How we doubled this brand’s revenue without damaging their profit margin
Today I’ll be showing you the strategies we used to bring a brand from £50k per product drop to over £120k from a new product drop using Emails
Let’s get into it 👇
Introduction + Their Problem
We started working with this client at the very start of January.
They are a streetwear brand that operators as an evergreen store (meaning they keep the site open 24/7 and don’t close it for product drops like a lot of other hype streetwear brands do.
They used to do £60-80k per drop but had been struggling to hit those numbers for the past few drops → which did around £50-60k in revenue.
One big thing that they were underutilizing was their email list - they had a huge list but never sent out emails for it. We knew that we could build a ton of hype for their new drop through emails and deliver them insane results.
The Solution + Our Process
As well as using their email list to build hype to the drop, we also wanted to run an early access strategy to boost their revenue even more.
We wanted to do this by:
Getting new people to their email list the week prior by promoting it on social media, saying that people on the email list will get early access to the drop
Letting people on the email list know that they get early access to the next drop and to be ready
We then built hype throughout the week on emails.
Another thing we wanted to do (which took a little convincing) was for this brand to shut down their site before the launch - then we would give a code to the people on the email list 30 minutes before the full product launch which allowed them to get early access.
The brand had never done this before and were hesitant, but they agreed and the plan was ready to go for the early access launch.
The Results
The early access drop (released to just people on the email list) did £40k in sales in those first 30 minutes. Then we opened the store to everyone else too.
The first day the drop did around £90k in sales and the store generated £122k over the full week of the launch.
This means we were able to double the revenue for their last product drop while keeping high margins (as we were utilizing their existing customers and the brand wasn’t running ads for the first day of the drop).
We also had gotten a ton of more people into their email list that we can target again with future product launches. The good thing about this too is that we didn’t have to give away a % discount or some other offer that damages margins in order to get all of these new people on the email list → they simply joined as they wanted to be the first to buy and didn’t want to miss out as it was limited quantity!
P.S. this strategy works for any brand with multiple SKUs, not just clothing brands - this week we had other successful product launches in this style with a supplement brand and a beauty brand