We have 3x’d store revenue for a number of our clients just from introducing weekly / monthly product drops.

They are insanely underrated for email marketing. I wrote this full guide for you guys to take full advantage of in 2023 and build your ecom brand to 7 figures.

If you want us to set this up for you, book a call with me and I’ll show you how we can take your brand to the next level → https://calendly.com/nestemailmarketing/arsc

Let’s get into it:

Building hype

There are 2 possible stores to do drops with, each have a different way of operating:

Evergreen stores

• Sell multiple different products, website is open all year round

• For these stores, upload your product / products and label them as ‘sold out’

• Send people to the product page and get them to sign up to your email list with a ‘back in stock’ opt in form

Drop-only stores

• Only do product drops, e.g. streetwear clothing brands that only open their site when a drop is live

• For these stores, close your site and just have an an email form on it. You can also include a countdown timer if you want

Example:

Getting emails to build hype

Hype will be built both on social media and in your email marketing campaigns

Your brand should be pushing traffic to your website to collect emails before your drop. You can also find an influencer who aligns with your brand and get them to promote it too - we have found great success doing this in the past

You don’t need to over complicate the opt-in form. We got 41k emails with a form submit rate of 52% with this simple embedded form on our client’s site. This took 3 days (they had 2 million followers and we used an influencer to push it too)

We invite them to join our VIP list to get early access and so they feel more special. Joining our VIP list sounds better than joining our email list, this will help more people convert.

Segmenting emails

There are 2 main segments to make:

1. Internal traffic (past buyers or people on our mailing list)

2. Cold traffic (first-time visitors coming from ads)

Break it up into VIP + non-VIP

VIP = people who have opened an email in last 30 days and people who have just signed up to our email list for the drop

Setting a date

Now you have your VIP customers

Create 2 dates and mention them publicly on social media:

1. The early access release

2. The public launch

Preparing for early access

• Promote it on social media

• Put a timer on your site

• Send an Email + SMS telling people of the date of the early access

You should start promoting the early access drop 5 days before it happens:

When to send emails:

• 5 days before

• 72 hours before

• 48 hours before

• 24 hours before

• 1 hour before

• On the drop

When to send SMS:

• 3 hours left

• On the drop

Don’t overcomplicate these emails. In the build up to the drop focus on building hype, scarcity, limited time and putting out good content

Your email on release should look something like this:

Super simple.

Only have the early access live for a few hours and remind people in your email + sms that there is a limited quantity → promote scarcity and FOMO to get people to buy

Send your emails to people who have opened your email in the last 30 days and exclude people who have bounced before:

Post early access release

Once the early access has been up for a couple of hours, close it

Send out an email to your whole list thanking everyone who participated and say you look forward to the next one. Congratulate people who managed to get something. Also post this to social media

This will create FOMO for people. Make the people who bought seem like they’re a part of a ‘club’. It’s basic human psychology to want to be a part of communities or groups and we HATE feeling left out. Use this to your advantage

Launch day

Launch the product to the public a few days later

Build hype to it again on social media and emails, similar to what we did with the early access just not as many emails.

Once the product is launched you should start running ads to it and promoting it as you usually would with a product

Want us to set this up for you? Talk with me here: