Building Your Email List in Addition to Social Media: Why It's More Crucial Than Ever

In today's digital age, social media platforms like Facebook, Instagram, and TikTok have become central to our online interactions and marketing strategies. However, recent developments with TikTok, including discussions around data privacy concerns and potential bans in the United States, underscore a critical lesson for businesses: the importance of building and maintaining an email list.

Ownership and Control

The most compelling argument for building an email list is ownership. Social media platforms are controlled by third-party companies that set the rules and algorithms, which can change without notice. These changes can drastically affect how and if your audience sees your content. For instance, TikTok's algorithm might prioritize certain types of content over others, and if your content doesn't align, your reach could diminish overnight.

In contrast, an email list is something you own outright. You control the distribution list and decide when and how to communicate with your subscribers. This direct line of communication is not subject to the whims of a third-party algorithm, providing a stable and reliable way to reach your audience.

Stability Amidst Uncertainty

The recent uncertainties surrounding TikTok, where geopolitical tensions and privacy concerns could lead to its ban in several key markets, highlight the instability inherent in relying solely on social media for your digital presence. If TikTok is banned in the United States, businesses that rely solely on it would be left scrambling to rebuild their audience elsewhere. An email list provides a safeguard against such uncertainties. Even if a social media platform becomes unavailable, you still have a way to reach and engage with your audience directly.

Enhanced Personalization and Segmentation

Email marketing tools offer sophisticated personalization and segmentation options that are often unavailable on social media platforms. You can tailor your messages with emails based on user behavior, demographics, and past interactions. This personalization level enhances your communications' effectiveness and can lead to higher engagement rates.

Better Conversion Rates

Typically, email marketing yields higher conversion rates compared to social media. According to constant contact, in 2024 emails have an average overall open rate of 39.7% and a click-through rate of 1.0%, and between a 2% and 5% conversion rate with an average ROI of $40 for every 1$ on email marketing 

Long-Term Relationships

Building an email list helps cultivate long-term relationships with your audience. Unlike social media, where content is fleeting, emails tend to be more deliberate and thoughtful. Subscribers who opt into your email list show a higher level of interest in your brand or content, which suggests a deeper commitment and interest in what you have to offer.

Conclusion

While social media is an essential tool in the modern marketer's arsenal, the recent issues with TikTok demonstrate the risks of over-reliance on these platforms. An email list is vital to your marketing strategy, offering stability, control, and effectiveness that social media cannot match. By building and nurturing an email list, you can ensure a direct and unmediated connection with your audience, safeguarding your business against the uncertainties of the social media landscape.