Social media’s insistence on short, punchy information, stylized videos and graphics can be a full time job.
Counter: With email, sometimes the boring the better :). Newsletter readers are looking for information, not flashy graphics that could slow down their computers.
Social media marketing requires several software platforms
To create engaging social media posts, you'll need video editing, graphic design, social media schedulers. Each is a separate platform that takes time to learn and manage. Add to this additional equipment such as cameras, sound equipment, microphones, ring lights, etc.
Counter point: With email marketing, the learning curve is limited to one platform. And if you're using graphics, the free Canva platform is a simple addition.
Keeping up with platforms is exhausting
Early this year TikTok was in danger of being shut down in the United States. Twitter became X and its new direction led to advertisers and companies leaving in droves. A few years ago, Clubhouse was big, and then faded. Threads was created, then Mastodon and then Bluesky.
For the solopreneur who simply wants to find clients, this level of change is not unsustainable and adds unnecessary stress to their marketing.
Counter point: Email marketing platforms are solid SAAS businesses, which are apolitical. You work with one email platform, not several, and you don’t have to be “seen” everywhere.
You do all that work for barely any engagement
On TikTok, a video's lifespan is 0 to 2 minutes, and on X, 15 to 18 minutes. On Instagram, it's 48 hours. Posts on even Linkedin, built for professionals, have a lifespan of only 24 hours.
Social media algorithms change often, so users have to constantly adapt so they don't lose engagement. For instance in 2024, Instagram's algorithm began favoring posts with audio. The Facebook algorithm prioritizes posts in groups and events. LinkedIn favours posts with lengthy comments. Marketers need to get as many comments as possible in the first two hours to improve their post’s reach.
To combat the lack of engagement, social media managers advise you to post multiple times a day. For instance, you're advised to tweet at least 6 to 8 times a day on X, and post four times a day on Facebook.
Who has that kind of time?
Counter: Email marketing platforms are not dependent on algorithms. You control when your message is sent out. While you cannot control if your subscriber opens your email, your platform will have a deliverability report showing who received, opened and clicked on your email.
Social media has a negative effect on mental health
The need for constant engagement, fear of missing out, and pressure to present a flawless image online can be overwhelming. Comparing oneself to others’ seemingly perfect businesses on social media can lead to feelings of inadequacy and impostor syndrome.
Counter: With email, the number of subscribers is private to each marketer. And the likelihood of negative comments from users is limited.
That being said, email is not a perfect solution. You're still competing for attention in your customers' inboxes. It can be difficult to grow a subscriber list, and you need to make sure that content is relevant for your customers.
