Why Marketers Are Making the Switch

Let’s get real: if you’re still putting social media at the center of your marketing strategy in 2025, you’re building your business on quicksand. I asked dozens of marketers at a social media conference—yes, a social media conference—what they valued more: 10,000 followers or 1,000 email subscribers. Not one picked followers. Not a single one.

That moment said it all.

And you? What do you value more: 10k Followers or 1000 email subscribers?

I’ve spent over a decade building audiences on every social platform you can name. But I didn’t realize how fragile that was until one of my Instagram accounts got shadow banned—overnight, my reach vanished. No explanation. No warning. That’s when I started shifting my focus to email.

Each year, Social Media Marketing World offers a window into what’s working in digital marketing—and what’s quietly dying. The 2025 event didn’t disappoint. If there was one clear takeaway, it was this: the organic reach that marketers once enjoyed on social media is vanishing. The game has changed.

Once-powerful platforms like Instagram and Facebook have become increasingly unreliable when it comes to reach. YouTube, although still valuable, is now so saturated that discoverability is harder than ever. TikTok? It’s the Wild West—regulatory chaos, bans on the table, and creators walking on eggshells. One day you’re viral, the next day you’re ghosted.

For more on this, read: Navigating the TikTok ban: 5 strategies for future-proofing your brand.

This uncertainty is pushing marketers to look elsewhere. And for many, that “elsewhere” is email.

From rented land to ownership

One of the most talked-about themes at the event wasn’t a new platform, trend, or tool. It was a concept: owned versus rented land.

Social media platforms are rented land. You can build a massive following, but the landlord—the algorithm—can change the rules overnight. You don’t own the data, the relationships, or even the ability to communicate directly with your audience.

Email, on the other hand, is owned land. It’s a direct line to your audience, free from interference. And in a world where algorithms continue to disrupt communication between brands and their followers, ownership has never been more valuable.

If you’re wondering why this shift is happening, check out our related post: Why creators are doubling down on email (And you should too).

What top marketers really think about email vs. social media

At Social Media Marketing World 2025, I asked dozens of marketers a simple but revealing question:

“What do you value more: 10,000 social media followers or 1,000 email subscribers?”

I was at a social media conference—and not a single person chose followers.

“1,000 email subscribers every day, all day.”

“A million percent—email subscribers.”

“Oh, 1,000 email subscribers in a heartbeat.”

“Easy. 1,000 email subscribers.”

“1,000 both mobile and email.”

The consensus was crystal clear: email subscribers are more valuable than social followers. Why? Because you own the relationship. Because they’ve said yes—often more than once—to hearing from you. Because email is direct, engaged, trackable, and highly effective.

“If I get an audience I can email directly, I can get them buying from me real fast.”

“You don’t have to worry about the algorithms.”

“You personally get into the palm of their hand.”

“Email means you can nurture, build trust, and convert—on your own terms.”

We captured these insights on video, straight from the mouths of creators and marketers. Watch the full reactions here:

During the conference, I had the opportunity to interview Sean Cannell, founder of Think Media and one of the most respected voices in video marketing. I asked him a simple yet powerful question:

“What do you value more—10,000 social media followers or 1,000 email subscribers?”

Sean didn’t hesitate:

1,000 email subscribers every day, all day. You know, I’ve heard different metrics, but my friend Donald Miller said an email subscriber is worth about $35. A social media subscriber might be worth zero, actually.”

He went on to emphasize the importance of owning your audience:

Algorithms change. There’s more competition than ever. Social media and YouTube are great, but your email list—that’s your direct communication channel. You need to master email. It’s essential for every content creator.”

His words weren’t just a soundbite—they were a rallying cry. And judging by the reaction in the room, marketers are listening.

The data backs it up

It’s not just anecdotal. Data shows that email marketing continues to outperform social media in almost every metric that matters:

ROI: Email delivers an average ROI of $36 for every $1 spent, outperforming every other channel.
Engagement: Email open rates average between 20%–30%, whereas social media engagement hovers below 1%.
Control: With email, you own the list. No third-party gatekeeper, no surprise shadow bans, no sudden reach declines.

Look—I’m not here to say social is dead. But I will say this: if your business lives on Instagram, it can die on Instagram. The algorithm doesn’t care about your goals. That’s why email isn’t just a nice-to-have—it’s your insurance policy. Your growth engine. Your power move.

Email is evolving (And that’s a good thing)

One misconception marketers have is that email is old school. But in 2025, email marketing is smarter, faster, and more dynamic than ever before.

Thanks to platforms like GetResponse, email is now fully integrated with AI tools that can:

Build courses
Launch paid newsletters
Create entire autoresponder workflows
Segment and personalize at scale

You’re not just sending a weekly blast. You’re building a monetizable business engine.

Take, for example, creators using GetResponse to launch and sell digital products. With integrated course creators, they can go from idea to revenue without ever leaving the platform. Add in marketing automation, analytics, and list-building tools—and suddenly email isn’t just a communication tool. It’s the backbone of your brand.

Send emails, automate marketing,
monetize content – in one place

Share your knowledge. Sell more. Grow your revenue with email marketing and automation.

What this means for marketers

The writing is on the wall. If your marketing strategy is still primarily social-first, it’s time to diversify. Here are three immediate actions you can take (and if you’re still relying on social to drive income, read this: Creators, take back control: Why you shouldn’t rely on social platforms for your income):

Start building your email list today. Offer something of value in exchange for an email address—think lead magnets, free resources, or exclusive access.
Turn followers into subscribers. Use your social presence to promote your newsletter, course, or lead magnet. Your social audience is the top of your funnel, not the final destination.
Master the tools. GetResponse offers a 30-day free trial that lets you experiment with email marketing, automation, and even digital product sales. The barrier to entry has never been lower.

The future is owned

Social media isn’t going away—but the way we use it is changing. It’s no longer the endgame. It’s the preview.

In a world where discoverability is throttled, attention is fragmented, and platforms are unpredictable, email remains the most stable, effective, and controllable way to reach your audience.

This is your opportunity to take back control. Build something you own. Build something that lasts.

Because in 2025 and beyond, the smartest marketers aren’t chasing likes—they’re cashing in on clicks. They’re done playing by the algorithm’s rules. They’re building email empires—brick by digital brick—with full control of their audience and income.