Stillwell Mediation & Yoga App: Launch Email Sequence
This is a spec project created to demonstrate email marketing strategy and approach.
Stillwell
•
Mindfulness
Why This Works:
This isn’t a cold launch to strangers. These are people who raised their hand and said they wanted this. The launch sequence honors that by treating them like insiders from the very first email, giving them early access, exclusive pricing, Megan’s personal story, and a genuine sense that they’re part of something meaningful from day one.
Project Overview:
Stillwell is a mindfulness app offering yoga, meditation, breathwork, qi gong, and guided wellness practices for people who want to slow down, come back to their bodies, and build a sustainable daily practice. Founded by Megan, a yoga and meditation teacher with over 20 years of experience teaching around the world and studying in India, Stillwell launches with its first monthly theme, Just Breathe, a deep exploration of breathwork and what it can do for the nervous system, sleep, stress, and overall wellbeing.
This sequence was built for Stillwell’s existing audience, people on the email list and waitlist who were already aware of the app before it launched. Email 0 goes exclusively to the waitlist 24 hours before the public launch as an early access send. Emails 1 through 5 go to the full list during the 5-day founding member offer. The goal was to convert a warm audience into founding members before the introductory price expires.
Key Contributions:
Launch Strategy: Mapped a 6-email sequence across 6 days designed to build anticipation, honor the founder’s story, educate around the launch theme, create community, and close with urgency before the founding member price expires.
Delivery Timing: Email 0 goes to the waitlist 24 hours before launch. Emails 1 through 5 deliver once per day for five days. Day 1 is the announcement. Days 2 and 3 build value through education and lifestyle. Day 4 is a soft reminder. Day 5 is the final call before the price goes up.
Email Copywriting: Wrote all six emails in Megan's brand voice, which is calm, present, spiritually grounded, and genuinely excited without being pushy. The tone is an invitation, not a pitch.
Founding Member Offer: Structured the launch around a founding member pricing model of $27/month or $270/year that rewards early subscribers with the lowest price Stillwell will ever offer, locked in for as long as they remain members. After 5 days, the price goes up to $47/month or $470/year.
Intended Outcome:
This sequence was designed to maximize founding member conversions from a warm audience while introducing Stillwell’s philosophy, founder story, and a sense of community from the very first send.
Email 0: Waitlist only 24 hours before launch
Subject: Get in before we launch tomorrow.
Preview: A community 20 years in the making is almost here.
Hey [First Name],
I’ve been sitting with how to write this email for a while now.
Twenty years ago, I stepped onto a yoga mat for the first time and something in me went quiet. Present. It felt like coming home to a place I didn’t know I’d been missing.
I spent the years that followed chasing that feeling. I traveled to India to study at the source. I taught all over the world — in studios, in retreat centers, in corporate offices, on rooftops, and on beaches.
I guest taught in cities I’d never been to and left a piece of myself in every place I went.
Eventually, I found my way to the mountains of Colorado where I opened my own studio and started hosting retreats and where I finally had enough stillness to ask myself a question I’d been avoiding:
What about the people who can’t come to me?
What about the ones who want this, who need this, but don’t have a studio nearby, or the money for a retreat, or the time to drive to an hour-long class? What about the ones lying awake at 2am who just need someone to tell them how to breathe?
Stillwell is my answer to that question.
Tomorrow, my labor of love opens to the public. But you can get in today — 24 hours early — because you were here before it existed. You believed in something you hadn’t seen yet, and that means everything to me.
It’s my small way of saying thank you.
[Become a Founding Member for $27/month or $270/year]
With gratitude,
Megan
Preview: A community 20 years in the making is almost here.
Hey [First Name],
I’ve been sitting with how to write this email for a while now.
Twenty years ago, I stepped onto a yoga mat for the first time and something in me went quiet. Present. It felt like coming home to a place I didn’t know I’d been missing.
I spent the years that followed chasing that feeling. I traveled to India to study at the source. I taught all over the world — in studios, in retreat centers, in corporate offices, on rooftops, and on beaches.
I guest taught in cities I’d never been to and left a piece of myself in every place I went.
Eventually, I found my way to the mountains of Colorado where I opened my own studio and started hosting retreats and where I finally had enough stillness to ask myself a question I’d been avoiding:
What about the people who can’t come to me?
What about the ones who want this, who need this, but don’t have a studio nearby, or the money for a retreat, or the time to drive to an hour-long class? What about the ones lying awake at 2am who just need someone to tell them how to breathe?
Stillwell is my answer to that question.
Tomorrow, my labor of love opens to the public. But you can get in today — 24 hours early — because you were here before it existed. You believed in something you hadn’t seen yet, and that means everything to me.
It’s my small way of saying thank you.
[Become a Founding Member for $27/month or $270/year]
With gratitude,
Megan
Email 1: Delivered on Day 1
Subject: Stillwell is finally here.
Preview: It’s time to get inside.
Hey [First Name],
Today is the day.
Stillwell is officially open, and for the next five days, founding member pricing is available to everyone who wants in at the lowest price this app will ever be again.
Inside Stillwell, you’ll find yoga, meditation, breathwork, qi gong, and guided wellness practices built around one simple intention: helping you come back to yourself.
Whether you have five minutes or fifty, whether you’re a complete beginner or longtime practitioner, there’s something here for exactly where you are.
This month, we’re starting with Just Breathe, our first theme and the foundation of everything we do here. More on that tomorrow.
Founding Member Pricing — Available for 5 Days Only:
Monthly: $27/month, locked in forever
Annual: $270/year, just $22.50 a month, locked in forever
When the founding window closes, the price goes up to $47/month. Your rate never changes as long as you stay with us.
[Become a Founding Member Now]
Welcome to Stillwell. I’m so glad you’re here.
With love,
Megan
Preview: It’s time to get inside.
Hey [First Name],
Today is the day.
Stillwell is officially open, and for the next five days, founding member pricing is available to everyone who wants in at the lowest price this app will ever be again.
Inside Stillwell, you’ll find yoga, meditation, breathwork, qi gong, and guided wellness practices built around one simple intention: helping you come back to yourself.
Whether you have five minutes or fifty, whether you’re a complete beginner or longtime practitioner, there’s something here for exactly where you are.
This month, we’re starting with Just Breathe, our first theme and the foundation of everything we do here. More on that tomorrow.
Founding Member Pricing — Available for 5 Days Only:
Monthly: $27/month, locked in forever
Annual: $270/year, just $22.50 a month, locked in forever
When the founding window closes, the price goes up to $47/month. Your rate never changes as long as you stay with us.
[Become a Founding Member Now]
Welcome to Stillwell. I’m so glad you’re here.
With love,
Megan
Email 2: Delivered on Day 2
Subject: This changes everything.
Preview: You’ve been breathing wrong your whole life.
Hey [First Name],
Most of us breathe the same way we live — shallow, fast, and mostly on autopilot.
We take in just enough air to keep going. We hold our breath when we’re stressed without realizing it. We breathe into our chests instead of our bellies, which keeps our nervous systems in a low-grade state of alertness almost all the time.
We’ve been doing it so long we think it’s normal.
It isn’t. But there’s good news: changing it doesn’t take years of practice. It takes just minutes.
Breathwork is one of the most underrated tools in wellness. When you slow your exhale, you activate the parasympathetic nervous system, the part of you that rests, digests, and heals.
When you practice box breathing, you can shift your state in under four minutes. When you learn to breathe into your belly, your cortisol drops, your sleep improves, and your body remembers what calm actually feels like.
I learned this sitting in a small room in India with a teacher who had been practicing pranayama for forty years. He didn’t say much. He just breathed and invited me to follow.
That’s what Just Breathe is all about.
This month inside Stillwell, every practice comes back to the breath. Because before you can go anywhere, you have to learn to be here.
[Join Stillwell — $27/month] [Annual Access — $270/year]
Breathe easy,
Megan
Preview: You’ve been breathing wrong your whole life.
Hey [First Name],
Most of us breathe the same way we live — shallow, fast, and mostly on autopilot.
We take in just enough air to keep going. We hold our breath when we’re stressed without realizing it. We breathe into our chests instead of our bellies, which keeps our nervous systems in a low-grade state of alertness almost all the time.
We’ve been doing it so long we think it’s normal.
It isn’t. But there’s good news: changing it doesn’t take years of practice. It takes just minutes.
Breathwork is one of the most underrated tools in wellness. When you slow your exhale, you activate the parasympathetic nervous system, the part of you that rests, digests, and heals.
When you practice box breathing, you can shift your state in under four minutes. When you learn to breathe into your belly, your cortisol drops, your sleep improves, and your body remembers what calm actually feels like.
I learned this sitting in a small room in India with a teacher who had been practicing pranayama for forty years. He didn’t say much. He just breathed and invited me to follow.
That’s what Just Breathe is all about.
This month inside Stillwell, every practice comes back to the breath. Because before you can go anywhere, you have to learn to be here.
[Join Stillwell — $27/month] [Annual Access — $270/year]
Breathe easy,
Megan
Email 3: Delivered on Day 3
Subject: What a daily practice actually looks like.
Preview: It’s easier than you think.
Hey [First Name],
Most people never build a consistent wellness practice. Not because they don’t want one, but because they think it has to look a certain way.
An hour on the mat every morning. A perfectly quiet house and zero interruptions. The version you see on social media.
So they wait until conditions are perfect. And perfect never comes.
Here’s what a daily practice actually looks like.
It looks like five minutes before your feet hit the floor. A single conscious breath before you answer an email. A ten-minute qi gong flow in your living room while your coffee brews.
It looks like small, consistent moments of coming back to yourself.
In twenty years of teaching, the students who transformed their lives weren’t the ones who practiced the hardest. They were the ones who practiced the most consistently. Five minutes every day beats an hour once a week, every time.
That’s what Stillwell is built around. Not perfection. Not intensity. Just presence practiced a little at a time in whatever form fits your life that day.
Inside the app, you’ll find practices for every length of time and every kind of day. Five-minute breathwork for when you have nothing left. Forty-five-minute yoga flows for when you want to go deep. Guided meditations for sleep, anxiety, grief, and gratitude.
And you’ll find a community of people building the same thing, showing up imperfectly and consistently, supporting each other along the way.
This is what we’re creating together at Stillwell.
[Become a Founding Member — $27/month] [Annual Access — $270/year]
See you on the mat,
Megan
Preview: It’s easier than you think.
Hey [First Name],
Most people never build a consistent wellness practice. Not because they don’t want one, but because they think it has to look a certain way.
An hour on the mat every morning. A perfectly quiet house and zero interruptions. The version you see on social media.
So they wait until conditions are perfect. And perfect never comes.
Here’s what a daily practice actually looks like.
It looks like five minutes before your feet hit the floor. A single conscious breath before you answer an email. A ten-minute qi gong flow in your living room while your coffee brews.
It looks like small, consistent moments of coming back to yourself.
In twenty years of teaching, the students who transformed their lives weren’t the ones who practiced the hardest. They were the ones who practiced the most consistently. Five minutes every day beats an hour once a week, every time.
That’s what Stillwell is built around. Not perfection. Not intensity. Just presence practiced a little at a time in whatever form fits your life that day.
Inside the app, you’ll find practices for every length of time and every kind of day. Five-minute breathwork for when you have nothing left. Forty-five-minute yoga flows for when you want to go deep. Guided meditations for sleep, anxiety, grief, and gratitude.
And you’ll find a community of people building the same thing, showing up imperfectly and consistently, supporting each other along the way.
This is what we’re creating together at Stillwell.
[Become a Founding Member — $27/month] [Annual Access — $270/year]
See you on the mat,
Megan
Email 4: Delivered on Day 4
Subject: One more day at this price.
Preview: Just a gentle reminder.
Hey [First Name],
Tomorrow is the last day to join Stillwell at the founding member rate.
I’m not going to fill this email with countdown timers or fake urgency. That’s not what Stillwell is about.
I’ll just say this: if something in these emails has resonated with you — if you’ve felt the pull toward something slower, something more intentional, something that brings you back to yourself — I hope you’ll trust that feeling.
The founding member price closes tomorrow night. After that, Stillwell is $47 a month. Your rate — $27 a month or $270 a year — is locked in permanently as long as you stay with us.
If you have questions about what’s inside, what a daily practice looks like, or whether Stillwell is right for where you are right now, reply to this email. I read every one.
[Join Before the Price Changes] — It will never be this low again.
With love,
Megan
Preview: Just a gentle reminder.
Hey [First Name],
Tomorrow is the last day to join Stillwell at the founding member rate.
I’m not going to fill this email with countdown timers or fake urgency. That’s not what Stillwell is about.
I’ll just say this: if something in these emails has resonated with you — if you’ve felt the pull toward something slower, something more intentional, something that brings you back to yourself — I hope you’ll trust that feeling.
The founding member price closes tomorrow night. After that, Stillwell is $47 a month. Your rate — $27 a month or $270 a year — is locked in permanently as long as you stay with us.
If you have questions about what’s inside, what a daily practice looks like, or whether Stillwell is right for where you are right now, reply to this email. I read every one.
[Join Before the Price Changes] — It will never be this low again.
With love,
Megan
Email 5: Delivered on Day 5
Subject: Tonight is the last night.
Preview: Founding member pricing closes at midnight.
Hey [First Name],
Tonight at midnight, the founding member window closes.
After that, Stillwell is $47 a month. Your chance to lock in $27 forever, or $270 for the full year, ends tonight.
I created Stillwell because I spent twenty years watching people transform through practice and I wanted more people to have access to that.
Wellness isn’t just those who can travel to India or afford a week-long retreat or live near a good studio. Wellness belongs to everyone.
The breath is where it starts. It always has been.
If you’ve been sitting with this…
If something keeps bringing you back to these emails…
I want you to know that feeling is worth listening to. That quiet pull toward something more present, more intentional, and more still is not random.
That’s you, already beginning.
Tonight is your last chance to join at this price. I hope to see you inside.
[Join Stillwell Tonight — $27/month]
[Annual Founding Access — $270/year]
With love and care,
Megan
Preview: Founding member pricing closes at midnight.
Hey [First Name],
Tonight at midnight, the founding member window closes.
After that, Stillwell is $47 a month. Your chance to lock in $27 forever, or $270 for the full year, ends tonight.
I created Stillwell because I spent twenty years watching people transform through practice and I wanted more people to have access to that.
Wellness isn’t just those who can travel to India or afford a week-long retreat or live near a good studio. Wellness belongs to everyone.
The breath is where it starts. It always has been.
If you’ve been sitting with this…
If something keeps bringing you back to these emails…
I want you to know that feeling is worth listening to. That quiet pull toward something more present, more intentional, and more still is not random.
That’s you, already beginning.
Tonight is your last chance to join at this price. I hope to see you inside.
[Join Stillwell Tonight — $27/month]
[Annual Founding Access — $270/year]
With love and care,
Megan
Final Thoughts:
This sequence demonstrates how a launch campaign can convert a warm audience without pressure or manufactured urgency by leading with a founder’s authentic story, building genuine value through education, and closing with copy that speaks to the emotional reason someone joins.