Chris Badgett offers his advice on creating and running an email list that now has over 100,000 subscribers in this episode of LMScast.

He makes the case that, when compared to social media, email is the most reliable and efficient marketing medium since it is used by everyone and can be utilized for prospecting, nurturing, sales, and customer support. Chris emphasizes that although having a larger list frequently results in higher revenue, the caliber of members is significantly more significant than the number.

<figure class="wp-block-image size-full"></figure>

Chris emphasizes that if the proper individuals are on them, even tiny, focused lists may provide meaningful commercial outcomes. Additionally, he outlines the fundamental procedures for configuring email systems, selecting the best platform, and connecting LifterLMS with CRMs like ActiveCampaign, MailChimp, or ConvertKit.

He also provides helpful advice on how to handle corporate email accounts, such as utilizing shared inbox systems like Help Scout to expedite communication and use role-based addresses (support@, ceo@) rather than personal ones.

In order to maintain professional, scalable, and well-organized message, he concludes by advising every company to set up a minimum of three email addresses: one for personal correspondence, one for marketing/sales, and one for customer service.

2025 WordPress LMS Buyer’s Guide

Exclusive Download! Stop wasting time and money researching online course and membership site tech.

Download the Buyer’s Guide

<figure class="wp-block-image size-large has-custom-border is-style-default"></figure>

Here’s Where To Go Next…

Get the Course Creator Starter Kit to help you (or your client) create, launch, and scale a high-value online learning website.

Also visit the creators of the LMScast podcast over at LifterLMS, the world’s leading most customizable learning management system software for WordPress. Create courses, coaching programs, online schools, and more with LifterLMS.

Browse more recent episodes of the LMScast podcast here or explore the entire back catalog since 2014.

And be sure to subscribe to get new podcast episodes delivered to your inbox every week.

Episode Transcript

Chris Badgett: You’ve come to the right place if you’re looking to create, launch, and scale a high value online training program. I’m your guide, Chris Badget. I’m the co-founder of lifter LMS, the most powerful learning management system for WordPress. State of the end, I’ve got something special for you. Enjoy the show.

Hello, and welcome back to another episode of LMS Cast. I’m Chris Badgett, and today I am not joined by a special guest. It’s just me, and we’re gonna be talking all about everything I’ve learned in building an email list over a hundred thousand people. Last time I checked, 115,000 people have. Join my email list and I’ve learned a lot about building an email list, email marketing.

I’m gonna share all of that with you today. So welcome. The first thing I just want to talk about is why I love email. Why email is, in my opinion, the most important channel for marketing, but also just supporting your customers. Email is an essential platform. For, doing prospecting sales, warming up an audience, making offers, adding value, delivering your product or service.

There’s so much you can do with email. And the neat thing about email is that everybody uses it. It’s not like social media where some people are on Twitter, some people are on Facebook, some people are on TikTok. Yeah, everybody on all those different social media accounts has a most likely a primary email address.

Maybe they have one or two, maybe a business email, maybe a personal email. But in terms of building an email list, like this is the most important thing for a course creator, a coach or education entrepreneur, to be doing, ideally, even before. They have launched their course or their membership site. And even if you’re an agency building LMS sites for clients, it’s really important to also do email marketing, to also build your email list.

So today I’m gonna go over. So several of the ways I think about email, and I know you’re gonna find some gems to help you create more income, impact and freedom in your life. An email list is a very important piece of your business. There’s an old saying that the quote money is in the list and it’s very true.

I’m trying to remember the exact formula, but there’s this equation. Where based on the size of your email list you probably make somewhere between three to $5 for every email subscriber you have in your business. And I’ve seen this across multiple businesses when I’m, hear about their revenue numbers and how big their email list is.

It’s very much a part. Of just the math or the physics of business. And that the bigger email list you have in general, the more money you’re gonna make. Now, of course, you want to have a high quality email list. Quality is more important than quantity. There’s plenty of people that have built great businesses with a very small email list, as a related example.

I forget the exact number, but the lifter, LMS YouTube channel is very small in terms of subscribers, but we actually do a lot of revenue with a very small subscriber base. Now, there’s YouTube channels with a million subscribers who make far less money than us. So the lesson there is that it’s all about quality, not necessarily quantity.

So don’t get too wrapped up, if you only have an email list of a hundred people. 50 people, if those are 50 or a hundred really awesome, qualified, perfect fit people. That’s great. So it’s not just about getting, a thousand subscribers,