The #1 Business Asset That Entrepreneurs in Start-Up Mode Miss

Most new entrepreneurs spend their early energy on branding: logos, websites, colors, and business cards. But the smartest move you can make before any of that is to start building your email list. 

Your list is the one business asset that truly belongs to you. It’s not dependent on algorithms, ad budgets, or anyone else’s platform. It’s your direct line to the people who care about what you offer and want to hear from you. 

Why Your List Matters More Than Followers 

Social media is borrowed space. Platforms change their rules overnight. Accounts get suspended. Posts vanish into crowded feeds. You don’t own your followers, you rent their attention. 

Followers also don’t equal prospects. Someone can follow you for inspiration, entertainment, or curiosity without any intent to act or buy. A follower might “like” your post, but a subscriber has asked to hear from you directly. That difference—between passive attention and active permission is where real business begins. 

Your list, however, is an owned asset. Those names and emails represent permission to connect. When you send an email, it lands directly in someone’s inbox, not buried under trending reels or paid ads. 

And unlike social platforms, you don’t have access to a person’s email address or phone number unless they choose to share it. That means every “DM me for info” or “click the link in bio” is an extra step and extra time—that slows down your sales process. Relying on rented platforms to build relationships is just not practical when you’re trying to grow a business efficiently. 

At LAUNCH, we teach that your list is the foundation of business stability. It’s how you stay visible, build trust, and create consistent revenue long after a social post fades from view. 

Why Buying Lists Is Off-Limits 

Buying email lists might sound like a shortcut, but it’s not just ineffective, it’s illegal. Regulations like the CAN-SPAM Act in the United States and GDPR in Europe prohibit unsolicited contact. Sending to people who never opted in can get your domain blacklisted, your account suspended, and your credibility destroyed. 

Even top marketers have learned this lesson the hard way. In Expert Secrets, Russell Brunson shares how his company was blacklisted early on because they were sending email through a shared server. Another marketer on the same IP was spamming people, and it got everyone on that server including Russell blocked. Overnight, their legitimate customer emails stopped landing in inboxes. It took months and a complete system overhaul to fix the issue. 

That’s why it’s so important to use a reputable Email Service Provider (ESP) and never send mass emails from a free or shared account. Your sender reputation is like credit—it takes time to build and seconds to ruin. 

Why Spreadsheets and Free Email Accounts Don’t Cut It 

Tracking prospects in a spreadsheet or sending emails from a [email protected] or [email protected] address will immediately work against you. 

Using a free personal email looks unprofessional and sends a signal to spam filters that your message might not be legitimate. That means your emails often won’t even reach inboxes. A professional, domain-branded address like [email protected], shows credibility, improves deliverability, and builds trust. 

Managing contacts manually through spreadsheets is also risky. You can’t automate, segment, or stay compliant. And when it comes to privacy laws and opt-out requirements, a spreadsheet offers zero protection. 

We use Constant Contact because it’s designed for small business growth. It’s easy to use, integrates with websites and CRMs, and provides automation, reporting, and compliance tools that keep your business protected. Plus, their award-winning support team is one of the best in the industry. 

Email Is Not Dead, It’s Dominant 

Despite what you might hear, email is not dead. It’s stronger than ever. 

The smartest marketers in the world people like Russell Brunson and Alex Hormozi credit their email lists as one of the most valuable drivers of sales. They know that while social media grabs attention, email closes the deal. 

And the data backs them up: 

• The average email open rate across industries is around 34%, compared to less than 5% organic reach for a Facebook post. 

• Click-through rates on email are 10–20 times higher than engagement rates on social media. 

• Email marketing delivers an average ROI of $36 for every $1 spent, according to Litmus. 

• Only 9% of your Instagram followers ever see your content organically—but 100% of your email subscribers have the potential to. 

With email, you also get clarity. You can track who opens, who clicks, what links matter most, and when people engage. That’s intelligence you can actually use. Social platforms offer inflated metrics like reach and impressions, numbers that measure how often your post appeared, not whether anyone cared. 

Reach simply tells you how many people saw your post. Impressions tell you how many times it was displayed. Neither measures action. The only metric that truly matters is engagement and that’s where email wins. 

When someone clicks a link in your email, that’s intent. It’s measurable, personal, and free from the background noise of competing content. There are no distractions from algorithms or pop-up videos fighting for attention. Just your message, delivered directly. 

And with platforms like Constant Contact, your email content can go even further. Each message includes social share buttons, so your subscribers can share your email directly to their own social feeds—expanding your visibility without you spending a dime on ads. It’s amplification powered by trust. 

What the Law Says About Digital Communication 

Email marketing is regulated for a reason. It protects consumers and keeps legitimate businesses credible. The FTC’s CAN-SPAM Act sets clear standards for commercial email: 
you must include your business address, offer an unsubscribe option, and never use deceptive subject lines or fake headers. 

If you’re in Texas, be aware that the state now enforces new text messaging regulations requiring explicit opt-in consent before sending any promotional messages. Violating these laws can result in serious fines. 

At LAUNCH, we make sure our entrepreneurs know how to communicate responsibly and professionally from day one. 

Smart Ways to Grow Your List 

Building your list is about value and connection, not shortcuts. 

• Create a lead magnet that solves a real problem. A guide, mini-course, or checklist draws in the right audience. 

• Place opt-ins everywhere. On your website, landing pages, social media bios, and even business cards with QR codes. 

• Host webinars or workshops. Registration naturally builds your list with engaged prospects. 
• Invite followers intentionally. Social media should lead people into your ecosystem—where you own the relationship.   

Ownership Equals Stability 

Your list is more than a contact sheet, it’s your audience, your credibility, and your proof of progress. It’s the community that believes in your mission and continues to engage long after the noise of social media fades. 

Inside the LAUNCH System, we show you how to build your list the right way—from creating professional email domains to setting up compliant automation and crafting messages that sound like you. 

Social media may grow awareness. 
Email builds relationships and revenue. 

Start with the asset that will always belong to you. Build your list. Protect your future. 

Join the LAUNCH 101 Webinar to learn how to set up your list for growth, connection, and sustainable success. REGISTER HERE: https://innovatelaunch.mykajabi.com/launch-101 

About LAUNCH and Founder Suzette Cotto 

LAUNCH with Innovate is a digital-first business framework designed to help women entrepreneurs 40+ build, grow, and sustain their ventures with clarity and confidence. Founded by Suzette Cotto, a digital strategist and entrepreneur with over 25 years of experience in marketing technology and internet infrastructure, LAUNCH empowers business owners to turn ideas into scalable models using automation, strategy, and real-world marketing skills. 

Through the LAUNCH 101 Webinar, the Starter Bundle, and the VIP Community, Suzette teaches women how to use marketing technology to their advantage, building businesses that are structured, sustainable, and future-ready. 

To get a free 30-Day trial of Constant Contact, you can use Suzette’s affiliate link and get started building your list today. Click HERE