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Awesome article! We are doing our launch on Labor Day and decided to implement this to build up our email list beforehand. After a couple of technical glitches and some mid-campaign sweat, we’re finally up and running. Thanks Tim and the team at Harry’s for sharing!LikeLike

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Are you kidding me? I have bought $97 ebooks and sat through $5000 internet marketing boot camps that had more fat and less meat than that juicy article!My BIG takeaway? Both Harry’s and FHWW grew the exact same way…word of mouth. When you create something epic, with some social sizzle something magical happens.Saying thank you for this article isn’t enough…must…share…with…friends!LikeLike

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If friends and family won’t promote it for you there’s always a thing called social media and paid ads.

Brilliant. Bookmarked. I plan on reading this over and over… (like many of posts from this blog)LikeLike

Every campaign deserves a well-thought out approach that covers all the holes and ensures everything runs smoothly. Great insight regarding scalability and growth of consumer products. I imagine there is a different technique to engage other industries such as B2BLikeLike

Tim + Jeff: this looks like a beast of an article. Lots of gems just from skimming. Look forward to reading in depth this evening.LikeLiked by 1 person

how about with floral ideas? how can i grow my subcribers?LikeLike

Amazing Tim/Jeff. You guys are killing it!LikeLike

I did this exactly to the T. sent it out to a list of 700 people who signed up to find out more info, shared it on our business page that has almost 3,000 likes, had my team blast it on their own facebooks, twitters, their own email lists, posted it in different groups. we are barely reaching 500 signups on this and its been over a week and ours is for free womens activewear which is one of the most popular trends out there for women right now. so… 100,000 in one week from just this? hmm must be some other secret in there.LikeLike

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Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care

You are certainly wrong. Over the course of previous year I worked as a freelance developer on dozens of projects based on Harry’s prelaunchr, and most of them managed to gather more than few thousands of real emails without spending much money on marketing.LikeLike

Extremely valuable information once again. Really insightful and actionable. Already downloaded the code and started looking into it.Thanks for Sharing, Harry’s!LikeLike

Get the f*ck out of here. No way this actually works. Sheesh.LikeLike

Awesome post, thanks for sharing. Loved how you have used the viral “referral” principles from Jonah Berger’s Contagious with a successful real world example.Reminds me of how Zappos started with their twitter strategy.Good luck to you in the future – not that you need luck!LikeLike

This blog is the best. You are a good man.LikeLike

so niceee.. a very useful rails appLikeLike

Do we have an update now that Princess has been interviews by the FBI?LikeLike

Tim, the link in your afterword doesn’t work anymore. Plus: Have you written that post about your own micro-site yet? I don’t remember having seen any such post in my inbox. If so, could you share the link, please?LikeLike

Awesome and ultra-actionable article! Any suggestions/ideas on referral rewards for a pre-launch free, social, community-driven app?Thanks a ton!LikeLike

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Awesome content! I will use this for building my list.LikeLike

Great Stuff, Some ideas are new.LikeLike

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Nice stuff, with the help of simple strategy a brand can be created easily. Mediums of internet are really helpful in reaching to millions of people.LikeLike

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This is an amazing case study. A couple of things I wanted to point out.1. The virality achieved was amazing, but still wasn’t the “hockey stick” style that people seem to expect… no matter how unrealistic the expectation is. Having 77 of the leads come from sharing though… is great. It’s probably because:2. The lowest level goals felt achievable. Getting 5 people to do something for a reward feels very plausible for most people. Having the stepped goals gave everyone something they could look forward to, but still provided fuel for:3. The influencers at the high end feeling like their efforts were worthwhile. It provided something for them to look forward to.Because they weren’t getting > 1 people signed up for every single signup they still had to do a LOT of work to market their idea and get the word out.They were willing to give away a lot. Some people don’t make the awards worthwhile. Giving away product to 3,000 people is not cheap… but probably cheaper than if they’d had to replace all the referrals with purchased traffic.[Moderator: link removed]Thanks,Josh Ledgard[Moderator: link removed]LikeLike

The Harry’s team: This is a classic business story I have ever heard!!I have been enjoying each and every line you wrote there.. Very much informative and useful to the aspiring entrepreneurs. Many people fail to successfully launch a campaign despite having great products and people.. this is an eyeopener for all businesses in the digital world..@Tim, We wonder how and where you get the success stories of businesses.. Truly amazing.. No wonder why people visit your website/blog repeatedly.Thanks a ton!!SamLikeLike

Great articleLikeLike

Love the open source sentiment of this article. Do you think that this rewards tactic can work on luxury products as well? Luxury products wouldn’t be able to give away products, but could offer a discount? As this is less tangible, it feels less rewarding to me. What do you think?LikeLike

Thanks to you and the Harry’s team for sharing. Does anyone have a cache of the page at ? Thank you in advance.LikeLike

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Thank you! This is very helpful. I’m working out a plan for a new website and have been looking all over the web for information. You have more on this one page than others have had on their entire sight. I got hung up on something to give away because others have made it seem so difficult. I appreciate the help very much.LikeLike

As someone who has worked in email marketing for a decade I can tell you with absolute certainty that Harry’s problems are just beginning and I’d urge any business to research much more widely before embarking on a viral campaign like this with email.Rapid list growth like this becomes a nightmare for on-going engagement once the initial “FREE STUFF!” campaign ends. Expectations are now sky-high. The churn rate on the subscriber list could burn your sender reputation unless engagement is sustained, relevant, and meaningful. This could mean that email delivery becomes much slower (higher deferrals), inbox placement suffers (we live in the age of the priority inbox and smart sweeping), and you burn through your SendGrid IPs and get your account closed. Future marketing via an email channel is going to suffer.This campaign also teeters on the very edge of what is legal. In the EU, for example, this kind of viral campaign is incredibly close to looking like a dodge of the prior consent rule. In the eyes of the UK’s ICO, the “instigator” of the message is not the 3rd party — it’s Harry’s. Therefore Harry’s are responsible for any malicious act resulting from this campaign and any distress it caused people who did not welcome receiving the viral email. I also hope that Harry’s were very clear in the management of the data. The email addresses of the forwarded contacts are not owned by them and they do not have consent for further marketing activities without an explicit opt-in. Or double opt-in as they’re US-based.LikeLike

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Thanks for the GREAT article! Very informative. I will definitely put these strategies and tactics to use on my future projects.LikeLike

Anyone plan on deploying this soon?LikeLike

No need to code up your landing page. Launchrock allow you to set up the same sharing mechanism with excellent referer data that you can slice and dice afterwards. Used it on many launches including the eBook launch of The Obree Way to great effect.LikeLike

double opt-in is not a requirement in the US, it’s a courtesy, and preventative. That’s why a lot of ecommerce companies are opt out only.. You’ve discredited everything you’ve said with one sentence.LikeLike

Loved this post!!! such a great idea. Will try to implement it to my launch!!!LikeLike

Brilliant. Bookmarked. I plan on reading this over and over… (like many of posts from this blog)LikeLike

Could you give more tips on making people feel special? How does it tie into the concept of exclusitivity?LikeLiked by 1 person

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Tim and Jeff – wondering what your thoughts are about ‘off the shelf’ product launch/ splash/ recruitment platforms like launchrock and unbounce?LikeLike

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How do you plan your giveaway if you don’t know how much is you conversion rate from the emails ? I understand if you make a lottery of something. But if you give it away like they gave away the blades, you might loose a lot of money.LikeLiked by 1 person

Thank you Tim and the people at Harry’s for sharing this. Can I use mailchimp’s sign up form within your code? Because I use Mailchimp for my list.LikeLiked by 2 people

How many days before the launch did they start the prelaunch campaign? Did not they use ads at all to drive traffic to the microsite?LikeLike

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