See inside my biggest launch yet

This past launch was a whirlwind, and I’m still absorbing everything. It brought in 12 new students for my high-ticket website copywriting program Beyond Web Copy — all perfect fits. 

And here’s the kicker: it was my biggest launch in terms of revenue. 

Looking back, I can pinpoint several key factors that helped me reach this milestone, and I want to share them with you, especially if you’re gearing up for your launch and want to see a successful digital product marketing strategy example to inspire you.

Digital Product Marketing Strategy Example: What Went Well

1. New Leads from Facebook Ads and Masterclass Collaboration

I have been the poster child for successful launches with a short list for the last couple of years.

Which is great, but I felt like this was my year to get serious about list growth.

So I bit the bullet and got my Facebook ads up and running just in time, and the results were solid. 

The ads grew my list by 360 new subscribers. 

These were people who were already interested and aligned with what I was offering, which made it easier to engage with them later in the launch.

At the same time, I collaborated with someone else’s group to run a masterclass, and that brought in 150 more leads. 

The takeaway here? 

Don’t be afraid to step into new spaces. This collaboration introduced me to people I wouldn’t have reached otherwise, boosting my launch strategy.

2. Clairvoyant Copy Masterclass Resonated

The UX strategy I bring to everything I do is iteration. And man, has my masterclass journey been a work in progress.

So this year, one thing I’m especially proud of was how well the Clairvoyant Copy Masterclass went. 

The content really resonated with the audience, and it showed in the feedback. People felt like they walked away with a clear system they could start using right away.

But at the same time, it showcased the value that was waiting for anyone who wanted to take it further inside Beyond Web Copy.

I love knowing that this class hit the mark and made a difference to those who attended — a key part of any successful product marketing strategy example.

3. Refining Launch Emails Paid Off

While we’re on the topic of iteration…

Rather than writing a completing new round of launch emails, I spent time refining the ones I used in my previous launch, adding fresh testimonials, and really getting to the heart of what my audience needed to hear. 

I felt confident sending them out — not something I’ve always felt during previous launches! 

Clear messaging is a critical part of a well-executed launch strategy, and after 5 rounds of launching the same product, I feel really solid in this area.

4. Social Media Posting Felt Effortless

Social media is often a beast that can feel overwhelming, but this time, as part of my digital product marketing strategy I made sure I had a set plan.

Each post followed the same format and was aligned with the messaging from the email I sent out that day. 

Engagement always dips during a launch, but because I had a plan, it didn’t feel like a stressy scramble to get something out. 

5. Support from Previous Trailblazers

I can’t talk about this launch without giving a huge shout-out to the support I received from previous rounds of trailblazers. 

Past students shared their experiences and how much the program had impacted them. 

Their words added a layer of trust that I couldn’t have built on my own. 

When people see that others have walked the path and had success, it’s much easier for them to jump in with confidence.

6. Prelaunch Magnet for Perfect-Fit People

This prelaunch was one of the most successful I’ve had in attracting exactly the kind of students who can get the most out of the program 

By warming up my audience and nurturing relationships early, when the doors opened, I already had a crowd of engaged people who were ready to dive in. 

I didn’t feel like I was “convincing” anyone to join — they were already a perfect fit. 

Planning a launch strategy like this takes some upfront effort but pays off in the long run. I highly recommend Brenna McGowan’s Prelaunch Plan Program to anyone launching. Doors are opening again soon, but you can get started with her Prelaunch Cheatsheet for free here. (affiliate link)

7. FAQ Email Got the Most Clicks

One email got way more click-throughs than the others this time around: the FAQ email. 

It had the most clicks of any email in my entire campaign. 

Why? I think it’s because I approached it from different angles, answering questions people might not even have realised they had. 

Plus, it had multiple call-to-actions (CTAs) that made it easy for people to engage.

This was a real eye-opener for me, and I’m definitely going to incorporate more of this style of email into future launches.

8. Selling Led to Other Sales

One fun surprise from this launch was how showing up and selling my program ended up leading to sales of other products and services as well. 

My favourite service is a Power Hour where we dive deep into UX, copywriting, websites or digital marketing. Three people booked these during my launch — and it’s not a coincidence.

When you put yourself out there and start selling, you often end up attracting sales in ways you didn’t expect. 

It’s a reminder that every launch is a chance to open new doors — a key takeaway from this product marketing strategy example.

What Could Go Better

No launch is ever perfect, and while this one was my biggest success to date, there were definitely a few bumps along the way. And one MASSIVE face-palm moment.

Here’s what didn’t quite hit the mark and where I see room for improvement in the future.

1. The Broken Link in the First Email

This one still stings. 

The first email of the launch had a broken link. 

And it wasn’t just any email — it was the first email, the one that typically gets the most clicks.

I was in the middle of hosting a webinar when it went out, which meant I couldn’t fix it quickly. By the time I realised what happened, the damage was done. 

I had to send out an apology email, which no one loves doing.

This was a massive fail because that first email sets the tone for the rest of the launch. 

However, as part of the debriefing session, I chalked this one up to lessons learned and moved on with my life. 

These things happen and you can’t let them keep you down or beat yourself up too much.

2. More Time to Properly Execute Facebook Ads

While the Facebook ads brought in new leads (360 to be exact), they didn’t convert to sales. 

And honestly, I wasn’t surprised. 

I didn’t have enough time to really dive into the strategy, tweak it, and optimise it for conversions. 

The leads were there, but I wasn’t able to nurture them into customers.

In my debriefing session, I reflected on the importance of allowing more time to develop a more robust ads strategy.

3. Pitching More Masterclasses for Other People’s Groups

One of the most effective strategies this launch was hosting a masterclass in someone else’s group. It brought in 150 new leads, which was incredible. 

The downside? I only pitched for one masterclass.

Why? Honestly, I found the idea of pitching terrifying. My business has always thrived on marketing, but stepping into asking for something directly felt risky. 

I procrastinated and held back from pitching to more groups.

In hindsight, I know this was a missed opportunity. 

Moving forward, I’ll focus on building the confidence to pitch more masterclasses, knowing that a solid launch strategy always involves stepping out of your comfort zone.

4. Prelaunch Lives Flopped

The prelaunch is a key piece of any successful launch, and this time, I didn’t give myself enough time to properly plan and execute the live sessions, which left me feeling like I didn’t fully nail them.

I think this is something a lot of entrepreneurs struggle with — we feel like we have to reinvent the wheel every time. 

But the truth is, I probably could’ve just repeated what worked well last year instead of trying to make everything new and different. 

Next time, I’ll remember the wheel doesn’t need complete reinvention!

Launching Isn’t One and Done

Even though there were a few things that didn’t go according to plan, this launch was still my most successful ever. 

Every launch is a learning experience, and I’m taking these lessons with me into the next one.

Thanks for joining me on this digital product marketing strategy example. Make sure to join my email list to receive all my successful launch emails and don’t forget to hit reply. I love hearing from you!