Why Email Lists Are Better Than Social Media for Business Growth
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Let me tell you a story...
When I first started helping my wife grow her business, we were laser-focused on building a presence on social media. TikTok was taking off, Instagram was thriving, and we thought, "This is how you grow a business."
Boy, were we wrong!
And for a while, it worked. We gained followers, saw spikes in engagement, and even drove some sales. But then, reality hit us hard.
Social media platforms are rented space—and one day, your landlord can lock you out without warning.
The U.S. government has frequently threatened to ban TikTok, citing national security concerns. Overnight, creators with millions of followers panicked.
Imagine dedicating years to building an audience, only to face the possibility that it could all disappear with the stroke of a pen. That’s when we realized: our business was far too dependent on platforms we didn’t control.
This moment led to one of the most important shifts in our strategy: prioritizing email marketing.
The Fragility of Social Media Dependence
Here’s the uncomfortable truth: social media is volatile. Platforms can change their algorithms, suspend accounts without warning, or become obsolete altogether. Remember Vine? It was a thriving platform one day and gone the next. TikTok’s near-ban and the uncertainty around platforms like Twitter (or X) are just more recent examples.
Building a business that relies solely on social media is like building a house on sand. It might look impressive, but it’s one strong wave away from collapsing.
Let me give you an example. During my wife’s early entrepreneurial days, she focused heavily on growing her TikTok audience. It worked—she gained hundreds of thousands of followers.
But one day, her account was temporarily suspended for no reason (shadow-banned). No explanation, no warning, and no way to reach her audience. We were thankful it was resolved, but it was a wake-up call. We needed a plan that didn’t rely on someone else’s rules.
That’s the problem with social media.
You don’t own your audience—the platform does. And when the rules change, your business pays the price.
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The Power of Building an Email List
If social media is rented space, an email list is your private property. When someone subscribes to your list, they’ve given you permission to communicate with them directly. No algorithms, no gatekeepers, no risk of being de-platformed. That’s a powerful thing.
Here’s why email is essential:
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Ownership: You own your email list. No one can take it away from you.
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Direct Access: Unlike social media, where your posts might reach 10% of your audience on a good day, emails go straight to your subscribers’ inboxes.
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Higher ROI: Email marketing has the highest return on investment of any marketing channel. For every dollar spent, businesses earn an average of $36.
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Stability: Social media platforms rise and fall, but email remains a constant.
When we shifted our focus to email marketing, everything changed. My wife’s business doubled its revenue within six months, not because we had millions of followers, but because we had a reliable way to communicate with our audience and nurture relationships.
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Lessons from Building an Email List
If you’re still wondering whether an email list is worth the effort, let me walk you through the lessons we’ve learned. Each one is rooted in the hard-earned experiences of building a business that can withstand the ups and downs of social media.
1. Start with a Lead Magnet
One of the easiest ways to grow your email list is by offering a lead magnet—something valuable your audience gets for free in exchange for their email address. Think about what your audience needs most and create a solution.
Examples of effective lead magnets:
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A checklist for a specific problem (e.g., "10 Steps to Launch Your First Product")
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A free mini-course delivered via email
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Downloadable templates or worksheets
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A webinar or workshop replay
When we started building our list, the first lead magnet we created was a simple guide on email marketing basics. It wasn’t flashy, but it solved a specific problem for our audience. Within a month, we had hundreds of new subscribers.
2. Over-Deliver on Value
The key to turning subscribers into loyal customers is delivering massive value. Don’t just email them when you’re launching a product. Nurture the relationship by sharing tips, insights, and personal stories.
For example, every week, we send our subscribers actionable advice on growing their businesses. Sometimes it’s a case study, sometimes it’s a story about a mistake we’ve made and what we learned. This consistent value builds trust and keeps our audience engaged.
3. Use Automation to Scale
Email automation is a game-changer. With tools like Mailchimp or ConvertKit, you can create sequences that nurture your subscribers automatically. Imagine welcoming a new subscriber, sharing your story, and introducing your products—all without lifting a finger.
Our most effective automation sequence is a five-part email series we call the "Entrepreneur Starter Pack." It walks new subscribers through key concepts like creating a value ladder, mastering storytelling, and building their first lead magnet. This sequence alone has generated thousands of dollars in revenue.
4. Segment Your Audience
Not all subscribers are the same. Some are just getting started, while others are ready to invest in your premium offers. By segmenting your list based on their interests and behaviors, you can send targeted emails that feel personalized.
For instance, when someone downloads a free resource about email marketing, we tag them as "interested in email." This allows us to follow up with content and offers specifically related to that topic.
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Email vs. Social Media: A Real-World Comparison
To illustrate the difference between social media and email, let’s break down a real-world example from my wife’s business.
Scenario 1: Social Media Post
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Followers: 100,000
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Post Engagement: 5% (5,000 people)
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Click-Through Rate: 1% (50 people)
Scenario 2: Email Campaign
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Subscribers: 5,000
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Open Rate: 30% (1,500 people)
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Click-Through Rate: 5% (250 people)
Despite having a smaller audience, the email campaign drives five times more clicks than the social media post. Why? Because email allows for direct, personal communication without competing for attention in a crowded feed.
Get Your FREE Six-Figure Starter Guide and Grow Your Email List!
How to Get Started
Building an email list doesn’t have to be complicated. Here’s a simple roadmap to get you started:
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Choose Your Platform: Start with an email marketing tool like Mailchimp, ConvertKit, or ActiveCampaign.
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Create Your Lead Magnet: Think about your audience’s biggest pain point and create a free resource to solve it.
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Set Up a Landing Page: Use your email platform or tools like Leadpages to create a simple page where people can sign up for your lead magnet.
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Promote It Everywhere: Share your lead magnet on social media, your website, and even in your email signature.
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Start Sending Emails: Focus on delivering value before making offers. Share your story, provide tips, and engage with your audience.
Get Your FREE Six-Figure Starter Guide and Grow Your Email List!
Final Thoughts
Social media is a powerful tool, but it’s not a substitute for owning your audience. An email list is the foundation of a stable, scalable business. It’s your safety net when algorithms change, accounts get suspended, or platforms lose relevance.
When we shifted our focus to email marketing, we stopped worrying about algorithm updates and started building a business we could rely on. And you can do the same.
Start today. Build your list, nurture your audience, and create a business that lasts—no matter what happens on social media.
If you’re ready to dive deeper into this topic, I’ve outlined even more actionable tips in my article on building a profitable business. Get my free guide below!