OnboardingEmerging Pattern
Send multi-touch pre-launch email sequence to warm waitlist subscribers
Before launching your product, send a multi-week email sequence that educates subscribers on the problem space rather than pitching the solution. This builds trust, addresses objections, and primes buyers so the launch email converts at high rates.
When to use
During the 4-6 weeks before product launch when you have a cold waitlist. Use emails to shift subscribers from curious to ready-to-buy without appearing salesy.
Don't do this
Sending only a single launch announcement email to a cold list, or sending promotional emails that feel like ads rather than education.
1 Founder Who Did This
1
Cleoby Lara Costa
Sent 10+ educational emails over 4 weeks before launch addressing objections (like 'how is this better than free ChatGPT?') with no CTAs - just problem education to build agreement
Result:When launch email came ('Cleo 2.0 is live'), waitlist was primed and ready to buy, driving $30K MRR in 4 days
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