Why It’s Time to Start an Email Newsletter (and stop trusting the algorithm like it’s your work wife)
For years, businesses have treated social media like the holy grail of marketing, pouring time, energy, and sanity into platforms they don’t actually control. And while Instagram, Facebook, and TikTok are great attention engines, relying on them as your primary channel is risky business. Algorithms shift, engagement tanks, and your audience visibility can disappear faster than free snacks in an office kitchen.
This happened to me a few weeks ago, leading into a client's major holiday event. I got this panicked text with a screenshot of their unusually low event engagement:
“WHAT DO WE DO!!! The engagement on our event posts have NEVER looked like this!”
And because our phones are A-class eavesdroppers, Instagram immediately served me a post explaining why engagement takes a a hit during the holiday season (spoiler: corporate ad spend is the Grinch).
As a type-A, Scorpio control freak, this is exactly why I shout the power of email campaigns and newsletters from the rooftops. Your marketing deserves better than guessing what the algorithm’s ‘vibe’ is today.
So that we weren’t at the mercy of Mark Zuckerberg’s minions, what did we do? We ran a 5-email campaign sent to to 2,064 subscribers.
- Average open rate: 34.8% (benchmark: 29.2%)
- Top click-through rate: 7% (benchmark: 3.64%)
Translation: email quietly carried the entire event on its back.
So, let's talk about why email is the effortlessly cool girl we all want to be:
1. You Actually Own Your Audience
Your followers? They belong to the platform.
Your email list? That’s your VIP room, and you hold the guest list.
2. Visibility You Can Count On
Instagram may bury your posts for no reason. Email puts your message directly in someone's inbox (2,064 in this case).
You’re not fighting for a spot in the feed. You’re already there.
3. Relationship-Building on Steroids
Newsletters give you more room to tell stories, teach something, and connect like an actual human. Go ahead, tell a story about an embarassing moment you had that week, or a big client win! I suspect your audience will listen.
People who subscribe want to hear from you. They’re warm, engaged, and ready to take action.
4. The Conversions Don’t Lie
Email outperforms social in clicks, sign-ups, AND sales.
It’s the workhorse of any strong marketing ecosystem.
5. Consistency Without the Burnout
Social demands constant content, creativity, and trend-chasing.
Email? Pick a topic, stick to it, and deliver value.
No trending audio required.
6. Built-In Revenue Potential
Your newsletter can become an offer! Think sponsorships, paid subscriptions, collaborations, and more.
You can’t monetize an Instagram post like that (unless you’re an influencer with 100K followers and a skincare brand behind you).
7. It’s a Long-Term Asset
Platforms change, collapse, or pivot (i’m looking at you Hotmail, RIP gapgirl_79)
But your email list? It grows with you, adapts with you, and stays yours forever (thank goodness my hotmail address did not).
The Bottom Line
Social media is rented space. Email is your home base.
If you want stability, control, and consistent connection with your audience, start your newsletter yesterday. Think of it like planting seeds: show up, water them, give value, and you grow a community that trusts you, buys from you, and sticks around.
First things first: Stop overthinking your first newsletter. Start with something simple:
a quick story - an embarassing moment, a good experience at a local restaurant, a “shower thought”.
a helpful tip
a behind-the-scenes update
a curated list of resource
Take the leap and start showing up. Real, authentic, and consistent! And if you need support with the copy, the messaging, or the campaign execution, that’s where I come in.
