Why Your Email List Should Be Generating 40% of Your Revenue (And Exactly What To Do If It's Not)

Send Jackie A Message!In this episode, Jackie Murphy breaks down why 40% of your studio's revenue should be coming from your email list, why most studio owners are dramatically underusing this channel, and the exact identity shift required to go from "I don't want to bother people" to becoming a CEO who uses email to lead and generate revenue. You'll learn why announcing a workshop is not the same as selling it, how to build an email cadence that actually converts, and why staying quiet isn't humility—it's a disservice to the students who need you most.If your email list feels like an afterthought right now, this is your wake-up call.Timestamped Outline[00:00] The 40% revenue benchmark from email[02:10] How much money you’re leaving on the table[03:15] The “I don’t want to bother people” mindset trap[04:40] Why monthly newsletters don’t generate sales[06:00] Announcing vs. selling (and why they’re not the same)[07:30] The CEO identity shift studio owners must make[09:55] How many emails it actually takes to fill a workshop[11:30] Email marketing as a skill you must practice[14:00] Jackie’s free masterclass invitationKey Takeaways✔️ 40% of your studio’s revenue should come from email marketing✔️ Sending one monthly newsletter is not a marketing strategy✔️ Announcing an offer is not the same as selling it✔️ Emailing multiple times is service — not spam✔️ CEOs lead people to action (teachers just share information)✔️ Selling through email is a skill you build, not something you “just know”✔️ If you’re emailing less than 3 times per week, you’re underutilizing your listPull Quotes"Announcing isn't selling. CEOs lead people to action—they follow up, they speak directly to objections, and they invite repeatedly.""Email marketing is a skill, just like teaching Pilates is a skill. You learned it, you practiced, you got better. Email is the same.""People want to hear from you. They signed up for your email list. They opted in. They want to read your emails, and they want to buy.""Inviting them to buy isn't being salesy. It is you doing your job.""Every single email you send moves people forward—it helps them see a problem they didn't know was there, a solution they didn't know existed."FAQHow often should a yoga studio send marketing emails?Yoga and Pilates studios should aim to send 3–5 emails per week, with a mix of nurture and sales emails. One monthly newsletter is not enough to drive consistent revenue.What percentage of revenue should come from email marketing?Approximately 40% of total monthly revenue should come from your email list if leveraged correctly.How many emails should I send to promote a workshop?Typically 5–12 emails during a promotion window, each addressing different objections, benefits, or angles.How do I stop feeling salesy?Reframe selling as service. If your workshop helps people, inviting them repeatedly is leadership — not pressure.What’s the difference between announcing and selling?Announcing shares information once. Selling guides someone toward a decision through repeated, persuasive communication.Work with Jackie MurphySay Hi on Instagram @studioceoofficial3 Marketing Mistakes Yoga & Pilates Business Owners Make: https://www.jackiegmurphy.com/evergreen-3mm-organicJoin The Studio CEO Program: https://www.jackiegmurphy.com/studioceo