Here's a controversial take: Instagram followers are not an asset. Your email list is.
I've spent 27 years watching how businesses actually grow. The ones that survive market changes, algorithm updates, and tough years are the ones with direct access to their customers. Email gives you that. Social media does not.
Let me break down why.
The Math Behind Why Email Wins
Imagine you have 5,000 Instagram followers and an email list of 500 people.
You post on Instagram. The algorithm decides that 100 of your 5,000 followers see it. Maybe 5 engage. One person might click a link or inquire about your service. That's a 0.02% conversion rate on your total followers. The other 4,900 don't know you posted.
You send an email to 500 people. Email platforms report that about 20-25% of people open it (if you're doing it right). That's 100-125 people who see your message. If you write the email well, 2-5% will click a link or take action. That's 10-25 potential customers from a list one-tenth the size.
The difference is control. On Instagram, you're renting access to followers. Facebook owns the algorithm. They change it whenever they want. Tomorrow, Instagram could decide that business posts show up for only 1% of followers. You would have zero control.
Your email list? You own that relationship. The email goes to their inbox. They see it. No algorithm. No chance they miss it.
Here's What Most Businesses Don't Understand
Building an Instagram following feels good. It's visible. You can see the number go up. You feel like you're building something.
Building an email list feels slow. You're asking for email addresses one customer at a time. It takes forever to get to 100. It takes even longer to get to 500.
But here's the reality: a 500-person email list of actual customers is worth more to your business than 50,000 Instagram followers. This isn't opinion. It's math.
A customer on your email list has already decided they like you enough to give you their email. That's qualified attention. An Instagram follower might have followed you by accident, is scrolling mindlessly, or will never see your posts.
What Email Does That Social Can't
1. Email builds long-term customer relationships.
When someone gets an email from you once a month, they remember you. They think of you the next time they need your service. They're more likely to call you than your competitor who only shows up in their Instagram feed.
2. Email is where people make buying decisions.
People browse Instagram on their phone while watching TV. They read email when they have a moment and are actually thinking about their needs. Email gets opened when the timing is right. Social media gets scrolled past.
3. Email gives you direct access during opportunities.
When you have a limited-time offer, service special, or announcement, your email list is the first place to announce it. You don't have to hope the algorithm shows it. You don't have to cross your fingers. The email goes out. People see it. You get inquiries.
4. Email reduces your reliance on any single platform.
Remember when Instagram had that outage in 2021? Businesses that relied only on Instagram lost access to their audience that day. Email never had that problem. Email has been reliable for 30 years.
How to Build an Email List From Scratch (And Keep It Simple)
Most businesses think they need complicated funnels and landing pages to build an email list. They don't. Here's what actually works:
Step 1: Decide What You're Offering
You need a reason for someone to give you their email. It doesn't have to be huge. It just has to be valuable to them. Examples:
- A free checklist relevant to your business (home seller's pre-listing checklist, seasonal maintenance guide, etc.)
- A free mini-course or guide (5 mistakes people make with [your service], 7 ways to save money on [your industry])
- Monthly tips or advice (landscaping tips for Maine winters, bookkeeping basics, etc.)
- Early access to sales or announcements (get notified about special offers before the public)
Pick one. It doesn't have to be perfect. It just has to be honest and useful.
Step 2: Choose an Email Platform
Don't overthink this. Mailchimp, Kit (formerly ConvertKit), Brevo, or Klaviyo all work fine. Pick one that has a free plan for small lists.
You're not running a tech company. You're running your actual business. Use basic tools that work.
Step 3: Create Your Signup Form
This is where most businesses overcomplicate things. You need three things on your signup form:
- Email address field
- First name field (optional but helpful)
- What they're signing up for (what's the incentive?)
That's it. Don't ask for their phone, address, or favorite color. You're collecting emails, not conducting a census.
Step 4: Get People to Signup
Where do you add your signup form or link?
- Your website homepage and contact page (most important)
- Your email signature (add it at the bottom of every email you send)
- Your social media bios (link to signup)
- In-person: at your office, on invoices, printed cards
- When you finish a project for a customer: "Want to get my monthly marketing tips? Join my email list here."
Every single customer touchpoint is an opportunity to add someone to your list.
What to Send Once You Have an Email List
Now here's where most businesses panic: "What do I send them?"
Start with a simple monthly email. One email per month. That's it. Here's the structure:
- Opening: One personal line. "Hey, hope you're having a great April."
- Main content: One useful tip or insight related to your business. Something that helps them. (This could be the same kind of tips from my blog posts. One solid idea.)
- Call to action: Something they can do. "If you want a free audit of your [service], reply to this email or click here."
- Closing: Sign it. "Talk soon, [Your Name]"
That's your email. Two minutes to write. One to send. And it keeps you top-of-mind for your entire customer list.
Don't overthink it. Don't make it fancy. Make it genuine and useful.
The Real ROI of Email
Here's what I've seen happen when a Maine business commits to email marketing:
Month 1: They send their first email to 50 people on their list. 10 open it. 1 person inquires about their service.
Month 2: The list is now 75 people. 15 open the email. 2 people inquire.
Month 3: The list is 100 people. 20 open the email. 3-4 people inquire.
By Month 6, a 150-person email list is sending them 5-8 qualified inquiries per month. That's not viral growth. That's not flashy. But that's sustainable business growth.
Meanwhile, the business owner spent zero dollars on ads. They just sent one email per month to people who already liked them.
The Action Plan
This week:
- Sign up for a free email platform (Mailchimp works fine)
- Decide what you're going to offer people to join your list (choose one from the list above)
- Create one simple signup form
- Put the signup link on your website and email signature
Next week:
- Write your first email to send at the end of the month
- Add signup links in other places (social media bios, invoices, etc.)
Month 2:
- Send that first email
- Send your second email a month later
You've now started something that will pay dividends for years. A direct connection to customers who want to hear from you.
That's worth infinitely more than Instagram followers.
- Seth Jacobs, Midcoast Marketing