Launch templateEmails
Launch email template for your waitlist
Your waitlist is the warmest audience you'll ever have on launch day, and most of them have forgotten why they signed up. Remind them in one line, give them one link, and ask for one thing. Plain text from a person usually reads better than a designed newsletter for this email.
Use it for
- Launch day, early morning in your users' main time zone.
- Opening a beta to the whole waitlist.
- Moving from waitlist to paid.
Limits and rules
The template
Copy it, then replace everything in [BRACKETS]. Delete lines that don't apply rather than leaving them vague.
SUBJECT: [PRODUCT] is live (you asked us to tell you) Hi [FIRST NAME], A while ago you joined the waitlist for [PRODUCT], the [ONE-LINE DESCRIPTION]. It's live today: [LINK] What you can do right now: - [OUTCOME 1] - [OUTCOME 2] - [OUTCOME 3] [REAL WAITLIST PERK, IF ANY: E.G. "Because you were early, your first [X] are free until [DATE]."] One favor: try it this week and reply to this email with the first thing that confused you. I read every reply. [YOUR NAME] [ROLE], [PRODUCT] [POSTAL ADDRESS] [UNSUBSCRIBE LINK]
How to fill it in
[SUBJECT]
Remind them they asked. Avoid ALL CAPS and "🚀🚀🚀".
[WAITLIST PERK]
Only if real, with a real end date.
[POSTAL ADDRESS]
Required for commercial email under CAN-SPAM in the US.
Filled example
Fictional example. Paperlark is a fictional product we made up for these examples: an invoice-reminder tool for freelancers that sends polite follow-ups when a client pays late. Names, prices and details are invented to show the template filled in; they aren't a real company or real results.
SUBJECT: Paperlark is live (you asked us to tell you) Hi Jordan, A while ago you joined the waitlist for Paperlark, the tool that chases late invoices so you don't have to. It's live today: paperlark.example What you can do right now: - Forward an invoice and have reminders scheduled for you - Pick a friendly, firm or final tone - Stop chasing: reminders end when you mark it paid Because you were early, unlimited invoices are free until the end of next month. One favor: try it this week and reply to this email with the first thing that confused you. I read every reply. Sam Founder, Paperlark [Postal address] [Unsubscribe]
Do
- Send from a person's name.
- Use one link, repeated at most once.
- Ask for replies; they help deliverability and give you feedback.
- Authenticate your domain before launch day.
Don't
- Don't send the waitlist a designed newsletter with ten links.
- Don't invent urgency.
- Don't import contacts who never opted in.
- Don't forget the unsubscribe link.
FAQ
When should I send the launch email?
Early on launch day in your users' main time zone, after you've confirmed everything works.
Plain text or HTML?
For a founder launch note, plain text or very light formatting usually reads as personal. Either way, include an unsubscribe link and postal address.
What sender setup do I need?
At minimum SPF or DKIM on your sending domain. Above 5,000 messages a day to Gmail, also DMARC and one-click unsubscribe.
Launch guides that use this template
Sources
Checked . Platforms change their rules; open the source before you rely on a number.
Related templates
- Beta invite emailA beta invite email that sets expectations: what's ready, what's rough, what you need from testers and how to report bugs, with a filled example.
- Onboarding email sequenceA five-email onboarding sequence for new signups: welcome, first win, common blocker, social proof and a check-in, with timing and a filled example.
- Launch week checklistA day-by-day launch week checklist: final checks, launch-day hour plan, follow-ups and the SEO steps that keep traffic coming after the spike.