Why Email Marketing Beats Social Media Every Single Time (And Why You’re Probably Ignoring It)

This past week I’ve spoken to 3 different businesses and every single one I’ve told them – no, actually SHOUTED at them – about how important email marketing is.

And yet, somehow, businesses still treat email marketing like it’s some optional extra. Meanwhile, they’re posting on Facebook three times a day, crossing their fingers, and hoping the algorithm gods smile upon them.

Let me tell you why that’s a mistake.

The Social Media Problem Nobody Talks About

Look, social media is great. It’s super important to any business. But unless you’re the best social media expert out there, you’re still firing from the hip.

Here’s what I mean: when you put something on Facebook, you’re at the mercy of the Meta algorithm. Your post might just be shown to family and friends or people who regularly engage with it. That’s it. You’ve spent time creating content, and Facebook decides whether 50 people or 500 people see it.

The real problem: if you’re selling a service that people need at a certain time, posting on Facebook is like two ships passing in the night. You’re just hoping to catch them at the right moment.

Let’s say you’re a plumber. Someone’s boiler breaks down on a Tuesday morning. Are they really going to scroll through Facebook hoping to see your post from three days ago? No chance. They’re going to Google it, call the first number they find, or – if they’re smart – check their email to see if they’ve got a plumber they’ve heard from before.

Why Email Marketing Wins (Every Single Time)

If you have an email list, you’ve got people who’ve willingly given you their details because they’re interested in you. You have a direct line to them whenever you need it.

Think about that for a second. These people have said “yes, I want to hear from you.” They’ve given you permission to land directly in their inbox. That’s valuable.

You need to email them consistently, not just when you need something.

I’ll be blunt – if you only email your list when you’re trying to flog something, they’ll have forgotten you exist. Or worse, they’ll think you only care about them when you want their money. That’s not a good look.

It’s about consistently showing up in their inbox to create a customer touch point. Regular contact means when they DO need your service, you’re the first person they think of.

I’m Not Anti-Social Media (Just Pro-Email)

One thing I must stress – I am NOT saying you shouldn’t do Facebook or Instagram. Please don’t come at me on LinkedIn saying “Kane told me to bin off social media!” I didn’t.

But I make a big point of this because people often just neglect email marketing or don’t even think about it. It’s like they’ve completely written it off as “that thing from the 90s.”

Meanwhile, every single major business in the world is desperately trying to get your email address. Amazon wants it. Apple wants it. That local coffee shop with the loyalty card? They want it too.

There’s a reason for that. It works.

What’s Happened Since I Started These Regular Emails

Doing these regular emails has meant I’ve had more conversations with past clients that I haven’t done direct work with recently. These chats would never have happened otherwise.

Projects that finished 6 months ago? Those clients are back in touch. People who went quiet? They’ve reached out. Some just to say hi, others wanting to work together again.

It’s all about being present, and I’m being as present as I can be with this email.

The best part? I’m not even that good at email marketing yet. I’m just showing up regularly. If I can get results from that, imagine what you could do with a proper strategy.

It Works For Any Type of Business

This isn’t just for online businesses or fancy tech companies. Email marketing works for:

• Service-based businesses (plumbers, accountants, web developers like me)
• Online retail (anything you sell online)
• Local shops (yes, even if you’re brick-and-mortar)
• B2B companies (especially B2B, actually)
• Freelancers (writers, designers, consultants)

If you have customers, email marketing works for you. End of story.

The Numbers Don’t Lie

Right, now for the bit I promised – the data that would turn this into “a right essay.”

Email marketing has an average ROI of £42 for every £1 spent. That’s a 4,200% return on investment. Show me a social media campaign that consistently delivers that.

Email is 40 times more effective at acquiring new customers than Facebook or Twitter according to McKinsey research.

99% of people check their email every day. Some check it multiple times per hour. Can you say the same about Facebook?

The average click-through rate for email is 2.6%, compared to 0.58% on Facebook. That means more people actually act on your emails than your social posts.

And here’s the kicker: you own your email list. Facebook could change its algorithm tomorrow (and it will). Instagram could shut down (unlikely, but possible). Your email list? That’s yours forever.

The Bottom Line

A website without marketing is like having a shop in the middle of the Sahara Desert. Nobody knows you’re there.

A website with social media marketing? You’re somewhere in the city, hoping people walk past at the right time.

A website with email marketing? You’ve got a direct line to people’s phones and computers. You’re in Oxford Street, and you’ve got a loudspeaker.

Which would you rather have?