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Abstract

d an audience — but only if you build trust first.</li><li>You can use your email list to make cash — but only if you offer value in return.</li><li>When you send a few emails to your list and make $5,000 in 24 hours, or make your latest blog post go viral, or raise money for charity…yes, it does feel a bit like a magic wand.</li></ul>But it ultimately comes down to the fact that your email list is made up of people. You have to nurture those people in order to make the magic happen.<h1 id="42e1">If you’re concerned about list size, you’ve likely forgotten that your email list is made up of people.</h1>A lot of people think the size of your email list is something to boast about. Kinda like the number of followers you have on social media or the amount of money you have saved up. Email list size is a little vanity metric that stokes our ego and makes us feel good.Throw that out the window right now. That kind of thinking will kill your business. I promise you.Your list size doesn’t matter. What matters for your business is the profitability of your list. Contrary to popular belief, the profitability of your email list is NOT determined by its size, but by how you use it.Let’s do some math (don’t worry, I’ll keep it simple).Okay, so the equation 24x2+25x−47ax−2=−8x−3−53ax−2 is true for all values of x≠2a, where a is a constant. What is the value of a?Just kidding 😉.<blockquote id="d44c">Scenario 1: Jenny has an email list of 1,000 people. She emails them biweekly. If Jenny has an open rate of 100% (we can dream, right?), then those 1,000 people each saw 2 emails in

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January. That’s 2,000 potential income opportunities.</blockquote><blockquote id="cd48">Scenario 2: Sue has an email list of 200 people. She emails them 5 times a week. If Sue is also amazing and has an open rate of 100%, then those 200 people saw 20 emails in January. That’s 4,000 potential income opportunities.</blockquote>Sue has 800 fewer people on her list than Jenny does, yet her potential list profitability is double in this instance. Let that sink in.<h1 id="8e59">It doesn’t matter how many people are on your email list. If you never email them, they won’t help your business grow.</h1>Are you starting to understand why list size isn’t as important as you thought it was?Remember — your email list is simply a collection of contact information. Kind of like how a phone book (do they even make those anymore?) is a list of phone numbers. Or Facebook is a platform with <a href="https://backlinko.com/facebook-users">2.7 billion users</a>.Does that mean you can start cold calling/messaging people and make money from it? Sure, but it’s gonna be a ton of work, and the payoff probably won’t be that great. These people don’t know, like, or trust you. They have no friggin’ clue who you are, why should they listen to you?Your email list is the same thing — you have to continually nurture and grow it, in order to profit from it. I bet you check your email list size daily — but when’s the last time you checked your email list profitability? If you take nothing else from this post, I urge you to start thinking about how you use your email list, and whether that system can be improved.</article></body>

Stop Worrying About The Size Of Your Email List

Bigger doesn’t always mean better

Many people have misguided notions about what an email list actually is — maybe you’re one of them? You know email lists are important. You know you want one. You might even know how to build one, or already have one. But do you truly know what they are, at the most basic level?

“Duh, Carly….they’re a list of emails.”

Sounds obvious, right?

Wrong.

As so often happens in life, we tend to overlook the simple things. Yes, an email list is simply a collection of contact information that you have the ability to contact whenever you want. But when it comes to marketing, are you keeping this top of mind?

I’m going to go out on a limb here and say you might be treating your list less like a bunch of people and more like:

A cash machine
A captive audience
A magic wand you can wave to get whatever you want

Am I right? To be honest, I’m not here to judge you. But I am here to set you straight. You’re not totally wrong. You can use your email list to get the three things I mentioned above:

You can use your email list to build an audience — but only if you build trust first.
You can use your email list to make cash — but only if you offer value in return.
When you send a few emails to your list and make $5,000 in 24 hours, or make your latest blog post go viral, or raise money for charity…yes, it does feel a bit like a magic wand.

But it ultimately comes down to the fact that your email list is made up of people. You have to nurture those people in order to make the magic happen.

If you’re concerned about list size, you’ve likely forgotten that your email list is made up of people.

A lot of people think the size of your email list is something to boast about. Kinda like the number of followers you have on social media or the amount of money you have saved up. Email list size is a little vanity metric that stokes our ego and makes us feel good.

Throw that out the window right now. That kind of thinking will kill your business. I promise you.

Your list size doesn’t matter. What matters for your business is the profitability of your list. Contrary to popular belief, the profitability of your email list is NOT determined by its size, but by how you use it.

Let’s do some math (don’t worry, I’ll keep it simple).

Okay, so the equation 24x2+25x−47ax−2=−8x−3−53ax−2 is true for all values of x≠2a, where a is a constant. What is the value of a?

Just kidding 😉.

Scenario 1: Jenny has an email list of 1,000 people. She emails them biweekly. If Jenny has an open rate of 100% (we can dream, right?), then those 1,000 people each saw 2 emails in January. That’s 2,000 potential income opportunities.

Scenario 2: Sue has an email list of 200 people. She emails them 5 times a week. If Sue is also amazing and has an open rate of 100%, then those 200 people saw 20 emails in January. That’s 4,000 potential income opportunities.

Sue has 800 fewer people on her list than Jenny does, yet her potential list profitability is double in this instance. Let that sink in.

It doesn’t matter how many people are on your email list. If you never email them, they won’t help your business grow.

Are you starting to understand why list size isn’t as important as you thought it was?

Remember — your email list is simply a collection of contact information. Kind of like how a phone book (do they even make those anymore?) is a list of phone numbers. Or Facebook is a platform with 2.7 billion users.

Does that mean you can start cold calling/messaging people and make money from it? Sure, but it’s gonna be a ton of work, and the payoff probably won’t be that great. These people don’t know, like, or trust you. They have no friggin’ clue who you are, why should they listen to you?

Your email list is the same thing — you have to continually nurture and grow it, in order to profit from it. I bet you check your email list size daily — but when’s the last time you checked your email list profitability? If you take nothing else from this post, I urge you to start thinking about how you use your email list, and whether that system can be improved.