Pre-Launch Campaign Email Benchmarks
Pre-launch campaigns build anticipation and recruit early adopters before a product goes live. They focus on building a waitlist rather than immediate purchase. Average open rates range from 28% to 42%, with CTR between 5% and 12%.
Key Benchmarks
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 28-42% | 42%+ | 52%+ |
| Click-Through Rate | 5-12% | 12%+ | 18%+ |
| Waitlist Sign-Up Rate | 8-20% | 20%+ | 30%+ |
| Social Share Rate | 5-12% | 12%+ | 20%+ |
Best Practices
- Use a 4-8 email sequence over 4-12 weeks building gradual anticipation
- Preview specific features or benefits in each email
- Offer exclusive early access to waitlist members
- Count down to the launch date in later emails
- Follow up with a launch announcement to the waitlist
Frequently Asked Questions
What is a good waitlist sign-up rate for pre-launch emails? 8-20% of email readers is average. Offering exclusive early access or launch discounts significantly lifts sign-up rates.
How long should a pre-launch email campaign run? 4-12 weeks depending on the complexity of the product and the length of the development cycle. Longer campaigns need more content variety to maintain interest.
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