Earlier this year, I helped a client promote their first 2025 production. It was a rare winter product—something I had never heard of before working with this client.
So, I came up with a great positioning.
I teased the product for 2 to 3 days.
I sold 90% of their 2025 inventory in the first email.
I sold out all stocks with only 2 emails in 3 days.
I was proud.
THEN
I made a rookie mistake.
A month later
The client restocked one of their most expensive products—$800 a kilo. (3-time the previous one)
But this time…
My expectations were high—too high.
Because I couldn’t help but wonder…
“What if I sell out their most expensive product with one email again?”
So… I sent out my campaign and started refreshing the page.
…
…
It was a total disaster.
…
…
Okay. I’m exaggerating a bit.
I sold ~25% of their inventory with the first email.
I made more sales with one email than the total inventory they could move in 3 weeks last year.
(I’m still tracking the data when I write this email… so I don’t know how many days will it take to clear their inventory)
But the lesson:
Do not get too attached to the result of any single campaign.
Do not expect a home run with every swing.
Do not sit in front of your computer, refreshing the dashboard.
But the good news is –
If you’re unhappy with one campaign, you can always send a second… or third. You will make more sales with every single email.
That’s the beauty of email marketing.
Talk soon,
– WYH