Your Email List Is A Goldmine And You're Sitting On It with Sage Polaris

I want to talk today about the intersection of emails and launches because normally when I hear both of these topics, they're separate and you're the perfect person to bring them together because I think that they're so interwoven, like each one needs each other.

And so many people... don't consider their email list.

So I guess that's where I want to start.

How important is your email list, even if you want to launch or if you don't want to launch? And I guess the second part of that is, can you do a launch without a list?

Ooh, fun question.

So first of all, the email list is important because when you look at across the landscape of all the marketing channels you can potentially do, right? Like people are getting really into Substack, which is funny because it feels like we're going back to the blogging era.

And if you've been in this business a while, like you remember people just having blogs before.

Mm-hmm.

Yes, so it's kind of fun, but what's important about emails versus social media, selling on social media, or any other channel that you're looking at selling on, is that when it comes to email, your open rates...

So industry average can be as low as 19%, but that's on the low side.

And then people who I work with, typically they get between... 40 to 50% open rates on their emails.

So about half of their audience is actually opening what they're getting from you and reading it versus, you know, depending on segmentation, we might be getting 75% to 80% open rates.

So a big portion of the audience is actually seeing what we're producing for a client versus if you are on social media, If you're posting to your feed, you get two to four percent reach of your total audience.

So that's why we point at email as being a really important marketing channel to consider and why you want to have a list is because the engagement tends to be higher.

And there's a lot of sophistication that you can do specifically with email.

Not to say that there aren't different things you can do on social and, you know, in other areas.

Substack, you actually have the least control over.

But when it comes to email, there's just so many great things we can do to reach an audience and to watch how they engage because your email service provider will give you a lot of data and information about how people are engaging, if they're clicking, if they're opening.

So that's why I love going to email as a marketing channel.

I want to talk today about the intersection of emails and launches because normally when I hear both of these topics, they're separate and you're the perfect person to bring them together because I think that they're so interwoven, like each one needs each other.

And so many people... don't consider their email list.

So I guess that's where I want to start.

How important is your email list, even if you want to launch or if you don't want to launch? And I guess the second part of that is, can you do a launch without a list?

Ooh, fun question.

So first of all, the email list is important because when you look at across the landscape of all the marketing channels you can potentially do, right? Like people are getting really into Substack, which is funny because it feels like we're going back to the blogging era.

And if you've been in this business a while, like you remember people just having blogs before.

Mm-hmm.

Yes, so it's kind of fun, but what's important about emails versus social media, selling on social media, or any other channel that you're looking at selling on, is that when it comes to email, your open rates...

So industry average can be as low as 19%, but that's on the low side.

And then people who I work with, typically they get between... 40 to 50% open rates on their emails.

So about half of their audience is actually opening what they're getting from you and reading it versus, you know, depending on segmentation, we might be getting 75% to 80% open rates.

So a big portion of the audience is actually seeing what we're producing for a client versus if you are on social media, If you're posting to your feed, you get two to four percent reach of your total audience.

So that's why we point at email as being a really important marketing channel to consider and why you want to have a list is because the engagement tends to be higher.

And there's a lot of sophistication that you can do specifically with email.

Not to say that there aren't different things you can do on social and, you know, in other areas.

Substack, you actually have the least control over.

But when it comes to email, there's just so many great things we can do to reach an audience and to watch how they engage because your email service provider will give you a lot of data and information about how people are engaging, if they're clicking, if they're opening.

So that's why I love going to email as a marketing channel.