Social media is amazing for reach, but it’s fleeting. You can’t count on algorithms or trends to keep your business going. What can you count on? An email list. That’s your safety net, your direct line, and honestly, the best growth tool I’ve used in my business.

I used to rely heavily on social media. I thought, “If I just go viral enough times, I’ll make it.” But the truth is, platforms change all the time. TikTok could be banned tomorrow, Instagram could tweak its algorithm, and suddenly—poof—your reach is gone.

That scared me. I had all these followers who loved my stuff, but no reliable way to actually stay connected with them. That’s when it clicked: if I had their email, no glitch or algorithm could get between us.

Here’s the thing about email lists: you own them. While you are usually working through a separate platform, it is entirely customizable to you. It’s just you and the people who choose to hear from you. 

When we send an email about a new product or sale, it actually gets seen. No worrying about whether my post is buried in a feed. That direct connection builds trust, and over time, it’s turned casual followers into some of my most loyal customers.

I’ll be real with you: my email list isn’t just “nice to have.” It’s one of the biggest revenue drivers in my business. Last year alone, emails brought in over a million dollars. Abandoned cart emails, new product announcements, special offers—they all add up. I used to think email felt outdated, but it works.

If you’re wondering how to start, here’s exactly what I did (and still do):

1. Offer something irresistible. I started with a simple 10–15% discount for signing up. People love a deal, and it’s the easiest way to convince them to join.
   
   
2. Make it easy to sign up. I added pop-ups on my site, put the link in my TikTok bio, and even connected it to my Etsy shop. If someone discovers me, I want them to have zero excuses not to join my list.
   
   
3. Pick a tool that fits. I started on Mailchimp when my list was small and free. Later, I moved to Klaviyo because it has way more features for e-commerce. Start simple, and upgrade as you grow.
   
   

Nobody wants to feel like they’re spamming people. My rule? Every email has to feel worth opening. Sometimes it’s a new product, sometimes it’s a behind-the-scenes story, sometimes it’s just a fun freebie.

I’ve found that people actually like hearing from me when I make my emails feel personal. It’s not just sales—it’s like inviting them into my little corner of the internet.

Here’s the part that still blows my mind: the second I hit “send” on an email, I can literally watch traffic spike on my website. Sales come in within minutes. And it doesn’t stop there—people open those emails days later too, so the impact lasts.

Even if click-through rates aren’t always sky-high, I don’t stress. If someone stays subscribed, it means they want to hear from me. That’s what matters.

Going viral is fun, but it’s not a strategy. An email list is. It gives you control, consistency, and a way to turn fleeting views into long-term fans.

So if you’ve been putting it off—don’t. Offer that discount, add the sign-up link to your bio, pick an email platform, and just start. You’ll thank yourself later when those first subscribers turn into real, repeat customers.