.👇
Write Emails Like You’re Talking to a Friend
No one wants to read an email that sounds like it’s written by a robot or buried in overly corporate lingo. Authenticity is the foundation of trust and engagement. When your tone is warm, conversational, and relatable, your emails feel personal—not transactional—and build stronger connections.
Here’s how to make your emails feel more human:
- Craft Conversational Subject Lines: Use language that sparks curiosity and feels natural, like a message you’d send to a friend.
- Send from a Real Email Address: Avoid no-reply inboxes—they feel cold and impersonal. A real address invites real responses.
- Ditch the Gimmicks: Skip the buzzwords and overly polished sales talk. Focus instead on genuine, meaningful communication.
When your emails sound like they’re coming from a person, not a corporation, they’ll stand out in the inbox—and keep your audience coming back for more.
The One Thing Every Email Should Offer
Every email you send should leave your reader with something valuable. Whether it’s solving a problem, answering a question, or offering a practical takeaway, value is what keeps your audience opening, reading, and engaging with your messages. Consistently delivering this value builds trust and strengthens your connection with your community.
Here are a few ways to provide value in your emails:
- A free resource, like a checklist or template, that helps readers take immediate action.
- A useful tip or insight that sparks a new idea or solves a small challenge.
- A thoughtful question that encourages replies and creates a genuine two-way conversation.
Keep in mind, plain-text emails often outperform flashy designs because they feel more personal and approachable. The format doesn’t need to be complicated—focus on delivering something your audience finds truly helpful.
How to Make a Big Impact Without Spending Hours
Email marketing doesn’t have to take all day. A consistent cadence and thoughtful content can create significant impact with minimal time investment. For instance, our “What’s on your mind?” email takes minutes to send but consistently brings in dozens of responses—insights that help us shape the direction of our community.
The key? Focus on quality over quantity. Even a small, highly engaged audience can make a big difference.
Unlocking the Hidden Gold in Your Email Metrics
Community engagement metrics aren’t just numbers; they’re a roadmap to what your audience loves. Open and click-through rates are a good start, but digging deeper helps you uncover the content that truly resonates. For instance:
- Downloadable resources drive engagement and click-throughs.
- Community-focused tips generate high open rates.
- Tools like Kit make it easy to track these trends and refine your community strategy while respecting privacy.
By understanding your metrics, you can double down on what works and continuously deliver value.
Turn Your Email List Into a Thriving, Engaged Community
Email isn’t just a community devrel strategy tool—it’s a bridge to deeper connections, meaningful engagement, and a loyal community. When every email you send delivers something of value, you’re not just building an audience—you’re nurturing relationships that last.
Stateshift helps companies implement email strategies that build authentic relationships with developer communities and drive long-term engagement.
Ready to start creating emails that matter? Remember: if every message offers practical value, you’ll create a thriving, engaged community that looks forward to hearing from you.
Want to take your email strategy to the next level? Check out this video where Jono Bacon breaks down how to increase your open and click-through rates.👇
