Introduction

Social media is loud. It’s crowded, unpredictable, and constantly changing. One minute you’re riding the wave of a trending audio, the next you’re shouting into the void. Meanwhile, email quietly delivers some of the highest ROI in marketing. Yet so many founders focus almost exclusively on social, leaving email on the back burner.

In this article, we’re digging into why email still outperforms social when it comes to engagement, conversion, and long-term customer relationships, especially for small but scaling businesses.

Why Founders Put Email Last (and Why That’s a Problem)

Email marketing often feels like the “boring” choice. Social is visual, fast, fun — and let’s be honest, it’s where everyone else seems to be. But treating email as an afterthought is a missed opportunity.

Many founders skip email because:

• They think they need a big list to get started
  
• They don’t know what to send or how often
  
• They’re unsure how to measure success
  

But unlike social media, where your posts disappear in a scroll, emails land directly in your subscriber’s inbox. It’s a space that’s quieter, more intentional, and far more personal.

Social Media Is a Party, Email Is a Conversation

Think of it like this: social media is a party. It’s great for mingling, meeting new people, and showing your brand personality. But email? That’s the coffee date afterwards. The space where trust is built, stories are told, and buying decisions are made.

On social, you’re at the mercy of algorithms and attention spans. On email, you own the list. You’re not fighting to be seen, you’re already in.

The Numbers Tell the Real Story

Still not convinced? Let’s break it down:

Channel	Average Engagement Rate	Average Conversion Rate
Instagram	0.60%	0.80%
TikTok	1.60%	1.10%
Email	20–25% (opens)	3–5% (clicks)

Now consider this: email marketing has an average ROI of $42 for every $1 spent. That’s not a typo. It’s the kind of return that makes it worth your time, and then some.

What Email Can Do That Social Can’t

Here’s what email gives you that social can’t reliably offer:

• Direct access to your audience, anytime
  
• Personalisation at scale
  
• Segmented messaging based on behaviour
  
• Automated workflows that sell while you sleep
  
• Freedom from the algorithm
  

The beauty of email is that you can tailor it. You can write one message to first-time customers, another to loyal repeat buyers, and another still to lapsed subscribers. That level of nuance isn’t just smart, it’s profitable.

Where Email and Social Work Best Together

This isn’t an email vs social battle. The two work brilliantly together when done right.

Use social to grow your list, and email to grow your business.

Some of the most effective strategies include:

• Running lead magnet campaigns on Instagram Stories
  
• Adding email sign-up prompts to your bio and highlights
  
• Using DMs to offer exclusive content or discounts in exchange for email addresses
  
• Retargeting email subscribers on Facebook Ads for lower-cost conversions

So, What Should You Be Sending?

Many founders freeze up at this point, what do I actually write?

Here’s a simple framework to start with:

• Weekly newsletter (educational, behind-the-scenes, or entertaining)
  
• Monthly offer or product feature
  
• Automated welcome sequence
  
• Abandoned cart emails (if you’re ecommerce)
  
• Event or launch announcements
  

Even two consistent emails a month can drive results.

Real Talk: Most Founders Wait Too Long

The founders I coach usually come to email marketing late. They focus so heavily on Reels and reach that they forget about ownership. And when platforms change, or engagement drops, they suddenly realise they don’t own any of their audience.

Start your list now. Even if it’s small. Even if you’re unsure what to send. Your future self will thank you.

Want Help Setting It Up?

If you know you need to take email marketing seriously but don’t know where to start, let’s chat. We help small but scaling brands build powerful email strategies that convert, without the fluff.

👉 Book a free call here