Mastering Email Marketing for a Successful Kickstarter Campaign

Supercharge your Kickstarter campaign with expert email marketing strategies. Drive success and exceed your funding goals.

Tom Wu

June 28, 2023

Launching a Kickstarter campaign requires strategic marketing efforts to maximize its chances of success. Among the various channels available, email marketing stands out as a powerful tool for conversion and reaching funding goals. In this article, we will explore essential tips and techniques to help creators effectively manage their Kickstarter campaign through email marketing.

Choosing the Right Email Marketing Tools

When it comes to email marketing software, there are several options to consider. While Mailchimp is a popular choice, it's important to assess your specific needs. For smaller email lists (up to 20k), Mailchimp's affordable pricing makes it an excellent option. However, if you have a larger list, you may want to explore alternatives like + Amazon Simple Email Service (SES) for cost-effectiveness. For those familiar with email sending technology, mailgun is another viable choice.

Optimal Timing for Email Campaigns

To build anticipation and engagement, it's crucial to start the pre-launch email campaign approximately 4 to 6 weeks before the official Kickstarter launch. This ensures that your subscribers stay connected and don't forget about your project. Consistently provide weekly content, intriguing your audience and keeping them curious about your upcoming campaign.

Once your Kickstarter campaign is live, send regular email campaigns, typically once a week, highlighting different aspects to encourage visits to your campaign page. Remember to exclude individuals who have already pledged by removing their email addresses from your mailing list. Although Kickstarter doesn't display backers' emails, you can utilize Google Analytics to identify successful pledges and filter them out accordingly.

Effective Use of UTM Codes for Tracking

To track the effectiveness of your email campaigns and identify which subscribers convert into backers, it's essential to incorporate UTM codes in your email links. By appending &utm_source=[[EMAIL_TO]] to your Kickstarter campaign link, you can capture the email addresses of individuals who successfully pledge. Use the UTM builder in Google Analytics to generate the modified link for inclusion in your emails.

After sending out the emails, access Google Analytics and navigate to Acquisition -> Source/Medium to view the converted emails. Download this list and segregate the pledged emails, removing them from your email list to prevent duplicate communications.

Note: While [[EMAIL_TO]] is the parameter used in Mailjet, different email marketing software may employ different parameters. Check the documentation of your specific software and replace it with the appropriate parameter.


Email marketing is a powerful tool for driving conversions and reaching funding goals during a Kickstarter campaign. By carefully selecting the right email marketing tools, adhering to optimal timing for campaigns, effectively utilizing UTM codes for tracking, and respecting unsubscribers, creators can effectively manage their campaigns and foster strong connections with potential backers. Embrace the potential of email marketing, and watch your Kickstarter campaign thrive with increased engagement and support.