Have you ever felt like you're constantly creating content for social media, only to see it disappear into the void?
Well, I did!
That’s why I started my Substack newsletter in October 2022 after writing for years on the publishing platform Medium and earning $1000/month there as a top writer. It was a grind. I didn’t want to rely on an algorithm or later the BOOST and knew my following meant nothing. In addition, my earnings changed every day.
Let’s be honest: You post, you engage, you hustle—and yet, the algorithm decides who actually sees your work.
It’s exhausting. And more importantly, it’s risky.
You can’t rely on social media alone. If you’re reading or watching this, it’s the perfect start to come with me, start and grow an email list from zero to an engaged list in 2025.
If you read until the end you’ll also see my invite for my FREE SUBSTACK SHINE Masterclass on Monday, Feb 3, at 2pm EST. I got you! I’m here to lead you every step of the way.
Social Media = Borrowed Land
Think about it: you don’t own your Medium, Instagram, Facebook, TikTok or X followers. Those platforms do. If one day they change their rules, shift their focus, or—worst case—shut down (TikTok!), what happens to all your hard work?
Social Media = Trap
Many content creators, entrepreneurs, and business owners spend years building their presence on social media. They craft posts, engage with their audience, and even invest in ads—only to see their reach decline as algorithms change. Social media is designed to keep users on the platform, not to help you connect deeply with your audience.
In comparison, an email list is an asset you own and control.
Email = More Powerful Than Social Media
Social media is great for visibility and engagement, but it’s not where real business growth happens. Your email list, however, allows you to:
✅ Reach your audience directly—no algorithm interference
✅ Build trust and credibility over time
✅ Increase conversion rates (email subscribers are 3x more likely to buy than social followers!)
✅ Own your contacts and maintain control over your communication
The ROI of Email Marketing
As a marketing and brand manager I love to talk numbers:
studies show that for every $1 spent on email marketing, businesses earn an average return of $36.
Compare that to social media’s unpredictable reach, and it’s easy to see why email should be at the center of your joyful marketing strategy.
More importantly, email allows you to create personalized communication with your audience. Unlike social media posts, which fight for attention in an overcrowded feed, emails land directly in inboxes—waiting to be read. And because email subscribers have already shown interest in what you do, they are far more likely to engage with your content.
The Decline of Social Media Engagement
Social media platforms are flooded with content, making it harder for even your most dedicated followers to see your posts.
The average organic reach on Facebook is only 5.2% of your followers.
On Medium less than 1% of your followers see your articles.
On X you sometimes get less than 0.5% engagement per tweet.
In addition, here’s your return on investment, if you would invest $1 in…
With numbers like these, it’s clear that relying solely on social media is a gamble for your business. Instead of fighting an uphill battle, shift your focus to a strategy you own—your email list.
The Key to Engagement: Give Value
People won’t just hand over their email addresses without a good reason.
By focusing on VALUE first, you’ll build an audience that trusts you, listens to you, and eventually buys from you.
The cool thing, if you do this on Substack and also use Notes you can gain followers but these followers at least mean something:
“I want to get to know you more, but I’m not yet ready to give you my email address”.
Okay, well, let’s work on that and show them it’s worthwhile.
Why People Are Burned Out on Social Media
Many creators are burnt out by the constant pressure of keeping up with social media trends. Algorithms favor new formats, making it harder to maintain visibility without constantly adapting.
On top of that, the sheer volume of content means your posts have a short lifespan—often disappearing within hours. Contrast that with email marketing, where a single email can continue generating sales and engagement for days, even weeks.
Email vs. Social Media: A Side-by-Side Comparison
As you can see, email marketing wins in every category that truly matters for business growth.
I created this table for you:
Where Do You Go From Here? SHINE!
Here’s the truth: you can’t wait any longer to build your email list. Even if it feels scary, overwhelming, you’re nervous and got thousands of other things to do…
If you’re serious about starting or growing your online writing business in 2025, NOW is the time to start building your email list.
That’s why I’m inviting you to SUBSTACK SHINE – a FREE live class happening this Monday at 2PM EST!
In this session, I’ll teach you how to grow your email list from scratch, don’t dim your light but SHINE, and create an engaged audience that truly cares about your content.
I’m here to lead you every step of the way.
📩 Save your spot now! (Replay available for those who sign up!)
Oh, and did I mention? We’ll have engagement prizes for those who show up live, plus exclusive discounts on my upcoming 5-Day Substack Notes Kickstarter Bootcamp with David!
Can’t wait to see you on Monday at 2pm EST.
What Do You Think?
How do you see social media compared to an email list? Do you want to start building yours this year? What challenges are holding you back? And most importantly, what kind of support do you need from The Online Writing Club to make it happen?
P.S. If you think other writer friends benefit from this post and our event, please restack (share) this post!
P.P.S. If you’ve enjoyed this, like it, share it, and let me know what you think in the comments, you know how much I love to hear from you.
@kristian God Thank you for the insights. It makes sense to focus on newsletter growth rather than social media.
Love the way you break it all down. I worked as a copywriter for several years and I know the value of an email list. I had a client who generated 6-figures annually off a 7,000+ list. But, even though I wrote emails for him and others, the idea of growing my own list felt like pushing a boulder up a mountain! I am going to stop looking at it as an overwhelming chore and responsibility to understanding it to be and viewing it as the incredible gift that it is! Thank you!
Jenna, that’s such a powerful mindset shift! It’s amazing how you’ve seen firsthand the impact of a well-nurtured email list, and now you’re embracing it for yourself. Growing your own list might feel like a mountain at first, but with each step, it gets easier—and the rewards are absolutely worth it.
Excited to see where Substack takes you. Keep me in the loop. I'll send you a DM :)
so far, nothing planned for 2 o'clock on Monday so if nothing gets in the way, I will definitely be on the call. Thank you.!
Super. This is gonna be Substack-TASTIC. How's your approach going to grow your paid newsletter? Your super active in the chats and on Notes and now I often see your name popping up. Super. Would love to learn more.
@Kristina God Thank you for sharing this amazing and important point.
I finally found the value in Substacks/Newsletters.
So I finally "Niche" down and decided that I would like to have a Substack/Newsletter/Podcast focusing on "What's New? What's Old? and What's Up?....with my fellow substackers?"
This gives other "fellow substackers" an opportunity to share their Journey of successful Substacking.
We all are looking forward to learning about "the trials and tribulations, funny positive bloopers, positive encouragement and empowerment for all New Substackers here on this beautiful platform.
We all can learn from our Peers of Substackers.
Since, I have been more committed to bring more value through my Newsletter and Podcast I came across some incredible, supportive, authentic and amazing writers and authors.
It is very difficult to find time to be discouraged or wanting to throw the towel.
Because there is always someone lurking around the corner to either make us laugh or give us some amazing Newsletters ideas, suggestions, information, non-conflicting, positive encouragement, empowering.
My time spent here so far has been a wonderful learning experience.
The incredible support that all of you give us New substackers is just mind blowing and mind boggling.
It's also refreshing to see how "fellow substackers," knowingly or not, but through reading other wonderful Newsletter/Substacks we receive positive "Hope" from through their own successful journey of substacking.
In other words, "Nothing is Impossible" and the Sky just opened and my email list is slowly growing and now with "High Hopes" we all can finally reach that Dream to be successful here through this wonderful project of substacking.
My Eyes definitely have been opened with the help of @Kristina God, @Derek Hughes, @Lea Bardot, @Leah @The Hartman Report,
✨️Especially, Thank you to my Sunshine Daughter @Soukee (Nicole Marie),✨️
@Emily Tyler, @Nanowoman, @Josilyn Joy Thomas, @Mr. Five 1989, @MD Fojlumia 358, @NfsDujor, @Bamb Coaching, @Jeff DH 67,@Rea Aleris, @Mega P. Mohan, @Paul Sapsard, @Supermar 10 GalaxyBro, @Bin Jiang @Salwa, @Wajeeha Nadeem, @Sufyan Maan, M.Eng, @Dale (Cyber Safety Guy), @Rachel, @Amy Gabrielle, @Charlotte Pendragon, @Jerry Glazer, @Unpluggedby Yana, @Collin Bruce Milne, @Jacquie Verbal, @Scott Perry, @Anjali Krishnacumar, @Kimberly Dunham, @Ana Calin, @Claudia Faith, @Kathlyn Thorne, RN, LMT, @Janet Ritsdale, @Melony Masarin, @Marika Paèz Wiesen, @Chuck Keller, @Carl Jeffers, FabledWords, @Leon McFadden, @Dina Bell- LaRouche, @Dhylles Victoria, @Tony DUrso,
And my New Friends from being downright hilarious, informative and "OH SO" Authentic!
None the other then the wonderful @Robin Wilding, @You Have the Right to be Mouthy and all of the Renegade Crew just equally amazing with reputable, informative and a positive Influence to so many of us here:
@Walter Rhein
@Ben Ulansey @Sam W. @ Lilith Helstrom @Ossiana Tepfenhart, @Kenyon.
Thank you for the many supportive friends who I could not do without, EVER!!!
Thinks you win a prize. This is den loooooongest comment I've ever seen! Do you use voice to text? It's really good. Tried it several times but it's not working well for me. Even if I do it in German. Maybe I need the Notes app and an iPhone.
Interesting approach with your Substack. Could also be ONE topic of many because I guess you want to shae your own stories, am I right?
If you make your newsletters about others and only about Substack then this is what people are waiting for.
But if course, you can also make it about yourself by sharing your own stories.
Think Kathleen is a great example (here in the comments). She has on topic and sticks with it based on her professional background. Besides your idea, what could you write about based on your background or hobbies?
If you'll start this series, I'm happy to join.
But I also want that you share your stories and create a place and community around the topics your interested in.
Like all the people you mention and am happy to share their voices and amplify their reach with my pub, but if I had a message or a story that would be very important to me, and could write about it over and over again, I would maybe go with this. Hope this helps.
Will you join us on Monday 2pm EST?