A pre-order campaign is a short story: announce, build the wait, open orders, deliver. Here is a four-week plan for a small store.
Week 1: the teaser
- Publish the product page with photos, the release date and a “Notify me” or email signup.
- Show a behind-the-scenes photo on social media and in your newsletter.
Week 2: early access
- Open pre-orders to your email list first, for 48 hours.
- Give early buyers a small advantage: a gift, free shipping or a numbered edition.
Week 3: pre-orders open to everyone
- Switch the button to “Pre-order now” with the countdown.
- Add the product to your home page and to a top bar message.
- Share real progress: “80 of 100 units pre-ordered”.
Week 4: release
- Orders move to processing and ship.
- Email customers when their order leaves, with the tracking link.
- Ask for reviews two weeks after delivery.
What to prepare
| Item | When |
|---|---|
| Product page with release date | Week 1 |
| Email to your list | Weeks 1, 2 and 3 |
| Countdown and Pre-order button | Week 3 |
| Shipping and tracking emails | Week 4 |
Preordly handles the pre-order button, the date and countdown and the automatic release; Trackly sends the tracking link on release day. Read the pre-orders guide and see the demo.
Frequently asked questions
How long should pre-orders stay open?
One to three weeks is common: long enough to collect orders, short enough to keep the excitement.
Should early buyers get a discount?
A small advantage works well; a gift or free shipping protects your margin better than a big discount.
What if the release date changes?
Email pre-order customers immediately with the new date.