Picture this: It’s 3 a.m., and Instagram suddenly decides to crash for the night. Your posts, Reels, and carefully curated captions are still floating somewhere in the digital void, but your connection to your audience? Completely severed. Scary thought, right?
Here’s the thing: social media is an incredible tool—but it’s not your home. It’s the flashy rental with unreliable plumbing. Sure, it’s fun to decorate, but it’s not a place to truly settle down. Building an email list, on the other hand, is like building your own house—a digital fortress where your audience can live, grow, and connect with you directly.
If I could turn back time, I would’ve started taking email list building seriously far earlier. But hindsight is a patient teacher, and I’ve learned some invaluable lessons I’m here to share.
Why Social Media Alone Isn’t Enough
Let’s be real: creating content for social media can feel like spinning plates on a windy day. A single Instagram post can take hours to craft, only to vanish into the ether within 48 hours. The stats back it up:
• The average lifespan of an Instagram post is 48 hours.
• A tweet? 18 minutes.
• Meanwhile, the average email sits in someone’s inbox for 12 days—just waiting to be opened, read, and engaged with.
But beyond longevity, here’s the kicker: you don’t own your social media audience. Your followers are at the mercy of algorithms, platform changes, and policy updates. With an email list, you own the connection. You have the key to the front door, not just the passcode to someone else’s app.
How I Made the Shift (and You Can Too)
When I finally got serious about building an email list, everything changed. Here’s how I did it—and how you can do it, too:
1. I Created a Lead Magnet.
A lead magnet is simply a valuable freebie that you offer in exchange for someone’s email address. Think: a helpful guide, a printable, or a mini-course. I asked myself, “What’s one small thing I can teach or give that solves a problem for my audience?” The result? A lead magnet people wanted to sign up for.
2. I Found the Right Tools.
I was introduced to Flodesk, a gorgeous email marketing platform that’s easy to use (and doesn’t require a tech degree). Suddenly, creating and sending emails felt intuitive and fun.
3. I Shifted My Social Media Mindset.
Instead of using Instagram to entertain or go viral, I started using it as a gateway. My posts became breadcrumbs leading people to something deeper: my email list. And my email list became a space where I could nurture them with real value, exclusive content, and personal touches.
The Power of Long-Form Content
Another big shift? I stopped thinking of content as “here today, gone tomorrow.” Instead, I started focusing on creating digital assets. I now write long-form blog posts (like this one!) that:
1. Live on my website—my home.
2. Get repurposed into newsletters for my email list.
3. Become bite-sized content for social media (think Instagram Reels, Stories, and carousel posts).
The result? My hard work isn’t wasted. It’s a ripple effect, with one piece of content creating waves across platforms.
Why Start Today?
Here’s some inspiration:
• Businesses earn an average of $42 for every $1 spent on email marketing.
• 60% of consumers say they’ve made a purchase after receiving a marketing email.
• Your email list is yours. No algorithm, no third-party platform, no sudden crash can take it away.
If you’ve been on the fence about starting an email list, let this be your sign. Start with something simple: brainstorm a lead magnet, sign up for a platform like Flodesk ( Send stunning emails, grow your list, and make your business algorithm-proof. Flodesk is designed with YOU in mind, making it easy to create and send gorgeous emails in just minutes. Simplify your email marketing and lock in 50% off your first year with our exclusive access.
GET FLODESK AT 50% OFF HERE - https://flodesk.com/c/CREATIVEBARN50 ) or Mailchimp, and use your social media to invite people into your world.
Social media is fleeting, but your email list? It’s the foundation of a business that lasts. It’s where you nurture trust, build relationships, and create a community that follows you anywhere.
The best time to start was yesterday. The second-best time is today.
Now, go build that house!
