Brooklinen apparently pioneered the tactic back in 2017.
You can see their email here, where’s it’s described as “a genius way to get shoppers to buy early.” 💸
Basically it looks like an internal email asking the team to check if links for an upcoming discount offer are working properly. But the email is sent out to customers/prospects, who feel they’re getting access to something they shouldn’t have access to and pounce on the deal.
Sam Parr from Trends tried this for Black Friday and talked about his results on the MFM podcast.
You can see Sam’s email here.
He revealed on the podcast that it went out to about 250k people and they did 7 figures in revenue. By my calculations, that’s at least 10,101 new customers.
It’s a sneaky tactic but it seems to work well. At least until everyone starts using it 😜
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