How to build an email list before you launch your app
An email list gives you people to message on launch day. Here is how indie developers collect sign-ups before launch, what to send and how to keep it legal.
· 5 min read
Short answer: set up a simple landing page with one clear promise and one sign-up form, then bring people to it every time you share progress. Ask only for an email address, say exactly what you will send, and send something useful every few weeks so people remember you. On launch day, the list is the group most likely to install, try the app and tell you what they think. Keep it legal: get clear consent, include an unsubscribe link and never add people who didn't sign up.
Why does an email list matter for a launch?
Social posts reach a fraction of your followers, and algorithms change. An email goes to the inbox of someone who asked to hear from you. That makes your list the most reliable way to get a first wave of real users on launch day, which in turn helps on launch boards and in the stores.
It also gives you a group to ask for feedback before launch: beta testers, people to answer a short survey, and early fans who share your news.
What do I need to set it up?
You don't need much:
- A landing page with a headline that says what the app does for the reader, a screenshot or short clip, and a sign-up form. Our guide on building a landing page for your app covers this in detail.
- An email service. Many newsletter and email marketing tools have free plans for small lists. Pick one that handles sign-up confirmation, unsubscribes and basic templates.
- A clear promise next to the form, such as "Get one email when the app launches, plus occasional behind-the-scenes updates. Unsubscribe anytime."
Ask for the email address only. Every extra field lowers sign-ups. You can learn more about people later with an optional survey.
How do I get people to sign up?
Every place you talk about your app should point to the sign-up page:
- Development updates on social media, devlogs and short videos, with the link in your profile and posts.
- Communities where your audience spends time, following each community's self-promotion rules.
- Your existing apps or games, with a short note about what you're building next.
- Launch boards and discovery sites that let you list upcoming products. On TrueLaunch you can list your app once it has a store link.
- Your personal network: friends, colleagues and former teammates who would like to follow along.
An offer helps, as long as it's honest and allowed by the stores: early access to the beta, a launch-day discount on a paid app where the store supports it, or a say in which feature comes next. Never offer anything in exchange for a store rating or review.
What should I send before launch?
Aim for one email every two to four weeks. Each one should be short and worth opening:
- A welcome email right after sign-up: thanks, what the app is, what to expect.
- Progress updates: a new feature, a design change, a short clip, something you learned.
- Questions for readers: "Which of these two icons do you prefer?" or "What's the hardest part of [the problem your app solves]?" Replies are gold for you, and they help your emails reach the inbox.
- Beta invitations: send the Google Play closed testing opt-in link or a TestFlight public link to people who want to test. For Android, our guide on getting 12 testers for closed testing explains the requirement.
Write like a person, not a brand. A plain email from the developer often works better than a heavily designed newsletter.
What should I send on launch day?
Keep it focused:
- Subject line: "It's live: [app name] is now on Google Play and the App Store".
- One or two sentences on what the app does and what's new since your last email.
- The store links, clearly visible near the top.
- One clear ask, such as "Try it today and reply with what worked and what didn't." Feedback is the most useful thing early users can give you.
If you are on a launch board that day, you can mention it, but never ask for upvotes in exchange for anything, and never ask for a store rating of a particular kind.
How do I keep it legal and respectful?
Email rules differ by country, but these basics keep you on safe ground:
- Consent: only email people who signed up themselves. Don't import contacts or buy lists.
- Clarity: say what you'll send and how often, next to the form.
- Unsubscribe: every email needs a working unsubscribe link. Most email services add it automatically.
- Your details: include who you are and a contact address in every email.
- Data minimization: collect the email address only, store it with your email service and mention it in your privacy policy.
How do I keep the list after launch?
Don't go quiet once the app is out. Keep sending short updates when something real happens: a big feature, a fix based on reader feedback, a new platform. Your list becomes your most loyal user group and the first place you announce your next app.
Next steps
Put up a one-page site with a sign-up form this week and link it from everything you post. When you have a store link, submit your app to TrueLaunch and pick a day on the launches board. Then use our app launch checklist to plan the day you send that launch email.
Frequently asked questions
How big does my email list need to be before launch?
There is no magic number. A few hundred engaged people who chose to hear from you can give you a strong first day of installs and feedback. Engagement matters more than size.
Can I offer a reward for signing up?
Yes, as long as it's honest, like early beta access or a say in features. Never reward anyone for a store rating or review; both stores forbid incentivized ratings.
Is it okay to add my contacts to my launch list?
No. Only email people who signed up themselves. Adding contacts without consent breaks email rules in many countries and gets your messages marked as spam.