Stop Sleeping On Email Marketing
Why Your Business Needs a Mailing List More Than Another Social Media AccountWith social media algorithms changing faster than fashion trends, small businesses are caught in an exhausting game of catch-up. One day your Instagram posts are reaching thousands, the next day you're lucky if your own mother sees them. While social media remains crucial for visibility and attracting new clients, relying on it as your primary communication channel is like building your house on someone else's land.
The Problem with Platform Dependency
Social media platforms are rented real estate. You don't own your followers, and you're always one algorithm change—or government decision—away from losing everything. Remember when TikTok faced potential U.S. bans? Businesses that had invested years building audiences suddenly faced the possibility of starting from scratch.
Recent platform volatility examples:
Instagram's 2022 algorithm shift that devastated organic reach for many businesses
Twitter's dramatic changes under new ownership affecting user engagement
LinkedIn's frequent algorithm updates impacting B2B marketing strategies
Why Email Marketing Still Reigns Supreme
Your email list is owned media. Nobody can take it away from you, change the rules overnight, or decide your content isn't worth showing to people who specifically asked to see it. According to the Data & Marketing Association, email marketing delivers an average ROI of $42 for every $1 spent—that's a 4,200% return on investment.
Key advantages of email marketing:
Direct access: Your message lands directly in subscribers' inboxes
Higher engagement: Email has consistently higher engagement rates than social media
Personalization: Segment your audience and tailor messages to specific groups
Measurable results: Track open rates, click-through rates, and conversions precisely
Building Your "Warm Leads" List
The secret to successful email marketing isn't just collecting addresses—it's attracting people who genuinely want to hear from you. This means offering real value in exchange for their trust and inbox space.
Proven lead magnets that work:
Downloadable guides or checklists: Industry-specific templates, how-to guides, or resource lists
Exclusive content: Behind-the-scenes insights, early access to blog posts, or insider tips
Free consultations or assessments: 15-minute strategy calls or business audits
Discounts and promotions: Subscriber-only sales or early access to new products
Why MailerLite Is My Go-To Platform
After testing multiple platforms—Later, Mailchimp, Constant Contact, and others—I consistently recommend MailerLite for most small businesses. Here's why:
MailerLite Advantages:
Pricing: Free plan for up to 1,000 subscribers, then affordable scaling
User-friendly interface: Drag-and-drop editor that doesn't require technical skills
Automation capabilities: Set up welcome sequences, birthday emails, and follow-up campaigns
Deliverability: Strong reputation ensures your emails actually reach inboxes
Getting Started: Your Email Marketing Action Plan
Choose MailerLite: Start with their free plan to test the waters
Create your lead magnet: Develop one valuable resource your ideal clients would want
Design your template: Keep it simple, on-brand, and mobile-friendly
Set up automation: Create a welcome sequence for new subscribers
Promote your list: Add signup forms to your website, social media, and business cards
The Bottom Line
Social media is great for discovery, but email marketing is where relationships deepen and sales happen. While you're chasing the latest TikTok trend, your competitors might be building direct relationships with their audience through email.
Stop sleeping on email marketing. Your future self—and your bank account—will thank you.
Ready to start building your email list but need help getting set up? Chasing Honey Consulting offers initial MailerLite setup and template design services, as well as recurring send packages to keep your email marketing running smoothly.
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