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How Notion drives product adoption with email
A case study of B2B Saas emails, tailored landing pages and activation prowess
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Launched 7 years ago, Notion is now valued at $10 billion and is one of— if not the — leading Saas tools for productivity.
Since the outset, Notion has grown fast.
Very fast.
Three years after its launch in 2017, Notion hit 1 million users. A year after that, Notion grew 5X to reach a $2 billion valuation, as reported by Forbes:
The app quintupled its user base of knowledge workers, note takers and personal organizers in 2020 as the pandemic pushed more work online.
With this shift, Notion saw adoption not only by teams but also by individuals, students and creators as work and life merged during the pandemic.
It even became part of TikTok’s 2021 #studytok trend — a craze that continues into 2024 with over 80K posts tagged with #notion, 24K #notiontemplate and near 1 million #studytok posts.
In 2022, Notion expanded it’s free plan to drive product-led growth and better support the creator economy. The new tiers made it easier for individuals to add guests (10 instead of 5), collaborate and put more data into Notion.
And it shows.
Last year in 2023, Notion reached 30 million users, 4 million paying customers and grew revenue 174% YOY to reach $119.4M.
What is the most impressive thing about this is that the growth was driven 95% through organic traffic.
That was thanks to viral growth on TikTok, community-led growth (from their template-crazed ambassador community) and product-led growth in the inherent data network effects of the product (driving retention and sharing through collaboration with others).
