Why Creators Are Doubling Down on Email in 2025

Creators are done chasing algorithms.

The next wave of growth isn’t viral—it’s intentional.

And it starts with email.

At this year’s biggest creator economy gatherings—like Creatorpalooza, a one-day SXSW event produced by Passionfruit and Creator Economy NYC—one theme rang louder than any panel or party: creators are no longer content to rent their audiences. They’re ready to own them.

And the fastest, most reliable way to do that? Email.

Social media is discovery, but email is ownership.”

James Del, Publisher of Passionfruit

Renting your audience is a risk—Owning it is the move

Passionfruit, the go-to publication for creators building sustainable businesses, has become a trusted voice in the space. Its publisher, James Del, puts it bluntly:

Email marketing is the only way to actually own your audience and have a one-to-one connection. These platforms aren’t built to help creators—they’re built to make themselves rich.

Email removes that barrier. You’re in someone’s inbox—that’s where my friends and family message me. It’s intimate. And there’s no better way to build community“

As creators navigate algorithm shifts, bans, and burnout, James emphasizes the importance of moving followers off-platform and into systems you control—like an email list.

You’re gonna have all these different touchpoints online where someone might see a viral video or read a blog post—but if you want to keep that connection, you can’t just rely on platforms..

With email, you know who that person is… I’ve had the same email since high school, and so have a lot of people. If you want long-term relationships with your fans, email is how you do it.“

You don’t need to hustle harder. You need to build smarter—starting with your email list.

Course Creation + Email = Influence & Income

Jayde Powell—creator, educator, and founder of Creator Tea Talk—is one of the most respected voices in the creator space today. Her courses help creators maximize brand partnerships, but they’ve also helped her grow authority and revenue.

Having a course has allowed me to establish myself as an authority in my industry. Of course, it’s nice to earn extra income, but the real value is in building a community of creators who are also entrepreneurial. That’s been the key to all of my success—community

Jayde Powell, Founder of Creator Tea Talk

When asked what advice she’d give to creators looking to launch a course, she keeps it simple:

You’re already creating content—just repurpose it. I take my webinars and turn them into courses. Start with what you’re good at, the topics you naturally speak about, and package that in an educational format.“

Posting daily for the algorithm is hustle. Building an email list is ownership.

What top marketers know (That creators should too)

Bonin Bough—former Chief Media and eCommerce Officer at Mondelēz International and the marketing mastermind behind Oreo’s most iconic campaigns—has been warning marketers about platform dependency for years.

At Adweek’s SXSW event, he laid it out clearly:

The most important thing is owning the data of your consumer—to whatever extent you can.

Social platforms shut down interoperability years ago. You can’t take your data with you. So if the only way you reach your customer is through social, you’re setting yourself up for loss.

Email is the backbone that lets me reach my customer without relying on platforms. It’s more cost-effective than most social marketing, and it gives you far greater control to engage and communicate the way you want.“

Bonin Bough, eCommerce Officer at Mondelez

You’re not burned out—you’re just building on someone else’s land.

The creator economy is growing up

Monica Khan, Co-Founder of Bay Area Creator Economy, summed up the shift perfectly:

Owning your data is so important—and I say that as someone who’s seen creators rise fast on platforms like YouTube without ever realizing the value of it.

We’re now in a time where anything can happen to these platforms. Just look at the TikTok ban—creators are waking up to the fact that they don’t truly control their audiences.

You have to own your community. The people who believe in you and want to see you succeed—you need a direct line to them. That means building revenue streams you actually control.

Even with YouTube, which is probably the best platform in terms of monetization, you still can’t rely on just one source. You’ve got to diversify if you want to stay sustainable long term.”

Monika Khan, Co-Founder of Bay Area Creator Economy

What creators can learn from brands

You don’t need to become an email marketer—you just need to think like one.

Here’s what that looks like:

Start a weekly or bi-weekly newsletter to build a deeper relationship with your community
Use email to launch products or offers to your most loyal fans
Create free or paid email courses to monetize your expertise
Add sign-up links across your socials and start converting followers into subscribers

The moment I had a tool that could do everything for me—email, courses, landing pages—I realized I didn’t need to stay tied to platforms that don’t serve me.“

Monika Khan, Co-Founder of Bay Area Creator Economy

Create paid newletters, courses
and monetize your content

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Real talk: It starts with one creator

Sometimes the most powerful shift isn’t made on stage—but in a one-on-one conversation.

At Creatorpalooza, a SXSW event hosted by Passionfruit and Creator Economy NYC, I met a young lifestyle creator named Jared Shult. He’s got over 52,000 Instagram followers, posts music and travel content, and like many emerging creators—he’s still finding his niche.

When I asked if he had considered launching a newsletter or course, he said:

“I’ve thought about it, but I’m finishing school first… then I want to tap into more professional stuff like that.”

I gave him this advice:

“Start now. Use a platform like GetResponse and begin signing up your Instagram followers to a newsletter. Make it your VIP fan club. Post once a week and share what they can’t get on social media. That’s how you build a real connection. That’s how you own your audience.”

His response?

“Yeah, I’m down for that.”

That’s the moment the lightbulb went off.
The pivot from posting for platforms to building for ownership.

Have you ever considered creating a course or a premium newsletter? And if yes what is stopping you?

TL;DR: Email is the creator economy’s power move

📩 Email isn’t dead—it’s your most valuable asset
📊 Data = freedom
💡 Own your audience = Own your business

You’ve worked too hard to build your brand on shaky ground.
Now’s the time to build something that lasts.

Don’t wait for the next algorithm change to own your audience. Start today.

Start your free trial with GetResponse and learn how to build your email list, monetize your content, and grow your business—on your terms. and learn how to build your email list, monetize your content, and grow your business—on your terms.