📂 Brooklinen and The Hustle's "leaked" promo email

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One Friday afternoon, social media started blowing up about an email gaffe sent by a marketing intern at the direct-to-consumer bedding startup Brooklinen.

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It appeared that instead of running a test by his team, poor Mark, the digital marketing intern, had accidentally sent a promotional email touting Black Friday deals to the entire subscriber list.

What an embarrassing mistake!... Or was it?

Brooklinen's sales went bonkers. The email was forwarded and shared around on social media, creating a massive rush of sales by customers looking to capitalize on the early deal.

Turns out, the "mistake" was confirmed as a strategic move by the Brooklinen marketing team — a strategic move that resulted in sales numbers they hadn't seen in a long time.

Some savvy marketers and entrepreneurs got wind of the tactic and created their own version, including Sam Parr from The Hustle/Trends.

Sam Parr ⚪️ @theSamParr OMG JUST SENT OUT AN EMAIL TO MILLIONS OF PEOPLE ON ACCIDENT TELLING THEM OUT OUR BLACK FRIDAY DEAL. I'M SCREWED! TEAMS GONNA KILL ME. (unless you buy right now, then it's ok and you'll save me:) trends.co/black-friday Trends is $99 for the next 500 people. HURRY. November 25th 2020 4 Retweets 91 Likes

In an interview on my podcast, Everything Is Marketing, Steph Smith (who lead the Trends arm of The Hustle), confirmed that their mistake email generated seven figures in ARR from new subscriptions.

—Corey

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