About Spade & Co
Spade & Co is a US health-tech brand founded in 2018, built on one core concept - premium smartwatches without the premium price.
Its core product is the Health Smartwatch line, which has evolved through several generations to the Health Smartwatch 5 (HSW5). Each one adds features usually found in watches several times the price. Around the watches, the range has grown into a wider health-tech line: a kids' safety watch, hearing aids and a smart body scale.
The customers are US-based adults aged 30–65. Most aren't tech enthusiasts that want a simple, affordable way to improve their health.
The Challenge
In August 2026, Spade & Co prepared to release the Health Smartwatch 5, the newest generation of its core product, to a database of 100,000+ subscribers. The launch faced three hurdles.
The goal - turn the new product launch into a major revenue driver by generating sales from both new and existing customers.
The Strategy
The launch ran in 4 stages over 6 weeks. Each stage had its own audience and its own job.
3.1 Stages
No offer shown. The goal was to build a VIP waitlist. Subscribers joined with a single click from the email, with no form to fill in, and the first 500 were promised a gift.
Health Smartwatch 5 (HSW5) went live for the waitlist first. VIPs got early access + an exclusive $10 code that expired before the public launch. Subscribers who bought after the teasers received the same $10 as a thank-you.
The public reveal, followed by emails that each pushed HSW5 from various angles: a feature highlight for those still deciding, a gifting angle for grandparents, and a health-insights angle on knowing your body better.
Every other September email kept HSW5 in the spotlight: the Labor Day sale, seasonal content, World Heart Day education, + bands. The angles kept coming into October.
3.2 Why the structure worked
3.3 Email angles
A mix of occasions and angles was used to make the most our of the product launch.
Specs, translated into benefits. Most of Spade & Co's customers aren't tech enthusiasts, so every feature was rewritten as an everyday benefit.
3.4 Accompanying flows
Campaigns carried the launch while flows made sure every new subscriber and buyer had a dedicated HSW5 journey from the first day.
From Mark at Spade & Co
Creatives
Hover to read · click to open
Flows
Results
Revenue figures are hidden at the client's confidentiality request.
The launch turned an ordinary September into the strongest month of the year, outperforming even last year's Black Friday and the holiday season.
HSW5 launch
Holidays
Black Friday
The launch email became the #1 highest-revenue campaign of the year. Compared with the account's typical campaign, it converted at about 5x the rate and clicked at about 10x.
The VIP launch email, sent only to subscribers who joined the waitlist, delivered:
open rate
click rate
conversion rate
Across the whole launch
usual conversion rate
campaigns
emails sent
unsubscribe rate, no list damage despite the volume
sign-up form submit rate
higher average order value than the account norm
Hot Takes You Can Steal
Campaigns must be your #1 priority in a product launch.
Flows usually get more credit than campaigns in email marketing, but a launch is a moment, and moments are won with campaigns. A well-staged sequence of sends turned a product release into the best month of the year.
Give the new product its own flows.
A launch brings a wave of new subscribers and first-time buyers. Welcome, abandoned checkout and post-purchase journeys built around the new product meant none of that attention went to waste.
Launch day is the start, not the finish.
Most launches peak on day one and fade. A month of varying angles (gifting, health insights, seasonal habits, a timely sale) kept HSW5 selling long after the launch date.
Who worked on it
Meet the team →
Ready to Crush Your Next Product Launch?
If you want your success story to look like this, book a free call or write to us at office@progs.agency.
