How often should you launch? Once a year? Every quarter? Every month? In this short but strategy-packed episode, Liz Wilcox — the Fresh Princess of Email Marketing — breaks down exactly how much launching is "too much" (and why the real answer depends on your list growth). Using her signature ABC launch system, Liz explains how to balance big launches with smaller ones so you can always be selling — without burning out your audience or yourself.
The short answer: it depends on how quickly your email list is growing. If you're consistently adding new subscribers, you can launch more often.
Why list building and launching go hand in hand — your launches won't convert if your audience isn't growing between them.
The ABC Launch Framework (credit to Tarzan Kay for the terminology):
How Liz structures her calendar
Why beginners should start small: two A launches a year is enough while you build your audience and systems.
The power of small, consistent selling: even one affiliate email can generate thousands in revenue — Liz made $3,600 from one single-email promo.
The caveat: don't oversell to the same stagnant list. Keep growing and nurturing your audience between launches.
A reminder that people don't buy when you sell — they buy when they're ready. Your job is to stay visible and ready for them.
List growth dictates launch frequency: The more you grow, the more often you can sell.
Use the ABC model: Mix big A launches with smaller B and C efforts to maintain momentum.
Always be selling: Keep offers in rotation so you're never starting from zero.
Avoid burnout: You don't need five A launches your first year — start with two and scale.
Stay consistent: Regular selling keeps your list engaged and your income steady.
Check out Liz's Email Marketing Membership here
Join the Email Sound Booth Facebook group here
Check out Liz's free welcome sequence here
