a single source, nothing corroborates it

Tell the list the date, then repeat the details

Buyers need lead time, especially where someone else approves the spend, so the date goes out weeks ahead and the specifics follow in their own emails. A long, link-free note the day before that answers every question leaves nothing to work out when the page finally opens.

The method

1. 01

   Four weeks out, tell the waiting list the exact launch date so they can put it in a calendar.

2. 02

   Seven days out, send a heads-up email that spells out who the product is for, what the packages are, and what they cost.

3. 03

   The day before launch, send a preview of the actual contents plus answers to the questions people have been asking, and restate the tiers, prices and launch discount.

4. 04

   Send a logistics email the day before launch confirming the exact hour you will open sales, and use it to correct any change of plan

5. 05

   Send a long email the day before opening sales that answers every question a buyer might have about the product, with no link in it.

What it returned

• 6,198

  Change-of-plan email to 6,198 subscribers moving the launch from 8:00 AM to 11:00 AM Eastern

• 13

  January 13 email to 9,019 recipients: 59% open, 0% click, 1.4% unsubscribe

• 75%

  The day-before email was about 75% identical to the January version and hit the same 1.4% unsubscribe rate

• Modeled on Nathan's launch emails; her school-budget buyers needed lead time, and teachers were emailing daily asking when it would be available

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 · Let's talk about email · 2013-11-11
• $26,679 in 24 hours: Stats from my latest book launchNathan Barry · nathanbarry.com · Using Email · 2012-12-21
• Three reasons product launches failNathan Barry · nathanbarry.com · A launch sequence · 2014-03-18
• 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 · What did you do to promote the book leading up to launch? · 2015-06-02