As I write this, it’s 11:47am in Spain, which means that some 2 hours and 47 minutes ago, I ended my Most Valuable Email launch.
Whenever I complete a project, I like to force myself to look at the dead hulk, lying there on the ground, and ask myself what I see. Sometimes this triggers insights in my little head which I can use on future projects.
So here are 10 curious things I saw during my MVE launch. Maybe one of them will give you an insight you too can use on a future project:
1. 72.5% of my buyers during this launch had signed up for my free Most Valuable Email presentation back in June. I’m not sure how many watched that free presentation. But there’s a good chance that many who bought this MVE training actually knew my MVE trick ahead of time.
2. 68% of people who bought my Most Valuable Email Swipes offer back in June bought the full MVE course now. (As I wrote earlier, I made these folks a special offer as a way of saying thanks.)
2. Around 4.7% of my entire list bought the MVE training. Is that a good number? A bad number? Does it mean anything? I wish somebody could tell me.
3. I won’t spell out the exact money I earned from this launch. But I will tell you it took me more than two years working as a freelance copywriter to make this much money in a month. And it took me three years working as freelance copywriter before I made this much money regularly each month.
4. While the money I made from this MVE launch was nothing to cough, sniffle, or sneeze at, it was still significantly less than each time I have had a Copy Riddles launch, even with drastically fewer buyers. The reasons are obvious. The MVE training is at a lower price point and has no upsell right now. Maybe there’s a lesson there.
5. For the first time ever, sales came more or less evenly throughout the launch period, and weren’t all bunched up right before the deadline. I’m not sure what that’s about.
6. I saw a spike in sales after each email I sent, even in the middle of the 9-email launch sequence. Which tells me I should have sent more emails.
7. The vast majority of people who bought MVE bought something from me previously (Copy Riddles, Influential Emails, Most Valuable Postcard). I don’t have an easy way to see the exact number, but I would say around 80%.
8. Around 1.1% of my list unsubscribed during the 4-day, 9-email launch. For reference, I had the same number of unsubscribes over the 10 days prior to the launch, so you could say my unsubscribe rate was roughly double the usual. The email that got the most unsubscribes was “Brutally discriminatory practices surrounding my Most Valuable Email launch.”
10. I ended the launch with more email subscribers than I started with. In spite of increased unsubscribes, I also saw a spike in new subscribers, on top of the usual optins.
And the really curious part starts:
Because the whole reason I created this Most Valuable Email was that I wanted evergreen offers I can end my daily emails with.
So while my launch is over, the Most Valuable Email offer continues to be available, without the launch discount.
I can tell you price will never decrease from this point, only possibly increase.
So if you didn’t buy the Most Valuable Email training during the launch period, and you’re curious what it’s about, you can find out here: