We hear it so often we want to scream, “Enough, already!” Yes, we know we need a growing platform. It’s why we spend hours on social media, trying to grow our lists of friends on Facebook, followers on Twitter and Instagram. And it’s why we wrack our brain attempting to come up with clever posts and memes that will generate lots of likes and hopefully go viral.
After all that work, oh look! I gained 5 friends and 3 followers! Or perhaps I have 3,000 followers, but the Facebook algorithm displayed my post on a mere 25 feeds.
So what should you do? Give up?
Don’t give up on social media. But do rearrange your platform priorities.
Here are five benefits of growing your email distribution list:
- You own your list.
Social media platforms such as Facebook own their site. They can—and do!—change their algorithms to suit their needs. So although you may have 3,000 “Likes” on your author page, Facebook might release your post to the newsfeeds of 50-100 of your followers, if you’re fortunate. To ensure all your followers see your post, you’d need to “boost” it (aka pay) for your post to be seen.
- Email is more popular than social media.
More people have email than are on social media. Which means you can reach more people by email than by all the social media accounts combined.
- Email behavior is trackable.
You have a wealth of information available through your email newsletter provider. Open rates, click-through rates – it’s all available. This information will help you craft future emails that are more targeted.
- Segmented lists mean more personalized communication.
Based on how you segment your list, you can personalize your email communication. This will encourage increased open rates. Or you can personally target subscribers who have not opened your recent emails to encourage renewed interest.
- Email newsletters will help grow your social media accounts.
Include links in your emails to your social media accounts to help grow your followers!
So as you work to grow your platform, don’t stop your efforts on social media. But do make building your email newsletter distribution list your new priority!