Kit (formerly ConvertKit)
An email marketing tool built for creators, with a free plan up to 10,000 subscribers. Use it to run a waitlist, send launch emails and build the email list that keeps selling after launch day.
Tool
Career Growth
Kit
An hour to set up
Beginner
Free
What it is
Kit, formerly ConvertKit, is an email marketing platform aimed at creators and small online businesses. You collect subscribers through forms or landing pages, send broadcasts, and set up automated sequences such as a welcome series. It can also sell simple digital products and paid newsletters.
Why an email list matters for an indie product
Launch-day traffic from Product Hunt or a community post fades within days. An email list is the audience you own: people who asked to hear from you, whom you can reach for the next update, the next product or a price change. A waitlist before launch is also a validation signal, and the first people you email at launch are the most likely to buy.
Free versus paid (as of 2026-09)
Kit's pricing page lists a free plan for up to 10,000 subscribers, which covers email broadcasts, forms and landing pages. Paid plans add automation depth, integrations and support. Check kit.com/pricing for current limits and prices, as plans change.
Setting it up well
- Create one form for your waitlist and put it on your landing page.
- Write a short welcome email that asks one question: "What made you sign up?" The replies are free customer research.
- Tag subscribers by where they came from so you know which channel worked.
- Before launch, send a short note every few weeks with real progress, so the list does not go cold.
Rules you must follow
Only email people who opted in. Buying lists or adding contacts without consent breaks anti-spam laws in many countries and the tool's own terms, and it damages deliverability for everyone. Always include a working unsubscribe link and your contact details, which Kit adds by default.
Alternatives
Many email tools have free tiers, including Buttondown, MailerLite and the email features of some payment platforms. Pick one, stay with it, and focus on writing emails people want to read.
Common questions
Do I need it before I have a product? A waitlist is one of the best uses of it, so yes, if you are validating demand.
Will a free plan hurt deliverability? No. Deliverability depends mostly on sending to people who asked for your email.
Source: kit.com/pricing, checked 2026-09.
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