If you were a gardener, you wouldn’t plant your whole crop and just hope it rains.
You’d have tools in the shed you could trust — tools you could control.
Your email list is exactly that.
It’s the one thing you actually own.
Right now, there are serious talks about Meta being forced to break up.
In a recent U.S. antitrust trial, Zuckerberg admitted they bought Instagram because it was a competitive threat.
This opened the door to Instagram potentially being separated from Meta.
What does this mean for us, as marketers?
It means we are even more vulnerable if we rely on someone else’s platform to reach our audience.
Algorithms change. Ownership changes. Entire platforms shift — or even vanish.
When everything else is rented ground, email is your real home base.
You control when and how you talk to people.
You’re not at the mercy of algorithm updates or platform lawsuits.
And it still pays off.
For every $1 spent on email marketing, businesses see an average return of $42.
(Source: Litmus, 2023)
No social media platform comes even close to that.
It’s not enough to just have a newsletter signup buried at the bottom of your site.
You need a system that actively brings people in and responds when they show interest.
Here’s what we recommend:
Lead Magnets: Offer something valuable — a guide, a checklist, a mini-course — something that makes people want to exchange their email address.
Automation: Set up an automatic welcome email (or even a small 2–3 email sequence) that goes out right away when someone signs up. Don’t make them wait.
Timely Responses: When people subscribe, engage with them while they’re still paying attention. Don’t let days or weeks pass.
Consistent Check-ins: Whether it’s a bi-weekly newsletter or a once-a-month update, stay present in their inbox. If you disappear for months, they forget who you are.
Social media is flashy and fun.
But when things get shaky — and they are getting shaky — the smartest businesses are the ones that have already built their own foundation.
Email marketing isn’t just another channel.
It’s the tool that stays when everything else gets pulled out from under you.
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