What Are the Best Crowdfunding Email Marketing Tips for Each Campaign Phase

Let me guess! You’re gearing up for a crowdfunding launch and feeling unsure what to send to your email list (or when, or how often). 

Most creators either ghost their list until launch day or overthink every subject line until they hit “send” six hours late.

The good news? 

You don’t need a massive list or a marketing team to get results. You just need a strategy that maps email content to each stage of your campaign from “we’re thinking of launching” all the way to “your reward’s on the way.”

Here’s what that actually looks like:

• Pre-launch: Build a segmented email list early and warm it up with behind-the-scenes updates and founder stories.
• Launch: Send a clear launch-day announcement, follow up with progress, and emphasize urgency and rewards.
• Mid-campaign: Share milestones, product reviews, media coverages for trust, spotlight your community, and re-engage inactive subscribers.
• Final 48 Hours: Use countdown emails with FOMO-driven language and clear CTAs.
• Post-campaign: Send thank-you notes, fulfillment updates, and convert non-backers into customers through pre-orders.

In our guide, you’ll get:

• A full email timeline, from pre-launch to post-campaign
• Real examples of what to send and when
• Tips to avoid spam folders, ghost subscribers, and vague advice like “just provide value”

So, if you want your emails to actually help you get funded, this is for you.
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Why Email Still Wins in Crowdfunding

Social media takes too much effort. Ads burn money. PR is a gamble.

Email, on the other hand, is direct, low-cost, and way more reliable for getting actual pledges.

Here’s why:

• You own the list, no fighting algorithms or crossing your fingers for reach
• You can personalize content based on signup source, engagement, or behavior, which leads to higher click-through and conversion rates
• Deliverability is strong because emails land in inboxes people actually check
• It feels personal, especially if you’re sharing your story
• Warm email lists often convert 10–15% with VIP segments converting closer to 30%, compared to 2–3% from cold traffic

Even if your list is small, email gives you control, and that’s gold when launch day comes around.

Before you even think about what to send, make sure you’ve nailed the basics like building your Kickstarter or Indiegogo campaign from scratch or making sure your rewards and messaging are already dialed in.

Pre-Launch Strategy

The biggest mistake creators make? 

Waiting until launch day to email their list. If your audience is cold, they won’t open, click, or pledge no matter how great your campaign is.

Here’s how to set things up right.

1. Start Early and Build the Right List

This is about attracting people who are likely to back.

Here’s how:

• Before you even start building your list, doing some solid crowdfunding research can help you understand what your audience actually cares about.
• Create a simple landing page with a clear message (“Get early access” or “Be first in line”)
• Use social media or Meta ads to drive traffic
• Offer something in return: early-bird pricing, or VIP status
• Make sure your form loads fast and works on mobile (you’d be surprised how many don’t)

As your list grows, segment it. Tag people by source (organic, paid, referral), interest level, or engagement so you can tailor your messages later.

2. Set Up a Welcome Sequence

Don’t let new subscribers sit in silence. Create an automated welcome flow, just 2 or 3 emails, to introduce yourself and set the tone.

Suggested flow:

1. Welcome and intro: say thanks, let them know what to expect
2. Your story or behind-the-scenes peek: share what you’re building and why
3. A small reward or teaser: VIP early-bird access, discount code, or an exclusive preview

If you skip the warm-up, your launch emails are way more likely to land in the Promotions tab, killing your open rate. Starting early with value-first content improves deliverability and gets people used to opening your emails.

3. Build a Strategic Warm-Up Sequence (4–6 Weeks Out)

Once someone joins your list, don’t just drop them into generic weekly emails. Start with a short automated flow that introduces your product and guides them toward a clear next step.

Your flow should include:

• A welcome and intro: thank them and set expectations
• The founder story: what inspired this product and why now
• Teasers and niche education: show early features, surprising category insights, or a problem your product solves

Each one should include a CTA. For leads, the goal is to increase commitment and convert them into VIPs. For VIPs, guide them to take the next step: share their phone number for SMS updates, accept a calendar invite, or join a private launch group.

Only after your flow ends should you begin sending regular campaign countdown emails. This timing avoids clutter, builds consistent momentum, and primes both leads and VIPs to convert when launch day hits.

4. Educate Non-Kickstarter Users Early

Not everyone on your list will be familiar with crowdfunding platforms. And that can hurt your conversion rate.

If that’s the case, use a pre-launch email campaign to explain how it works (briefly). Otherwise, you risk confusing them on launch day when they see words like “pledge” or “reward tier” and bail.

A simple “What is Kickstarter?” email or FAQ-style post can go a long way, especially for product categories with broader appeal.

Launch Phase Strategy

This is it! The moment your campaign goes live and where your crowdfunding email marketing plan kicks into high gear. 

Here’s how to make those first 48 hours count.

1. Send Two Emails on Launch Day

Yep, two emails. One in the morning, one in the evening.

• Morning: The big announcement

Subject line: “We’re live! 🎉 Back [Product Name] now”

Keep it short and clear. Include your strongest visuals, a bold CTA button, and highlight any early-bird rewards or limited-time perks. You can borrow ideas from successful crowdfunding campaign examples that nailed their launch strategy and messaging.

• Evening: The momentum update

Subject line: “Already 40% funded! Here’s what’s next…”

Thank early backers. Share a quick stat or milestone. Remind others what they’re missing and that rewards are limited.

Send the launch email too late and you’ll miss their biggest traffic spike. Launch morning is prime time, don’t wait.

2. Keep the Energy Up Through Launch Week

After Day 1, don’t go quiet. The first few days are when interest is highest, so ride the wave.

Suggested email flow:

• Day 2: Share early results, testimonials, or shoutouts. Ask people to spread the word.
• Day 4–5: Highlight press mentions, influencer reviews, stretch goals, or a deeper product feature.
• Day 6–7: Revisit your story or values. Why did you build this? Why now?

Mix urgency with storytelling. Keep each message focused on one idea.

3. Educate New Subscribers (Still Coming In)

Some people will join your list mid-launch. Set up a quick 2-email automation just for them:

1. “Here’s what you missed”: Recap launch, share campaign link, mention rewards
   
   
2. “Why this matters”: Re-introduce the product and mission in 1–2 short paragraphs
   

Pro tip: If your product is unfamiliar or requires explanation, include a quick FAQ or explainer video in these emails. Don’t assume late joiners are fully up to speed.

Mid-Campaign Strategy

After the first-week high, most campaigns hit a lull. That’s normal. The people who were already convinced backed early. Now, you’re left with those who need more time, more trust, or more information before they’re ready to pledge. Your goal here is to keep people interested and connected.

Here’s how to do it without burning out your list.

1. Share Progress and Milestones

This is the easiest way to stay top of mind:

• “We just passed 500 backers!”
• “200% funded, and we’re not done yet”
• “Here’s how your support is bringing [Product] to life”

Pair updates with a photo, short video, or even a quick phone-recorded thank-you. Don’t overthink it. It just needs to feel real.

You can also start sharing small updates on production or prototyping. Even a behind-the-scenes photo, factory visit, or packaging preview helps people feel more confident that things are moving forward.

If you only send product-pushing emails during the middle of your campaign, expect engagement to drop. People tune out when every message feels the same. Keep things interesting with real stories, behind-the-scenes updates, or community highlights.

2. Keep Storytelling Going

Even if you covered your origin story already, you’ve still got plenty to say:

• Show a day in the life behind the scenes
• Share a customer or beta tester quote
• Introduce a team member
• Explain how funds will be used

This kind of content keeps backers emotionally invested and gives new subscribers something to connect with even if they haven’t pledged yet.

3. Send a Quick Survey to Backers and Non-Backers

Early mid-campaign is the perfect time to learn what’s working and what’s not directly from your audience.

Send out two short surveys:

• One to backers: to find out why they pledged (you’ll use these insights in your emails, campaign updates, and even ad copy)
• One to non-backers: to uncover objections or confusion you can address while the campaign is still live

Keep it simple, 3–5 questions max:

• What made you (or didn’t make you) back the campaign?
• What questions do you still have?
• What would make this a must-have for you?

Use those answers to:

• Shape your next update email: e.g. “3 Reasons People Are Backing [Product]”
• Update your campaign story or visuals
• Refocus your email CTAs or clarify your reward tiers

Pro tip: Even if your campaign’s going strong, this is a great way to fine-tune your messaging and get more value from your list. Plus, it shows your audience you’re listening.

4. Launch Stretch Goals (If Ready)

If you’re close to (or past) your funding goal, stretch goals are a great excuse to re-energize your list.

Let people know what’s next:

• “At $100K, we’ll unlock a new color”
• “Next goal: 1,000 backers = bonus accessory for everyone”
• “You helped us get here, what should we add next?”

Use visuals (a simple progress bar or goal chart works great) and make it feel like a collaborative win.

5. Re-Engage the Silent Segment

Some people haven’t opened or clicked in a while. This is the time to check in gently.

Try a re-engagement email:

• Subject line: “Still thinking about [Product]?”
• Keep it short: “We noticed you haven’t backed yet, and that’s totally fine,but if you’re still interested, here’s what’s changed.”
• Include your biggest update or incentive, and give them a soft deadline.

Pro tip: Send these only to people who haven’t opened or clicked recently, don’t hit your whole list. Better deliverability, better results.

Final 48 Hours: Turn Up the Urgency

This is your last shot to reach fence-sitters, procrastinators, and anyone who forgot. Most campaigns see a surge in the final two days, but only if you give people a reason to act.

Here’s how to make the most of it.

1. Send a “48 Hours Left” Email

Keep it clear, urgent, and focused on what they’ll miss:

• Subject line: “48 Hours Left to Back [Product]”
• Highlight what ends with the campaign like exclusive Kickstarter rewards, limited-time pricing, or bundles people won’t be able to get later.
• Make it clear that the price will go up after the campaign. Most creators raise prices when moving to Indiegogo InDemand or ecommerce
• Use a countdown timer image if your platform supports it
• Big bold CTA: “Back Now Before It’s Gone”
  

Just make the deadline impossible to miss: multiple reminders, visible countdowns, and “last chance” language everywhere.

2. Follow Up with a 24-Hour Email

Send this the next day, ideally in the morning:

• Subject line: “Last Day! Final Chance to Back [Product]”
• Thank supporters, invite final shares, and drive urgency hard
• Mention total backer count or funding % as social proof
• Remind them: this is the only time this version/reward will be available
• Re-emphasize the pricing: after today, the product will be available at a higher price on Indiegogo or your store

3. Final-Hours Reminder

Only if your audience is global or large enough to justify it:

• “4 Hours Left” or “We’re closing tonight at midnight”
• Make it super short. Think: one sentence + CTA
• Send only to people who haven’t backed

Pro tip: Don’t forget to turn off automations after the deadline. There’s nothing worse than someone getting a “Back now!” email after the campaign’s closed.

Campaign Extension Strategy: What to Email When You're Buying More Time

Extending your campaign can be a smart move, but if your emails don’t explain it clearly, you risk confusing people, killing urgency, or losing trust.

Here’s how to keep momentum going in your inbox, not just on your campaign page.

1. Announce the Extension Like a Win

If you’re extending, treat it like a milestone. Not a quiet edit to the deadline.

Subject lines:

• “You helped us unlock more time, here’s what’s next”
• “Campaign extended! New rewards just dropped”
• “Final stretch… again (for real this time)”

What to include:

• Why the extension happened (stretch goal, demand, press, etc.)
• New value unlocked: perks, coverage, content
• Clear new end date and CTA

Most importantly, if you said “24 hours left” yesterday, acknowledge it: “We didn’t expect this either, but we’ve got one final shot to go even bigger.”

2. Plan 2–3 Fresh Emails for the Extra Days

Now that you’ve got a few more days, don’t just resend old countdowns. Use this extra space to send something new.

What to send:

• “3 reasons to back before the final deadline” (updated for the extension)
• Influencer or press reviews you hadn’t shared yet
• A bonus reveal (freebie, add-on, or new color)
• A quick survey to non-backers asking what’s holding them back

You can also reuse mid-campaign tactics like storytelling or founder updates, just keep it fresh and timed to the new end date.

Pro tip: As always segment backers vs. non-backers. Backers get stretch goal updates. Non-backers get new reasons to pledge.

3. After the Campaign: Keep the List Warm

If you’re continuing through InDemand (Indiegogo) or Late Pledge (Kickstarter), tell your list clearly.

Send a fresh email the day after your campaign ends:

Subject ideas:

• “Missed it? You’ve still got a chance”
• “Preorders now open for [Product]”

Explain how it works:

The campaign’s over, but you’re still taking orders for a limited time. Reframe it like a second chance, not leftovers.

Use this email to reset the tone. No more urgency. Just clarity, confidence, and community.

FYI: What Each Platform Actually Allows

Kickstarter

• One-time extension of up to 7 days
• This only applies if you haven’t reached your funding goal
• Must be requested from Kickstarter during the final week of the campaign, but the approval is not guaranteed
• Late Pledge option available if enabled during the campaign

Indiegogo

• Flexible extensions, up to 60 days total
• After the campaign, you can activate InDemand for ongoing preorders
• No approvals needed, just opt in
  

Why this matters: Your emails should always reflect the real timeline. If people see “Last chance” while your campaign is still live three days later, trust takes a hit.

Post-Campaign: What to Send After the Campaign Ends

Just because the clock ran out doesn’t mean your emails should. If you’ve been wondering how to email backers after crowdfunding, this phase is key. The way you follow up after your campaign shapes how people feel about your brand and whether they ever buy from you again.

Here’s how to keep the momentum going.

1. Send a Thank-You Email Within 24 Hours

This one’s non-negotiable. Don’t rely on Kickstarter or Indiegogo’s auto-confirmations. Send something personal.

What to include:

• A big thank you (ideally with the backer’s name or reward level)
• Total funding raised and number of backers
• What happens next: surveys, timelines, production, updates
• Link to your community: Facebook Group, Discord, Instagram
  

Pro tip: Use this email to shift the vibe from “campaign” to “community.” The tone here matters, it sets expectations for the rest of your brand journey.

2. Email the People Who Didn’t Back

This group still matters and they might still convert.

Try a gentle follow-up:

• Subject line: “Missed the campaign? You’ve still got options”
• Invite them to pre-order through Indiegogo InDemand or your Shopify site
• Offer a limited post-campaign discount or bonus
• Be clear that backers will always get priority

Pro tip: Sometimes non-backer lists convert better after launch, because you use clearer product messaging and social proof from early backers. You can reuse campaign content here, just reframe it for retail.

3. Keep Backers in the Loop During Fulfillment

Radio silence = regret. Whether things are on track or delayed, keep emailing your backers regularly. Monthly is usually enough.

What to share:

• Production photos
• Shipping estimates or changes
• Minor hiccups with honest, calm explanations
• Wins: media mentions, new stretch goals delivered, etc.

Pro tip: You’re not bothering them. Updates build trust, reduce support requests, and turn backers into repeat customers.

4. Use Email to Launch Your Store or Next Phase

Your campaign list is gold. When you’re ready to open your online store or launch version 2, let them know first.

A few ideas:

• “We’re live: [Product] now available for everyone”
• “Backers get 20% off your next order! Thank you”
• “Know someone who missed it? Here’s a referral code”

You can even set up a separate post-campaign funnel for late pre-orders, reviews, or upsells.

Behind the Scenes of an Effective Crowdfunding Email Marketing Campaign

Now that you’ve seen what to send and when, let’s zoom out and look at how to actually pull this off without burning out. These are the tools and tactics that keep things running smoothly in the background, so your focus stays on the campaign, not your inbox.

1. Use the Right Tools (So You’re Not Copy-Pasting at Midnight)

Before you even pick an email platform, make sure your domain is ready to send.

Buy a dedicated domain for your campaign emails, and warm it up gradually to avoid landing in spam. That means sending to small segments at first, keeping engagement high, and avoiding spammy formatting.

You can use automated warm-up tools like Instantly.ai to handle this part for you. They simulate real conversations and boost your sender reputation over time.

Once that’s in place, pick a tool that won’t make your life harder. Gmail won’t cut it. You need a platform that’s easy to manage and built to scale with your campaign.

Here are a few solid picks:

• Klaviyo – Great for segmentation, especially if you’re running a store alongside your campaign
• Mailchimp – Familiar and beginner-friendly
• ConvertKit – Strong automations and tagging with a clean interface
• MailerLite – Affordable and straightforward for simple workflows

Whatever tool you pick, make sure it can:

• Automate email sequences (like welcome flows or launch recaps)
• Segment based on engagement or signup source
• Track opens, clicks, and conversions
• A/B testing

Bonus points if it integrates directly with Kickstarter or Indiegogo, or at least lets you tag and filter based on backer behavior. If not, a simple export-import process works just fine too.

2. So, How Often Should You Email?

Here’s a timeline that keeps you visible without overwhelming anyone:

• Pre-launch: 1 welcome flow, then 1 email per week
• Launch week: 3–5 emails (announcement, milestone, reminder, etc.)
• Mid-campaign: 1–2 emails per week, depending on how much you’ve got to share
• Final 48 hours: 2–3 emails (48-hour alert, 24-hour push, final countdown)
• Post-campaign: 1 thank-you email, then monthly updates to keep momentum going

Send too few, and people forget who you are.
Send too many, and they start ghosting.

How to avoid becoming “that campaign” in the inbox:

• Only send when you have something meaningful to share (milestone, reward, update, story).
• Segment your list: don’t blast everyone with the same message.
• Skip the “just checking in” fluff. It feels lazy and gets ignored.
• If it feels like spam to you, it is spam to them.

When in doubt, ask yourself: Would I want to open this if I hadn’t backed yet?

3. Set Up Automations and Let Them Do the Heavy Lifting

You don’t need a 20-email labyrinth, but you do need a few smart flows in place. Automate these:

• Welcome sequence for new leads (think: intro, your story, early access)
• VIP reminders if you’re offering $1 reservations or similar perks
• Mid-campaign recap for people who join after launch
• “You backed!” confirmation with stretch goal or behind-the-scenes access
• Re-engagement flow for subscribers who go quiet

These flows save you time, boost conversion at key moments, and make sure no lead slips through the cracks. Even basic setups in ConvertKit or MailerLite can handle this without coding.

4. A/B Testing Tips for Crowdfunding Emails

In a fast-paced campaign, you don’t have time to test everything, so focus on what actually moves the needle:

• Subject lines: Test curiosity hooks vs. direct benefits. For example, “This charger folds into your wallet” vs. “Back our ultra-slim charger now.” The winner gives you insight into your audience’s motivation.
• Send times: If your list includes multiple time zones or segments from paid ads, try split-sending in early morning vs. late afternoon and watch click patterns.
• Body length: For re-engagement emails or campaign updates, test short bullet-style messages vs. full storytelling formats. One might get skimmed, the other might get shared.
• CTA buttons: Placement, copy, and color. Don’t assume “Back now” always beats “Get the reward.” For the final 48 hours, sometimes “Ending tonight” converts better than “Limited time.”

Stick to one variable per test, run it on a segment of at least 20–30% of your list, then roll out the winner to the rest. 

5. How to Handle VIPs

Some subscribers are more ready to pledge than others. If they joined through a $1 reservation, referral contest, or early-access page, they’re your VIPs. Treat them accordingly.

Here’s how:

• Segment them early so they don’t get lumped into general emails.
• Send a pre-launch heads-up (without the link) to build anticipation and prep them for launch day.
• Follow up fast at launch with a dedicated email reminding them of early-bird spots.

Want to go further? Offer perks like:

• Free add-ons or small upgrades
• Priority shipping
• A VIP-only secret perk links (available on both Kickstarter and Indiegogo)
• Exclusive updates or sneak peeks

You can’t unlock the campaign early, but you can make them feel like insiders. And that extra bit of attention? It often turns into higher pledge rates and repeat customers.

Sometimes It’s Better to Let the Experts Handle It

You’re already juggling product tweaks, updates, community management, and maybe a few mild panic attacks. Trying to run a full email strategy on top of that? Not always the best use of your time.

If writing sequences, setting up automations, and managing crowdfunding email marketing isn’t your thing, hand it off to people who live and breathe this stuff.

At TCF, we’ve written and managed email flows for some of the most funded Kickstarter and Indiegogo campaigns ever. From welcome sequences to last-day countdowns, we know exactly what to send and when. We can help map out your email funnel or take over the whole thing.‍

Conclusion

Crowdfunding success isn’t just about having a great product, it’s about keeping people informed, excited, and ready to act. And email? It’s still the most reliable way to do that.

Stick to the timeline, segment your list, automate where you can, and focus on messages that actually matter to your audience. Every email should earn its spot in the inbox.

And if the thought of managing all this while running a live campaign makes your eye twitch? No shame in outsourcing (wink). Your energy’s better spent building the product people are backing you for.

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