Having a big e-commerce product launch strategy is the best way to introduce your e-commerce brand into a competitive market. In this article, we are sharing with you how Reinis Krumins, the co-founder of AgencyJR — an email and social media marketing agency based in Latvia, was able to launch a new e-commerce product for his client and helped him earn $251 000 in the first 24 hours.
Reinis shares the steps that they took to prepare the product launch and how you can copy the same strategy for your own brand to have a successful product launch.
The Launch Plan
Reinis and his clients knew that they had a product-market fit with another similar product. Their kind of product was already in the market which made them have one clear goal for the launch. Their main goal was to do a new and even bigger launch to make the customers think of their brand name first prior to that of their competitor.
Reinis started off by separating the launch into 4 main phases:
- Hype up phase
- Email collecting phase
- The Big Launch phase
- Follow Up phase
1. The Hype Up Phase
The business owners had arranged a partnership with an influencer who had about 1 400 000 million Instagram followers. Reinis and the marketing team started building the hype by scheduling 2 series of Instagram stories of the influencer talking about a new project she's involved in. She showed some behind-the-scenes information, about her involvement in the project, and announced the day it would be launching.
This helped to build anticipation from her social media audience.
2. Email Collecting Phase
Then 2 weeks before the launch, Reinis created a landing page announcing the project with a countdown. On this landing page, people could sign up and leave their email to get early access.
This landing page was promoted on the influencer’s story 3 different times and they were able to get 40 000 early email sign-ups.
"This stage was important because just working and doing Influencer promotions is like renting an audience.", Reinis says.
At this point, they had collected the data of the people that were interested and they could email them at any time or even use it as an audience for lookalike ads or remarketing ads.
Every 1 to 3 days they teased the email subscribers by giving them an update on the launch. They informed them more about the product, what it will be and what they will get.
Brand & Influencer Faces Are Blurred
This process also allowed them to warm up the email domain because collecting 40 000 people and blasting them with sales emails could go bad easily.
In the emails, they didn't mention anything about the price, they were only continuing to hype up the product, its features, benefits, and the influencer's involvement.
3. The Big Sale Launch
When the big day finally arrived, Reinis pulled the plug and sent out the two launch emails they had planned:
- Email 1 promoted the product to the entire list
- Email 2 followed up with non-buyers
The Influencer added fuel to the fire by promoting the product on her story and within the first day they had made $251 000 in sales.
4. Follow Up Phase
Reinis and his team didn't stop there. They knew that they had built up hype, so they wrote 6 more emails to send and follow up with the non-buyers.
As a result over the next 3 days, they made $30 000 extra every day which summed up to $90 000.
Conclusion
The success of this brand launch lies in the planned and timed hype-up Reinis and his team built. The brand was able to generate about $341 000 in sales within its first 4 days which was a huge success.
Reinis and his team did all this pre-launch process just 3 weeks prior to the launch day. They teased the product 3 weeks prior and they started capturing the emails just 2 weeks prior to the launch. Then they nurtured them and let the sales roll in.
