I know what you are thinking – with so much email going into SPAM , how is this even possible – BUT WAIT …read on.

Let me share something that might surprise you. While you’re stressing about Instagram’s latest algorithm change or trying to crack the TikTok code, there’s a marketing channel that’s been quietly outperforming everything else for decades.

Yes, I’m talking about good old email.

I know, I know. Email feels about as exciting as watching paint dry. But hear me out – the numbers will blow your mind.

The Stats That May surprise you

When I first saw these numbers, I had to double-check them:

• Email marketing ROI: $42 for every $1 spent • Social media ROI: $2.80 for every $1 spent • Email conversion rates: 6.05% • Social media conversion rates: 0.71% • Email click-through rates: 2.6% • Facebook organic reach: 5.2% (and dropping)

Ok, don’t get me wrong – when looking at the above comparison are not talking about the spammy email blasts that most of us do. The above success metrics apply to email marketing done using best practices.

Just hold on  – You will see these examples as success stories below.

Think of It This Way…

Social media is like a busy marketplace. Everyone’s shouting, competing for attention, and most people are just window shopping. You might get noticed for a second, but then they’re off to the next shiny thing.

Email is like being invited into someone’s home. They’ve given you permission to be there ( by sharing their email with you ) . They’re sitting down, paying attention, maybe even making a cup of coffee while they read what you have to say.

Which scenario sounds better for actually making a sale?

The “Ownership” Game-Changer

Here’s where it gets really interesting.

Social media platforms are like renting an apartment. You’re building something beautiful, but the landlord (Facebook, Instagram, TikTok) can change the rules anytime. They can:

• Change the algorithm overnight • Increase ad costs • Even shut down (remember Vine? MySpace? Orkut ? Google plus ? )

Your email list is like owning your house. It’s yours. Nobody can take it away. You control the rules.

Take Buffer, for example. They’ve got 2.4 million followers across social platforms, but their email list of 100,000 subscribers generates 10x more revenue than all their social media combined.

Why? Because they own that relationship.

Real-World Email Marketing Success Stories That’ll Inspire You

Morning Brew: The $75 Million Email Empire

Austin Rief and Alex Lieberman started Morning Brew in Austin’s dorm room. Their strategy? Make business news as addictive as your morning coffee.

Here’s their genius approach: • They wrote like friends texting, not corporate robots • Used pop culture references (comparing market crashes to Taylor Swift breakups) • Made complex topics simple with analogies • Stayed consistent – every single morning

Result? They built a subscriber base of 4 million and sold for $75 million. All through email.

Their secret sauce? They treated their email like a conversation with a smart friend, not a sales pitch.

Warby Parker: The Cart Abandonment Masters

Warby Parker turned abandoned shopping carts into gold mines. Instead of boring “You forgot something” emails, they created a series that feels like a helpful friend:

Email 1:“Uh oh, you forgot something” (with a cute image of sad glasses)

Email 2:“Still thinking it over?” (includes customer reviews and styling tips)

Email 3: “Last chance” (but with a personal touch and home try-on reminder)

These three emails alone recover 18% of abandoned carts. That’s millions in revenue that would’ve walked away.

ConvertKit: Teaching by Example

Nathan Barry built ConvertKit (now Kit) into a $29 million company primarily through email marketing education.

His approach was brilliant: • He taught email marketing through… email marketing • Shared behind-the-scenes numbers and strategies • Made subscribers feel like business partners, not customers

Every Wednesday, Nathan would email his list with real revenue numbers, what worked, what didn’t, and lessons learned. People didn’t just buy his product – they became evangelists.

Airbnb: Location-Based Brilliance

Airbnb discovered something fascinating. When someone searches for flights to Paris, then receives an email about Paris rentals three days later, it doesn’t feel like marketing – it feels like mind-reading.

Their location-triggered emails get: • 2.5x higher open rates than general emails • 4x higher click-through rates • 6x higher booking rates

It’s like having a travel buddy who remembers exactly what you’re interested in.

The Psychology Behind Why Email Works So Well

The “Permission Paradox”

When someone gives you their email address, they’re essentially saying: “I trust you enough to let you into my personal space.”

This is huge. Think about it: • They scroll past 100 social media posts without thinking • But they consciously decide to open each email

It’s the difference between someone glancing at a billboard while driving (social media) and someone sitting down to read a letter you personally sent them (email).

The “Inbox Intimacy” Effect

Your email inbox is personal territory. It’s where you get: • Messages from family • Work communications • Bank statements • Important updates

When your marketing email sits in that same space, it inherits some of that importance and intimacy.

The “Focused Attention” Advantage

Social media is like trying to have a conversation at a rock concert. Email is like having that same conversation in a quiet coffee shop.

When someone opens your email, you typically have: • Their full attention for 15-20 seconds • No competing posts or ads in their peripheral vision • A clear path to action (your website, your product)

On social media, you’re competing with: • 50 other posts in their feed • Platform-native distractions (stories, reels, notifications) • The platform’s own agenda to keep them scrolling

Common Myths Busted

“Email is Dead”

People have been saying this since 2010. Meanwhile: • 4 billion people use email daily • That number grows by 3% every year • The average person has 1.75 email addresses

Compare that to social platforms where teens are already leaving Facebook and TikTok faces potential bans.

“Nobody Reads Email Anymore”

Actually, people are more selective about email, which is better for you: • Average email gets 21.5% open rates • Average social post reaches 2-5% of followers • People spend 28% more time reading emails than social posts

“Social Media is More Engaging”

Sure, social gets more likes and comments. But email gets more  • Click-throughs to your website • Actual purchases • Long-term customer relationships

It’s like comparing applause at a concert (social engagement) to actual album sales (email conversions).

The Bottom Line

While your competitors are chasing the latest social media trend, you can be building something that actually lasts. It’s not that social media does not work, but email marketing when done right, can give you an order of magnitude higher ROI for your investment in time and money

I’d love to hear from you – what’s your biggest email marketing challenge right now? Reply and let me know!