a single source, nothing corroborates it

Send the deadline reminder even if it stings

Sales sit flat until a reminder arrives, so a second and third email attached to a closing price or a cut-off are what produce the spikes. Those reminders will show worse opens and higher unsubscribes than your averages, and both authors treat that as the cost of the revenue they bring in within minutes.

The method

1. 01

   Send the second email of launch day even knowing it will cost you unsubscribes: the deadline reminder pays for itself within minutes

2. 02

   Send a sale-is-ending reminder on launch day even though its open, click and unsubscribe numbers will look bad next to your averages.

3. 03

   Send a second email late on launch day reminding people the sale closes, and hang a reason on it such as a live session the next morning.

4. 04

   Send two reminders that launch pricing is about to end and expect a spike on the final day.

5. 05

   In a 24-hour launch send at least two deadline reminders: one 6-12 hours before close and one an hour before.

What it returned

• 3,415

  Evening reminder to 3,415 subscribers caused 81 unsubscribes and drove another few thousand dollars of sales within minutes of delivery

• 8

  The 8:00 p.m. reminder had 40.2% open, 9.3% click and 89 unsubscribes (1.3% of the list), and drove at least $5,000 in revenue

• 8,738

  Late-afternoon email to 8,738 recipients: 47.5% open, 7.4% click

• 7

  Sales spiked again on the last day of the 7-day launch window

Sources

• How to build demand before you launchJustin Jackson · justinjackson.ca · Building anticipation during your product launch · undated
• $36,297 in 24 hours: behind the scenes of The App Design Handbook launchNathan Barry · nathanbarry.com · Revenue first · 2013-11-11
• $26,679 in 24 hours: Stats from my latest book launchNathan Barry · nathanbarry.com · Using Email · 2012-12-21
• Should you launch more than once? I’ve got $58,332 as evidence.Nathan Barry · nathanbarry.com · Launch #1 – January 14th, 2014 · 2014-02-28
• How a music teacher used Authority to make $34,500Nathan Barry · nathanbarry.com · How were the revenue and sales from the book? · 2015-06-02
• Self-doubt and launch statsNathan Barry · nathanbarry.com · Sales stats · 2013-05-28
• Using urgency to increase salesNathan Barry · nathanbarry.com · Sending reminders · 2014-03-13