A strong launch comes down to three things: pricing it right, talking about it in the right way, and — if you are migrating from another platform — moving your audience across cleanly. Here is what works.
Launch pricing
Always launch with an offer. The strongest launches use early bird pricing that is locked in for life — not a temporary discount code.
How it works: Set your platform price lower than your intended long-term price. Tell your audience the price is going up at a specific date, and that anyone who joins before then locks in the lower price forever.
Example: Your standard annual plan will be £45. Set it to £35 at launch and say: "Lock in this price for life — it changes at the end of the month."
This creates urgency, rewards early supporters, and is genuinely locked in — not a promo code that expires and then gives someone a price rise to complain about.
Set the early bird price as your actual platform price — not a promo code. Go to Products → Plans and update the pricing directly. When you are ready to raise it later, change the price in Plans — existing subscribers automatically keep their original rate.
How much to discount? Do not start at 50% off. A moderate discount (£10–£15 off an annual plan) is enough to create urgency without undervaluing yourself. You can always increase the offer later if momentum is slow, but it is hard to go in the other direction.
💡 Keep it simple at launch. Monthly and annual pricing is all you need. Add tiers, quarterly, or 6-month options later once you have momentum.
If you discount after launch and early subscribers notice: you can apply partial refunds or promo codes to existing subscriptions directly in Stripe. Handle on a case-by-case basis — most people are fine as long as you communicate with them directly.
Migrating from another platform
If you are moving your existing subscribers across from another platform, the transition needs to be handled carefully so no one falls through the gaps.
The recommended sequence is:
Let the Clubb team know your planned launch date in advance. Before you email your audience telling them to move, get in touch via Start Chat on your dashboard. This lets us do a final check for any new subscribers added to the system since your list was imported. Timing this well means nobody gets missed.
Send a warm-up email a few days before launch. Do not just switch platforms without warning. A few days before you go live, send an email to your existing subscribers preparing them for the change. Tell them something better is coming, ask them to watch out for an email from you, and build a little anticipation. You do not need to say everything — just enough that they are expecting to hear from you.
On launch day, email the instructions. When you are live and ready to go, send the full email with the link and instructions to join. Keep it simple and clear. The job of this email is just to get them to click the link and sign up — do not make it complicated.
💡 The warm-up email matters more than it sounds. People get a lot of email. Priming them a few days earlier means your launch email lands with context rather than out of nowhere, and your open rates and click-throughs will be much higher as a result.
Promoting your Clubb
The single most effective thing you can do to drive sign-ups is mention your platform inside your content — not just a caption or a link in bio.
A mention inside a video or reel drives roughly 10x more impressions than a caption alone. It does not need to feel salesy. The most effective approach is informational:
"The full recipe for this is on my app, along with all my other recipes." "If you want the exact measurements, they're all in my app."
That is not selling — it is directing your audience to your work. Find a phrasing that feels natural to you and weave it in consistently. Voiceover content, end screens, and pinned comments are all good places to do this.
For newsletters: your newsletter is not just a recipe delivery service. Give people something they cannot get just from following you on social — a point of view, a tip, a pairing, a seasonal idea. Blog-style formatting with a nice image works better than a plain recipe list. Close softly: "If you want more of this, it's all in my app."
Email lists with lower intent (for example, lists built through ManyChat "comment for recipe" campaigns) will convert over time through consistent newsletters, not immediately. That is fine — keep showing up with good content and they will convert. A large list with lower intent is still a valuable asset.
App or website? Either works. Most creators call it an app because that is what they want their audience to think of it as, and usage skews about 60% app. If you want subscribers to save it to their home screen, tell them how: "You can download it as an app straight from the website — no App Store needed."