We recently ran a product drop campaign for a brand in the Home Decor niche

They usually average around $20-30k a day in revenue, and this drop generated them $76k in a day while also getting higher profit margins than usual

Let me show you how we did it 👇

Deciding what products to drop

Usually, what we like to do is email our current customers with Email polls

We send them 2 questions:

• What product would you like to see from us?

• What colors / variations of the product would you prefer?

Each question has 4 different options to choose from (if we let people type in their answers things would get very messy)

This works great for 2 main reasons

1. You can find out exactly what your customers want by just sending an email

2. Customers feel more attached to your brand as they get a say in what products you release, increasing customer loyalty

For this release, the brand wanted to drop a collection of 3 products which was great

We’ve found that 3 products in a collection, or 3 variations if it’s a single product, is the perfect amount

Too many options and you give your customer more to think about - often leading to them not buying anything at all. But you should also be giving them some sort of selection too

Collecting Emails

When we’re doing product drops for some brands, we close down the entire site and just have an email sign up

This works best for clothing but we’ve done it with a ton of other niches too

The reason for this is to get as much email sign ups as possible. On the brands social medias we get them to post about their new product drop → letting people know that they get early access to the drop if they’re on the email list

This gets a lot of new people on your email list fast without having to offer a discount that will harm your margins. We’ve run this before with an relevant influencer directing people to the website too

This time we kept the site open though, and just focused on building hype through the email list. This was because they already have quite a large email list and decided it wasn’t worth shutting down the store for a few days as we knew we could still generate great results with their current list

Building hype

We sent 2 emails prior to the launch

The first was notifying people about the products that were going to be released, the date of the release, etc

The second email was the day before the drop, reminding people to be ready as we were only going to be releasing a limited quantity of that product

NOTE:

Don’t just say something is ‘limited quantity’ if it isn’t to build hype.

Sure, you might get 1-2 good product drops doing this, but customers don’t like being lied to and will lose trust in your brand

Also play the long-term game. If you really want to you can release the product properly a few months later, but don’t trick people into rushing to buy your product if it’s still going to be on your site the next week

Drop day

We did the early access release to Email subscribers at 9am on the drop day which generated just under $10k sales in an hour

At 10am, we released the product to everyone else. That got us about $15k in sales in the next hour

More people bought the selection throughout the day and the revenue tapered off a few hours after the release

All in all, it was a great drop day

We were able to 3x this brands daily revenue and maintain 50%+ margins as we were marketing it towards their current customers

Product drops are a great way to inject quick cash into your ecom brand. If you do it right you can also get a ton of new people in your email list (without giving them a discount) and increase customer loyalty by making them part of the decision making process of what product you’re going to release.

Want me to set this up for you?

Talk with me here 👇