A single product, a fixed launch date and a hard inventory ceiling. Here is what we did in each of the six weeks, and what we would change.
Weeks one to three: build the list
Every euro went to waitlist signups at a target of €1.80 per email. Creative focused entirely on the problem, never on the product, because the product was not public yet.
Weeks four and five: warm the list
Four emails, two SMS, one behind-the-scenes video series. Open rates stayed above 52% because the list was three weeks old, not three years old.
Week six: the launch window
- Early access for the top engagement cohort, 24 hours ahead.
- Paid spend tripled for 72 hours, then cut back hard.
- Inventory countdown used honestly, never faked.
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