Ideal Email List Size Before Launching an Online Course

Online courses are often called “The Holy Grail” for generating passive income.

We know the story of many entrepreneurs who boast of running 6-figure and even multiple 6-figure businesses solely based on courses.

But I’ve also seen the other side: the effort, time, and resources invested in creating an online course can sometimes result in disappointing launch outcomes — crickets instead of clients.

I have also been part of some launches where I’d anticipated the results might fall short.

Yet, launching anyway isn't necessarily a bad move.

It's a valuable learning experience, providing firsthand insight into the realities of a real-time launch.

When launching an online course, having an engaged email list is essential to achieve your course launch goals.

But what is the ideal email list size before launching?

In this article, we’ll explore the importance of email list size, how to build and engage your list, and strategies to ensure your course launch is a success.

What is an Email List?

An email list is a list of people or subscribers who opted in to receive communications from you via email, such as newsletters, updates, or promotional offers.

These people may have signed up in exchange for a freebie or lead magnet you offered, like an ebook, discount code, or access to exclusive content.

Importance of an Email List

For online course creators, having an email list is extremely important. Here are a few reasons why you should have an email list.

1. Direct Communication with Potential Students

An email list serves as a direct line of communication with your potential and existing students, allowing you to build relationships and nurture trust.

By providing valuable content and course updates through email, you can turn those interested subscribers into engaged students.

Simply put, the people in your email list are your warmest audience, the ones most likely to buy your courses because they already know, like, and trust you.

2. Higher Engagement Rates Compared to Social Media

You may be thinking, “I don’t need an email list. I already have 5,000 followers on Instagram/Facebook/Snapchat.”

I hate to tell you this but your social media followers aren't the same as an engaged email list when predicting course results.

Social media algorithms are constantly changing, making it hard to predict how your course launch will perform. Your social media posts might not always reach all your followers.

Emails, on the other hand, land directly in inboxes, with much higher open rates, allowing you to connect with your audience more reliably.

3. Personalization and Segmentation Opportunities

Unlike social media, where posts are often one-size-fits-all, your email list allows for powerful personalization and segmentation.

With personalization, you can use subscribers’ data to personalize greetings and tailor content to their specific needs.

This creates a more conversational tone, fostering a sense of connection and making your emails feel less like marketing blasts and more like helpful messages from a trusted source.

With segmentation, you can divide your list into groups based on interests, experience level, or course preferences.

This lets you send targeted emails with content and course recommendations that resonate more deeply with each segment, increasing engagement and sales.

What is the Ideal Email List Size for Your Online Course Launch?

Before we get into the numbers, we have to define what a successful launch means for you.

Is it reaching a specific revenue goal (X amount) or enrolling a certain number of students (Y amount)?

Typically, you can expect a conversion rate of around 1-2% from your engaged and targeted email list for your course offer. This figure holds true based on multiple launches I've conducted with clients.

For example:

Let’s say you want to generate $15,000 from this launch and your conversion rate is 1%. Your course is priced at $300.

First, determine the number of sales needed.

To calculate the number of sales required to reach your revenue goal, divide the revenue goal by your course price:

Revenue Goal ÷ Course Price = Number of Sales

$15,000 ÷ $300 = 50 sales

Second, calculate the required email list size.

Divide the number of sales by your estimated conversion rate:

Number of Sales ÷ Conversion Rate = Required Email

50 ÷ 0.01 = 5000 subscribers

From this example, to reach the $15,000 revenue goal with a $300 course, your email list size should be 5000.

While the 1% rule serves as a general industry standard for launch expectations, it's important to note that there are exceptions. Some exceed this benchmark significantly, while others may convert less than 1%.

Now that you know the general formula for knowing the ideal email list size before your launch, you may be thinking, "Great! Based on my computation, I have more than enough subscribers to launch successfully!"

Not so fast!

While list size is important, it's just one piece of the puzzle. Here are some factors to consider to reach your course launch conversion goals:

1. Engagement Levels

A large list doesn’t equate to an engaged list—and engagement is the key factor in determining the success of an email marketing campaign.

Highly engaged subscribers are more likely to open your emails, click through your links, and ultimately convert into paying students.

To improve engagement levels, make sure to regularly review your email analytics to understand what types of content and subject lines are performing best.

2. Targeted Audience

During a recent discovery call, I spoke with someone who’s planning to launch a course called “Teaching Yoga to Become a Yoga Teacher" and she has a large list of yoga enthusiasts in her arsenal.

While the list size might seem perfect, there's a potential disconnect. Her list of yoga enthusiasts might include people who simply enjoy practicing yoga, but may not have the interest or resources to become yoga teachers.

This highlights the importance of a targeted audience. Even the most engaged list won't convert well if it doesn't attract people who are the perfect fit for your course.

Launching to a mismatched audience, despite list size, could lead to conversion rates far lower than the industry standard of 1-2%.

So, I advised her to prioritize list building over the next 45 days before launching her course.

The key takeaway? Quality trumps quantity. Building a smaller, targeted audience specifically interested in becoming yoga teachers would've yielded better results, even if it meant fewer total subscribers.

There's no magic number for an ideal email list size. While it's a factor, engagement, and a targeted audience are equally important.

To ensure a successful launch, focus on building a high-quality email list, provide valuable content, segment your list, and personalize your emails to keep your audience interested, and clearly define who your course is designed for, and tailor your marketing efforts accordingly.

And if you’re ready to build an email list for your upcoming online course launch, be sure to check out our Kajabi List-Building Template.

This pre-built Kajabi template, with its beautiful design and customizable features, allows you to create a professional-looking list-building page that seamlessly integrates with your Kajabi website in a matter of hours. Click here to learn more.