Carlos Gill, brand ambassador for Get Response, asked creators this question on LinkedIn. Do they want 10,000 social media followers or 1,000 email subscribers.
In a season dominated by social media, where businesses pour countless hours into growing their following, there’s an interesting trend among savvy entrepreneurs: many would rather have 1,000 email subscribers than 10,000 social media followers. At first glance, this might seem counterintuitive. After all, social media followers are often seen as a sign of influence and reach. However, when it comes to business growth and long-term customer relationships, email subscribers are far more valuable.
Here’s why.
You Own Your Email List
One of the most significant advantages of email subscribers over social media followers is ownership. Your email list is an asset that you fully control. Social media platforms, on the other hand, are owned by third-party companies that can change their rules, algorithms, or even shut down your account without warning. If a social media platform makes a change that limits your visibility, your ability to reach your audience plummets. On the other hand, your email list is yours to keep and use as you see fit. This ownership gives you stability and predictability in how you reach your audience.
Related – Why the Best Marketers Prefer 1,000 Email Subscribers Over 10,000 Social Media Followers
Algorithm Changes Can Kill Your Social Media Reach
Social media algorithms are notorious for constantly changing, and these changes can drastically affect your ability to reach your followers. You might have 10,000 followers, but that doesn’t guarantee that your posts will actually be seen by most of them. In fact, studies have shown that only a small fraction of followers will see any given post due to algorithmic curation. In contrast, when you send an email, you know it’s being delivered directly to your subscribers’ inboxes. While there’s no guarantee they’ll open it, your message is at least reaching them, rather than being buried in a constantly shifting social feed.
Better Engagement and Nurturing
Email offers a level of personalization and engagement that social media can’t match. With email, you can segment your list, send targeted messages, and track detailed analytics to understand what resonates with your audience. Social media engagement is often fleeting, but an email campaign can be thoughtfully crafted to build relationships over time. You can take a subscriber on a journey, from welcoming them to your community to converting them into a customer through consistent, value-driven content.
Higher Visibility Rates
Email open rates vary by industry, but even a modest 20% open rate is often far more effective than social media visibility rates. Organic reach on platforms like Facebook and Instagram is notoriously low, with some estimates putting it as low as 2-6%. This means that even with 10,000 followers, only a few hundred might actually see your post. In contrast, if 20% of your 1,000 email subscribers open your message, that’s 200 people directly engaging with your content.
Longevity and Reliability
Social media trends come and go. Platforms rise and fall. Remember MySpace? Vine? Even platforms that seem permanent, like Facebook, change significantly over time. On the other hand, email has been around for decades and remains one of the most consistent and reliable communication channels. As long as people use email for business and personal communication, your list remains relevant.
Overcoming Email Challenges
Some might argue that emails can end up in spam folders or go unopened. While it’s true that not every email reaches the intended recipient, modern email marketing practices significantly reduce these risks. By following best practices like segmenting your list, personalizing messages, and avoiding spammy language, you can ensure higher deliverability and open rates. Plus, even if an email doesn’t get opened, it still sits in the inbox, serving as a subtle reminder of your brand.
Building a Deeper Connection
Emails often feel more personal because they arrive in someone’s private inbox. Unlike social media, where content is often fleeting and consumed amidst countless distractions, emails provide a more intimate experience. Business owners can use emails to share stories, provide value, and make their subscribers feel part of a community.
The Bottom Line: Quality Over Quantity
While it might be tempting to chase social media numbers, serious business owners understand that quality always trumps quantity. A small, engaged email list can be far more powerful than a massive but passive social media following. If your goal is to build lasting relationships, drive sales, and grow your business with stability, investing in your email list is the clear winner.
So, the next time you’re debating whether to focus on growing your social media following or building your email list, remember this: one is a borrowed audience, and the other is an asset you truly own. Choose wisely.
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