You should be reusing your already-written social media posts for your email newsletter.

The Instagram post (above, left) is from December 15, 2022.
The email newsletter (right) is from December 16, 2022 – the next day.

Church Road Records has 5,587 Instagram followers.
That post got 143 likes, and three comments.
Add those up and divide by the number of followers, and that’s a 2.6% engagement rate.

(Engagement rate means someone did something – liked, shared, left a comment, or clicked a link.)

Now, let’s assume they have 1,000 email subscribers, and let’s pretend only 100 people opened the email (I bet it’s more).
That’s still a 10% open rate.

I’ll take 10% over 2.6%, thanks.

We’re all posting to social media, just trying to get people to our store, buy tickets, and sign up for our email list.

AND MOST OF OUR FOLLOWERS NEVER SEE OUR POSTS.

Think about it; if you “only” have 1,000 email subscribers, and “just” 10% open your email, it’s still more effective than spending hours of social media “engaging” and posting, trying to hit 5,500 followers just so less than 3% of them will interact with your posts.

Like I wrote over a year ago in FIGHT FOR THOSE EMAILS:

You know all those Spotify Wrapped images that were being shared on socials this week? Well, people who don’t follow you on social didn’t see them, so why not send those Wrapped images to your email list?

It’s a great way to bolster your love for your fans, too. Set up a 20% discount for your store and include that with your thanks email and see what happens.

You’re already spending hours every week on social media. Take 15 minutes and reuse that social media content fore your email list, include a clear “call to action” like BUY THIS RECORD, and watch some magic happen.

So scroll through your old social media posts. Find something that “did well” (got a bunch of likes or comments), and send it to your email list.