---
title: How we keep momentum
slug: how-we-keep-momentum
description: "A framework to push new content consistently to create a feeling of “always shipping”."
humans: ["chris-pennington", "zeno-rocha"]
updated_at: "2025-03-12"
created_at: "2024-06-04"
---

Startups are all about momentum.

Getting momentum is **extremely hard** and losing it is **very easy**.

We not only have to ship. **We have to ship and talk about it.** We have to push new content constantly if we want to create a feeling of _“always shipping”_.

## The Heartbeat Framework

We think about our marketing efforts as a heartbeat. It's a rhythm that we follow to **expose internal momentum to the outside world.**

Just like a heartbeat, there are big peaks followed by small peaks. It's important to have a balance between them, but the beat must be always present for people to know we are _"alive."_

In contrast, if there's a flat line, it means we are _"dead"_ and don't have momentum anymore.

<Image alt="Resend Heartbeat Framework" src="/static/handbook/how-we-keep-momentum-1.jpg" showCaption={true} />

The framework is divided into **A)** Launch Weeks, **B)** Mini-Launches, **C)** Changelogs, **D)** Blog posts, **E)** Customer stories, and **F)** Social posts. Below is a description of each with a supporting example.

## A) Launch Weeks
_Frequency: 2-3x/year_

Launch Weeks are the big peaks. It's when we launch 5 new features in 5 days.

They create buzz and excitement around the product, but require a lot of planning and coordination across the team. As the biggest "sign of life", launch weeks are often the most impactful way we share our momentum, but we are also careful not to do them too frequently, since they require a heavy "cost" from the team.

<LinkCard
  title="Resend Forward 5: Wrap Up"
  description="Everything we launched during the fifth launch week."
  url="/blog/resend-forward-5-wrap-up"
  image="https://cdn.resend.com/posts/resend-forward-5-wrap-up.jpg"
/>

## B) Mini-Launches

_Frequency: 4-5x/year_

Mini-Launches are small wins that are worth sharing in a more detailed way, but don't require the same level of planning and coordination as Launch Weeks.

We create promotional items like blog posts, social media posts, or changelogs for mini-launches.

<LinkCard
  title="Improved Performance for Tailwind Emails"
  description="How we reduced render times for emails using Tailwind to be 23x faster."
  url="/blog/improved-performance-for-tailwind-emails"
  image="https://cdn.resend.com/posts/improved-performance-for-tailwind-emails.jpg"
/>

## C) Changelogs

_Frequency: 1-2x/month_

As we update the product, we post regular changelogs to highlight how the product is evolving.

See all [changelogs](/changelog).

<LinkCard
  title="Pay-as-you-go Pricing"
  description="Learn how you can enable pay-as-you-go pricing for your transactional email plans."
  url="/changelog/pay-as-you-go-pricing"
  image="https://cdn.resend.com/posts/pay-as-you-go-pricing.jpg"
/>

## D) Blog posts

_Frequency: 1-2x/month_

We share blog posts on several topics like:
- Company news and product updates
- Industry guides (e.g. deliverability)
- Company culture and philosophy

See all [blog posts](/blog).

<LinkCard
  title="1,000,000 users"
  description="The journey so far and the road ahead."
  url="/blog/1-million-users"
  image="https://cdn.resend.com/posts/1-million-users.jpg"
/>

## E) Customer stories

_Frequency: 1-2x/month_

We exist to serve real developers, so it's important for us to talk to our customers and share their experiences. These are not only crucial for attracting new customers, but also to keep the team motivated with real stories of how our product is helping people.

See all [customer stories](/customers).

<LinkCard
  title="Customer Story: Dub"
  description="What we love most about Resend is… everything!"
  url="/customers/dub"
  image="/static/customers/dub-og.jpg"
/>

## F) Social posts

_Frequency: 1x/day_

We try to be very active in only a few places. We found that [X](https://x.com/resend) and [LinkedIn](https://linkedin.com/company/resend) are the most effective places for us to be at this moment. Learn more about [how we approach social](/handbook/marketing/how-we-approach-social).

<LinkCard
  title="Pro tip 🔥"
  description="Adding an avatar image can drastically impact the open rate of your emails."
  url="https://x.com/resend/status/1849105175840952645"
  image="/static/handbook/how-we-approach-social-pro-tip-1.jpg"
/>