Soft Launch Guide/best practices
Let your superfans feel appreciated. Offer them a special deal before official launch - send them emails with a promo code and an invitation!
Set up a mailing campaign
A great mailing campaign service we have previously used is MAILCHIMP.
We recommend sending around 3 emails before the official launch. Best performing time is around 6pm working days.
Use an attractive mail title e.x. “Invitation + small THANK YOU gift from me”
Other important things to include:
“Subscribe” button in a lively colour
Highlighted promo codes e.g. in a different colour
Video on a top of the mail works well, as it makes it look less “spammy”
Queercosmos example
main price: 11.11 (landing page), campaign had a 14% conversion rate
Mail #1 - 3months discount to 5.55 - 76% open rate, 26% click
Title: Happy Aquarius Season, Clients! + A little present inside
Body: https://mailchi.mp/queercosmos/happy-aquarius-season-clients-lets-stay-in-touch-via-sms-6128157
1 week before official launch
Mail #2 - one-month free trial - 74% open rate, 32% click
Title: Happy Aquarius Season, Clients! + A little present inside
Body: https://mailchi.mp/queercosmos/happy-aquarius-season-clients-lets-stay-in-touch-via-sms-6128301
Mail #3 - 3 months discount to 5.55 - 62.9% open rate, 14% click
Title: Last chance before Instagram launch
Body: https://mailchi.mp/queercosmos/happy-aquarius-season-clients-lets-stay-in-touch-via-sms-6130833
24h before official launch
This was our poorest performing campaign, we assume this was because it was sent at 1 pm on a Saturday
