Earlier this week, we launched our new night time tea, MoonBrew, and sold well over $100k worth of product in <24 hours
This was all done via Klaviyo with $0 in advertising spend
Here's how we structured our launch campaign & why I'm so excited for MoonBrew:
This was all done via Klaviyo with $0 in advertising spend
Here's how we structured our launch campaign & why I'm so excited for MoonBrew:
But first, why and how'd we decide to launch a night time tea?
- We did multiple surveys with our customers and it was their #1 request
- over 1/3 of adults experience insomnia
- Huge market with no clear #1 player
- We did multiple surveys with our customers and it was their #1 request
- over 1/3 of adults experience insomnia
- Huge market with no clear #1 player
- Our customers skew older and they suffer from sleeping problems the most
We also focus on products that are consumed daily and have a "life changing" effect
If you improve how someone sleeps & wakes up in the morning, you change their life
We also focus on products that are consumed daily and have a "life changing" effect
If you improve how someone sleeps & wakes up in the morning, you change their life
Alright so into the launch strategy
We have a newsletter called Noon Recharge that goes out every Friday to 100,000+ people
For the past 2 months, in every newsletter I mentioned we were launching a new product in late-October
We have a newsletter called Noon Recharge that goes out every Friday to 100,000+ people
For the past 2 months, in every newsletter I mentioned we were launching a new product in late-October
I would drop subtle hints of what the new tea was going to be like to get customers interested and excited for it
On October 28th, the Friday before we launched MoonBrew, we directed people to sign up to get early access at the link below:
noonbrew.co
On October 28th, the Friday before we launched MoonBrew, we directed people to sign up to get early access at the link below:
noonbrew.co
On the morning of October 31st, we sent out our first launch email to all of our customers
It was a plain text email from me mentioning how we're doing an early launch of MoonBrew before we officially launch on Friday
and as a VIP customer you get early access
It was a plain text email from me mentioning how we're doing an early launch of MoonBrew before we officially launch on Friday
and as a VIP customer you get early access
This email drove the most revenue and in it we highlighted:
- How NoonBrew was developed in part by one of the top acupuncturists in California
- How we have a limited supply since the ingredients are hard to source
- How NoonBrew was developed in part by one of the top acupuncturists in California
- How we have a limited supply since the ingredients are hard to source
Both of those are true, but it's really important to differentiate a new product so people are intrigued & motivated to buy
When selling supplements, you also have to nail 2 things:
- trust
- believability
When selling supplements, you also have to nail 2 things:
- trust
- believability
Mentioning my Co Founder's Dad (who is the top acupuncturist & TCM expert) lends credibility and trust to MoonBrew
At night, we sent an SMS campaign to the same list of customers
The next day, Tuesday, we sent the same plain text email as the first day
At night, we sent an SMS campaign to the same list of customers
The next day, Tuesday, we sent the same plain text email as the first day
But we did it at night and to everyone who didn't open an email in the past 36 hours
This was also a big driver of sales and I highly encourage this when doing launch campaigns
On Friday we officially launched in the AM with a SMS and via email on our 2pm weekly newsletter
This was also a big driver of sales and I highly encourage this when doing launch campaigns
On Friday we officially launched in the AM with a SMS and via email on our 2pm weekly newsletter
But the majority of sales were driven earlier in the week & to existing customers
The MoonBrew landing page ended up having over a 10% CVR on the Monday we launched and CVR has been 5%+ the rest of the week
Here's the LP if you'd like to check that out:
noonbrew.co
The MoonBrew landing page ended up having over a 10% CVR on the Monday we launched and CVR has been 5%+ the rest of the week
Here's the LP if you'd like to check that out:
noonbrew.co
There were a few other things we did on the LP to drive higher AOV which include:
- Offering a 1 pack, 3 pack, and 5 pack bundle
- Offering free superfood honey with the 3 pack and 5 pack bundles
- Adding MoonBrew to our swing out cart before you purchase
- Offering a 1 pack, 3 pack, and 5 pack bundle
- Offering free superfood honey with the 3 pack and 5 pack bundles
- Adding MoonBrew to our swing out cart before you purchase
If anyone wants more info on how we structure our landing pages for high CVR, please let me know - happy to help
Loading suggestions...