153: The ONE asset every online business needs (but most people overlook!)

In episode 153 of Online Business Uncovered, I’m talking about what I believe is the single most valuable asset you can build in your online business (and interestingly, it’s something many entrepreneurs completely overlook!)… your email list.

In a world where so much focus is placed on social media growth, viral content and chasing algorithms, it’s easy to forget that the real power in your business comes from building a direct relationship with your audience.

In this episode, I’m sharing why your email list is far more than just another marketing tool. It’s the place where trust is built, relationships are nurtured and where many of your sales will ultimately come from.

I talk about the difference between social media followers and email subscribers, why relying solely on algorithms is risky for your business and why email consistently converts better than social media. I also share some real examples from my own business, including how email has led to conversations, opportunities and sales in ways that social media simply can’t replicate.

If you’re building an online business and want to create deeper connections with your audience while generating more consistent revenue then this episode will show you why your email list should be a priority.

So grab a cuppa, get comfy and tune in as this might be exactly what you need to hear right now!

SIGN  UP TO FREE MASTERCLASS ON 19TH MARCH 2026 AT 5PM (UK)

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Transcript

Karen [00:00:01]:
Hello and welcome to Online Business Uncovered. This is episode 153, and in today's episode, I'm going to be talking about the one most valuable asset in your online business. And interestingly, this is often something that so many entrepreneurs overlook when they are building their business. So let's jump right in and let's get started. 

Hello and welcome to Online Business Uncovered. This is the show that helps you turn your expertise into digital products, passive income, and time freedom. I am your host Karen, and I really do appreciate you hitting that play button to listen to today's episode. Now before I dive into today's episode, I want to just talk about some training that I am delivering on the 19th of March.

Karen [00:00:58]:
This masterclass is called How to Create Your First Passive Income Stream in Your Business, and this session is going to walk you through how to start shifting your business away from relying solely on one-to-one work so that you can begin building digital products or scalable offers that you can sell on repeat. Now I'm going to be talking about how to identify the right product idea, how you can validate your idea so you are creating something that's going to sell and how you can start to build a very simple system that allows you to sell consistently. So if this is something that you are interested in, then head on over to my website, www.sellyourbrillianceonline.com, and register your place for free. 

I will also pop the link in the show notes, but grab your free place because this is definitely a masterclass that you don't want to miss. Okay, so let's now dive into today's episode. And today I am talking about something that I believe is one of the most important foundations of building an online business, and that is of course your email list. 

So today I'm talking about this valuable asset that I do think so many entrepreneurs just are not focusing on, and, and this is where the gold is at. So today we're going to be diving into this.

Karen [00:02:41]:
So today we're going to be diving into building your email list, what that means, how you can do it, and how you can actually grow an audience of engaged subscribers. Now, I know email lists are probably not the most glamorous topic in the online business world. They don't get the same attention as social media growth or making viral content, but the reality is that your email list is one of the most valuable assets that you can build in your business. Because whilst social media might bring visibility, your email list is where you're going to build those relationships, and those relationships are what are going to lead to sales. And this is something I see entrepreneurs overlook all of the time, especially in the early stages of building their business. They focus on growing their followers online or increasing engagement and trying to keep up with the latest platform trends, trying to get seen, trying to stand out in that sea of noise, but they actually forget to build the one asset that's gonna give them direct access to their audience. And that asset is of course your email list. So I just want to kick off by talking about social media and the difference between social media followers and email subscribers.

Karen [00:04:11]:
Now when somebody follows you on social media, they're essentially putting their hand up and saying that of course they're interested in what it is that you're sharing, but they— that doesn't mean that they're actually seeing what you share, because every social media platform uses algorithms that decide who sees your content. So even if somebody has followed you for years, there is a really good chance that they may only see a small percentage of what you post. And that's why I think relying entirely on social media can be really risky for your business, because you don't have any control over the platform. You do not control the algorithms, and you don't control who actually sees your content. But when someone joins your email list, they are doing something very different because they are actively saying that they want to hear from you, and that means you now have a direct line of communication with them. So you're no longer hoping the algorithm shows your content. Because you can send an email and it can land straight in their inbox, and that is really powerful. If you're looking to get your content, your message out in front of your audience, then the best way to do it is by encouraging your audience to sign up to your email list.

Karen [00:05:42]:
So the thing about algorithms is that it makes building an audience online really unpredictable because algorithms change all of the time. And when that happens, then your reach can drop. And of course, platforms evolve as well and features can disappear. So if you are somebody that is relying on social media to put you in front of your audience in order to get sales or to, build, then it's a risky business. And if your entire audience only exists on social media, then your ability to communicate with them can literally change overnight. Now, don't get me wrong, social media is of course an incredible tool for both visibility and growth. It's one of the best ways to attract new people into your world. So we should be using it, but social media should just be the top of the funnel, not your entire strategy, because what you ultimately want to do is bring people from social media into an environment that you own, and that environment is going to be your email list.

Karen [00:07:10]:
Now, another way to think of this is think about the difference between attention and connection. Social media is absolutely fantastic for attention. It helps people to discover you, it helps them to learn about what it is that you do, and it helps people become aware of your work. But it's email that's going to build that connection. So when somebody is reading your emails, they are spending time with your ideas, they're hearing your stories, they're learning from your experiences, and over time that's going to build trust and Trust is of course one of the most important factors when it comes to people deciding whether or not to buy from you. And I think this is also why email tends to convert better than social media, because often on social media you're seeing cold leads. When someone joins your email list, they have already taken the first step. They've already put their hand up and said, do you know what, I like what you you do, I'm interested and I want to learn more.

Karen [00:08:25]:
They may have downloaded something from you. Maybe you've had a lead magnet of it or a freebie that you've offered out and they have downloaded that to consume it. Maybe they've signed up for something, so maybe they've joined your email list because they've signed up for a masterclass or a webinar or a workshop. Or maybe they just have signed up to receive your newsletters because they have a deeper level of interest. And that means that they're naturally going to be more engaged with what you're, what you're sharing. Email also is going to give you that space to communicate in a more meaningful way. So instead of just writing short captions or creating quick posts, in email you can actually tell stories, you can share lessons, explain ideas, and guide people through your way of thinking. And that kind of communication builds a much stronger relationship with your your audience.

Karen [00:09:26]:
Now, I see this play out in my own business all the time. For example, when I released my free guide recently about digital products, the majority of people who downloaded it joined my email list. Now, that means I can continue supporting them, I can continue sharing my ideas with them, and of course inviting them to things like my masterclasses. So whenever I launch a masterclass, which I do most months, The, the same thing happens all the time is I will release my masterclass, I will send it out to my mailing list, and I will get a high percentage of signups straight away because the people on my email list have already shown an interest in the topics that I'm going to be talking about. So when I put a masterclass out there, naturally I'm going to send it to my email list first because they're already a viable audience that have shown an interest. So after that, I will of course share my masterclass online, and people will sign up for the masterclass. They will join my email list, and from there they can start getting a deeper insight into the work I do and how, how I help my clients and members. And that's often where people then start to begin to explore some of the other resources and digital products that I have available, or even my membership.

Karen [00:10:56]:
So the email list that I build becomes a central hub where relationships are built and opportunities are of course created. And I think that's something that social media alone can't do in the same way. Now last week I ran a birthday email campaign. So what that means is that my birthday was last one, uh, Saturday, and I made a decision that I was going to run a 5-day email campaign talking about passive income and how to get started. And I, if I'm honest, I haven't done that before. It was something that I've been thinking about for a while, and I made the decision that I was going to send this email campaign out to my email list that I have been building now for a number of years. In fact, even when I had my branding studio, I was building my email list. Of course, at that time, I was using different freebies to bring people into my world, and it was all branding-focused.

Karen [00:12:02]:
But over the time, I have purged my list and I have attracted more engaged audience that are interested in, you know, creating scalable offers and, and stop trading their time for money. So the things that I talk about all of the time. And what's really interesting about this email campaign is I was offering my Passive Profit Accelerator, which is a mini course that I've created to help people get started with getting Getting Started with Creating Passive Income. So it's just a really simple course. I normally sell it for £197, and I, for my birthday week, I decided to create an offer that I would lead people to. And what was really interesting about this email campaign is, yes, I made sales, but what was more important was the comments and feedback and conversations that I had off the back of that email campaign. And I had somebody that is on my list contact me because they are thinking about getting started with creating their first digital offer. And my story that I shared in the second email about why I moved into the online course space, you know, what that meant for me, where I was moving from, and what I was building now, that really resonated with that person.

Karen [00:13:34]:
And we had a phone call where we spoke at length about my story because they were really interested in, in why I moved into this space and what that has meant for my business and where I'm at right now. Because they are in a position where they are burnt out, they are tired, they're fed up of trading their time for money, they want something different. And my email landed at just the right time. And so we were talking about it, and they were asking about my membership and the, the The likelihood is then they'll probably join my membership off the back of that one email. So email can really kind of establish relationship and build that connection. And, and this week especially, because I've been more active with my emails, I had another conversation where I was speaking to a member in my membership who was saying to me that they were struggling because of they're trying to create something new for the first time, and that fear— they can feel that fear getting in the way. And because of that, they've been in procrastination mode for such a long time. And one of my emails was talking about the fear and procrastination and what that— how that plays out.

Karen [00:14:52]:
And they actually said to me that it was their email— the— my email that I'd sent them made them feel so much better about where they're at and how they were feeling, because knowing that somebody else has been there, experienced it, but has persevered and pushed through it to get to the other end was so inspiring and motivating to them that they booked a call in with me. They're, they're doing extra work with me. And, you know, this— the emails work because it's a way of being able to really kind of share the stuff that's important to you. And, and they're just two examples that I've had this week alone. And I've had other conversations as well from, from other people on that have reached out and spoken to me about my emails, about how it's resonated with them and how they're in that state of feeling overwhelmed and burnt out and they are longing for something different. And because of the emails that I send, and everything I put in my email is true, I do not overhype or you know, lie or anything like that. Everything I send out is authentic. It's my truth.

Karen [00:16:11]:
And because of that, I can build deeper connections with people and, and build those relationships. And that is the power of building an email list. So if there's one thing that I really want you to take away from today's episode, it's this: your email list isn't just another marketing tool or a task on your to-do list. So if you're sitting there thinking, I I've gotta start building this email list, I've gotta start sending emails and connecting with my audience, then don't put it off. Don't make it a thing that you do next month. Get started today because I guarantee you, your sales will come from your email list. If you're attracting an audience that gets what you do, likes what you say, understands where you're coming from, resonates with what you're saying, and likes you, that's going to build that know, like, and trust so much quicker than you constantly posting on social media. Social media should always only really be about awareness.

Karen [00:17:26]:
Email list is about connection. So if you are not doing this, then then please think about getting started, because as a digital entrepreneur looking to sell your online products, your email list is going to be where that magic is going to happen. So it's not going to be something that you should get around to eventually. Your email list is one of the most valuable assets that you can build in your business because it allows you to build those relationships with people. I know there is a thought or a belief in the online space that to have an online business, it has to be impersonal because you're just selling. I don't believe that to be the case at all. I like to build relationships. I've always built relationships in my business, and I'm still here 10 years later, still getting referrals, still making sales, still doing the thing I love.

Karen [00:18:29]:
And I put that down to the relationships that I build with people. Whether that's going networking or on my email list, it really doesn't matter to me. You are dealing with humans at the end of the day, and part of our job as digital entrepreneurs and so, and, and solution providers is understanding our audience so well that everything we create and we sell is designed to make somebody's life easier. And that has to start by really understanding who your audience are. Are and having that relationship with them. So I want you, if you're not doing this already and you're building in the online space, I want you to make your email list a key priority. It's going to allow you to nurture that trust and sell your products and your services in, in a far more consistent way. So your email list is not just about marketing, it's going to be your revenue engine., and the sooner that you start building it, the more powerful it's going to become.

Karen [00:19:44]:
Now, if you're sitting there thinking, I get it, Karen, I understand this, but I have no idea how to get started, then check out my membership because I have an audience growth training in there so that you can start building your email list today. So I'm going to put the link in the show notes, but also head on over to www.sellyourbrillianceonline.com and take a look at my membership because it's, it's all in there. 

Whether you're building digital products, online courses, or you're growing an audience and your email list, that is everything that I offer up in my membership because it's so essential to building your brand in the online space. Thank you so much for tuning into today's episode. I hope this episode has given you some clarity and sparked some new ideas for your business. 

If you found it helpful, then please do share it with a friend or a fellow entrepreneur who's building their business online, because this might be exactly what they need to hear today. 

And if this episode has you thinking, you know what, I'm ready to get started, I'm ready to do this, then I would love to invite you to my free masterclass. Class on Thursday the 19th of March at 5 PM UK time called How to Get Started with Creating a Passive Income in Your Business.

Karen [00:21:18]:
The link is in the show notes, but it's also on my website as well. Go to www.sellyourbrillianceonline.com and sign up for the free masterclass today because I'm going to be sharing some really juicy stuff that's going to help you get started. I will be back next week with another episode, but until then, have a wonderful week. I will be back next week with another episode, but until then, have a wonderful week.