The Social Media Follower Illusion: Why Email Is Still King

I saw something that perfectly illustrates why I bang on about email lists so much.

A friend posted on social media today. They've got 4,500 LinkedIn followers—impressive, right? But here's the kicker: only 104 people actually saw their post.

Now, if they'd emailed those same 4,500 people instead, with a typical 25% business open rate, roughly 1,000 people would have seen their message. That's nearly 10 times more reach.

Think about it this way: if someone told you that you had to stand in front of 1,000 people and give a talk, you'd spend ages preparing. You'd know exactly what to say, you'd value every second of that opportunity.

But when it comes to email? Too many people think, "Oh, I'll just chuck something together and hope it works."

Here's the reality: you own your email list. Social media platforms own your audience there. Your carefully cultivated following can disappear overnight if the algorithm changes or the platform decides you're not worth showing.

Social media is still important—it's brilliant for discovery and building relationships. But when it comes to actually reaching people and building a business? Your email list is where the gold is.

Stop chasing vanity metrics. Start building something you actually control.

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