You know that moment when you’re feeling like you’ve got your business marketing all figured out—posting consistently, getting DMs, leads flowing in—then boom, Instagram pulls the plug on your content? Yeah, that happened to my friend Cheryl. She’s a powerhouse boudoir photographer, literally changing lives with her lens. And overnight, she lost her main way of reaching clients.

That’s the thing about social media—it’s borrowed space. But building an email list for business? That’s like buying the house. You own it, and no algorithm can take it away from you.

The Problem with Social Media

Cheryl’s story isn’t unique. Maybe you’ve already felt the sting of a platform ban or the confusion of a shadow ban. Maybe you’ve watched followers vanish with no explanation. It’s rough out there. But here’s the truth: when your entire audience lives on someone else’s platform, your access to them is never guaranteed.

Why Email Wins Every Time

Here’s the wild thing—email marketing doesn’t just give you ownership. It gives you results. For every $1 spent on email, businesses typically see a $42 return. That’s bananas. People check their inboxes daily. They don’t always scroll Instagram or open TikTok.

In our business, our email open and click rates leave social media in the dust. When people opt into your list, they’re giving you a front-row seat in their inbox. That’s trust. That’s gold.

How to Start Your Email List (Even If You’re New to This)

Starting your email list for business doesn’t have to be complicated. Here’s how to do it in three steps:

1. Choose an Email Platform
   I love Flodesk—it’s beautiful, simple, and easy to use. (You can even get 50% off at comeplum.com/flodesk). But any platform will do.

2. Create a Sign-Up Form or Lead Magnet
   Think checklist, freebie, newsletter—something people want and are excited to trade their email for. Make sure your form is clear, easy to find, and gives value up front.

3. Share It Everywhere
   Your website, Instagram bio, LinkedIn, even your email signature. You can print out a QR code for in-person events. If you’re talking to clients face-to-face, offer them 10% off in exchange for joining your list. You’ve signed up for these lists before—now it’s time to create your own.

You’re Not Behind, You’re Just Getting Started

If you’re feeling like you should have done this months ago—breathe. We’re not here for the guilt spiral. You’re doing it now, and that matters. Whether you’ve got zero people on your list or a few past clients you can reach out to, start there. Email them personally. Let them know what to expect. Build that trust, one message at a time.

Because here’s the thing: every business needs an email list. It’s not just about marketing—it’s about connection. And you’ve got this.