Email’s Place in the Creator Economy

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As this year wraps up, consider the place email has in your creator strategy. Does it have a place at all? Or was it overshadowed by the latest social trend?

Email may be older than the internet, but if you think it’s a medium of the past, think again. While easy to overlook if you’re like all of us reaching for TikTok before breakfast, email stands alone in a few key categories you’ve probably never considered. So if you’re scared of being sent to the spam folder, this one’s for you.

In this episode, Charli, Haley, and Miguel discuss the relationship between email and social strategy, the right way to send to your subscribers, and the invaluable benefits of capitalizing on email. As ConvertKit CEO Nathan Barry says, email never dies. Let’s talk about why before you hit “send” on your marketing plans for 2022.

Key Takeaways

[04:44] – Rather than picking one medium over the other, leverage email in concert with social media.
[09:12] – Email is where your true fans are and it’s where your fans are when they’re ready to purchase.
[13:27] – The only downfall of email is that you can’t go viral. But you can use virality on social media to funnel subscribers to your email list where they can make a purchase.
[15:17] – As long as every email you send is rewarding your subscribers, you don’t need to worry too much about spamming them.
[21:54] – Segmentation is exclusive to email and it’s incredibly important for personalizing your communication with subscribers and building that relationship.
[33:01] – Clean your list regularly to make sure it includes only the most engaged subscribers.

Quotes

[06:20 – “The way you organize your life happens in your email for the most part. And that’s why it’s a very valuable space for creators to be reaching an audience. It’s not a place that you have to remember to go to check. It’s a natural part of people’s day.” ~ @charliprangley

[13:39] – “Social posts, they go viral, they give you access to an entirely new audience, or hundreds of thousands of people when your email list maybe only has five thousand or so, and then you’re able to push them into your email funnel and then you can sell to them there. So that’s one way that I see a lot of creators using social media to fuel their email growth.” ~ @haleyjani

[22:27] – “With social media, your only option is, mute the posts or unsubscribe. There’s no, ‘send me fewer of their posts’ or ‘send me more of their posts’. You can’t get that granular. So that’s one of the other benefits of email is you can really segment your audience based on their wants and their behavior.” ~ @miguelp.img

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Nathan Barry

Email’s Place in the Creator Economy

December 8, 2021