Why email list building is better than social media

I love email list building for a few different reasons, which I am going to tell you all about. Lots of the businesses I work with treat email as a second class marketing method. They send out the occasional email with a bunch of products plonked on a page. But email lists need a bit of love to make them work for you. Here’s why email list building is better than social media. 

You own your email list

I mean, every day, a business owner is in tears because Facebook decided not to let them into the account or closed their account down for some infringement of the rules. Then there are the scammers who manage to gain access to your page or Instagram account and lock you out of it. Then all the blood, sweat and tears that you have shed to build up social media followers over years is lost overnight. 

That’s not to say nothing ever goes wrong with email lists or email list accounts but a regular backup solves that one. 

Emails build relationships

You might not think that emails build relationships in the same way that social media posts do, but they do. You can glean a lot of information from your email campaigns about what your potential buyers are interested in. You can develop a two-way dialogue, instead of just broadcasting product information. You can involve your customers in your product development. 

I know, I know. I also love the instancy of social media posts that gather likes and comments within seconds. I think we are addicted to them. This can happen with emails too, pinky promise. 

Emails get seen

On average, emails typically have an open rate around the 40% mark. You can improve on this by writing engaging subject lines and making sure that the content of your emails is of interest to the readers so they open your emails. 

Let’s compare that to social media. In 2024, the average reach of a social media post on Facebook is 5% and Instagram is 7% (Social Insider). Enough said. 

Emails convert

I don’t know about you, but I don’t hand over my email address to just anyone. People who have subscribed to your list are showing an interest in your business. That’s a great start to building up a relationship with your readers. 

The average conversion rate of email is around double that of Facebook ads (15% vs 8%). That’s twice as many people buying what you are selling. Any ecommerce brand I work with would jump at that chance. 

Why email list building is better than social media

Have I convinced you that email list building is better than social media? Are you already building a list of loyal fans? Do you spend as much time on it as you do on social media? If not, why not? I’d love to hear. 

As you can probably tell, I am already sold on email. What business owner doesn’t want to have a loyal customer base,  a way to reach them and a high converting marketing method that brings in more sales. Certainly not me!

If you feel like you need a little help with building an email list, join me in a training programme

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