131: How My Lazy Launch Doubled My Subscribers

Launch Your Box Podcast with Sarah Williams | Start, Launch, and Grow Your Subscription Box

Are your subscriber numbers dwindling? Do you need to do something to keep your numbers up but don’t have the capacity to do a full-blown launch?

I found myself in this exact situation. My subscriber numbers for my “baby” subscription, Tees 4 Teachers, had been decreasing since the beginning of the year. I knew I needed to do something, but when I looked at my year, this is what I saw:

• April - Monogram Box Launch
• May - SubSummit
• June - Big Coaching Week Launch for Launch Your Box
• August - Launching a New Course
• September - Launching a New Membership

That left July. July is right before back to school, making it the perfect time to launch Tees 4 Teachers. I knew I did not have the bandwidth to show up in a launch the way I’d need to. But I didn’t want to not launch.

What could I do? Was there a way I could launch and make it EASY and less taxing on me?

I knew I could drive a lot of traffic and sales through paid ads. (Listen to episode 130 to hear about how paid ads helped me have my biggest launch ever earlier this year). If I could use ads effectively to sell my teacher tee subscription, that would eliminate the need to do a lot of LIVEs, send a ton of emails, and do all my usual launch activities.

So, what exactly would this “lazy launch” look like? I needed a plan.

• Instead of an intense launch, I decided to run a two-week lazy launch.
• I created an Early Bird Bonus/Launch Bonus but made it good for the entire two weeks.
• Week One
• Started ads and made an announcement post
• Posted once a day.
• Week Two
• Did 1 LIVE
• Sent 2 emails
• Posted for the last 4 days

My results? I closed cart with 201 subscribers. I doubled my subscription with minimal effort!

What did it take to double my subscriber count?

1. Launch Bonus
2. New, Cute T-Shirt Design
3. Ad Spend - $2000

When I looked at the data - and you should ALWAYS look at the data, I discovered some interesting things:

• 92% of the traffic I sent to the sales page came from Facebook Ads.
• 78% of all my new subscribers came directly from Facebook Ads.
• For 82% of my subscribers, this was their first purchase from me.

The biggest eye-opener for me? On average, I get 200-300 views on my Tees 4 Teachers sales page. When I ran paid ads for this “lazy launch,” I 10X’d those views and my conversion rate was the same - 3%.

• 3% of 300 views is 9 new members.
• 3% of 3000 views is 90 new members.

My advice for you, especially if you’re facing a subscription with dwindling numbers?

• When you NEED to launch, launch!
• Figure out what you have the capacity for and make it work.
• It doesn’t have to be perfect, but you do need to take action.
• Don’t just wing it - create a plan and work that plan!

Join me for this episode as I walk you through how I doubled my dwindling subscription with a lazy launch!

Want to learn more about paid ads? There is so much more inside Launch Your Box. We’ve got several different trainings, including a brand new training this month on how to set up a Page Like Ad so you can start growing your following. Look for it in the Training Library under Building Your Audience. I also cover my subscription box ads strategy in a brand new bonus lesson inside the Launch Your Box training library. You’ll go behind the scenes of my launch and see what I did, what I spent, and the actual ads I was running for that launch. Of course, I break down all my results in detail.

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