Why waitlist emails work (and how to use them to nail your next launch)
Last month I worked with a small-but-mighty activewear brand on the launch of their new collections. And because it was our first time working together, we decided to test the waters a bit with a waitlist.
We kept it super simple: I created a form they shared on Instagram for five days. No paid ads, no complicated funnel - just organic reach and a clear call-to-action.
Here’s what happened:
They had just over 400 email subscribers when we started
The waitlist brought in 98 new subscribers
That’s nearly a 25% increase in their list in less than a week
Which, for a small brand, is a big deal.
And spoiler: the launch was a whole lot more successful because of it.
It’s what inspired this video and this blog, because waitlists work. Let’s break down why.
Waitlists tap into FOMO (in a good way)
When someone sees “Join the waitlist”, it creates instant curiosity. It tells them:
“Something exciting is coming. Not everyone gets early access. But you can.”
That little bit of exclusivity - plus the hint of scarcity - can be enough to push someone to sign up. It’s not just about hype, though. It’s about making people feel like insiders. If you actually follow through and give them early access or a launch-day reminder, you build trust and engagement.
They warm up your audience before launch
You don’t want your launch email to hit cold inboxes.
Waitlists are like a pre-party. People know something’s coming. They’re watching your emails, reading your updates, getting ready. They’re already engaged by the time your “We’re live!” email drops.
It also helps them plan - especially for products that aren’t cheap. They might set aside the budget, carve out time to shop, or even tell a friend to keep an eye out too.
They help you gauge demand (and adjust your strategy)
A waitlist isn’t just about building buzz. It gives you data.
You can track:
How many people signed up
Which messages or posts drove the most signups
What kind of teaser content performed best (granulated images vs. full reveals, vague hints vs. full product details)
All of that can inform your inventory, your messaging, and even whether you want to add a launch offer to push more urgency.
If you’re unsure whether to go all-in with stock or spend big on paid ads, your waitlist can give you that confidence boost (or the insight to pivot).
They build momentum on social
Sharing your waitlist across your channels helps build anticipation and reach new people.
You might see people tagging their friends,“This is so you!,” or reposting the teaser. That energy can carry through to launch day.
And after the launch? Your waitlist stats are gold. You can say:
“We had 500 people on the waitlist before we even launched”
“We sold out to our waitlist in 48 hours”
“Join our next one - we always give first dibs to our email list”
Real examples of waitlist emails that work
I’ve seen all sorts of waitlist approaches - from beautifully designed, image-heavy emails to plain-text, story-based ones. Some include discounts (like 15% off for early access subscribers), and some just offer first dibs. Here are a few approaches I love:
Waitlists are a smart, low-lift way to boost your launch
They build your list.
They build buzz.
They build buyer intent.
And whether you’re launching leggings, skincare, snacks, or subscriptions - they can work for you. Keep it simple, stay on-brand, and test what works for your audience.
Want your own (private!) email review? I can SHOW you what works, what doesn’t, and how you can make sure YOUR emails convert. I teardown your emails, so that you can build them up bigger and better - CLICK HERE!
