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As a business owner, you've probably heard the buzz: Social media is the future. Whether it's TikTok, Instagram or Facebook, you're told that's where your customers are, and that's where you need to be. And while social platforms certainly play an essential role in any modern business strategy, there's one channel many entrepreneurs continue to underestimate: email marketing.
Yes, email. The same channel that's been around for decades is still, hands down, one of the most effective ways to build relationships, generate leads and convert customers. Ignoring email marketing is a mistake — and I'm here to tell you why.
Related: How to Create a Winning Email Marketing Strategy to Increase Brand Loyalty and Boost Sales
The myth that email is dead
First things first, let's clear something up. You might hear people say that email marketing is outdated or irrelevant in the age of social media. But the data tells a different story.
According to GetResponse, which analyzed over four billion emails sent globally, email marketing delivers incredibly strong results in North America:
Compared to the declining organic reach of most social platforms, it becomes clear: Email marketing isn't dead — it's thriving.
When you think about social media, with ever-changing algorithms, your posts may not even reach a fraction of your audience. Email, on the other hand, is direct. You don't have to fight with algorithms to communicate your message. It's you and your audience. There are no middlemen involved.
Email gives you ownership over your audience
Here's a harsh reality: If you're relying solely on social media to build and communicate with your audience, you don't own those relationships — the platform does. At any moment, a platform could change its algorithm, or worse, shut down your account, leaving you scrambling to reconnect with your followers.
Email, on the other hand, allows you to own your list. No one can take it away from you, and you're not at the mercy of someone else's platform. When someone subscribes to your email list, they've granted you direct access to their inbox — a sacred space where personal conversations, important updates and critical decisions happen.
This is your chance to build a relationship, nurture leads and provide value without worrying about whether an algorithm will hide your message.
Seasonal marketing campaigns: Why you need to plan now
As we approach the busy end-of-year period with campaigns such as Black Friday and holiday sales, email marketing becomes even more crucial. Social platforms are inundated with ads during these times, making it even harder for your message to break through the noise. However, email allows you to cut through the clutter and deliver personalized, direct offers to your customers' inboxes.
If there's ever been a time to ramp up your email marketing, it's during high-demand seasons. You'll be able to send targeted, personalized offers that are much more likely to convert than if you were relying on social media alone.
Related: Why Email Marketing Is Better for Your Business Than Social Media
Building personal relationships at scale
One of the biggest advantages of email marketing is the ability to personalize your communication. While social media is great for mass visibility, email allows you to tailor your message to specific segments of your audience. And thanks to automation tools, you can create custom email sequences that cater to where a customer is in their journey — whether they're new to your brand or have been a loyal customer for years.
Personalization in email marketing goes beyond just adding a first name to the subject line. It's about sending the right content at the right time, based on your customer's behavior. Whether it's recommending products they've shown interest in or offering them a special discount to come back to your store, email allows you to scale personal interactions in a way that feels authentic and relevant.
Why email beats social media at driving conversions
While social media is excellent for building awareness and engagement, email marketing is where the conversions happen. In fact, email was found to be 40 times more effective at acquiring new customers than Facebook or X, according to a McKinsey report.
Why? Because people who subscribe to your email list have already shown a level of interest in your brand. They've given you their email, expecting to receive valuable content, offers or updates. With email marketing, you can speak directly to these qualified leads and guide them down the path to purchase with strategic messaging, offers and calls to action.
Social media may get people's attention, but email closes the deal.
Automate your way to success
Here's where email marketing gets really powerful — automation. With email automation, you can set up entire sequences that deliver the right message to the right person at the right time, without lifting a finger. Imagine sending a welcome series to new subscribers, a follow-up series to customers who've left items in their cart or even a re-engagement campaign to customers who haven't bought in a while, all while you focus on other parts of your business.
This level of automation frees up time, allowing you to grow your business without having to be hands-on with every customer touchpoint. It's the ultimate tool for business owners who want to maximize their marketing efforts without sacrificing time or quality.
Related: 5 Automated Email Marketing Messages You Should Be Using
Pro tip: Use email and social media together for maximum impact
Here's the good news: You don't have to choose between email marketing and social media. They work best when used together. Use your social media channels to grow your email list. Create compelling lead magnets, like guides, checklists or exclusive discounts, and drive traffic to a landing page where visitors can sign up to receive these valuable offers.
Then, use email to continue building that relationship and convert your leads into paying customers. The two channels complement each other, with social media driving awareness and email providing the personalized, direct communication needed to close sales.
If you're serious about growing your business, email marketing needs to be a part of your strategy. It's reliable, scalable and delivers a higher return on investment than any other channel.
The best part? It's never too late to start. Start building your list today, and watch your business thrive.
