If you've ever changed directions in your business and wondered what to do with your existing email list, this episode is for you. Liz Wilcox — the Fresh Princess of Email Marketing — shares exactly how to handle your list when you pivot, whether it's a total 180 or just an adjacent shift. With her own experience of moving from an RV travel blog to teaching email marketing, Liz walks you through the clear, simple steps to make the transition with confidence and integrity. Episode Highlights How to know if your pivot is totally different or just adjacent. Liz's personal example: going from an RV travel blog to email marketing — a complete audience shift. If it's totally different: Announce your new direction to your current list. Create a new landing page and invite interested subscribers to join the new list. Don't force your old audience to follow — give them the choice. Keep the lists separate to maintain clarity and relevance. If it's adjacent: Announce your new-ish direction to your current list. Slowly transition your content — mix the old and new topics together. Example: If you're going from email marketing to podcasting, start blending the two topics in your emails. Use Liz's "crystal light analogy": start with clear water and add flavor slowly until the change feels natural. Let people unsubscribe if the new direction no longer fits their needs. Why unsubscribes are a normal and healthy part of evolving your business. How to honor your existing audience while creating space for your new one. Key Takeaways Different topic, new list: Start fresh if your new offer or niche doesn't overlap with your old one. Adjacent pivot, same list: Blend your topics gradually and let subscribers self-select. Be transparent: Announce your shift clearly and confidently. Don't cling: Allow unsubscribes — it's a sign of alignment, not rejection. Stay consistent: Keep emailing through the transition to maintain trust and connection. Links and Resources Check out Liz's Email Marketing Membership here Join the Email Sound Booth Facebook group here Check out Liz's free welcome sequence here Liz's Kit [Convertkit] affiliate link Rather watch the Podcast? Check out WATCHLIZ.COM  

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