Why an email list beats a big social media following

Social media is a great place to be discovered. It's a risky place to build a business. Platforms change their rules, accounts get locked, and only a small share of your followers see each post.

An email list is different. The people on it asked to hear from you, and your message lands in their inbox.

Give people a reason to join

"Sign up for our newsletter" rarely works. Offer something useful in return:

• A short guide or checklist
• A discount on a first purchase
• Early access to new products or dates
• A weekly tip people actually want

Make joining easy

Put the sign-up form on your website's home page, your contact page and your social profiles. Ask for an email address and maybe a first name. Nothing more.

Send something worth opening

Be helpful first and sell second. A good rhythm for many small businesses is one email a week or every two weeks, with one main idea per email.

Follow the rules

Only email people who have agreed to hear from you. Include your business name, a mailing address and a clear unsubscribe link. Canada's anti-spam law and U.S. rules both set requirements, so check them before you start.

Followers are borrowed. Subscribers are yours.

Start this week with a simple form and one helpful email. A list of 200 engaged readers can be worth more than 20,000 followers.