You have built a waitlist. Signups are coming in. Now what?

The transition from waitlist to launch is critical. Done poorly, all those signups evaporate. Done well, you create a launch day that generates momentum for months to come.

This guide walks you through every step of launching your product to your waitlist.

Phase 1: Pre-Launch Preparation (4-8 Weeks Before)

Define Your Launch Strategy

Before doing anything else, decide on your launch approach.

Option A: Big Bang Launch

Release to everyone at once. Good for products that benefit from network effects or when you want maximum PR impact.

Option B: Phased Rollout

Release in waves. First to VIPs, then to early signups, then to everyone. Good for managing server load and getting feedback between waves.

Option C: Invite-Only Period

Start with a limited beta. Gather feedback, iterate, then open up more broadly. Good for complex products that need refinement.

Set a Launch Date

Pick a specific date and work backwards from it. Having a deadline creates urgency and helps coordinate efforts.

Tips for choosing a date:

Avoid major holidays
Consider your audience's schedule (not Friday afternoon for B2B)
Give yourself buffer time for unexpected issues
Coordinate with any partners or press

Prepare Your Infrastructure

Technical issues on launch day can kill momentum. Test everything:

Can your servers handle the traffic spike?
Is your payment system working?
Are all emails sending correctly?
Have you tested on different browsers and devices?

Create Your Launch Assets

Prepare all content and materials in advance:

Launch announcement email sequence
Social media posts for launch day
Press release or media kit
Product demo video
Updated landing page
Help documentation

Phase 2: Warming Up Your List (2-4 Weeks Before)

Re-Engage Dormant Subscribers

Some people on your list signed up months ago. They may have forgotten about you.

Send a re-engagement sequence:

Reminder email: "We are almost ready to launch"
Value email: Share useful content related to your product
Sneak peek email: Show them what they are about to get access to
Countdown email: Build anticipation with launch date announcement

Segment Your List

Not all subscribers are equal. Segment based on:

Signup date (early supporters vs. recent signups)
Referral activity (top referrers deserve VIP treatment)
Engagement level (opened emails vs. never engaged)
Source (how they found you)

Different segments might get different launch experiences.

Collect Feedback

Before finalizing your product, reach out to a sample of subscribers:

What features are they most excited about?
What concerns do they have?
What would make them upgrade to a paid plan?

This feedback can help you prioritize last-minute adjustments.

Phase 3: Launch Week (Final 7 Days)

Day 7: Final Checks

Test all systems end-to-end
Confirm all email sequences are scheduled
Brief your team on launch day responsibilities
Prepare for customer support surge

Day 5: VIP Early Access

If doing a phased rollout, let your most engaged subscribers in first:

Top referrers
Beta testers who provided feedback
Early signups who have been waiting longest

This creates testimonials and case studies for the public launch.

Day 3: Build Urgency

Send emails highlighting:

Limited launch pricing ending soon
Early adopter perks that will not be available later
The launch date and time

Day 1: Launch Day

This is it. Execute your plan:

Morning:

Send launch email to entire list
Post on social media
Submit to Product Hunt or other platforms
Notify press and influencer partners

Throughout the day:

Monitor systems for issues
Respond to support requests quickly
Engage with users on social media
Share early wins and testimonials

Evening:

Send reminder email to unopened segment
Thank early users publicly
Document any issues for post-launch review

Phase 4: Post-Launch (First 2 Weeks)

Week 1: Gather Feedback

Your first users are your most valuable source of insights.

Send feedback surveys
Monitor support tickets for patterns
Watch user behavior in analytics
Conduct short user interviews

Week 1: Iterate Quickly

Fix obvious issues immediately. Your early users are more forgiving if they see you are responsive.

Week 2: Social Proof

Collect and share:

User testimonials
Case studies
Usage metrics
Media coverage

This content will fuel your marketing for months.

Week 2: Second Wave Outreach

Reach out to:

People who signed up but have not activated
Press who did not cover the initial launch
Potential partners

Email Sequence Template

Here is a sample email sequence for launch:

Email 1: Two weeks before Subject: Mark your calendar

We are launching [Product] on [Date]. You have been waiting, and we have been building. Get ready.

Email 2: One week before Subject: Sneak peek inside [Product]

Here is what you will get access to next week: [Feature highlights with screenshots]

Email 3: Day before Subject: Tomorrow is the day

Final countdown. [Product] launches tomorrow at [time]. Here is what to expect.

Email 4: Launch day Subject: It is live! Get access now

[Product] is officially available. As a waitlist member, you get [special offer]. Start here: [link]

Email 5: Day after launch Subject: Did you get in?

Just checking in. Hundreds of people have already [key action]. Do not miss out.

Email 6: One week later Subject: Last chance for early pricing

Our launch pricing ends [date]. After that, it is [higher price]. Lock in your rate now.

Common Launch Mistakes

Launching Too Quietly

Some founders are so worried about failure that they barely announce the launch. Be bold. You worked hard for this.

Poor Timing

Launching on a holiday weekend, during a major industry event, or at the same time as a huge competitor announcement will bury your news.

Ignoring Time Zones

If you have a global audience, consider timing your launch and emails to reach people when they are awake.

No Urgency

Without a reason to act now, people will bookmark your site and forget about it. Create urgency with limited pricing or exclusive perks.

Disappearing After Launch

Launch day is the beginning, not the end. Stay engaged with your new users, respond to feedback, and keep the momentum going.

Measuring Launch Success

Track these metrics to evaluate your launch:

Activation rate: Percentage of signups who become active users
Conversion rate: Percentage who upgrade to paid
Time to activation: How quickly people complete key actions
NPS score: How likely users are to recommend you
Support ticket volume: Indicator of friction or confusion

After the Hype

The launch spike will fade. That is normal. Focus on:

Retaining and activating the users you acquired
Building sustainable growth channels
Collecting testimonials and case studies
Planning your next feature release

The best launches create momentum that lasts beyond the initial spike.

The Bottom Line

A successful launch does not happen by accident. It is the result of careful planning, clear communication, and relentless execution.

Your waitlist members chose to trust you with their email and their attention. Honor that trust with a launch experience that delivers on your promises.

Good luck with your launch!