In October 2021, the unthinkable happened – Instagram and Facebook went down for hours. For some, it was a minor inconvenience. For others, especially small businesses, it was a wake-up call. The sudden realisation that an entire customer base could disappear in the blink of an eye left many scrambling for solutions.
What if social media disappeared for good? What if your account was hacked or suspended? For some, it already has been. I’ve heard countless stories of Instagram accounts vanishing or Facebook groups being suspended indefinitely. Clone and copycat social media accounts are becoming an increasingly common issue, with scammers replicating legitimate profiles to deceive followers or impersonate brands. For businesses and individuals alike, this can be a frustrating and damaging experience. Worse still, social media platforms sometimes disable accounts without warning if they suspect a security breach or violation—leaving legitimate users scrambling to prove their authenticity and regain access.
Whether it’s a hacker attack or an accidental flag by a platform’s algorithm, these situations highlight the importance of not relying solely on social media for your business operations. Building an email list, maintaining a strong website presence, and saving your content externally can safeguard your brand and audience from unexpected disruptions. Social media may be powerful, but your business deserves a more stable foundation. This is why having an email list isn’t just smart - it’s essential. Building and nurturing your email list gives you control over your audience, ensuring that your business doesn’t rely entirely on social platforms.
Let’s explore why emails are so powerful, how to start building your list, and tips for making it work for you.
Social Media vs. Email Marketing: Why You Shouldn’t Put All Your Eggs in One Basket
Social media platforms are fantastic tools for growing your business, building visibility, and connecting with customers. But they’re not infallible. Algorithms change, accounts get hacked, platforms go down, and sometimes, people just stop using certain apps altogether. When you rely solely on social media, you’re leaving your business at the mercy of forces outside your control.
In contrast, email marketing is an asset that belongs to you. Your email list is a direct line of communication with your audience that doesn’t depend on third-party platforms.
Here are just a few reasons why email marketing outperforms social media:
Better Conversion Rates: Did you know that email converts three times as much as social media? That’s right. Email subscribers are already invested in your brand—they’ve opted in to hear from you and are more likely to take action when you present an offer.
Consistency and Control: Emails allow you to connect with your audience on your terms. No fighting with algorithms or worrying about visibility. You’re in control of when and how you communicate.
Stronger Connections: Emails are personal. They land in someone’s inbox—a digital space that feels much more intimate than a crowded social media feed. This is where you can build trust, nurture relationships, and position your brand as one they truly care about.
Getting Started with Your Email List
If you’re ready to start building your email list (and you should be!), here’s how to get started:
1. Add a Sign-Up Form to Your Website
Your website is your digital home, so make sure it’s equipped with a form or pop-up where visitors can easily submit their details.
2. Offer a Lead Magnet
A lead magnet is something of value you give away for free in exchange for someone’s email address. Examples include:
A downloadable checklist, workbook, or cheat sheet.
A free report, guide, or mini eBook.
A discount code or free event access.
An audio or video resource.
Make sure your lead magnet solves a problem your audience faces and aligns with your brand’s expertise.
3. Create a Welcome Email
When someone joins your email list, the first email they receive should make an impact. Use it to introduce yourself, explain how you can help them, and outline what they can expect from your emails moving forward.
4. Tell People About Your List
Don’t assume people will just stumble across your sign-up form. Actively promote your email list on social media, in blog posts, and during events. Let your audience know the value of being part of your list.
5. Keep It Simple
You don’t need complicated funnels or advanced automations to get started. A simple sign-up form, a lead magnet, and regular emails are more than enough to grow your list and start building relationships.
How to Make Your Emails Meaningful and Effective
So, you’ve started building your email list—great! Now comes the part where you deliver value consistently.
Here are some tips to make your emails stand out:
Focus on Value: People subscribe to email lists because they expect to receive something useful. Whether it’s tips, insights, recommendations, or updates, ensure your emails deliver value every time.
Keep It Short and Sweet: Your emails don’t need to be essays. Focus on quality over quantity—get your point across in a concise, engaging way.
Be Authentic: Talk to your subscribers like you would a friend. Use simple, conversational language, and don’t be afraid to let your personality shine through.
Plan Ahead: Set aside time to plan your emails, especially if you’re promoting a service or product. Have a clear purpose for each email and ensure it aligns with your overall marketing goals.
Don’t Overthink Design: A simple, clean email is often more effective than one overloaded with fancy graphics or complicated layouts. Focus on clear messaging and a visually pleasing structure that reflects your brand.
Stay Consistent: Whether you email weekly, bi-weekly, or monthly, consistency is key. Stick to a schedule so your audience knows when to expect to hear from you.
Overcoming Common Email Marketing Hesitations
Many small business owners feel overwhelmed at the thought of starting an email list. Here are some common concerns and how to tackle them:
“I don’t want to bother people.” - Your audience has signed up because they want to hear from you. As long as you’re providing value, you’re not bothering them.
“I’m not sure what to say.” - Start with the rule of three: include an intro, a story or recommendation, and a call to action. Repurpose content you’ve already created to keep it simple.
“I only have 20 subscribers.” - Every successful email list starts small. Focus on serving those 20 people, and they’ll help you grow by engaging and spreading the word.
“The tech is too complicated.” - Platforms like Mailchimp, Mailerlite, ConvertKit, and Sendinblue are designed to be user-friendly. If you’re stuck, reach out for help or find tutorials to guide you.
Why Your Email List Matters
Your email list is more than just a marketing tool—it’s a lifeline for your business. It ensures you can reach your audience no matter what happens on social media. It builds trust, fosters connections, and drives results in a way that no algorithm can match.
So, while Instagram cat reels and Facebook Lives are fun, remember to invest in what truly matters: a platform you own, a message that resonates, and a strategy that drives action.
Let’s not put all our eggs in the social media basket. Let’s start building something more reliable—and more meaningful.
If you need help setting up your email list or crafting your first newsletter, I’d be happy to chat. Reach out at katie@katiecarrcreative.co.uk
Comments