Why Smaller Email Lists Mean Bigger Returns

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If I had a dime for every time a client prefaced our conversations with, “I have a list but it’s not big at all” - I’d be a millionaire. Truly.

Funny thing is, half of my clients make well over $100k a year. And yet they’ve got list shame!

Like having a big LIST means more than an abundant bank account or sold out packages or a fully booked business. Or more importantly, work that makes a positive impact.

I’m here to tell you something (especially if you suffer from list shame too):

Big lists don’t mean a damn thing.

Nada. Zilch. Zero.

List size is not an indicator of a successful business.

Or proof that what you offer is valuable.

Or that you’re ‘successful.’

In fact, in my experience it’s the smaller (more curated and niched) lists that drive the most engagement and revenue.

So next time you lament over your subscriber count remember this…

It’s not the size of the list that matters but the level of perceived value the reader anticipates each time they open your email that counts.


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