A lot has been happening in the digital space recently. Platforms like TikTok and CapCut were temporarily banned, only to return within a day. This quick upheaval is a reminder of one critical truth: you don’t own your social media following. If these platforms disappear or change overnight, your audience could vanish, too.

Let’s talk about why building an email list is not just a smart move—it’s essential for your business.

My Journey with Social Media

Social media has been transformative for me. Instagram allowed me to build a business, create a community, launch a podcast, and earn income through affiliates and brand partnerships. It’s my favorite platform, where I spend the most time connecting, learning, and growing.

But if Instagram disappeared tomorrow? It would hurt. Beyond being a platform, it’s where I honed real-world marketing skills after earning an MBA and struggling to land anything beyond entry-level roles. Back in 2014, when I started my mom blog Coffee, Kids, and Cocktails, I used Instagram to apply what I’d learned, teaching myself to read analytics, experiment with features, and create viral content.

Social media has been an incredible tool for businesses and personal brands. But it’s just that—a tool. The hard truth is that we don’t own our social media following. Followers can come and go, and if you lose access to the platform, you lose access to your audience.

Why You Need an Email List

An email list gives you something social media can’t: ownership. When you have someone’s email, you have a direct line to them, free from algorithms or platform changes. Your list is a resource you control, and it’s essential for future-proofing your business.

If you’re unsure where to start, I’ve got you covered! My 5-Step Email Growth Cheat Sheet is packed with actionable strategies to grow your list quickly and easily. Download it here.

Building an email list doesn’t have to feel overwhelming. With just one hour of focused time, you can set up the foundation and start seeing results.

Social Media vs. Email: Why the Funnel Matters

Think of your marketing strategy as a funnel, with three key stages:

1. Top of Funnel (TOFU): Awareness

This is where people first hear about you. Your goal is to attract attention and make them curious.

• Examples: Social media posts, blogs, reels, ads, and free resources.
• Real-life analogy: Walking into a store because they’re handing out free samples.

2. Middle of Funnel (MOFU): Consideration

At this stage, people know who you are and are deciding if they want what you offer.

• Examples: Emails, webinars, testimonials, and case studies.
• Real-life analogy: Reading a product label and asking questions before deciding to buy.

3. Bottom of Funnel (BOFU): Decision

This is the final step where someone decides to buy from you.

• Examples: Special offers, clear calls to action (CTAs), and product demos.
• Real-life analogy: Trying the sample, asking questions, and buying the product.

Social media is amazing for top-of-funnel activities, but its conversion rates—typically 1-3%—leave a lot to be desired. Email marketing, on the other hand, offers direct, measurable ROI and ensures your message gets in front of your audience.

The Key to Success: Combine Social Media and Email

Social media is great for visibility, engagement, and relationship-building. But email marketing is where the conversions happen. The real power lies in combining the two:

• Use social media to drive traffic to your lead magnet (like my free cheat sheet).
• Use email to nurture leads and convert them into loyal customers.

How to Get Started

Everything I do for my email list is through Flodesk. It’s incredibly user-friendly and makes building and managing an email list simple. I’ve tried other platforms like Kajabi, but nothing compares to Flodesk for ease of use.

Pro tip: Even though you own your email list, you don’t own your email platform. I download my list weekly to ensure I have an up-to-date backup.

Social media is an amazing tool, but your email list is the safety net that ensures your hard work doesn’t go to waste.

Are you ready to take action? Block out one hour this week, download my cheat sheet, and start building your list today!