Why Scarcity Was Superhuman's Power?

Think about the last time you really wanted something. Maybe it was a sold-out concert ticket, a new iPhone, or a limited-edition sneaker drop.

You couldn’t just walk in and buy it. You had to wait, hope, or even compete to get it.

Now, imagine applying that same feeling to a product as simple as email.

That’s where Superhuman did something bright.

They made an email app feel like a VIP experience.

• People waited months to get in.

• They paid $30/month for something they could get for free.

• And they talked about it like it was a life-changing tool.

How did the brand do this?

Let’s break it down.

The Big Idea:

The Power of Scarcity and Exclusivity

Think about the last time you saw a long line outside a restaurant. Even if you weren’t planning to eat there, didn’t it make you curious?

And that’s exactly how Superhuman played the game.

They didn’t let everyone in. Instead, they created a waitlist. Not just any waitlist, but one that took months to get through.

• If you joined early, you felt special.

• If you weren’t in yet, you felt left out.

• And if someone you knew got in, you wanted it even more.

The product itself was great, but the exclusivity took it off.

By making people wait, Superhuman made email feel like a VIP experience.

Behind the Magic:

Making Email Exciting

Most email apps are the same. You open them, check your messages, and move on. Nothing special. But Superhuman made email feel fast, fun, and premium.

And they did this by:

1. The Invite-Only Model

Most companies want as many users as possible, as fast as possible. They launch their product, spend money on ads, and find ways to get people to sign up.

But Superhuman did the opposite. Instead of letting everyone in, they created a long waitlist that made people feel lucky to get in.

At one point, over 180,000 people were waiting to use Superhuman.

But why would anyone wait for an email app?

Because when something is hard to get, it feels more valuable.

This is called scarcity marketing.
When you limit access to something, people want it more.

It’s the same reason why:

• Limited-edition sneakers sell out in minutes.

• Fancy restaurants have long reservation lists.

• New tech products create hype by having only a few available at launch.

Superhuman used this idea to make email feel special.

They didn’t just make people wait but also controlled who got in.

When you joined the waitlist, you had to fill out a form about how you used email. Superhuman then handpicked who fit their ideal customer profile.

They are busy professionals who spend hours on email every day.

This did two things:

1. It made people feel like they were joining an exclusive club.

2. It ensured that only the right users, those who would appreciate the product, got in.

People were already excited to use it by the time they got access. The long wait made them feel like they had earned it.

2. Personal Onboarding

When you sign up for most apps, you get a quick tutorial (if that), and you are on your own then. Superhuman took a different approach.

Every new user had to pass through the onboarding process, including a 30-minute onboarding call. That was a personal walkthrough of how to use the app.

During this session, the team would:

• Teach users keyboard shortcuts to make email feel super fast.

• Show them how to organize their inbox for maximum efficiency.

• Help them set up workflows to save time every day.

This onboarding process was not scalable as it took real time and effort. But it was worth it. Because it made every new user feel like they were getting VIP treatment.

Instead of just being another customer, they saw themselves as part of something special. And once people went through this experience, they became advocates for the brand who told others about it.

Now, that is a lesson.

People don’t just buy products. They buy experiences. If you make people feel special, they will stick around and spread the word for you.

3. Premium Pricing

Superhuman wasn’t just invite-only. It was also expensive.

It costs $30 per month.... for an email app. Here’s their pricing model:

For comparison, Gmail and Outlook are free, while other email tools might cost $5–$10 per month. But Superhuman didn’t compete on price.

Instead, they positioned themselves as the luxury option for email.

And here’s the truth:
When something costs more, people see it as more valuable.

Think about expensive watches or designer clothes. Are they really that much better than cheaper options? Maybe. Maybe not.

But the high price makes people believe they are better.

Superhuman used this psychology perfectly.

The $30/month price tag did three things:

1. It filtered out casual users. Only serious professionals were willing to pay, which kept the community exclusive.

2. It made people commit. You are more likely to use the product when you pay a premium price.

3. It strengthened the idea that this was not just an email app but a productivity tool.

Soon, Superhuman was selling speed, efficiency, and a premium experience. And for the right users, that was worth paying for.

4. The Psychology of Scarcity and FOMO

Why do people rush to buy limited-edition sneakers or wait in long lines for exclusive events? Because they don’t want to miss out.

This is called FOMO (Fear of Missing Out).

Superhuman built FOMO into their entire marketing strategy.

• Every time someone got access, they posted about it on Twitter. Check out this X posts, for example. While these are not specifically about people getting in, they show how much users enjoy using Superhuman:

• Every time a user praised the product, it made others want in.

• The long waitlist made people feel like they were missing something big.

And the best part?

Superhuman didn’t even have to run ads.

Their users created all the buzz for them. When people finally got in, they were so excited that they told everyone about it.

That led to more people joining the waitlist, which made Superhuman even more desirable. It was a self-sustaining loop of hype and demand.

Where It Fits:

Making It Work For You

Superhuman's strategy is not just limited to apps.

You can use these principles to make your product feel premium, exclusive, and in high demand, no matter which industry you are in.

1. Create scarcity to drive demand

If people can get your product anytime, there’s no urgency to sign up.

But if access is limited, they don’t want to miss out.

• Launch with an invite-only model or a waitlist to build hype.

• Create limited spots per month so people act fast.

• Give early access to a select group to create FOMO.

For example, if you launch a SaaS tool, don’t open it to everyone.

Instead, have a Beta Waitlist and let in only a few users at a time. It makes it feel exclusive, and when people finally get access, they will value it more.

2. Make people feel special when onboarding

Instead of letting people figure out how to use the tool, Superhuman ensured every new user got a premium experience. With technology, this has become a lot easier now.

• Give a one-on-one onboarding call for early users.

• Send a personalized welcome email that guides them through the first steps.

• Create a private community for early adopters to make them feel part of something exclusive.

Let's say, you run a newsletter or membership.

Instead of just giving new members access, personally welcome them and show them how to get the most value. That will help you build a deeper connection and increase the chances of retaining them.

3. Price High to Position as Premium

If Superhuman had priced itself at $5/month, it would have been another email app. But by charging $30/month, it stood out as a premium product.

• Charge what your product is worth - don’t try to compete on price.

• Give a free trial, but keep the paid version at a premium price.

• Use high-end branding (great design, clear messaging) to strengthen the premium feel.

For example, if you sell a coaching program, don’t price it like another online course. Price it as a high-value investment because people take expensive things more seriously. But guarantee your service is worth the demanding price.

4. Use FOMO to Get People Talking

Word-of-mouth is Superhuman’s biggest marketing weapon. Because each time somebody got in, they bragged about it online. This way, even those who hadn't heard about this expensive tool got to know about it.

• Create a referral system where existing users can invite a limited number of friends.

• Share customer success stories to make others want in.

• Highlight how many people are waiting to join (if you have a waitlist).

Say, if you launch a new product, show social proof: 100 spots filled - only 20 left! or Join 5,000+ people who are already using this.

This makes people feel like they need to act now.

Resources For You

Templates: Struggling to create high-convertin g DTC ads? Get 60+ proven DTC ad templates used by top brands. Plug, tweak, and launch winning ads instantly.

Blogs

• FOMO in marketing: Scarcity sells

• A guide to pricing methods

• How to launch a waitlist and build hype for your product

• 8 user onboarding strategies to boost retention

YT Video: Watch me fix a stranger’s business in 42 minutes.

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