Imagine waking up one morning to find your entire audience gone. No warning, no backup, just – vanished. That’s exactly what’s happened to businesses relying solely on TikTok for marketing. With TikTok banned in multiple countries, brands that built their audiences there lost a major traffic source overnight.

Now, Trump might have given TikTok a little reprieve by extending their deadline to sell, but there’s still massive uncertainty over the future of the platform in the US and other countries concerned with data security.

One thing is certain: when you rely solely on social media for your audience, it’s risky. One slip up, one shadow ban or one change in legislation and your whole audience can be taken away from you.

So while social media remains unpredictable, one marketing channel continues to stand strong: email. The TikTok ban is a wake-up call for businesses to invest in owned marketing channels – ones they can control, rather than renting space on platforms that can disappear.

Why Social Media Is Fragile

TikTok isn’t the first platform to be disrupted, and it won’t be the last. Governments worldwide have cracked down on the app due to privacy concerns, and even businesses that weren’t directly affected are now reconsidering their reliance on social media.

It’s not just about bans. Social media algorithms change constantly, making it harder for brands to reach their audiences. Organic reach on platforms like Instagram and Facebook has been declining for years, forcing businesses to pay for visibility. Relying solely on social media is like building a house on rented land – at any moment, the rules can change, and you could lose everything.

Why Email Marketing Is More Important Than Ever

With the instability of social media, email marketing stands out as a reliable, long-term solution. Unlike social media, email marketing gives you complete control over your audience. No algorithm can hide your content, and no policy change can take away your subscribers.

Yes, you do still have to work on deliverability, open rates and engagement – but it’s simple to do and within your control. Have a nice clean list, send good quality content and your message will land in your prospect’s inbox every time.

Email marketing consistently delivers higher engagement rates than social media. The average email open rate is 20-25% (we tend to get 30-50% on ours!), while organic reach on social platforms is often below 5%. When it comes to conversion rates, email outperforms every other channel.

It’s also one of the highest ROI marketing strategies. Reports show that for every £1 spent on email marketing, businesses make £31 on average. That’s a return most social media ads can’t match.

Most importantly, email marketing is algorithm-proof. While social media posts get buried by ever-changing algorithms, emails land directly in your subscriber’s inbox. No fighting for visibility, no worrying about declining reach – just direct communication with your audience.

How To Future-Proof Your Marketing With Email

If you’re not actively building and nurturing your email list, now is the time to start. Here’s how to make the most of email marketing:

1. Build and Grow Your Email List

Offer lead magnets like exclusive content, discounts, or free resources in exchange for email signups. Promote your list across all platforms – your website, social media, and even in-store if applicable. Use pop-ups and exit intent forms to capture visitors before they leave your site.

2. Automate and Personalise Your Emails

Set up automated welcome sequences to engage new subscribers instantly. Segment your audience based on interests, behaviour, and purchase history for tailored messaging. Use abandoned cart emails and re-engagement campaigns to recover lost sales.

3. Provide Value Beyond Promotions

Share valuable insights, stories, and educational content – don’t just push sales. Maintain a consistent email schedule to stay top of mind without overwhelming your audience. Optimise for mobile, as over 60% of emails are opened on mobile devices.

The Bottom Line

The TikTok ban is just another reminder that businesses can’t afford to rely solely on social media for marketing. Platforms come and go, algorithms change, and access to your audience is never guaranteed. Email marketing, on the other hand, remains a stable, high-ROI marketing channel that puts you in control.

If you haven’t already, now is the time to start building and nurturing your email list. The future of digital marketing belongs to businesses that own their audience – not those at the mercy of third-party platforms.

Make Email Marketing Easy with Easy Story Emails

We get it – email marketing can feel overwhelming. That’s where Easy Story Emails comes in. Our done-for-you email marketing service ensures you have high-quality, value-based emails that keep your audience engaged and drive results – without you having to lift a finger.

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