I was scrolling through my DMs last week when I saw the most telling back-to-back conversations.
First DM: A founder excitedly telling me she just hit 10K followers on Instagram (the milestone we’re all told matters). But when I congratulated her and asked how sales were going… it was another story. Like, extremely low numbers for someone who has influence.
Second DM (literally right below it): Another client casually dropping that her email list of 800 people had just generated $15K in revenue from one product launch email.
The contrast was wild.
Seeing those two messages side by side made it crystal clear why one strategy works and the other… doesn’t.
Which leads me to chatting about why we’ve been measuring success all wrong.
Buckle up, because this might change how you think about your entire marketing strategy.
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Chances are, if you’re DIY-ing your marketing, you probably spent hours crafting the perfect Instagram post last month alone.
The lighting was chef’s kiss, the caption was witty and on-brand, and you even included those trending hashtags everyone swears by.
You hit “share” with that familiar flutter of excitement, already imagining the comments rolling in and your DMs lighting up with new customer inquiries.
Then… silence.
Maybe it got 12 likes from your mom, your business bestie, and a handful of bots. Meanwhile, your competitor’s basic product flat lay somehow landed on 847 explore pages and generated actual sales.
Sound familiar?
That sinking feeling when great content gets buried by an algorithm you’ll never understand?
It’s frustrating. I get it. But that’s exactly why smart founders are shifting their focus.
They’re realizing that chasing follower counts is like building a house on rented land. Email lists, on the other hand, are owning prime real estate.
If you’re reading this, you already know email marketing matters. You’re not one of those founders still convinced that going viral on TikTok is a sustainable business strategy.
The question isn’t whether you should do email marketing, but understanding why your email list is exponentially more valuable than those shiny social media follower counts.
And once you see the difference, you’ll never look at your subscriber list the same way again.
Why Founders Fall Into the Social Media Trap
Social media feels immediate and exciting. You post something, and people react instantly; those little dopamine hits make it feel like progress. Plus, it’s free (or so it seems), and the potential reach looks massive when you’re starting out.
But here’s what’s really happening behind the scenes:
Platform dependency is risky as hell. Every time Instagram changes its algorithm, your organic reach takes another hit. TikTok could get banned tomorrow (again), and Facebook… well, Facebook’s been steadily decreasing organic reach for businesses for years. Building your entire customer base on platforms you don’t control is like putting all your money in someone else’s bank account. Not ideal.
Vanity metrics don’t pay the bills. A thousand followers sounds impressive until you realize only 3% of them see your posts, and even fewer actually buy anything. Meanwhile, that email list of 200 engaged subscribers might be quietly generating 30% of your revenue. Read that again!
The hidden costs add up fast. “Free” social media marketing isn’t free when you factor in content creation time, paid ads to boost reach, and the opportunity cost of not focusing on owned channels. You’re essentially paying Instagram to rent access to your own audience.
The True Value of Email Lists vs. Social Media
Social media followers are like people walking past your storefront. Some might glance in the window, a few might wave, but most are just passing by on their way to somewhere else.
But let’s talk about those email subscribers…
They’re the ones who walked into your store, gave you their contact information, and said, “Yes, I want to hear from you!”
That’s a completely different level of intent and engagement.
You own the relationship. When someone subscribes to your email list, you have direct access to them. No algorithm decides whether they see your message. There isn’t a platform that can suddenly change the rules and tank your reach. It’s your list, your audience, your relationship.
Email drives serious revenue. While social media is great for awareness and brand building, email consistently outperforms every other marketing channel in terms of ROI (Return on Investment). According to the Data & Marketing Association, email marketing generates an average of $42 for every $1 spent (1). Your IG posts likely aren’t bringing in anything even close to that.
Deeper connections happen in the inbox. Social media is public and performative. Email feels personal and intimate. When someone opens your email, you have their full attention for those few minutes. There are no competing posts or distracting stories. It’s just you and your subscriber having a conversation.
Email subscribers are more qualified. Giving someone your email address requires more commitment than hitting “follow.” Email subscribers have already shown they’re interested enough in your brand to allow you into their inbox. That’s purchase intent (and trust!) you can’t buy.
The Psychology Behind Email Engagement
There’s something powerful about the email experience that social media can’t replicate. When someone opens your email, they’re in a private, focused environment. They chose to engage with your content instead of passively scrolling past it.
Email also feels more exclusive. Your social media posts are visible to everyone, but your emails feel like insider information. Subscribers get early access to sales, behind-the-scenes content, and personal stories that don’t show up anywhere else.
That exclusivity builds loyalty in ways that public posts could never compete with.
Plus, email allows for actual conversation. When subscribers reply to your emails (and they will, if you write them well), you’re building actual relationships. There’s so much more value to that than a random stranger commenting “😍😍😍” on your post. You’re allowing space to build genuine connections with people who care about your brand.
Why Email Lists Compound Over Time
Here’s where email gets really exciting: unlike social media followers, email subscribers become more valuable the longer they stay on your list.
A social media follower might see your content occasionally, but an email subscriber receives consistent value from you week after week. Over time, they learn to trust your recommendations, understand your brand story, and feel connected to your mission.
And when they’re ready to buy, you’ll already be at the top of their mind.
Email lists also have staying power. A subscriber who joined your list two years ago might suddenly become your biggest customer when their life circumstances change. Meanwhile, that Instagram follower from 2023 probably forgot you exist unless you’re constantly showing up in their feed.
And there’s a loooooot of competition to be one of the few accounts that show up that frequently for that long.
The data backs this up, too. Email subscribers typically have a much higher customer lifetime value than social media followers (2). They make repeat purchases, refer friends, and become genuine brand advocates.
That compound effect means every new subscriber is potentially worth hundreds or even thousands of dollars over time.
The Content Strategy Difference
Social media demands constant feeding. The algorithm wants fresh content daily (sometimes multiple times per day), and if you stop posting, your reach plummets. It’s exhausting and unsustainable for most founders. And I’m sure you’ve felt that level of exhaustion…but no more.
Because email operates differently. You can send one high-value email per week and maintain strong engagement. Your subscribers actually prefer quality over quantity, and a well-crafted weekly email often performs better than daily social media posts.
This efficiency means you can focus on creating really good content instead of churning out filler posts. Your emails can be strategic, thoughtful, and aligned with your business goals rather than optimized for whatever trend is happening this week.
Building Your Email List vs. Growing Social Followers
Growing social media followers often feels like shouting into the void. The truth is, you’re competing with millions of other posts, hoping the algorithm will favor you, and trying to crack constantly changing best practices.
Building an email list is more intentional. You create something valuable (a guide, discount, exclusive content), and people actively choose to join your community. Every subscriber represents a deliberate decision to connect with your brand.
The quality difference is enormous! A social media follower might have hit “follow” during a 2 am scroll session and completely forgotten about you by morning. An email subscriber took the time to find your opt-in form, enter their information, and confirm their subscription.
That’s serious intent.
The Long-Term Business Impact
When you build your business around social media, you’re essentially building on quicksand. Platforms rise and fall, algorithms change overnight, and your entire audience could disappear with one policy update.
Remember that TikTok fiasco not too long ago where the ENTIRE app was inaccessible for a weekend?? Yeah, let’s avoid that fear altogether.
Email lists create stability. They’re portable (you can take them to any email platform), protected (by privacy laws that give you certain rights), and permanent (subscribers don’t disappear when platforms change).
This stability translates to predictable revenue. When you have an engaged email list, you can forecast sales, plan inventory, and make business decisions based on actual data rather than hoping your next post goes viral.
Email also scales differently than social media. While social media reach often decreases as you grow (thanks to algorithm limitations), email lists maintain their effectiveness regardless of size. Your 10,000th subscriber is just as likely to engage as your 100th.
Making the Mental Shift
The hardest part about prioritizing email over social media is letting go of the instant gratification (that dopamine hit can be sooo hard to let go of!).
There’s no denying it, social media gives you immediate feedback – likes, comments, shares. And email often feels slower and less flashy.
But here’s the mindset shift you need to hear: social media is rented attention, email is owned attention. Every minute you spend optimizing for Instagram’s algorithm is time you’re not spending building something you actually control.
This doesn’t mean abandoning social media entirely. It means using it strategically to grow your email list rather than treating it as your primary customer relationship channel.
Social media becomes the funnel, while email becomes the foundation.
Your Email List Is Your Business Insurance
Now let’s talk about the uncertain digital landscape we’re in…
Your email list is the closest thing to business insurance you can get. Economic downturns, platform changes, and industry disruptions can’t touch the direct relationship you’ve built with your subscribers.
When everything else feels chaotic, your email list remains steady.
These people choose to hear from you, trust your recommendations, and care about your success. They’ve become your community.
I’ll leave ya with this: Remember those two DMs I mentioned at the beginning? The founder with 10K followers and low sales vs. the one with 800 subscribers generating $15K?
That second founder built something sustainable while making money. Something that doesn’t depend on algorithm changes or platform policies. Something that grows stronger over time.
That’s the power of prioritizing your email list over follower counts. If you know emails are the next step into growing your sustainable business, but you don’t know where to start, I’ve got you. Book a free consultation here.
Thanks so much for reading! And speaking of: let’s talk about how I can help you write emails that your community actually reads.
I’m Aireanna, and I’m here to help you turn subscribers into loyal customers. If you’re vibing with what I’m sharing, here’s how we can keep in touch:
Join Email Paradise! Get my best email tips and a splash of lifestyle content delivered to your inbox every Tuesday — your weekly dose of inspiration.
Download the 5 Email Hacks to Flood Your Shopify Store with Sales If you want to turn subscribers into buyers, these five hacks will help you do just that. No fluff, just actionable tips with real-life examples!
Check out my done-for-you email marketing services! If you need a strategic email partner (in any capacity) to craft emails that not only get opened but drive real results, I call dibs! Let’s work together to make your brand’s vision a reality.
Have a question or just want to chat? Drop me a DM on IG @aireannaelanah or email me at hello@aireannaelanah.com. I’d love to connect!
Sources:
(1) HubSpot. (2023, December 14). The ultimate list of email marketing stats that we think you should know. HubSpot Blog. https://blog.hubspot.com/marketing/email-marketing-stats
(2) Flodesk. (2022, March 4). How to calculate email subscriber value in 5 simple steps. Flodesk Blog. https://flodesk.com/blog/subscriber-value/
