What Comes Between the Waitlist and the Launch? (And Why It’s So Important)

Wondering what comes between the waitlist and the launch? Discover crucial steps to maintain momentum and ensure a successful subscription box launch.

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You’ve identified the Ideal Customer for your subscription box. 

You’ve worked hard to build your audience, posting on social media consistently, going LIVE on your Facebook business page, doing reels, running KingSumo giveaways, and doing all the things. 

You’re driving traffic to your waitlist and it’s working. That waitlist is starting to grow. 

So… you’re ready to launch your subscription box, right? 

Not so fast.  

Rushing to launch is one of the biggest mistakes I see subscription box owners make. 

I get it—you’re excited! You’ve dreamed about this, planned every detail, and now you just want to get it out into the world.

But if you want a successful launch—one that results in high conversion rates and eager subscribers—there’s one critical step you can’t skip.

Let’s talk about what needs to happen between building your waitlist and launching your subscription box.

Your 5-step subscription box marketing plan.        

A successful subscription box business isn’t just about having a great product—it’s about marketing it well.

Inside Launch Your Box, I teach a subscription box marketing plan that takes you from idea to thriving business.

1.  Audience Building

Before anything else, you need to attract the right people. This is where you grow your social following and email list by posting valuable content, showing up consistently, and getting your ideal customers into your world.

I teach SO much about audience building inside Launch Your Box. Check out this blog post for 4 ways to identify your ideal customer and this podcast episode for 4 steps to gain your first 1,000 Facebook followers!

2. Identifying Potential Subscribers (Waitlist)

Once you’ve built an audience, your next step is to move them onto a waitlist—a list of warm leads who have raised their hands and said, "Yes! I want to know more!"

3. Pre-Launch (Nurture & Authority Building) This is where most subscription box owners go wrong!

This step is ALL about building trust and warming up your audience before you ask them to buy. This is the missing piece between collecting waitlist signups and actually converting them into paying

4. The Launch

This is where you actively sell your subscription through an open or closed subscription model. 

Not sure which is right for you? Check out this blog post to help you decide if an open or closed model is right for your subscription box business.)

5. Post-Launch Engagement (Delight & Retention)  

Your marketing doesn’t stop once you get subscribers. Keeping them engaged, delivering an incredible experience, and building a loyal community are keys to retention and long-term success.

The Pre-Launch Phase: What Happens Before You Launch?

This is where the magic happens.

Done correctly, your pre-launch strategy makes it a no-brainer for your audience to subscribe when you open your doors. Instead of wondering, “Will people buy?” you’ll have an engaged, excited group waiting to hit that subscribe button.

Here are three key things you need to accomplish during the pre-launch phase:

1.  Convince Your Audience YOU Are the Person to Help Them

People buy from people they trust. Before your audience will commit to subscribing, they need to feel confident that you are the right person to provide them with what they need.

How do you build that trust?

• Share your story. Did you create this box because you are your ideal customer? Have you faced the same struggles or frustrations? Let them see why this box matters to you.
• Position yourself as an expert. If your box is educational, skill-based, or specialized, show your experience. Share your knowledge, past successes, and credibility.

Launch Your Box Members Who Do This Well:

• Anne from The Brighter Life for Dentists shares her story as a dentist and why she created a box specifically for other women in the field. Her audience relates to her immediately.
• Amy from Amy Sews is a professional sewist and an expert in using sergers. She built trust by teaching her audience first, so they were eager to subscribe when she launched. 

How will you build credibility and trust with your audience?
 

2. Convince Your Audience Your Subscription Box Is the Solution to Their Problem

People buy solutions, not products.

Ask yourself: What problem does my ideal customer have?

• If your box is a hobby or craft box, your customer might struggle to find the right materials or inspiration.
• If it’s a luxury or self-care box, your customer might need permission to treat themselves.
• If it’s a pet box, your customer might want a way to spoil their pet with unique, high-quality items.

Examples from Launch Your Box Members:

• Nicole of GPig Box couldn’t find a subscription box for guinea pigs. So, she created one! Now, guinea pig owners have a way to spoil their pets just like dog and cat owners do. Listen to Nicole’s interview on the Launch Your Box podcast here. 
• Cheryl of Yarnable Box knew her customers wanted high-quality, hand-dyed yarn but didn’t know where to find it. She solved that problem with a subscription that delivers premium yarn directly to them. Learn from Cheryl in this episode, the first of her 3 appearances on the Launch Your Box Podcast! 

How does your box solve a problem for your ideal customer?

6 Emails to Send Before Your Launch

Want to make sure your waitlist is ready to buy? Harness the power of your email list and send these emails leading up to your launch:

1. Introduce Yourself & Your Why – Help your audience connect with you.
2. Behind-the-Scenes: Early Stages – Share logo design, packaging choices, or first product reveals.
3. Pain Points & Benefits – Show how your box solves a problem.
4. Behind-the-Scenes: Product Creation – Let them peek into the process.
5. Why They Deserve This Box – Encourage them to treat themselves.
6. Launch Tease: Save the Date! – Build anticipation and excitement.

The more engaged your waitlist is, the higher your conversion rate will be!

Want to Master Your Waitlist Strategy?

Inside Launch Your Box, we have four comprehensive training lessons that walk you through:

• Creating your waitlist
• Announcing your subscription box launch
• Driving traffic to your waitlist
• Nurturing your waitlist before your launch

If you want to launch to a warm, engaged audience that’s ready to buy—this is for you.

Join the waitlist today and you’ll be the first to know the next time the doors are open!

We talk a lot inside Launch Your Box about serving before you sell. This is so important during this pre-launch or nurturing step in your marketing plan. Show your audience who you are. Convince them you are the right person to help them and your subscription box is the solution to their problem–even if that problem is simply to take a moment to relax and feel cared for. Help them see they are capable of transforming. 

Then… get ready to launch your box!