Launch Readiness
100%
Email capture on website
Social media presence
Product catalogue live
Products have descriptions
Products have images
ORB Channel Strategy
Owned Channels
Channels you control directly. Build these first. they compound over time.
Blog / Content
Publish launch post
Rented Channels
Platforms that give you visibility. Drive traffic to owned channels.
Instagram
Post 3x launch day
Pinterest
Pin all product images
Borrowed Channels
Other people's audiences. Fastest way to get noticed at launch.
Micro-Influencers
Gift 10–15 creators
Press & Bloggers
Pitch 5 publications
Partner Brands
Cross-promote to 1 brand
3-Phase Launch Plan
Pre-Launch 4 Weeks Before
Launch Day Day 0
Post-Launch Days 1–30
Goal: Build anticipation, grow your waitlist, and prepare every asset before launch day.
OWNED
Set up pre-launch email sequence (3 emails)
Email 1 (Week 4): Announce launch is coming. Email 2 (Week 2): Reveal product details. Email 3 (Day before): 'Last chance' early access.
High
OWNED
Create all launch visual assets
Produce product photography, a 30–60s demo video, 5 social graphics, and a GIF showing the product in use.
High
RENTED
Post 'coming soon' teasers on social media
Start teasing 3–4 weeks out. Post 3x/week: ingredient reveals, behind-the-scenes, countdown stickers on Stories.
High
RENTED
Optimise all social profiles and bio links
Update every social bio to reference the upcoming launch. Use a Linktree to send traffic to your waitlist landing page.
Medium
Goal: Coordinate all channels simultaneously for maximum launch-day impact.
OWNED
Send launch email at 9–10am
Blast your full email list. Include your launch discount and a clear CTA to shop now.
High
RENTED
Instagram & TikTok Live stream
Go live 30–60 minutes to showcase products, answer questions, and drive real-time traffic to your store.
High
Goal: Convert launch traffic into repeat buyers and build momentum for the next 30 days.
OWNED
Send '72-hour last chance' email
Remind list the launch discount expires. Create urgency with a countdown. Typically drives 20–30% of total launch revenue.
High
RENTED
Activate retargeting ads
Run retargeting to all launch-day visitors who didn't purchase. 7-day window, $15–30/day budget.
High
Launch Checklists
0 / 10 completed
Coming soon landing page with email capture live
Waitlist email sequence set up (3 emails)
All visual assets created (photography, video, social)
Influencer gifting packages sent
Press pitches sent to 3–5 publications
0 / 8 completed
Launch email sent at 9–10am
Blog post published and promoted
Homepage banner / hero updated
Social posts live on all platforms
Instagram/TikTok Live done
0 / 8 completed
72-hour 'last chance' email sent
Post-purchase email sequence active
Review request emails scheduled
Social 'customer results' posts scheduled
4 Launch Email Templates
Pre-Launch Teaser (Week 2)
Launch Day Announcement
Post-Purchase Welcome (Day 1)
Review Request (Day 14)
Subject Line
Something big is coming from
Preview: We've been working on this for months...
Hi [First Name],
We've been a bit quiet lately. and there's a good reason for that.
We've been working on something we're genuinely excited to share with you.
[One-line tease about what problem it solves, without revealing the product yet]
We'll be revealing everything on [Launch Date]. But here's the thing. we're giving our email community early access 24 hours before anyone else, plus an exclusive discount.
Want in?
Subject Line
It's live! is officially open
Preview: Your exclusive early access starts now...
Hi [First Name],
Today's the day! After months of preparation, we're officially live.
As a subscriber, you get 24-hour early access with [X]% off everything using code LAUNCH[X].
Shop now ? [Link]
This code expires tomorrow at midnight. We can't wait to see what you pick.
Subject Line
Your order is confirmed. here's what to expect
Preview: Welcome to the family...
Hi [First Name],
Thank you for your order! You're officially one of our first customers and that means a lot to us.
Your order ships within [X] business days. You'll receive a tracking email as soon as it's on the way.
In the meantime, here's how to get the most from your [Product Name]...
Subject Line
How's it going? We'd love your honest feedback
Preview: It takes 60 seconds and helps us a lot...
Hi [First Name],
It's been 2 weeks since your order arrived. we hope you love it!
Would you be willing to leave us a quick review? Honest feedback helps other shoppers and helps us improve.
[Leave a Review ? Button]
It takes about 60 seconds and means the world to a small brand like ours.
3 Automated Email Sequences
Welcome Series
Re-engagement Sequence
Win-Back Sequence
Trigger: Subscriber joins your email list
Build trust, deliver value, convert to first purchase
5 emails over 12 days
1
Immediately
Welcome + Discount
Subject: Welcome to . your exclusive offer is inside
2
Day 1–2
Quick Win / Value
Subject: The one haircare mistake most people make
3
Day 3–4
Brand Story
Subject: Why I started (the honest version)
4
Day 5–6
Social Proof
Subject: What customers are saying
5
Day 7
Last Chance
Subject: [Last chance] Your welcome discount expires tonight
Trigger: No purchase after 60 days on list
Re-activate cold subscribers
3 emails over 7 days
1
Day 0
We miss you
Subject: Still interested in better haircare?
2
Day 3
New arrival / best seller
Subject: Our best seller just got restocked
3
Day 7
Final offer
Subject: Last chance. 15% off, one week only
Trigger: No purchase after 90 days since last order
Win back lapsed customers
4 emails over 14 days
1
Day 0
We noticed you're running low
Subject: Time to restock?
2
Day 4
What's new
Subject: New products since you last visited
3
Day 10
Win-back discount
Subject: We want you back. here's 20% off
4
Day 14
Final goodbye
Subject: Should we keep you on our list?