While most digital marketers and new entrepreneurs focus on Facebook, Instagram, and other social marketing, there’s still one channel that beats them all – and that’s email.

Email marketing still offers the highest rate of return on investment out of all channels. Although marketing on Facebook, Instagram, and other social platforms is still effective, the biggest challenge is that advertisers are constantly in the mercy of these platforms.

At any moment, your destiny can change with a simple shift in the algorithm or other factors beyond your control. Marketers need to constantly be on their feet if they are too dependent on these platforms.

If you’re a business owner, you need to focus your efforts on building an email list. It’s an asset that you own, the most personal way to engage with your audience, and a highly effective way to generate sales.

The 2 Main Reasons You Need an Email List

1) People Who Subscribe Are Interested In What You’re Offering

By inviting people to opt in to your email list, you are able to see if they are interested in your product. Although they may not become buyers right away, they are showing some level of intent by giving you permission to email them.

In digital marketing, this would be considered a hot prospect. In a marketing funnel, email subscribers are one of the more likely audience groups to convert into buyers.

Email is also a great way to drive traffic back to your website as it has a higher clickthrough rate than any social platform. For example, if you operate a blog, whenever you publish a new post, you can send an email to your list to instantly drive traffic.

2) You Own The Emails You Collect

Within the last couple of years, we’ve witnessed major shifts in social media marketing due to algorithm changes and other factors that directly affect performance.

When advertising through social media, you are paying for every impression. Any audiences you build through your pixel, you don’t own. You simply are receiving access to use it again, kind of like a loan. This is important to understand because it means you don’t own any of assets you collect as an advertiser.

If your account gets shut down tomorrow, all the audiences you’ve built and data collected through advertising is instantly gone. With your email list, you own the communication with your audience and have the ability to send emails at any time without spending money on ads.

This gives you enormous freedom that’s usually misunderstood by marketers.


Email is one of the most consistent, profitable ways to communicate with your audience. It allows you the opportunity to build rapport and turn prospects into buyers in the most cost-efficient way.

As a business owner, it will be one of the most valuable assets you can build.