a single source, nothing corroborates it

Expect five to fifteen percent of the list to buy

Modelling a launch on an engaged list converting in the single digits keeps revenue targets honest and stops you setting a number the audience size cannot produce. The same rule of thumb explains why email beats social by an order of magnitude on both conversion and share of revenue.

The method

1. 01

   Model launch conversion at somewhere between 5% and 15% of an engaged mailing list, and reject sales targets that imply more.

2. 02

   Expect your own email list to convert better than any social channel, by an order of magnitude in both rate and revenue share.

What it returned

• 24%

  For the Marketing for Developers launch, Justin's email list converted at 24% of clickers and drove over 80% of revenue (16% of the entire launch list bought), while Twitter converted at 6.5% and made up just 0.4% of the revenue.

• Justin's rule of thumb, illustrated by the point that a hundred engaged subscribers will not produce eighty sales.

Sources

• 3 things I learned from my book launchJustin Jackson · justinjackson.ca · Your email list is your best friend · undated
• How I price productsJustin Jackson · justinjackson.ca · How I price products · undated