Email Is Still King: Why You Can’t Rely Solely on Social Media to Reach Your Customers
Let’s face it—Facebook can be an incredible tool for connecting with your customers, but it’s not without its risks. I’ve seen Facebook pages get shut down, sometimes for reasons that seem out of nowhere. One minute, your page is thriving; the next, you’re locked out because their algorithm flagged a supposed violation. Even when there’s no clear breach of terms, getting your page back can be a battle—and sometimes it’s one you won’t win quickly.
Don’t Put All Your Eggs in One Basket
Relying solely on Facebook or any single platform to reach your customers is like building your house on borrowed land. It’s great when everything’s working, but at any moment, a change in rules, an algorithm glitch, or an unexpected shutdown can pull the rug out from under you. The truth is, Facebook owns the platform—and they make the rules.
We’ve been able to get pages reinstated after appeals, but sometimes it takes weeks or longer. Do you really want to gamble your customer relationships on the hope that everything will go smoothly? The best strategy is to diversify how you connect with your customers, and that’s where good old-fashioned email comes in.
Why Email Is Still King
1. You Own Your Customer Data: With email, you’re in control. Your list is yours, and no social media company can take it away from you. If Facebook decides to shut down your page tomorrow, you can still reach your customers directly through their inboxes.
2. Consistent Reach: Email doesn’t rely on an algorithm to decide who sees your message. When you send an email, it lands directly in front of your customer, bypassing the unpredictability of social media feeds.
3. High Engagement Rates: Despite all the new ways to reach customers, email consistently delivers some of the highest engagement rates in marketing. People check their emails daily, and when they see a message from a brand they trust, they’re more likely to open it.
4. Better Conversion: When it comes to getting people to take action—whether it’s a sale, a sign-up, or a visit to your store—email outperforms most social media channels. It’s a direct line to your customers with a message crafted just for them.
5. Flexibility and Personalization: With email, you can segment your list, target specific groups, and send personalized messages that feel like they’re speaking directly to the customer. Whether it’s a special promotion, a thank-you note, or an update on what’s happening in-store, email allows you to tailor your communication in ways social media can’t.
Protect Your Business: Build Your Email List
Here’s the bottom line: don’t rely on one method to keep in touch with your customers. Make sure you have a solid email strategy in place so that you’re not beholden to a social media platform that could change the rules at any time. Start collecting email addresses in-store, on your website, or through social media promotions. The more touchpoints you have with your customers, the stronger your relationship will be.
Let’s not give Facebook—or any other platform—a reason to shut down your connection to your customers. And if it happens? Make sure you have a backup plan so you can keep your business moving forward without missing a beat.
Need help getting started with email marketing? I’m here to help. Let’s set you up with a strategy that ensures your customers are always just an email away.
In today’s digital age, your email address is more than just a way to communicate—it’s a key part of your brand’s identity. If you’re still using a free email service like Gmail or Hotmail to reach out to your customers, it’s time to reconsider. Not only does this look less professional, but recent changes by Google and Hotmail have made it clear that using these services for bulk email marketing is no longer viable.
Thank you for reading! We hope this post inspires you to see new opportunities to strengthen your marketing strategy. At HSME, we’re here to support local hardware stores in navigating today’s marketing challenges and helping you connect with your community, both online and in-store. If you have any questions or want to learn more about how we can support your business, feel free to reach out to us in any one of our channels or send us a message.
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What’s your biggest takeaway from today’s post? Share your thoughts in the comments below. We’d love to hear from you!About Renee C Gray and HSME
Renee C Gray is the founder of Hardware Store Marketing Experts (HSME) with over 25 years of experience helping local hardware stores thrive in the digital age. Dedicated to bridging the gap between tradition and technology, Renee understands the unique challenges of small business owners and provides practical, authentic marketing solutions that resonate with your community.
