Why Your Email Metrics Matter More Than You Think

The highlight reel of entrepreneurship is everywhere - "$30,000 launches in six days" and "six-figure businesses in six months." But behind these flashy headlines lies a reality most creators don't share: failure, disappointment, and the critical lessons learned from both.

I'm pulling back the curtain on what really happens behind successful product launches. From my own humbling experience selling maybe ten copies of my first ebook (with half purchased by family members) to breaking down the actual math that determines launch success, this episode delivers a much-needed reality check for anyone planning to launch a product or service.

The numbers don't lie, and they're often sobering. If you have 2,000 email subscribers with a 20% open rate and 1% click rate, followed by a 2-4% purchase conversion, you're looking at minimal sales despite thousands on your list. Understanding these metrics before you launch can save you from disappointment and help you create a strategic pre-launch plan.

One of the biggest mistakes I see creators make is failing to train their audience on how to interact with their emails. If you're packing all your valuable content directly in the email rather than encouraging clicks to your website, you're teaching subscribers not to click - a habit that will hurt you when it's time to launch. Your emails should create intrigue and motivate action, not deliver the entire value in the inbox.

Whether you're planning your first launch or looking to improve on past performance, now is the time to examine your engagement metrics. Look at your email frequency, open rates, click rates, and what types of content generate the most interaction. Use these insights to build a strategy that nurtures your audience toward becoming customers. Remember, successful launches rarely happen by accident – they're built on a foundation of consistent engagement and strategic relationship-building.

Chapters

• 0:00 Social Media vs Reality
• 1:05 Understanding Launch Numbers
• 2:35 Building Engagement That Converts
• 4:25 Evaluating Your Pre-Launch Strategy

Transcript

Speaker 1: 0:01

When you head to Pinterest or Instagram or any social media platform, you probably see what my $30,000 launch did on six days, or how my business in six months did over six figures. These are the types of things that we see. We don't see the things of how I fell on my face and what I did in order to pick myself up and continue moving forward. And I want to kind of talk a little bit about this, because I haven't always had huge success with launches of products. Not everything right out the door was a huge success. When I had the Malrose family, the food blog that I had, uh, my first ebook, I think I might've sold maybe 10. If that that's probably actually larger and 10 out of those 10, probably four or five were family members. So not everything is about going to be a huge success. More of what it's going to be about is failing and figuring out what went wrong and how to look at it. So how do you determine what you're actually looking at? The important thing to look at are the numbers. You have to actually look at your list, your subscribers that you have on your email list, and know whether or not they are going to open an email they're going to click on an email. What numbers are we looking at? Are we looking at 2000 subscribers that have only a 20% open rate? That click rate is only 1%. You need to be thinking about this because when it comes to sales, those numbers are only going to decrease and when we're looking at sales, it's only going to be two to 4% of the people that open and click an email. That's once they get to the sales page. So if we just did that math, if we took that 2000 people that are on your list and you have a 20% open rate, then we're looking at 40 people have opened your email and now we're talking about 1% click-through rate that you normally have. If we do 1% of those 40 people, you're looking at minimal amount because then when we get to the landing page we're talking about only two to 4% are actually going to buy. So there's your numbers. You have to understand and know what you're dealing with, not only after, but prior to If prior to launch of a new product or service that you have. You have a large list. Let's say you've got 10,000 people on your list, you've got a 40% open rate and you've got a 4% click rate. Those are great numbers right. You're going to have, hopefully, a two to 4% purchase rate once they get to your sales page. Now, if you don't have that, it's going to come down to determining what is it about the launch that didn't sit right? What was it that they didn't understand? Was it the copy on the sales page? What emails actually got opened more? What subject lines? What got more of a click-through rate? These are the types of numbers that you have to dig into.

Speaker 1: 3:11

But this is also why you constantly hear me talking about the importance of your email list. You have to be engaging them. You need to consistently get in front of them. Not only we hear people talk about engagement emails right, we hear those words and we think, oh okay, well, I'm supposed to just teach them something then. That's why I'm sending them an email.

Speaker 1: 3:34

You are still sending them an email to teach them something, but you're still trying to get a click through rate. When you are teaching them something. You're not trying to teach them directly in the email. You want to get them excited. You're not trying to teach them directly in the email. You want to get them excited about what you're going to teach and have them click through to the actual content that you have on your website, on your YouTube video, on a podcast episode, whatever it might be. You shouldn't simply be sending them an email where it's all about you're taught everything in one email. This is often one of the huge mistakes that I see that people make.

Speaker 1: 4:11

So, when we are looking at the way that you have taught your audience, your email list, how to interact with you, what to click on, what to do, that's going to be important because it's going to impact your launch.

Speaker 1: 4:25

So I really want you to start to understand, like if you haven't launched a product, or if you have launched a product before and it's fallen on your face, I want you to look and see what were your numbers like prior to the launch.

Speaker 1: 4:37

How many emails were you sending a week or month? What were the opening click rates? What types of email were you sending? Are you a food blogger that's simply trying to get them to go to a recipe that's free? Or are you trying to send them to a bit more, where you're educating them on something really truly solving a problem that is specific to you, and what you are teaching them as far as within your niche? These are all really important things to be looking at. So if you are thinking about launching a product, putting out something or putting something back out in front of them before, like, let's say, black Friday, you want to know what your numbers are like and if you can improve, improve them and how to go about doing that. So really take a look at those numbers hard, look at them and see how you can continue to improve them.