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    All of my team has printouts. Homework before our 8:30 meetingThanks Tim!LikeLike

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  • Yes, the links are missing. Jeff or Tim?LikeLike

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  • Just got my site up….tweaking it some, but I really appreciate your work (and sharing it) and Jim Deville, my coder friend for all the help!!! prelaunch.gymnastcare.comThanks Tim for bringing these guys on!!!LikeLike

  • Yes, the links are missing. Jeff or Tim?LikeLike

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    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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  • Tabetha Lape says:

    great post. i read it a while ago and now i’m actually about to execute something similar. i wonder how do you guarantee the quality of the email addresses provided?LikeLike

  • Tabetha Lape says:

    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

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    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

  • First of all, thank you for contributing this article (and to Tim Ferriss for posting it). I found it very helpful.Because I am always curious as to the other factors involved, would you be willing to elaborate on any other advertising you used during the pre-launch phase? You mentioned no PR push (which is interested and runs counter to a lot of advice you see coming out of YC and other startup advisors, although understandably also counter to you “ground-up” referral campaign). Still, really no Google AdWords, no social ads, no AdRoll or similar? Thanks again for writing this article. ~Elizabeth ChabeCEO, High Touch CoursesLikeLike

  • Ava Triolo says:

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  • Kareen Jack says:

    Great post! The links to the engineering teams explanation of the code do not work however. Would love to see that!LikeLike

  • Adele Borjas says:

    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

  • Thanks for the article, Tim. Is there any way to duplicate this process via WordPress that you know of? I am using an affiliate Plug-in & I am not sure if it’s the same as far as getting people to sign up & measuring their rate of sharing. Any help would be much obliged. Thanks!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

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  • 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

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    In order to identify and block fake email addresses you can use one of the approaches which I used on various prelaunch websites:1. Limit the number of signups from the same IP address. If you don’t do it, then you can be sure that more than 50-70 of all submitted emails will be unreal?2. Ask users to confirm their email addresses by sending them confirmation links.3. For each winner you can calculate these metrics:– Average number of referrals of winner’s referrals. Let’s say if some bad guy submitted 10 fake emails, then his “main” email will have 10 referrals, but all his fake emails will have ~ 0 referrals. So, average number will be close to 0.– Average time difference between winner’s signup and signups of his referrals. I suppose that this number will be really small for fraudulent accounts, because nobody will want to wait a couple of hours in order to submit a lot of fake emails.– Percentage of winner’s referrals whose IP addresses belong to the same country as IP address of the winner.Of course, to get better results you need to somehow combine all above-mentioned approaches.LikeLike

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    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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  • 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

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