This client’s business model revolves around monthly drops, and they were only driving awareness through social media.
They were collecting tons of emails through a popup on their website and sending them through a welcome email series.
But,
They were sending 0 manual campaigns centered around each drop… leaving tens of thousands on the table.
We built a strategic series of 4 emails that hyped up a "pre-drop access password" that allows those with the code to access the drop 1 HOUR before the public.
They have exclusive access to shop the product, so they ensure they can get it before it sells out. This builds the illusion that the product could sell out before it's even available to the public. Thus, FOMO.
The first time we implemented our strategy led to the biggest drop revenue-wise since the company's inception. An average drop would yield about 15k in sales on drop day and 5k in sales the day after.
With our strategy, the drop did 50k in sales on drop days and around 12k in sales the day after. Since then, we have been crushing drop after drop with this method and finding ways to make each drop bigger than the last.
This pre-drop early access worked exceptionally well. Not only did it create a sense of urgency to buy “before the drop opened to the public,” but it made the customers feel special and increased their buying power.
Now that we know this sequence works we can spend all of our efforts testing against it to find the ultimate pre-drop cadence for this brand specifically. Every brand is different.
The first time we implemented our strategy led to the biggest drop revenue-wise since the company's inception. An average drop would yield about 15k in sales on drop day and 5k in sales the day after.
With our strategy, the drop did 50k in sales on drop days and around 12k in sales the day after. Since then, we have been crushing drop after drop with this method and finding ways to make each drop bigger than the last.
