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This story is about the launch of Harry’s, a new men’s grooming brand.

Specifically, it will explain how they gathered nearly 100,000 email addresses in one week (!). This post includes all the email templates, open-source code, and insider tricks that you can use to replicate their success.

  • JM

    Jack Meredith

    almost 5 years ago #

    Came here to post this. So many actionable tips in this. Great stuff!

  • CO

    Chris Out

    almost 5 years ago #

    A very nice article @morgan ,

    They gathered 100,000 e-mails in one week.

    What I'm curious about is how they could have doubled that number?

    There is a decline in sign-ups per day if you look at the graph. How could they have boosted that curve?

    One idea that I have is providing incentives for the original referrer if their referrals are also bringing in referrals. Basically some kind of pyramid scheme, but in a positive way.

    Any other thoughts?

    • JS

      Jordan Skole

      almost 5 years ago #

      Chris, at Ambassador we call this a multi-tiered referral structure. It's a bit more technically and organizationally challenging, but can be a great way to boost referrals.

  • DL

    Dylan La Com

    almost 5 years ago #

    Particularly liked how Jeff figured out a system for each member on his team to easily and meaningfully contribute to the launch efforts. Just by doing this with his 10 employees, he was able to substantially increase the size of his 'friends and family' network.

  • DM

    Doug McLaulin

    almost 5 years ago #

    Great article and appreciate the openness.

    Feels like we are seeing the tipping point in marketers/founders sharing tactics. Growthhackers is to marketers what Github is to developers...

  • TW

    Tommy Walker

    about 4 years ago #

    I love this article so much, but there is one thing in here that is terribly overlooked. It's the part where they spent months pre-seeding the first wave of people who were going to share with their friends and family. They built a pre-pre-launch list, and that is perhaps the MOST important aspect of this, that they already had 100 or so people to launch this to.

  • DM

    Damian Martin

    almost 5 years ago #

    There some most important and new ideas to gather emails. Great Stuff.

  • BM

    Banc Media

    almost 5 years ago #

    Quite a refreshingly honest article.

  • FB

    François B

    almost 5 years ago #

    Some times ago, I made some research to find a good SaaS for referral program as mentioned in this post. Anyone who know something good?

  • EN

    Emma Nemtin

    almost 5 years ago #

    Did anyone else have a problem deploying Harry's open source code on your local computer using OS X Mavericks?

  • RK

    Rafal Kochanowicz

    almost 5 years ago #

    Great story! I've been recently researching Harry's, Everlane and Warby Parker. This piece comes handy :)
    I like the idea of "credible referral" (nice hack). Although I wouldn't put too much emphasis on technical aspect of the execution (rewards, code behind, etc.). As always, human psychology was at play! And co-founder from Warby Parker had it's own importance. People like "the proof", which immediately builds "trust". People like to follow success ! Again, basic human psychology.

  • MD

    Manuel da Costa

    almost 5 years ago #

    Is anyone else having the issue of the website unavailable. Shows up as a parked domain.

  • DR

    Dave Rekuc

    over 4 years ago #

    I love this case study and the guys at Harry's were extremely open with their data, but I'd love to see how those 100,000 emails translated into paying customers. Not as a skeptic that they did, but in terms of replicating business success, that's a critical piece of the puzzle.

    Obviously Harry's has been really open with their data and I wouldn't expect them to have to document everything they do publicly, but I think that's a critical piece of the puzzle that's often overlooked.

    Additionally, since I've read this article, I've imagined putting this on the "thank you" page of a sample request page. Something that spurs on the virality of getting a free sample and turns it into the referring contest that Harry's had such incredible success with.

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