Stop Posting and Hoping: Why Email Marketing Delivers ROI When Instagram Doesn’t
- Kathy Farah
- Jul 9
- 4 min read
You’ve shown up. You’ve posted. You’ve followed the trends, scheduled the carousels, dabbled in video, maybe even hired a VA to keep your grid looking just right.
But despite all that effort, the sales? Crickets.
Here’s what too many mid-six and seven-figure business owners are quietly realizing:
Instagram (or social media) isn’t where the sales happen anymore.
Email is.
Especially for businesses that prioritize sustainability, time freedom, and real client relationships, email marketing offers something social media can’t:
A direct, reliable, strategic path to revenue.
What Instagram Was Supposed to Be (And Why That’s Changed)
When Instagram first took off, it gave business owners a free stage. You could build an audience, connect directly, and generate traffic and sales without buying ads or paying for SEO.
But now?
Fewer than 10% of your followers see your posts
Engagement is inconsistent and hard to track
Even viral content doesn’t always lead to conversions
You end up pouring hours (and budget) into content that disappears in 24 hours or never gets seen at all.
Compare that to email, where your message shows up in your subscriber’s inbox, ready to be opened, read, saved, or clicked.
And here’s the kicker:
Most business owners aren’t emailing regularly.
Which means… when you do? You stand out.
The ROI of Email Marketing: Let’s Get Specific
There’s a reason email has one of the highest returns of any marketing channel:
For every $1 spent on email marketing, the average ROI is $36–$42.(Source: HubSpot, Litmus)
Why?
Because email lets you:
Reach your audience without relying on an algorithm
Personalize your messaging based on behavior, interest, or purchase history
Build sequences that automate connection and conversion over time
A great welcome sequence, re-engagement campaign, or strategic promo email doesn’t just “connect.” It converts.
Let’s break that down with a real example.
Case Study: What Happened When a Local Bike Shop Emailed Their List After a Year
Dan runs a successful local bike shop. Solid business. Loyal customers. But like many business owners, email wasn’t a priority.
Then, after more than a year of silence, Dan and his team sent two warm, re-engagement emails spaced two weeks apart.
They kept it simple. Personal. No hype. Just thoughtful communication written with help from Babs (my AI-powered email assistant built for human-sounding emails).
Here’s what happened:
Open rate: 56.14%
Click rate: 4.38%
Customer action: A long-time customer who hadn’t visited in months walked back in to say hi...and bought something.
Why did it work?
Because email re-opened a door social media never really closed...it just never had the key.
Email Works Just As Well for Online Businesses
Let’s say you’re a business coach, a course creator, or you sell digital products.
Instagram might build awareness. But email is where people decide to work with you.
Why?
Because email is quiet, intentional space. There’s no swipe-up, scroll-past, or algorithm interference. Just you and the reader.
Here’s how a strategic email system works for online businesses:
Welcome Sequences introduce your philosophy and build early trust
Nurture Emails continue the conversation and address objections
Segmented Campaigns speak directly to what different subscribers need
Sales Sequences drive conversion (without needing to post every day)
Email becomes your rhythm so when someone is ready, they already know who to turn to.
But I’m Not a Copywriter… What Do I Even Send?
You don’t need to be clever. Or cute. Or write like a pro.
You need to be clear, consistent, and useful.
Here are a few email types that build connection and drive revenue:
✔️ Re-engagement Emails
Bring back cold subscribers with warmth and value. (“We’ve been quiet. Here’s what we’ve been up to—and how we can help now.”) Need help writing these? Try Babs – Your Cold List Whisperer, my AI assistant who guides you through 2 re-engagement emails—fast, friendly, and zero awkward energy.
✔️ Behind-the-Scenes
Share how you work, what you’re working on, or the thought process behind your latest service update.
✔️ Thoughtful Offers
Make an invitation. Not a pitch. (“If this sounds like what you’ve been looking for, here’s where we can start.”)
✔️ Case Studies or Client Stories
Show what’s possible...not just what’s available.
You don’t have to email every day. But you do need to email with intention.
Email Is an Asset. Social Media Is a Rental.
Here’s the part no one loves to admit:
If Instagram shut down tomorrow, most businesses would lose access to their entire audience. (Remember the TikTok ban that happened briefly?)
Email protects you from that.
You own the list.
You control the delivery.
You decide what happens next.
It’s not just about open rates or sales metrics—it’s about sovereignty.
What Email Can Do That Instagram Never Will
Let’s compare:
Audience Reach | Limited by algorithm | 100% delivery (inbox dependent) |
Personalization | Not really | Deep segmentation and behavior-based |
Longevity | 24–72 hours | Days, weeks, evergreen |
Ownership | Meta owns your followers | You own your list |
Conversion | Distraction-heavy | Focused and optimized |
Relationship Depth | Surface level | Intimate and lasting |
You don’t need to give up social media.
But your most strategic moves should live in the inbox.
Feeling Behind? You’re Not. You’re Early.
Most businesses still rely too heavily on social.
If you start emailing consistently—even once a week or twice a month—you’re already ahead of the curve.
Even better? Email lets you systemize what’s working:
Set up automations for new subscribers
Create a series once and reuse it again and again
Send emails that feel like a service, not a sales pitch
You get your time back. You create assets. You build momentum.
Ready to See What Email Can Actually Do?
If you're tired of posting endlessly without seeing results…
Let’s get your emails working behind the scenes—quietly but powerfully.
Babs helps you write (or refresh) your welcome sequence with warmth and strategy—no blank page, no robotic tone.
You choose the focus—re-engagement, setup, content planning. We’ll spend 45 minutes solving what’s been holding you back.
Email isn’t dead. It’s where real relationships live and revenue follows.
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