It’s 2024 and — Wait, Email Doesn’t Suck?

In a recent absolute banger of a SXSW keynote speech, CEO of Patreon and master-beard-maker Jack Conte himself repeated an old proverb about the difference between followers and true fans on social media these days.

The short version:

(And followers may rarely even do that.)

On the other hand: Fans help you in more than just with finances — they build and grow your community, too.

They are, in a very real sense, the only way you can make more of what you love, and live the life you wanna live as a creator.

So, in short… follower: meh; fan: yay.

(Especially the fans with a lot of discretionary income. 😉)

If Conte’s distinction here sounds familiar, it’s because it isn't such a far cry from Kevin Kelly’s now-canon 2008 essay “1,000 true fans,” where Kelly suggests a person needs only $100 support per year from a seemingly obtainable 1,000 fans to "make it." 

Importantly, in his speech, Conte went a step further to contextualize for the modern creator (2008 was a long, long time ago, after all) in the next two-thirds of his speech: With the way that the platforms are set up, with the coming onslaught of AI slop content, it’s harder than ever to actually find those people.

“I believe that this problem is the single most important problem facing creators today,” Conte added, “the weakening of creator-led communities.”

And honestly, that beard made a super-compelling point.

Social media platform algos are — by design — pushing users to stay on the platform. They’re constantly angling for a greater share of attention to keep followers inside their ecosystems (to serve them ads).

This often means creators have to make the most of the very scant amount of attention they're getting.

The good news? There’s still a way to grow. And it’s shockingly been around longer than all of the platforms — email.

Yes, you read that right.

With report after report indicating that the younger generations are switching away from email (often without saying how they’re communicating differently instead) and long LinkedIn screeds about bad salespeople and lazy marketers killing the medium outright worthless garbage, you could be forgiven for thinking that email has gone the way of the carrier pigeon, or the Pony Express, or the stone tablet. Or even better for all of mankind: cursive.

But most on-the-ground business owners will tell you the exact opposite.

It is STILL not uncommon for email marketing to contribute up to 30% of total revenue. That's one channel.

Still.

Just like my Great Aunt Dorothy: Email is alive and thriving, baby. Get out of her way!

And we’ve got the facts to prove it (about email, not Dorothy):

1. Higher Engagement Rates

Recent statistics show that the average open rate for emails is approximately 33%​. This contrasts pretty wickedly with the average organic reach on social, which hovers around 5%​ (according to Influencer Marketing Hub)​.

2. Direct Access and Trusting Relationship

When subscribers opt into your list, they’re giving you permission for more personal and direct communication, fostering a more trusting relationship​. Basically: You already know they’re more likely to convert because they’re willing to give you that direct connection. You're no longer at the whims of the algo. You're free!

3. Monetization Opportunities

Email supports a lot of direct monetization strategies. For instance, you can offer products, content, or services directly to your audience, increasing the likelihood of conversion​ — and again, there’s no algo there to punish you for “selling” or linking out.

4. Return on Investment

Email marketing tool ROI can be incredibly, stupidly high, with every $1 spent on email generating about $40 in return, which is much higher compared to other marketing channels like social​.​ Just sayin’.

5. Testing Opportunities

Wanna know if your content will resonate with your broader audience on Instagram or TikTok? Put it in front of your email audience first! Hell, ask them yourself what they think of something. If they’re already on your list, they’re likely to feel even more special that you asked (dawwww).

6. Personalization and Segmentation

When you get an email, you can also get a lot of data. And data can be used to make smarter decisions, or more personalized communication. Email excels in personalization in ways that social media just can’t, allowing for you to segment your audience based on behaviors and interests, which can lead to increased engagement and conversion rates​!

So obviously, Jack's beard had a lot right to say at SXSW a wake-up call for creators. Don’t rely solely on social media to build your community.

Email might be the old guard, but it’s standing strong in the face of all the wild and wacky changes we’re seeing online these days.

So, next time you’re thinking about how to reach your audience, remember: Sometimes just because something’s old doesn’t mean it doesn’t work.

I mean, I’m almost 40 and look at me go.