With so many email metrics to track — open rates, click rates, unsubscribes, deliverability — it's easy to lose focus. But Liz Wilcox, the Fresh Princess of Email Marketing, believes there's really only one metric that matters: the number (and percentage) of customers on your list. In this episode, Liz shares why this single metric fuels every other part of your email success and how it's helped her build a list full of engaged, loyal buyers.
Why traditional metrics like open rates and click rates don't tell the full story.
The one metric that drives every other number: customers who've paid you.
How to define a "customer" — anyone who's given you money, even once.
Why customers, not community, come first (and actually create community).
How investing, taking action, and seeing results turn customers into advocates.
The ripple effect of focusing on customer percentage — higher open rates, clicks, and retention.
Real stats from Liz's list: nearly 50% of her subscribers have purchased from her.
What she's aiming for next: growing that number through her Black Friday sale and 2025 initiatives.
Customers create community: People who buy are more invested and more likely to share your work.
Focus on repeat buyers: A paying customer today can become a lifelong advocate tomorrow.
More customers = better metrics: Engagement and deliverability naturally rise with invested readers.
Celebrate progress: Liz's 49.8% customer rate is proof that steady effort compounds.
Track what matters: The "percentage of customers" tells you more about connection and conversion than any other metric.
Link to get on the annual pass waitlist
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Join the Email Sound Booth Facebook group here
Check out Liz's free welcome sequence here
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Rather watch the Podcast? Check out WATCHLIZ.COM
