Ask HN: Best time to notify App Store editorial team in order to be Featured?

It's a common best practice to send a mail to appstoremarketing@apple.com when you want to notify Apple about your app, in order to increase your marginally low chances for being featured.

Should this be done while the app is "Waiting for review", to give the editorial team a heads up BEFORE it's released?

Or should you wait until after it's "Ready for sale"?