Working in your business? That’s probably your favorite part. It’s why you started. It’s what drives you. You think about it constantly — in the shower, on a walk, while folding laundry. (Don’t worry, we’ve all been there.)

Marketing your business?
...Not quite as thrilling.

There are plenty of reasons why that might be the case, but here are the top ones I hear from clients and friends alike:

“I don’t have time to create content.”
“I don’t know what to post — or what content even is.”
“Blogging?? What year is it?”
“Newsletters feel so scary. What if I send one and nobody reads it?”
“WORSE: What if I send one and someone unsubscribes?”
“If I can only focus on one thing, what should it be?”

You’re not alone — and I’ve got thoughts. Big ones.

But let’s start with the biggest question:
If you only have time for one content channel, which should you prioritize?

You’re likely reading this because I sent it in an email newsletter. So yeah — I’m clearly biased.
But I believe email is by far the most effective way to reach your audience.

Before I get into all the reasons why, let’s talk about why social media — specifically Instagram — isn’t my top choice.

The Algorithm Problem

Instagram runs on algorithms. You've probably heard that word thrown around, but here’s what it really means:

Instagram decides what content to show people based on a set of shifting variables designed to keep users scrolling. That’s the whole game — attention retention.

And those rules? They’re different for Reels, Stories, Explore, and your Feed.
Worse — they change. Constantly. Weekly, sometimes daily. Instagram doesn’t announce changes, and when they do? It’s vague at best. (Here’s their official take, if you feel like decoding it - from 2023. Disappointed face emoji.)

Here’s what we do know:

If no one engages with your post? Your next one might get buried.
If you post a Story with 50 tiny dots and most people drop off after Slide 2? Your content stops being shown.
Frequency, originality, and engagement all factor into your "ranking."

If you're into that kind of math and metrics, check out Later’s 2025 tips. It’s useful — but let’s be honest: it’s a grind.

And it’s exhausting to keep up.

Why Email > Instagram (By a Landslide)

When you send an email, you’re speaking directly to the people who’ve raised their hands and said, “Yes, I want to hear from you.”

Let’s look at the numbers, courtesy of Porch Group Media:

Email is 40x more effective than social media for customer acquisition
99% of consumers check their email every day
Email subscribers spend 138% more than non-subscribers
The average ROI for email marketing? $42 for every $1 spent

Now that’s the kind of math I like.

So… What Is Email Marketing?

It’s not all discount codes and Black Friday blasts.

Email can be:

A behind-the-scenes peek at something cool you're working on
A new offer or launch update
A helpful resource or tip your audience didn’t know they needed
A story that makes them feel seen or inspired

The best emails? They’re valuable, personal, and sound like a human wrote them (hi, that’s you).

It’s not that different from what you’re doing on social — except it doesn’t vanish into the void. It lands in the inbox of someone who already said, “I like you. Tell me more.”