Why Email Should Be Your #1 Priority

(Even If Social Media Is Where You Shine)

By Corey Walker, Co-author of Instagram for Dummies and Owner of The Marketing Specialist

You're crushing it on social media. Your content is connecting. Your audience is growing. Engagement is up. But here's the uncomfortable truth that keeps me up at night: you're building your entire business on rented land.

I learned this the hard way after 20 years running The Marketing Specialist. One algorithm change, one platform policy shift, one unexpected account restriction, and suddenly that direct line to your most engaged followers disappears. Just ask the thousands of creators who spent years building on TikTok while its future hung in the balance for two years.

That's why every social media post, every piece of content you create, and every follower you attract should have a second destination: your email list.

The "Owned Property" Strategy

Think of social media as your storefront on a busy street you don't own. The landlord (Meta, TikTok, whoever) can change the rent, remodel without asking, or even shut down tomorrow. Your email list? That's property you own. No one can take it away. No algorithm can hide it. No platform can delete it.

But here's what makes this powerful for businesses already using DM automation: you've already done the hardest part. You've identified your most engaged audience. They've raised their hand. They've responded to your content. They've messaged you first.

Now you just need to capture them before they disappear into the social media void.

The Two-Platform Strategy That Actually Works

The most successful creators and businesses I work with use a complementary approach:

Social Media (Discovery & Engagement) - This is where people find you. Your content, your reels, your posts create awareness and interest. You build relationships, showcase your expertise, and create moments that make people want more.

Email (Ownership & Conversion) - This is where you maintain the relationship on your terms, nurture leads over time, and convert when they're ready, not just when the algorithm decides to show them your post.

Why This Matters More Now Than Ever

The average person on your email list is worth 3-5x more than a social media follower over their lifetime. Why?

• Email open rates (20-30%) crush organic social reach (3-5%) - The algorithm hides your posts, but email lands in their inbox
• Email subscribers buy more frequently because you control when they see your message
• Email allows for sophisticated automation that makes sales while you sleep
• Email doesn't punish you for linking to your checkout like social algorithms do

And here's the thing: you're already creating the content. You're already providing value. You're already building relationships on social media. Adding "Link in bio to join my email list for exclusive content" (or even better, using Stampede Social to automate this process!) to your strategy is the easiest high-value addition you'll ever make.

The Full Playbook (Watch the Complete Webinar Below)

I recently hosted a comprehensive webinar on exactly how to build, grow, and maintain an email list that actually converts. We covered:

• Live examples of each type of signup form in MailChimp
• The lead magnets that work best 
• How to use social media strategically to drive email signups (without being spammy)
• Best practices for keeping your list healthy and engaged

If you're serious about turning your social media engagement and DM conversations into owned, permanent assets, this webinar is the blueprint.