Why Relying Solely on Social Media Marketing Could Be a Disaster for Your Business

Opinions expressed by Entrepreneur contributors are their own.

It seems like every day some new influencer is posting about the death of email. Fancy cars, cool videos and hordes of fans have them convinced email is useless. Not only that, they want you to follow the hype and buy their new strategy for Instagram, Snapchat or whatever else is trending.

As your trusted digital marketing consultant, I’m here to tell you: Don’t trust the hype. Email is alive and stronger than ever. It may not be sexy, might not allow you to showboat your success, but if you take a look under the hood, you’ll find email is still the champion for online sales. In fact, here is a comprehensive list of 70 incredible email statistics to make any business owner salivate and start typing up those unsexy emails to make more profits.

From the list of those salacious email statistics, one of the most notable metrics for entrepreneurs is this one from the Direct Marketing Association: For every dollar spent, email marketing generates $38 in ROI. I love that little piece of data, and from my own experience, in many months my return on investment has been over 1000 percent.

Since I’ve made a great deal of income with social media, I can’t argue with the fact that it helps to create revenue, but when it comes to the hierarchy of importance, email comes first. This one tragic event of internet celebrity Felix Baum losing millions of fans because Facebook deleted his account paints a clear picture as to why building social media leaves you vulnerable. Since he didn’t own the information of his fans, there was nothing he could do.

In contrast, if Baum owned the list of his fans, if his provider shut him down for some reason, he could just migrate his list of subscribers to another hosting service — and he’d still be able to communicate with them. The panacea to being so susceptible on social…