Postmark drives 12.8× more new account signups from daily.dev than from Reddit.
A pilot that became always-on monthly. Here's how it played out.
How daily.dev Ads and Reddit Ads compared.
- 12.8×New-account rate vs. Reddit Ads
- 1.54%daily.dev Ads account creation rate
- 0.12%Reddit Ads account creation rate
The audience that doesn’t tolerate generic ads
Postmark is the email delivery service developers actually like. Transactional and marketing email, built for engineering teams who need it to land, every time. The buyer is usually the developer choosing the infrastructure. Sharp, technical, and quick to tune out anything that smells like a pitch.
“The hardest part is usually reaching developers in a way that feels relevant instead of generic. They’re quick to tune out broad marketing, so context and audience fit matter a lot.”
Same audience. Same period. Two channels.
Postmark already ran Reddit Ads, the common paid play for reaching developers. They wanted to see whether a developer-native environment could do better on the metric that actually moves the business: new Postmark accounts created.
So they ran a like-for-like test. Same audience target. Same time window. Two channels measured against the same downstream conversion.
The pilot wasn’t framed as a one-off. The internal question was bigger: could daily.dev hold up as a credible, repeatable acquisition channel, one that earns a permanent place on the media plan.
12.8× more new accounts. Same metric. Same window.
The key metric was new account creation rate (sessions ending in a Postmark signup):
daily.dev Ads converted 1.54%. Reddit Ads: 0.12%.
A 12.8× difference on the metric that actually matters, with CTR following the same pattern. That’s the kind of result that changes the internal conversation about where to keep investing.
“The biggest standout was the engagement quality, especially that the CTR looked amazing. That’s the kind of result that gets attention internally, because it suggests the message is landing with the right audience and gives you confidence to keep investing and iterating.”
Why In-Feed worked
Ads work best when three things line up: right people, right place, right time. This campaign had all three.
Right people
Targeting built on actual reading behavior: tech stack, topic interest, seniority. Geo targeting focused spend on Postmark’s highest-value markets.
Right place
Native In-Feed cards sit inside the developer feed. When your product shows up here, it shows up with context, and borrows the trust developers already have in the platform.
Right time
daily.dev is desktop-first. Developers read it at their desk, during the workday, while they’re actively thinking about new tools. The intent is already there.
“It wasn’t just ‘here’s your campaign, good luck.’ The team brought creative guidance, audience intel, and suggestions around targeting and budget shifts, which made it easier to improve performance mid-flight instead of waiting until the end to learn anything.”
What Postmark's In-Feed cards looked like.
Every creative variant from the campaign, exactly as it ran.
From pilot to always-on
The clearest read on whether a campaign worked isn’t what the marketer says in response to the debrief but if they spend next quarter.
Postmark started with a pilot. The pilot extended into a quarterly commitment. The quarterly became an always-on monthly spend. daily.dev now sits in Postmark’s mix as a standing native channel, not a test.
“We kept extending the relationship, asked to keep spend running monthly, and continued planning future placements. That’s a good signal that it delivered enough value to earn a place in the mix.”
Would Postmark recommend it?
Yes. Especially if you care about reaching developers in a more relevant context and want a channel that can work as both a test bed and an ongoing program. Start with a focused in-feed test, learn what resonates, then decide whether to scale or layer in digest placements for bigger bursts.
More brands reaching developers at scale on daily.dev
Google, Atlassian, Notion, Okta, Redis, Sentry, Datadog, JetBrains, Postman, Snyk, Supabase, ClickHouse, PostHog, LaunchDarkly, Neo4j, Temporal, Sonar, Appwrite, dbt Labs, Retool, Pulumi, CodeRabbit, Windsurf, OpenRouter, Bright Data, Stream, Postmark, Novu
Reach developers where they
pay attention.
Run native In-Feed ads on daily.dev to build trust and drive qualified demand.