✂️ How Harry’s Got 100,000 Emails in One Week (And How You Can, Too)
Harry’s launched in 2012 to take on razor giants by offering great blades at a fair price. But without a built-in audience, they needed instant traction. In just seven days, they collected 100,000 emails and generated 65,000+ referrals. Here’s the simple recipe — and how you can replicate each step.
1️⃣ The Two-Page Microsite
They built just two focused pages:
Squeeze Page – Collect only email addresses
Referral Page – Gamified tool that turns every subscriber into a recruiter
This zero-distraction setup drives higher conversion rates than a typical landing page.
2️⃣ Facebook Ads for the Win
Targeted ads addressed the big pain point: “Over-priced razors.”
Bright orange visuals and playful copy (“Step Inside”) grabbed attention.
Goal: Every paid click became a potential referrer.
💡 Pro Tip: If each click costs $6 and that new subscriber refers 2 friends, your effective CAC drops to $2.
3️⃣ Secret Sauce: The Growth Loop
Most companies use a funnel — you pour in new leads and hope for the best. Harry’s built a closed growth loop that reinvests every referral:
Input: Someone signs up with email
Action: They share their unique link to earn free products
Output: More signups, who in turn refer more
See it in action:
On average, 1 user referred 3 friends, compounding growth daily.
4️⃣ Anatomy of the Squeeze Page
Headline: “HARRY’S IS COMING ➡️” sparks curiosity
Subhead: “Respecting the face and wallet since…now” delivers value with personality
Hero Image: Showcases the razor in a bold, simple shot
CTA: “Step Inside” feels like VIP access
Micro-copy: “Be The First To Know” reinforces exclusivity
This single-goal page keeps eyes on the prize: email in, distractions out.
5️⃣ Anatomy of the Referral Page
Clear Value: “Invite Friends & Earn Product”
Progress Bar & Milestones: Visual gamification that shows “5 friends = shaving cream,” etc.
One-Click Sharing: Pre-populated messages for email, Facebook, or Twitter
Frictionless Link: Unique link copied with one button
Gamifying referrals and rewarding each step made sharing fun and automatic.
🔁 8 Tactics to Steal from Harry’s
Two-Page Microsite: Focus on one action per page.
Pain-Point Ads: Tackle a real problem and add curiosity.
Closed Growth Loop: Design for compounding referrals, not just a funnel.
Gamification: Use progress bars and milestones to motivate sharing.
Social Pre-Populated Links: Remove friction from every share.
Effective CAC Calculation: Monitor real cost after referrals.
Bold Visuals: Match brand colors to evoke emotion and draw eyes.
Exclusivity Hooks: Make sign-up feel like VIP access.
📈 Why It Works
Simplicity: Two pages, one goal each.
Compounding Growth: Each new user brings more users.
Engagement: Gamified referrals keep people hooked.
Cost Efficiency: Referrals slash acquisition spend.
By focusing on simplicity and a closed-loop growth model, Harry’s turned a pre-launch into a viral email-list machine.
