There’s a gap in social media marketing that surprised me when I actually looked at the numbers:
Only 1-3% of your followers see any single post you make. Compare that to email, where 20-30% of your list opens what you send.
That gap is the whole reason I tell every one of my students: if you don’t have an email list yet, that needs to be your next move. An email list is different from a following. It’s made up of people who already raised their hand and said, yes, I want to hear from you.
Here’s what usually stops newer business owners from starting:
- They think their list is too small to matter.
- The deliverability stuff sounds too technical
- Sending sales emails feels sleazy.
None of that has to be true, Queen!
If you’ve been wondering how to start email marketing and actually grow your list from scratch, I’ll walk you through it right now.
Can I Create an Email List From Instagram?
If someone’s following you on Instagram, they already know your face, your work, and probably your personality. That trust is already built so you’re not starting from zero. Email marketing takes these people who already like you and gives them a more direct line to you.
I think of Instagram as where people find me and email as where I business and life updates with them regularly. Every time I post on Instagram, I’m also thinking about how that content could show up in an email. And every time I send an email, I’m thinking about what piece of it could become a post later.
That’s actually the easiest way to start the shift. Take something you already have going on, a new offer, a behind-the-scenes moment, a client win, and send it to your email list first. Then repurpose it for Instagram after everyone on your list has already seen it.
Here’s An Email Marketing Example From One of My Students
She did her own branding photo shoot and sent the sneak peeks to her email list before she posted a single photo on Instagram. Her subscribers got to feel like insiders. Then she repurposed that same content into an Instagram post afterward. (That’s exclusivity working exactly the way it’s supposed to!)
So if you’re a new entrepreneur trying to figure out how to start email marketing, don’t think of it as a whole new strategy. It’s the next room you’re inviting the same people into.
Why Is Email Marketing Important If You Already Have an Engaged Instagram Following?
Because even your most engaged followers only see a fraction of what you post.
Only 1-3% of your audience sees any single Instagram post you make. Compare that to email, where 20-30% of your list actually opens what you send. That gap is one of the biggest reasons why you need email marketing, even if your Instagram is thriving.
An email list is different because it’s made up of people who already raised their hand. They typed in their real email address and said, yes, I want to hear from you. That’s not the same as a follow, which can happen passively, out of support, without someone ever actually seeing what you post.
The number one thing I tell people about what to actually send is: Write every email like you’re catching up your favorite client. Give them a business update and a life update. Let them know what’s going on with you. Not every email has to sell something. Some of it needs to keep you connected.
Another way to stay connected with your audience is to always ask for their Instagram handle too. Whether it’s a waitlist or a general email list, it gives you another touch point before the sale.
Your Instagram following builds awareness. Your email list is where that awareness turns into a relationship where people want to hear from you and are excited about the ways your offer can support them.
What’s Stopping Most Entrepreneurs From Starting Email Marketing?
Whether you’re wondering how big of an audience you need, or you’re intimidated that it feels too technical, or you just don’t want to feel salesy…none of those are actually true.
- Thinking your list is too small to matter. It’s not. A small, engaged list will outperform a big list every time, especially if that big list is landing in spam because nobody’s opening it anymore. A relevant list of 100 people who actually read what you send beats a list of 10,000 people who scroll past.
- Deliverability isn’t as technical as it sounds. The moment people hear that word, they assume they need to get technical, and that’s where a lot of entrepreneurs shut down before they even start. You don’t need to master the backend of email deliverability to run a good list. You need to know that sending relevant content to people who want it is the foundation, and that part isn’t complicated. It’s just good business. (Six months from now, you’ll be glad you started.)
- Feeling salesly. If selling on Instagram has ever felt salesy or sleazy to you, that same feeling can follow you into email if you let it. But email marketing doesn’t have to feel that way. Some of my highest-performing emails aren’t selling anything at all, they’re just me talking to my list like a friend, sharing a win or an update. When I do sell, it feels natural because I’ve already built the relationship in every other email.
None of these are reasons to wait. They’re just the stories that keep people stuck on Instagram alone instead of building something they actually own. (Don’t get me wrong, I love Instagram and I teach people how to sell on IG!) But email marketing is an essential part of collecting more coins in my businesses. Keep reading to see what works for me and my clients.
What’s the First Step to Starting Email Marketing?
Step one is picking a platform that’s easy for you to use. Because I want you to actually use it.
That sounds obvious, but it’s the reason so many people set up an email platform and then never touch it again. You don’t necessarily need the platform with the most features. Pick the one you’ll actually open every week.
I’ve been on Flodesk since 2019, and I’m not going anywhere. It’s simple enough that I can build and send an email in minutes, and it looks polished without me needing any design skills. If you want the exact walkthrough of how I use Flodesk, I put together a free 37-minute masterclass on setting it up here.
Once your platform is set up, you’re ready for your first segment (more on exactly how to build that in the next section). But the platform decision comes first. Don’t get stuck comparing every option out there. Pick one that feels manageable, commit to it, and move on to actually using it.
If you want to see exactly how I use Flodesk day to day, including my welcome sequence and how I keep my list warm between launches, I wrote a full breakdown here: How I Use Flodesk to Grow My Email List.
The platform is the tool, but the strategy is showing up consistently for the people on your list. So don’t let picking a platform be the thing that holds you back for another six months. Pick one this week and do the damn thing!
What’s the Best Way to Grow Your Email List From Scratch?
Start with the people who already trust you, your past clients, before you open things up to anyone else.
Past clients are your first segment because they’ve already worked with you. They know your work, they’ve had a good experience, and they’re the easiest yes when it comes to opening an email from you.
Your second segment is your general list, everyone else who’s raised their hand to hear from you but hasn’t worked with you yet.
Once you’ve got your platform set up, figure out what freebie you’re going to use to keep growing that general list. It doesn’t have to be complicated. Create something your ideal client actually wants enough to hand over their email address for it.
New entrepreneurs get stuck here because they think they need a huge freebie or some big fancy plan before they start. All you really need is one good freebie and the willingness to actually send emails to the people who download it. Here are the 5 Best Types of Freebies to Grow Your Email List.
So the order looks like this. Pick your platform. Reach out to your past clients first. Build or choose a freebie. Grow your general list from there. Keep it simple and get it done. Every email list I’ve ever grown started small. Yours can too.
Get Started With Email Marketing Today
So here’s what starting email marketing actually looks like. You take the people who already know you on Instagram and give them somewhere else to hear from you. You stop believing the myths that your list is too small, too technical, or too salesy to bother with. You pick an email marketing platform and actually use it to talk to potential clients, then grow from there with one solid freebie.
If you haven’t picked your platform yet, that’s your next step. Grab my free 37-minute masterclass and I’ll walk you through exactly how I set mine up.
You don’t need a huge following or a perfect strategy to start email marketing. You need one email, sent to one small list, and the willingness to keep showing up for it.
Frequently Asked Questions About Email Marketing
Is email marketing still worth it in 2026?
Yes. Email is where your audience gets first access to what you have coming, and unlike social media, it’s a list you actually own. (Internal-link to the sister post “Is Email Marketing Still Worth It in 2026?” once it’s live.)
How do I make money by sending emails?
By emailing people who’ve already raised their hand, offers convert faster than they do on social because you’re talking to a warmer, more invested audience. Here’s How I Use Flodesk to Grow My Email List.
What’s the simplest way to start email marketing today?
Pick an easy-to-use platform, add your past clients as your first segment, and start with one freebie to grow your general list from there. Here are the 5 Best Types of Freebies to Grow Your Email List.
Is email marketing worth it for small businesses?
Yes, it’s one of the most accessible marketing tools a small business has. A small, engaged list will outperform a big one that’s landing in spam or is unengaged.
What is the best email marketing software?
I’ve personally used Flodesk since 2019. I don’t partner with a lot of platforms, but I stand behind Flodesk because of how invested they are in small business growth. Grab my free 37-minute masterclass and I’ll walk you through exactly how I set mine up.
Angelica Pompy is a business coach, marketing strategist, and speaker helping bold women build profitable businesses with clarity and strategy. She is the founder of Pompy Portraits and Angelica Pompy Education, based in Jacksonville, FL.
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