Apex
I continued with the launch preparations today – in particular, I was trying to figure out the best email marketing cadence pre- and post-launch.
I started by trying to find some data from other D2C brands about how they run their campaigns, but there’s very little information that I could find. Most of the examples of product launch campaigns focus on one-off launch emails, rather than the whole campaign. Of the few brands I could find, their launch campaigns were very short (often, <5 emails in total).
It made me think that perhaps we’re going overboard with our email cadence/schedule for this launch, so I did strip back a few of the emails that I’d been planning to send. But, ultimately, nothing really suggested my launch plan was bad.
Everything is now mapped out in Notion so I can visually see what needs to go out and when. There’s still some emails missing (e.g. behaviour-based email targeting) and I also need to create all the content in Figma. After that I need to translate all the email logic into Klaviyo as there’s quite a bit happening behind the scenes too. It’s going to be a crazy 72 hours.
Three Things That Happened Today
- ADHD medication 2.0 – I took a half dose of ADHD medication today and surprised by how effective it is still. It’s now 2am almost (I had to set the journal publish time to yesterday), and I feel great. I’ve worked non-stop without feeling restless or experiencing any underlying feeling of negativity. This is such a game changer, honestly.
- Apex worn in England vs Spain match – Today, a pair of Apex socks was worn by a player in the England vs Spain match. It’s honestly so surreal and I really do hope this is just the start of something really big. Sometimes the hard work really does pay off… but it’s still early days and I won’t get ahead of myself. (Although, I still need to celebrate the wins whenever they happen).
- Bar fight – A couple of hours ago there was the sound of smashing glass below the balcony, and I went to investigate. A group of maybe 15-20 people were engaging in a huge brawl, with one person being knocked out on the floor right below me. Not entirely sure what started it, but it was quite the scene.