Are you launching a sister-site or complimentary subscription to your main brand? Copy ideas from this ConsumerReports.org launch campaign for their ShopSmart magazine.

The email itself, sent to current ConsumerReports subscribers, is fairly standard – albeit well done with strong benefit copy in slightly-larger than normal type, plus a compelling red button. The email does not mention money at all.

The landing page is where the marketers get really smart. Instead of sending clicks to a generic order form, the marketers have pre-filled the form with everything except for payment card information. It not only reduces friction caused by people resisting typing in yet another form, but also gets them in head-nodding mode (“yes, that’s my address”) before they have to decide to pull out their wallet.

Direct marketing campaigns since the mid-1990s have proven that pre-filled response forms work far better than empty ones. Be smart and steal this ideas for your own launch!