The Pre-Launch Email Foundation

Pre-launch is the easiest time to set up email marketing because the stakes are low and the audience is small. Take advantage of this. Build your waitlist nurture sequence, set up your beta onboarding flow, and draft your launch emails before the pressure of growth makes everything harder.

The founders who regret their email decisions almost always made them under pressure. They launched, got traction, scrambled to set up email, and picked the first tool that showed up in a Google search. Three months later they are migrating because the tool does not support event-based triggers or payment lifecycle automation.

Waitlist Emails That Build Relationships

Your waitlist is not just a list of emails. It is your first community. The people who signed up early are your most likely first customers, your most forgiving beta testers, and your most enthusiastic evangelists. Treat them accordingly.

Write waitlist emails like you are writing to a friend who asked about your project. Share what you built this week, what you learned, and what you are working on next. Ask questions and reply to every response. This builds the kind of loyalty that turns waitlist subscribers into lifetime customers.

The Launch Day Playbook

Launch day email is your highest-converting opportunity. Your waitlist has been warming up for weeks or months. They know your product, they know your story, and they are ready. Do not waste this with a generic announcement.

Send three emails on launch week: a preview 3 days before, the launch announcement, and a follow-up the next day for people who opened but did not sign up. Include the waitlist-exclusive offer prominently. Make the signup process one click from the email. Every extra step you add costs you conversions.