Let me ask you something. If Instagram disappeared tomorrow – and let’s be honest, stranger things have happened – how would you reach your customers?
If that question made your stomach drop, you need to read this post. Because there is GOLD sitting in your business that you might be completely ignoring. And it’s your email list.
Social Media Is Borrowed Land
You know how Instagram keeps changing the algorithm? How your posts used to reach hundreds of people and now they’re lucky to get seen by a handful? You don’t own your social media audience. Instagram does. Facebook does. TikTok does. They can change the rules whenever they like and there’s absolutely nothing you can do about it.
But your email list? That’s YOURS. Nobody can take it away from you, change an algorithm on you, or decide your subscribers can’t see your messages anymore.
Why Email Converts Better Than Social Media
Here’s a stat that should make you sit up: email subscribers are significantly more likely to buy from you than social media followers. Why? Because they’ve actively chosen to hear from you. They’ve handed over their email address and said “yes please, I want more of what you’ve got.” That’s a much stronger signal of interest than a casual follow on Instagram.
How To Start Building Your List
If you haven’t started yet, don’t panic. Here’s what to do:
Pick an email platform. Flodesk is gorgeous and simple. MailerLite has a brilliant free tier. ConvertKit is great if you want more automation. Any of these will do the job.
Create a freebie. Give people a reason to sign up. A checklist, a guide, a template, a discount code – something valuable that solves a small problem for your ideal customer. Design it in Canva in under an hour.
Promote it everywhere. Put a sign-up link on your website, in your Instagram bio (use Linktree or Stan Store), in your Instagram Stories with a link sticker, on your Facebook page, and mention it in your content regularly.
Then show up consistently. Send regular emails – weekly if you can, fortnightly at minimum. Share tips, stories, behind-the-scenes content, offers, and value. Be yourself. Write like you’re talking to a friend.
Your List Is Your Safety Net
Think of your email list as the foundation of your business. Social media is brilliant for visibility and reaching new people – but your email list is where the real relationships (and sales) happen. Start building it today, even if you start with just 10 people. Those 10 people who genuinely want to hear from you are worth more than 10,000 passive followers who scroll right past your posts.
So, what are you waiting for? Go and set up that email platform, create a simple freebie, and start inviting people onto your list. Future you will be SO grateful you did.