Why You Should Focus on Email Marketing Over Social Media

For many online business owners and content creators, the pressure to grow a massive social media following feels endless. More likes, more comments, more shares—it seems like the key to success, right? But what if I told you that focusing on gaining followers might not be the best use of your time?

While social media plays a role in your marketing strategy, the real game-changer is email marketing. If you want to build a sustainable business, strengthen your relationship with your audience, and increase conversions, growing your email list should be your top priority. Let’s dive into why.

1. Reach: Email Gets Seen. Social Media? Not So Much.

A common misconception is that if you have 10,000 followers on Instagram, all of them will see your content. Unfortunately, that’s far from reality. Thanks to ever-changing algorithms, only a small fraction of your audience will actually see your posts.

Here’s what the numbers say:

• Facebook’s organic reach has dropped to around 2-6% of your total followers.

• Twitter engagement is even worse, with less than 2% of followers seeing your tweets.

• Meanwhile, email marketing has an average open rate of 21.73%—that’s 10x better than social media!

Takeaway: When you send an email, it actually lands in your subscriber’s inbox. You’re not fighting against an algorithm that limits your visibility.

2. Higher Click-Through Rates = More Engagement

Engagement on social media is tricky. Yes, you might get likes and shares, but how often do those translate into real business results?

📊 Click-through rates tell the real story:

• Email marketing: 3.57% average click-through rate

• Facebook engagement rate: 0.07%

• Twitter engagement rate: 0.03%

That means email marketing generates 50 to 100 times more clicks than social media. If you want people to take action—whether it’s reading your blog, signing up for your webinar, or purchasing your product—email is the way to go.

3. Email Converts Better Than Any Other Channel

If you want people to buy from you, email marketing is your best bet. Studies show that:

• 66% of online consumers have made a purchase as a result of an email.

• Email marketing drives more conversions than social media and search combined.

• Businesses using email marketing acquire 40x more customers than Facebook and Twitter combined.

Why? Because when people subscribe to your email list, they’re already interested in what you have to say. They’ve given you permission to show up in their inbox, making them warmer leads than passive social media followers.

4. You Own Your Email List. You Don’t Own Your Social Media Followers.

This is a BIG one. When you rely on social media, you’re at the mercy of the platform’s rules. If Instagram or Facebook changes their algorithm (again), your reach could plummet overnight.

Worse yet, if your account gets suspended or hacked, you could lose everything—all your followers, content, and engagement—instantly.

With email, YOU are in control. Your list is yours. No one can take it away. That’s why building an email list is the best long-term investment you can make in your business.

5. Email is More Personal and Builds Stronger Relationships

People check their email with intent. When they open your message, it’s just you and them—no distractions from other posts, ads, or competitors.

With email, you can:

• Personalize your messages based on your subscriber’s interests

• Send exclusive content and build a deeper connection

• Create automated sequences to nurture relationships over time

Social media is great for quick engagement, but email marketing allows you to build trust and loyalty in a way that other platforms can’t.

6. Email Marketing Has a Better ROI Than Social Media

At the end of the day, every business owner wants to know: Where should I invest my time and money for the best return?

According to studies:

• Email marketing has an average ROI of $42 for every $1 spent.

• Social media ROI? Much harder to measure and significantly lower.

If you want a marketing strategy that actually leads to sales, email marketing wins every time.

How to Start Focusing on Email Over Social Media

If you’re convinced that email marketing is the way to go (and it is!), here’s how to shift your focus:

1) Start Building Your List Now

• Create a free lead magnet (like a guide, checklist, or training) to entice people to sign up.

• Place sign-up forms on your website, blog, and social media profiles.

2) Use Social Media to Grow Your Email List

• Instead of just posting content for engagement, use social media strategically to drive people to your email list.

• Share snippets of exclusive content and tell your audience to subscribe for more.

3) Email Your List Regularly

• Send valuable content weekly so your subscribers stay engaged.

• Mix in storytelling, education, and promotions to keep your emails interesting.

4) Focus on Personalization and Value

• Segment your list based on interests.

• Write emails that feel like a conversation, not just another marketing blast.

Final Thoughts: Email is the Smartest Investment You Can Make

If you’ve been putting all your energy into growing your social media, it’s time to rethink your strategy. Social media is a great supporting tool, but your main goal should be getting people on your email list—where you have direct access to them, no algorithm interference, and the highest chance of turning them into loyal customers.

Your email list is your most valuable asset—start building it today, and watch your business grow.