A launch with an email list goes better than a launch without one. Even a small list of 50 to 200 interested buyers makes opening day feel like opening day.
This guide walks through how to start a prelaunch list before the store goes live.
What "before launch" means
You do not need to wait until the store is finished to start collecting emails. A landing page with a clear promise and a signup form is enough to start.
What to put on the prelaunch page
A working prelaunch page needs:
- One-sentence explanation of what you are selling.
- A clear promise (free shipping on first order, first-look discount, early access).
- A signup form.
- One image or visual that shows what to expect.
- A specific opening date or "soon" if exact date is not yet known.
That is it.
Make the promise honest
If you say "20% off launch," you have to actually offer 20% off launch. If you say "early access," you have to actually let those subscribers in first.
Broken promises in the first email teach the subscriber to ignore everything else.
Where to drive signups
You can collect emails from:
- A "subscribe" page on your existing site or a simple landing page.
- Social posts with a link to the signup form.
- Local community boards if you sell locally.
- Friends, family, and existing customers.
Aim for a small honest list, not a huge unfocused one.
A simple first email sequence
After someone signs up, the first sequence is:
- Welcome. Confirm the signup, restate the promise, share one small piece of behind-the-scenes content.
- Update 1. A month before launch: progress, a peek at the first product, a question (what should we make first?).
- Update 2. A week before launch: countdown, exact launch date and time, what to expect.
- Launch email. Live now, here is the offer, here is the link.
- Follow-up. Two or three days later: thank you, did not order? Here is the second-chance window.
Keep the cadence low. Most subscribers do not want weekly noise before launch.
How to handle inactive subscribers
People who signed up months ago and forgot:
- Send one re-engagement email when launch is close.
- If they do not open it, remove them. A small engaged list is more useful than a big stale one.
Common prelaunch email mistakes
- No promise.
- Vague "stay updated" with no reason to subscribe.
- Months of silence between signup and launch.
- Sending the launch email at 2 AM.
- Spamming subscribers daily once launch starts.
Bottom line
A prelaunch email list starts with a landing page, a clear promise, and a small honest first sequence. Even 50 subscribers makes opening day feel real and gives the store a place to start.