If you’re looking for the fastest way to bring in tons of extra revenue with as little effort as possible, then you’re in the right place.
This specific email campaign prints money like nothing else…
In fact, it works so well, we’ve decided now offer to every new client here at CopyMonk who want to “test” us before getting on a retainer.
And because we’re the world’s first pay-for-performance email marketing agency for health & wellness brands, our clients don’t pay us a cent until AFTER the campaign is over and they’ve already profited handsomely from our work. That’s how much we believe in it.
We call this campaign, “The Legacy Campaign”.
It uses the same psychology behind some of the biggest product launches in the world like Apple and Tesla’s, as well as the same economics behind some of the most well-coordinated and profitable promotions from direct response companies of the past 100 years.
And now, I’m going to dissect our entire process for you.
However, it’s not for everyone, especially new business owners.
If you’re brand grosses at least $500k per year though, then add it to your repertoire ASAP.
With that said, if you would like to guarantee your success or even just don’t want to do the whole thing yourself, then hire us to do it for you. Besides getting the product page up based on our recommendations, we’ll handle everything else so that you don’t have to.
Now, let’s get started…
The Secret Behind The Legacy Campaign
A legacy campaign is essentially an “enhanced” bundle offer.
However, there are some key differences that make legacy offers wildly more profitable.
Most bundle offers are just a discount play. So if you sell workout supplements, an example bundle offer would be a pre-workout and post-workout powder combo for 20% off. People are buying purely because it’s a bulk discount.
Now, don’t get me wrong…
Traditional bundle offers are great and should be promoted much more often than most ecommerce brands are doing at the moment. In many cases, they can mean the difference between being able to scale with paid traffic versus crumbling under today’s higher CPM’s.
A legacy campaign is much more advanced though…
The secret behind a legacy campaign is the extra high cart value while also being backed by a full, event-like launch to your customer list to generate interest and sales. In some cases, they can even include an entire business’s catalog in one package.
In practical terms, this means launching a high priced offer to a small, but hot list.
This formula is the secret behind every big product launch ever. It’s not something you can do every other week, but it’ll net you the most revenue in the shortest amount of time compared to any other offer you can make, whenever you decide to execute on it.
The Math Behind The Legacy Campaign
The Legacy Campaign depends on two things…
- An irresistible, well-positioned, bundle
- A list of paying customers
Let’s talk about the offer…
Using the same supplement example, a pre-workout and post-workout powder bundle would maybe generate $70. However, a legacy offer requires you to go further than that to deliver a result, including bundling more than 1 of specific products if necessary.
So if you sell pre-workout, post-workout, creatine, a probiotic, and a nootropic…
The main portion of a legacy offer would include not just 1, but 3 of each to give customers a 90 day supply of muscle building supplements. Assuming each product costs $40, that’s a $600 bundle. Sell just 25 legacy bundles and you’ve generated $15,000 from ONE campaign in 1-2 weeks. You would need to sell 375 bottles individually to just match that.
That’s not all though… it’s an OFFER, not a package of products.
This means you also need…
- Free bonuses
- Exclusive pricing
- Great shipping
- Great guarantee
Generally speaking, the sweet spot is 3-5 free bonuses. This can include free merch, digital products, coaching, gift cards, and even other businesses products. Anything that can help them achieve the result they’re looking for.
Exclusive pricing usually means a solid discount. We’re talking maybe 15%-25% off. However, always keep your margin and cart value in mind. And make sure to price anchor it.
When it comes to shipping, you can either do free regular shipping, expedited shipping, or both. Again, keep your margin in mind. It’s up to you whether you want to offer this at all. If your offer doesn’t seem like a “hell yes” yet, then do it.
And finally, your guarantee. Many times, your normal guarantee could get the job done. However, if you can extend your guarantee or offer a better-than-risk-free guarantee, you could win over a lot of people.
You want this to be an easy “yes” for your super fans.
In summary, we generally recommend our clients to follow these guidelines….
- Price: $500-$1,000
- Bonuses: 3-5
- Discount: 15%-25% off
- Shipping: Free
- Guarantee: Equal to the # of months supply
These guidelines should be changed based on your category and business model.
And to top it all off, we position this offer as a SYSTEM rather than a bundle. So if we’re doing the supplement bundle above, we would call it “The [Brand] Muscle Building System” or some more creative name for it. Of course, we would have to be careful of all claims, but the point is to lead with what this bundle can do for them rather than lead with a discount like all normal bundles do.
The Strategy Behind The Legacy Campaign
Once you have a great offer, you need a great event to sell it.
And all email-based related events are made up of these 3 things…
- A pre-launch sequence to generate interest
- An intra-launch sequence to generate sales
- A post-launch sequence to generate feedback
In the pre-launch phase, we’ll send 2-3 emails where we’ll not only tease the offer, but essentially deliver the sales argument to educate people on “why” they should be excited. This gets people hyped and ready for the “system” and exclusive offer they’ll receive.
In the launch phase, we will send anywhere between 4-6 emails designed to pitch people on the legacy offer, primarily by promoting the offer and answering objections. The last few emails specifically are there to ramp up FOMO by drilling home the scarcity and urgency.
In the post-launch phase, we’ll send a feedback email designed to ask people why they decided not to buy. The purpose is to find out how you can improve on the next legacy campaign you promote. You can even salvage a few sales here if you want.
Besides this, we also use the ROI sequence to recover lost sales.
The key to making this all work is to stop focusing on selling the products, but sell the “system” instead. The legacy campaign works when the whole is greater than the sum of its parts and that’s what the “system” positioning does, especially when sold to a list of paying customers.
It’s like a breakthrough product with an amazing USP.
You don’t focus on the discount, you focus on what makes it so great.
The same goes for the legacy campaign, but instead of one particular product, you’re selling what the combination of those products can do for the customer.
With all of that said, here are 3 examples of a legacy campaign.
Moon Juice
Moon Juice is a supplement company that specializes in health products with adaptogens, which are basically anti-stress herbs. Their products also help with beauty and general health.
In total, they sell about 20 individual products, not counting different flavors and such.
Now, they actually have a big $550 bundle already made up with 16 of their adaptogen-based products, so let’s use that to speed things up.
Here’s how a legacy campaign would look…
Name: The Moon Juice Self Care System
Bonuses: Cosmic Provision Collection, The Moon Juice Cookbook, The Moon Juice Sweatshirt
Discount: 15% OFF
Shipping: Free
Guarantee: 110% money-back guarantee
Normal Cart Value: $770
Legacy Cart Value: $527
This makes for a lower-margin offer than the original bundle, but it’s also much more likely to sell. Now normally, because of that lower-margin, we would add a few more products to get cart value up to maybe $820, but for the sake of this post, we’ll keep it as is.
Now for the campaign itself…
The pre-launch campaign would focus on having a stress-free life and how that comes from having a total self care system. I would educate them on the adaptogens they are missing out on and supplement recommendations for a stress-free life, all of which happen to be provided in the bundle.
The intra-launch campaign would focus on the offer itself and answering the biggest objections with testimonials, price anchoring, guarantees, and more. The campaign itself can follow a simple gain, logic, and fear sequence.
The post-launch campaign would focus on just asking why they didn’t invest in the total self care system. You can offer the system without the bonuses if someone is still interested in it.
Rhone
Rhone is a premium sportswear brand for men. Their big “thing” is the technology behind their clothing. Lately though, they’ve gone more and more into the workwear space.
In total, they sell more than 25 different products.
Rhone would be slightly more difficult to pull off because of dealing with so many size and color variations for different product categories on one page. However, the fact that they have specific types of clothing for specific situations helps a lot with creating the package.
In their case, I would just put 2 of each product from their best-sellers list in one irresistible package to justify the big discounts usually seen even in premium priced apparel.
Here’s how a legacy campaign would look…
Name: The Ripped Executive’s Closet
Bonuses: El Cap Hat, Board Short, Rhone Sock bundle
Discount: 26% OFF
Shipping: Free
Guarantee: 12 month money-back guarantee
Normal Cart Value: $1,348
Legacy Cart Value: $997
The pre-launch campaign would focus on influencers or real executives who love Rhone’s clothing. Similar to how Rolex used print ads to sell the idea that certain people wear their watch, I would do the same here for Rhone.
The intra-launch campaign would focus on the offer itself and answering the biggest objections with testimonials, price anchoring, guarantees, and more, while still placing the “closet” positioning up front as possible.
The post-launch campaign would focus on just asking why they didn’t invest in the deal. You can offer the system without the bonuses if someone is still interested in it.
Art of Sport
Art of Sport is a body care company for athletes.
In total, they sell 8 different products. Because of the low volume of SKU’s, they would need their 12 month supply to get the highest cart value possible. A yearly subscription may actually offset the lower cart value from this particular brand as well.
Here’s how a legacy campaign for them would look…
Name: The Art Of Sport Body Care System
Bonuses: Free samples from other health-related brands
Discount: 20% OFF
Shipping: Free
Guarantee: 110% money back guarantee
Normal Cart Value: $496
Legacy Cart Value: $397 or $397/year
The pre-launch campaign would focus on the ideal body care routine for athletes and why it’s important. The focus would be on the routine and the problem/benefits, not necessarily individual products.
The intra-launch campaign would focus on the offer itself and answering the biggest objections with testimonials, price anchoring, guarantees, and more.
The post-launch campaign would focus on just asking why they didn’t invest in the deal. You can offer the system without the bonuses if someone is still interested in it.
Kettle & Fire
Kettle & Fire is a popular health brand that sells 100% grass fed, keto-friendly bone broth.
I wanted to cover them specifically because they technically only sell multiple variations of 1 main product. Like the Art of Sport example, they would need to opt for a yearly package or yearly subscription.
Justin Mare’s is also the co-owner of Perfect Keto, so their bonuses can come from them.
Here’s how a legacy campaign for them would look…
Name: The Kettle & Fire Keto System
Bonuses: Free samples from Perfect Keto
Discount: 20% OFF
Shipping: Free
Guarantee: 110% money back guarantee
Normal Cart Value: $576
Legacy Cart Value: $460 or $460/year
The pre-launch campaign would focus on the selling the keto side of their bone broth. There’s one thing to having a years supply of food, but another to make the process of going through Keto much smoother and more effective.
The intra-launch campaign would focus on the offer itself and answering the biggest objections with testimonials, price anchoring, guarantees, and more.
The post-launch campaign would focus on just asking why they didn’t invest in the deal. You can offer the system without the bonuses if someone is still interested in it.
The Best Time To Use A Legacy Campaign
Selling your entire catalog in one campaign isn’t ideal for some businesses, but every business at the very least can take their best selling bundle deal, drive up its value 10X, and promote that. In some cases, you can even go from selling a one-time package to selling an upgraded subscription, which can skyrocket your cart value even more.
It’s also not something to offer every other week. It works best as a live, event-like launch with open and closed carts that you promote once every 3-6 months to your customer list.
And if you’re worried about it flopping and would like to test it on a smaller scale, then use the RFM segmentation and go segment by segment. If you don’t know what that is, it’s segmentation of your customer list based on recency of purchase, frequency of purchase, and how much money they’ve spent with your brand.
Conclusion
The Legacy Campaign is the world’s most profitable email marketing campaign because it has the highest cart value that you can possibly offer, while still making sense to the customer. And unlike regular bundles, it has the marketing campaign behind it to take from just another bulk discount to a system that drives results for the customer.
With that said, feel free to try it first with your current bundle packs.
Keep your bundle pack as is, but put a real marketing campaign behind it.
Setting up a full legacy offer shouldn’t be hard though from the get-go. Since most of the power comes from the email campaign itself, a quick landing page with a full explanation of what’s included and why it’s a system would do the trick.
However, if you would like for our help to set it up for you, then hire us.
Just cut us a check for 20% of the revenue we’ve generated for you AFTER you’ve already profited from this campaign.
Hire Us
We help health & wellness brands scale by 20-30% with email. You don’t pay us until AFTER you’ve profited.