Number
Sam's 'fat finger' email did 7 figures to 250K people
Sam ran the leaked-discount tactic on Trends, sending to about 250,000 people and making seven figures in a single push. He learned they normally discount too much and that almost no existing customer was angry about not getting the prior discount.
$250K
Email list size for the promo · recipients
“So I set mine to like 250,000 people and we made, I'll just say, 7 figures. Yeah. So here's a few things I learned. The first thing is that like we normally discount trends and we actually discount it way too much. We need to raise the prices.”
Tactic
The 'oops, wrong email' Black Friday tactic
Shaan describes a sales tactic borrowed from Brooklyn/Chubbies: email your list a fake internal-looking message with subject 'Needs approval' that appears to accidentally reveal an unreleased Black Friday discount. The faux-accident creates urgency and the feeling of an insider deal.
“Sean has an e-com business and he told me about this sales tactic that he was gonna do where he was going to email his list this thing and where the subject says, "Needs approval," and the body of the text said, "Hey team, our Black Friday sales ready to roll. The email's below. Can you please click through and make sure all the links work fine?" let me know, Sean. And it was supposed to be an internal email and it was like a mistake as if it was sent to the entire list.”
Steal thisEmail your list a fake internal 'needs approval' draft that accidentally leaks your sale, then frame the discount as a mistake customers should grab before it's fixed.
Tactic
Plant the leak with chatterboxes, then add a fix-it deadline
Shaan's variation: seed the 'leaked' discount to a few hyper-active community members who immediately spread it, then publicly say a developer is fixing the bug so people race to buy before the deal disappears. It was his biggest sales day, two weeks before Black Friday.
“We sent it to a handful of people that we knew are chatterboxes. They're always super active everywhere in the community. And so we sent it to just a few of them. They immediately ran and said, oh my God, guys, did you see this? And then we were like, oh no, you found it. This is in the public, like Facebook group or whatever, where there's a lot of people there. And we're like, well, you know, we told our developer to fix it, but you know, hey, while it's live, fair game, go for it.”
Steal thisSeed your 'accidental' deal to a few community chatterboxes, then announce a developer is fixing the bug to manufacture a grab-it-before-it's-gone deadline.