A marketing plan is a dated, step-by-step promotion schedule for one drop. You answer a few questions (which social platforms you use, whether you have an email list, roughly how many posts and emails you want to send) and the plan is generated around your sale dates: what to post, when to post it, what to say, and the tracked link to use each time.
It is a starting point, not a script — every step is written to be adapted to your own voice and style.
Where to find it
Open a drop and go to Marketing Plan. The page shows your plan as a grid of cards in date order, flowing from Pre-launch (building anticipation before the sale opens) into Drop live (keeping momentum while the sale runs). Each card names its theme — "Teaser post", "The story behind it", "Making-of post", "Last chance post" — and shows its date, channel and status.
Click any card to open it. Inside you'll find:
- Key instructions — what this step is and how to do it well.
- Story / Broadcast channel panels — on post days, a shorter adaptation of the same theme for your Instagram story (and your broadcast channel, if you told the plan you have one). One card covers the whole day.
- Content inspiration & ideas — suggested content angles with real Instagram examples from other artists, chosen for that stage of the drop.
- Caption / CTA — ready-to-adapt caption text with a copy button.
- Tracked links — the links to use for this step, one per platform, with copy buttons. See What are UTM tracked links.
- Notes — space for your own idea or reminder on any step.
The step types
A typical plan includes, depending on your answers and dates:
- Holding page live — publish the pre-drop signup page and start collecting emails.
- Switch your link-in-bio — point your Instagram bio at the page; this is the one link that stays constant.
- Pin a drop Highlight — a pinned story Highlight that keeps catching clicks after stories expire.
- Teaser / reveal posts — pre-launch content that builds curiosity without giving the artwork away.
- Early access / pre-launch email — the day-before email to your list.
- Countdown story — Instagram's countdown sticker, set to your launch time.
- Launch post and 'Live Now' email — launch day.
- Drop-day posts — a handful of themed posts spaced across the sale window.
- Last chance post, story and email — closing day.
Email steps also carry subject-line ideas, CTA examples and phrasing pointers, plus a Download product shots button that bundles your generated product photography into one zip for use in the email.
Done tracking
Each card has a Mark as done button. Two step types track themselves automatically when you've connected the right accounts: Instagram feed posts (detected from your connected Instagram) and emails (detected from your connected email platform). Cards show honest status chips: Today's action, Upcoming, Done, or Not done when a dated step has passed. Missing a step is never a problem — see Marketing plan what-ifs.
Changing the plan
- Revise plan re-opens the question flow and regenerates the plan. Steps you've already completed keep their done state, and your tracked links stay valid.
- Edit plan adjusts your original answers.
- Add your own links — you can add up to three custom tracked links for channels the plan doesn't cover (a podcast, a newsletter swap, a friend's account). They appear as quiet copy-link rows beneath the plan grid, not as extra task cards.
- Subscribe to reminders (next to Edit plan) opens a dialog with a switch for the daily progress email while your drop runs. Each morning's email opens on your conversion funnel and shows today's plan card — clicking it opens that step directly, no login needed.
Sharing the plan
Email plan summary sends the whole plan to any address. There's also a password-protected share link so a manager or teammate can view the plan and its analytics read-only, without an account.