There’s a reason why so many young companies quietly build a waitlist before opening their doors. Even in 2024, the waitlist launch is still one of the sharpest tools for startups, new apps, DTC brands, and even crypto projects. Done right, it’s more than just a landing page with an email field—it’s a smart way to measure demand, drum up buzz, and get people talking.
So if you’re thinking about going live with a waitlist, let’s break down how it works in real life (and why it matters for your launch).
Why Waitlists Still Matter
Most of us have seen those “coming soon” sign-ups and felt the itch to be early. The psychology is simple: people like feeling special or ahead of the curve. But a waitlist launch is more than savvy psychology. It’s also a way to test the waters before you jump all the way in.
When you let people join a queue, you find out if your idea actually interests anyone—without taking on too much risk. If you’re offering something no one wants, you’ll see it on day one. If people line up, that’s a real signal to keep going.
Waitlists also give you a sense of exclusivity. That “invite only” energy makes people want in, even if they weren’t sure about your product in the first place.
Set a Clear Goal from the Start
You don’t need an MBA to know that you should set real goals before you launch anything. But with waitlists, it’s especially key. Are you just looking for emails, or do you want referrals and buzz? Maybe you’re hunting for your first 500 power users who’ll give feedback.
Figure out what “success” means for you. It could be number of signups, how many people actually visit after joining, or maybe how many reply to an email survey. Don’t overthink it, but write the goals down.
It also helps if you get clear on who you’re aiming at. Are these tech nerds? Busy parents? Crypto fans? Trying to get “everyone” will just leave you with no one. The tighter your aim, the better your early data will be.
How to Build a Waitlist That Works
Honestly, the tech behind a waitlist is pretty simple now. You’ll find no-code tools (like Waitlist, LaunchList, or even Typeform) that let you set up in a day. If you’re already deep in email marketing, just tack another form onto your website.
The real challenge is making your waitlist a part of your actual marketing plan. It shouldn’t just live in your website footer. Slice out time in your content calendar to talk about it, share updates, or tease new features that only waitlist members see. Make it feel like being “in line” comes with perks.
Getting People on Board: Where to Find Your First Sign-Ups
Nobody shows up just because you put a form online. So, how do you get people excited enough to add themselves to your list—not someone else’s?
The answer is to get in front of the right audience. Sharing your waitlist on your Twitter or Instagram is a start, but it’ll only hit people who already follow you. To go further, try getting friends to share with their networks, writing threads on Reddit or LinkedIn, or even jumping into Facebook groups where your target customers hang out.
Email is still gold for waitlists. If you already have a small newsletter or list (even from old projects), don’t be shy about reaching out. A personal note explaining why you’re building this thing will probably convert better than a generic blast.
Working with influencers can help too—just make sure they actually reach the crowd you want, and don’t waste money spraying ads at everyone. Some brands have had luck offering influencers early access in exchange for their feedback or a quick shout-out.
Keeping People Interested Until You Launch
Getting an email is just stage one. The real trick is keeping people interested between day one and your launch date.
Simple, regular updates are your friend. Every few weeks, send a note saying what’s coming, or share a behind-the-scenes look at what’s changing. Tease a new product photo, demo, or customer story. It doesn’t need to be fancy—a picture from your messy office or a video update shot on your phone is just fine.
If you can, reward patient waitlist members with something exclusive. Maybe they get a sneak preview, beta invite, or even a small discount for test-driving early. That makes the wait feel like it’s leading somewhere concrete.
How to Track What’s Working (and What Needs Help)
You can’t improve what you never measure. Start by tracking the basics: how many people signed up, who referred them, and what percentage is opening your emails.
If almost nobody interacts with your updates, your message may not be landing. If referrals spike after a certain influencer shares your link, double down on what worked.
Some brands go further, sending short surveys to ask what people expect or what might convince them to buy on day one. This feedback loop can help you adjust both your product and your launch pitch before you go public.
Don’t be afraid to tweak things as you learn. If your social posts flop, try a different style or move more effort back to email. None of this is precious—the point is to gather real data early.
Launching Without Burning Out: The Release Strategy
When launch day comes, it’s tempting to go all-in and open to everyone at once. But it’s often smarter to let people in gradually. Invite your first batch, listen to their feedback, and fix anything that feels off before letting the next group in.
This staged approach gives your early users a sense of VIP treatment. It also calms the chaos if something in your backend explodes. Some startups offer limited-time discounts or bonuses to early birds—think cheaper pricing, bonus months, or a freebie for the first 100.
The goal is to get your most excited fans in the door, keep them happy, and use their experience as social proof when you open up to everyone else.
What to Do After You’ve Launched
Your waitlist isn’t useless after launch. You’ve now got a list of people who liked you enough to sign up before you were ready. Use them for feedback—send a quick survey, or even jump on a few calls to see what worked and what didn’t.
Try to bring these early users together. Maybe launch a private Slack channel, Discord, or just a simple group chat where people can swap tips and help each other out. Building a little “insider” community can turn customers into die-hard fans (and free marketing).
Who’s Done It Well? Looking at Some Real Examples
Some of the most memorable launches in recent years started with a waitlist. Clubhouse, the audio chat app, famously kept people waiting for months, turning their beta users into the product’s biggest promoters.
Superhuman built its entire brand around exclusivity—making folks wait and answer an “application” before joining their email platform. This helped them understand exactly who wanted their product and collect critical early feedback.
In the crypto universe, exchanges like Buy Bitcoin Online USA used multi-stage waitlists, opening in waves to stress-test features and create a sense of buzz. Summer Fridays and other DTC beauty brands have also launched entire product lines with “wait your turn” hype, using simple email lists and occasional updates.
People often end up sharing waitlists with friends just out of curiosity or the excitement of getting early access. It’s easy to underestimate the power of a simple invite link, but when it clicks, it can kick your whole launch forward.
So, Is a Waitlist Right for You?
There’s nothing magic about a waitlist. It’s just a practical way to test demand, spark word of mouth, and reduce launch-day stress. But it only works if you actually engage with your early audience—showing them they matter, listening, and giving them clear value for their patience.
Think about how you’d want to experience a new product yourself. Would you rather get dumped into a never-ending email blast, or be treated like an early supporter who gets the inside scoop? Most people pick the second option.
If you’re planning a big debut this year, giving the waitlist approach an honest try could save you headaches—and maybe even create a little bit of buzz in the process. Start small, stay genuine, and see where the early users take you.