Email is one of the most effective channels for engaging people who have signed up for a waitlist. Well-crafted waitlist emails nurture interest, provide value, and incentivize conversions once your product or service launches.
This guide will cover example waitlist email templates and writing strategies to boost excitement and conversion rates from your waitlist outreach.
Waitlist emails are messages sent to prospects who have joined a waiting list to be notified when a new product, service, or feature becomes available.
Waitlist emails aim to:
Proactively engaging your waitlist gives your launch a head start and higher conversion rates out the gate.
The best waitlist emails incorporate:
Segment your list and customize subject lines using merge fields like first names.
Send subscribers value-added content like articles, demos, or freebies related to what they’re waiting for.
Reiterate the core benefits and value the upcoming product or service will provide.
Share development updates, new features, or launch progress to build hype.
Offer discounted or early access pricing for waitlist members only to incentivize conversions.
Encourage re-engagement with your brand like visiting your website, following social channels, or sharing with friends.
Here are effective waitlist email template examples to inform your outreach.
Subject: Your [Product] Waitlist Update
Hi [First Name],
I wanted to send you an exclusive update on the status of [Product] since you’re on our VIP waitlist.
[Share a progress update like launch date estimate, development milestones achieved, new features added, etc.]
I know you’re looking forward to [main benefits] when [Product] is finally released, and we’re making great progress toward that goal every day.
Here are a few things coming soon with [Product] I think you’ll love:
[List 2-3 exciting features or benefits launching with the product.]
We truly appreciate your patience and excitement for [Product]! I’ll be back in touch when we have more updates to share. In the meantime, feel free to check out our blog for related tips and insights:
[Insert link to relevant blog content]
Thanks again for joining our waitlist VIP access. We can’t wait for you to experience [Product] soon!
[Sign off]
Subject: Exclusive Content for [Product] Waitlist Members
Hi [First Name],
Because you’re on the waitlist for [Product], I wanted to share some exclusive content to help you make the most of it once launched:
[Link to gated content like ebook, tip sheet, video course, etc. related to the product launch]
This [content type] covers everything from [summary of what content includes] to help you hit the ground running with [Product] as soon as it’s live.
Just enter the access code WAITLIST to unlock this free resource for waitlist members only. We know your time is valuable, and we want to thank you for your patience as we put the finishing touches on [Product].
Let me know if you have any other questions in the meantime! We appreciate you.
[Sign off]
Subject: Last Chance for [Benefit] from [Product]!
Hi [First Name],
We wanted to send one final reminder that spots are filling up fast for early access to [Product] at our special discounted waitlist price of [price]!
As a valued waitlist member, you still have priority access to lock in:
[Summarize key benefits or early pricing]
But this limited-time waitlist offer ends soon. [Product] will be launching fully next [date], so claim your spot today before it’s too late!
[Insert CTA button to convert]
Thanks again for your excitement and patience as we prepare to unveil [Product]. We can’t wait for you to experience the [key benefit] for yourself.
Let me know if you have any other questions in the meantime!
[Sign off]
Want to save even more time creating optimized emails to engage your waitlist? Consider using Just Think AI to automatically generate unique outreach messages.
Just input your product details, waitlist benefits and offers, and customer personas. The AI will instantly create personalized waitlist update emails, content emails, special deals, and more tailored to each contact!
Here are examples of AI email copy prompts:
With Just Think AI, you can engage every waitlist member personally and effectively at scale.
Use these tips to create high-converting waitlist emails:
1. Segment Your List
Separate newcomers from long-waiters. Tailor appropriate messages and offers.
2. Personalize Content
Use merge fields, individual data, and dynamic text to make emails feel 1:1.
3. Maintain Consistent Cadence
Send regular updates like 1x per month to stay top of mind until launch.
4. Communicate Transparency
Share genuine launch updates - even small wins and minor delays.
5. Deliver Value
Provide exclusive demos, content, or discounts to show VIP treatment.
6. Use Countdown Timers
Build urgency with “launching in X days” or “X spots left at this price” countdowns.
7. Make it Visual
Include videos, gifs, graphics, and screenshots to engage subscribers.
8. Drive Social Sharing
Encourage waitlist members to share and refer friends for more perks.
Here are excerpts from real-world waitlist emails that perform well:
The wait is almost over! Spotify is coming to Canada soon...
We're cranking away on the finishing touches for Dropbox's public launch. Believe us when we say it's going to be worth the wait. Expect an invitation soon!
Join PayPal now and get £10 free credit from us!
These emails build anticipation with launch teasers, reinforce the upcoming value, and use special offers to incentivize waitlist activation.
Implement these additional tips for boosting waitlist email conversions:
Proactive waitlist email outreach transforms interested subscribers into engaged users and brand champions who can’t wait for your launch. Plan compelling campaigns with these proven templates and strategies.
How often should you email waitlist subscribers?
Every 1-2 weeks is ideal in most cases. Avoid spamming daily but don't let the list go cold for months on end either.
What should you avoid in waitlist emails?
Don't create fake urgency/scarcity or announce misleading launch timelines if you're not positive. Transparency builds trust.
What makes a good waitlist email subject line?
Personalization, urgency, exclusivity, launch updates, and discount promotions are highly effective angles.
Should you segment your waitlist list?
Yes, tailor messaging and offers based on high-value VIP members vs general list members, long-time waiters vs new subs, etc.
What metrics should you track for waitlist emails?
Open rate, CTR, and conversions are key indicators of an email's effectiveness. Monitor these metrics to optimize.
Turn interested contacts into loyal brand advocates by engaging your waitlist with exclusive updates, perks, and value until launch.