in the past years I've run several product launch in e-commerce that have generated hundreds of thousands of Euro for my clients and today I'm going to show you how I did it because I've have seen so many different techniques to launch a product and I have had the opportunity to really uh go deep into this topic and to find out what is the best strategy what is the best timing um to to launch the product how long it should be in order to get the best result so just before we start I just want to
mention what kind of product launch I'm talking about um let's say you are a brand already existing uh and you already have an email list you come up with a new product and then you want to create an event from this product you just you don't want to just put it on your website and um send an email hey we have a new product no you want something uh that is interesting that that provide value for your customers uh also to generate cash flow for your business um that is an option another option could be
that you are um you are launching a brand right so you the brand does not exist yet however you are planning on starting the brand and in this case you can use product launch as a pre-order um method to generate cash before even the product is uh uh is created okay another thing is that this could be used for any other business it's not related to the e-commerce industry because everything in this video is about um psychology and how the let's say the most important thing is how you get from the point that a customer
does not know about your product uh to the point that they can't wait to receive the email that will give them access to the product page where they can finally buy it so let's have a look uh I'm going to show you a presentation uh it's not a presentation actually it's more a working document I've used in the past launch that I've just um cleared a little bit so you can understand um but that's that's not the most important the most important is uh is to to go through the different steps okay so that's the
document uh I'm talking about it's really straightforward really really simple here you can see a screenshot of um a Google sheet that I've created with dates and those are the emails you will see the content is in French again it doesn't really matter I'm going to work through walk you through that you can see that for every email so we have an attributed date we are going to send send it and we have examples of email then every email has a specific action and leads to a specific part of the whole strategy now let's have
a look at the different steps that we take again going back to the whole concept the customer maybe you didn't send an email sent out an email to your customer since months uh it could happen but you still have a list and you you just don't communicate um or maybe you do but they don't know about this product yet the first thing the first email I always sent is a pre pre-launch uh what does that mean pre- pre-launch is um how do I create curiosity creating something memorable in the mind of the customer without yet
talking about the actual product and that is you can go ahead and and find different ways uh sometimes I I used to um give a blurry picture or I ask a question and I create a quiz and in the quiz um for example I could um ask some question that would make the customer think of what what we are going to launch launch actually so basically it's an email a short email with an intriguing title and can go straight to a a type form TAA whatever or to a video that you've created but the point
here is really to make sure that they kind of understood but they didn't they are not sure yet why it is because you just plant a seed and then you you can go ahead the next week to talk about it you can and I encourage you to do that um that's a whole part part of the system is that for every um of the first emails we are going to send we are going to have um post on social media that is related to the email that is complimentary to the email why it is because
if you already have a list email list by doing that you can encourage people that receive the email to go on your different social media the one that they prefer and to engage with the post this way you use the power of of your list to generate more people interested on social media that didn't know you yet so this is why you will see for the first three email you will always see an email and then um a post on social media related okay so now we have created curiosity um for the customer um they
know that something is going on but they don't know why it next next I always launch on Sunday it's just you know it's a you can figure it out for your business but let's say for this example we are sending the first email on Sunday and then the next email will be the next Sunday the next Sunday They will receive an email this time with the announcement okay now it's getting serious this is what we are going to do say it clearly say it at the very beginning explain the product what it is but the
whole email should be about why not the feature not the the pre-order not the price just why you decided to launch this new product so that's my formula it's first email curiosity second email it's uh announcement plus why and you can tell stories you can talk about um the idea behind the product how you came up with it what happened the day that you came up with this idea whatever just explain why today you are talking about your product to your customer so we are now next um the second week uh they received two email
email sorry and the week after now we are going a little bit bit deeper into the product itself now it is time to talk about the what what is the product what are the features why is this product going to solve their problem um and how is it going to solve their problem right so we we go deep now they know about the product why you did why you decided to come up with it then now they want to know more about what is it exactly that they would get if they decide to buy it
but so far they didn't hear about the price at all they barely know it's a pre-order they just know that something is coming up and this is why in this email in the third email you are also going to talk about how you are going to sell it and this is where you explain okay this is going to be um product launch next week I we will going to send um we we are going to send you uh an email with the access to the product page where you can pre-order this is the daay that
you need to to wait before you get your product that uh will be the price everything that is related to the day of launch basically after the third email they know everything and they are just waiting for the last email to get the link and buy if you look at it it is quite long actually because the first Sunday they will get the cous email then a complete week pass they get the second email about announcement and why another week pass and then you explain all the features about the product and all the things related
to how they can get it and only a week after they will get the uh final email to buy the product it's a month and why do I choose to be that long because you will see so many different techniques that talks about yeah every two days every every three days whatever in one week you can launch a product because I figured that one month is the perfect timing so it is not too long so they forget about it but it is also long enough so it creates this um this I don't have the word
in English this willingness to to get the product this Envy this uh um yeah they just can't wait to have it because every single week in the last month they received emails that were that were telling stories that were explaining things um deeply and now they start wanting this product and your only goal is that before the email launch day they just can't wait they know exactly that at this time the email will come up and they know exactly what will be the product how they can get it how much it will cost and so
on okay so now that we have seen that um let me just go quickly to the different other parts that we have here so you understand a little bit better why they are here actually um what I was talking about with this um social media post I always find a way to gather on New Leads um here for example I've created a type form so in this different post um where the people on our list are engaging with um there is a link to be uh in the launch so if someone just find out about
this launch on the social media post they can just go ahead subscribe I added I add them to the clay list they receive confirmation email and they will receive the next email that is just a way to gather more people while launching which is a cool thing and now you can see that we have the launch email which is very stress straightforward um no fluff here we are just saying okay this is today go ahead you can buy it from this email on until the end of your campaign that can last um the time that
you want we are simply going to send the people to either one product page or maybe a collection page in this email in this example it's um a jeans and you can see that we are sending them to a page where they can choose either for men or women and then bring them to the product page you also have to create a postp purchase email specific for this launch so it is creating a complete um experience from the very beginning where we talked about the Curiosity email let's say it this way to the product page
they buy it and then now they receive an email that thanks them to have trust you with this new product and it needs to be very specific um especially very especially if you are doing a pre-order because people want to be reassured when they just made a purchase okay um another two things here you can see that we have other email emails why it is because for this example it's a onee campaign and I just sent another email in the middle of the the week just to remind them and I also sent two emails generally
um on the the last weekend one one at the beginning of the weekend and one at the end just to remind that the the campaign is going to end and you can see that generally you have a huge pike of sales at the sorry here at the very uh first email when you launch and another Pike of sales uh at the very end um let me check I think yeah and last thing I wanted to show is for every email sometimes when I want to get a little bit more aggressive I would um send another
email let's say the announcement and why I will send email on Sunday and on Wednesday the next Wednesday I will look at um who opened the email for the people that didn't open it I will simply send it again maybe with a different title but you need to be really careful with that especially now that um it is really hard to track opening um with Apple for example that is preventing um tools to find out if the person opened email so you are at risk to send twice the same email which is not that cool
um but yeah it's sometimes they just don't see it they receive it here and they are happy to to see it that's it uh for this video um it was probably long uh I was not really prepared it's just me talking uh I hope you got value from it if you did please uh just let me know in the comment or um leave me a like it would make me really happy because I really try hard uh but uh I'm going to create other videos in the future I'm just trying to figure out right now
what kind of videos um eCommerce strategy or AI or automation I will figure it out in the next month so um let's stay in touch and subscribe uh to this channel so you will know have a nice day and see you in the next video bye-bye
