The volatility of social media has drawn the attention of companies and content creators to the importance of diversifying communication channels. With the constant changes in platform algorithms and policies, content delivery on social media has become increasingly challenging. According to Hootsuite data, in 2024, the average organic reach on social media is only 5%, pressuring brands to rely on paid advertising to ensure visibility.
In this scenario, the use of newsletters has become an effective alternative to minimize dependence on social networks. By building a direct and segmented subscriber base, companies and content creators can maintain control over the distribution of their messages, without being at the mercy of algorithm volatility, providing greater control, stability, and opportunities for direct monetization.
SecondFabio Jr. Soma, specialist in innovation and creator of the M.A.G.O. Method, which helps entrepreneurs and content creators achieve success with their newsletters, building their own communication channel offers greater predictability and security for brands. "The power of newsletters lies in their ability to create a more genuine connection with the audience by sending relevant and timely content directly to the inbox. This strengthens trust, facilitates the creation of a lasting bond, and reduces dependence on large platforms," he explains.
Greater control over content and audience
One of the greatest benefits is the proximity they offer in the relationship with the audience, allowing for more direct and personalized communication. For the specialist, content personalization is one of the main advantages. "The shooting tools allow creators to target their subscriber lists, sending messages tailored to each group's preferences and behaviors," he/she/they emphasizes.
This level of individualization is more difficult to achieve on social media, where content is delivered in a generalized or dispersed manner, even when paid and targeted. "With newsletters, you have full control over the content, format, and frequency of your interactions with your audience, which tends to become increasingly engaged, increasing the chances of retention and conversion," says Soma.
Direct relationship and independence
Social media platforms have strict policies regarding how companies can communicate, especially in paid content. On the other hand, newsletters ensure that companies not only have direct access to the public but also to relevant data to measure engagement and adjust their strategies. Dynamic tools that enable the creation of segmented email lists and automation of sends – such as Substack, Beehiiv, and ConvertKit, for example – have been essential for this transition of companies and content creators seeking more independence.
According to Soma, this autonomy and stability are fundamental for long-term growth and success. "Creators and content marketing teams need to build a solid contact base by establishing a direct relationship with their audience. This not only minimizes the risks of relying solely on social media but also opens new monetization and loyalty opportunities. No matter what happens on social media, you will always have your mailing list," he emphasizes.
A growing trend in digital marketing
A Litmus study revealed that the average return on investment (ROI) for email marketing campaigns is 36:1, surpassing platforms like Facebook and Instagram. Additionally, email is considered a more reliable channel by 72% of consumers, according to a survey by the Data & Marketing Association, reinforcing the effectiveness of this strategy.
In this way, by developing smart email marketing strategies, companies will be better positioned to face the uncertainties of the networks and continue building a solid relationship with their customers. "The future of content marketing lies in independence and control. Those who invest in their own channels, such as newsletters, will be ahead in the race for consumer attention and loyalty," concludes Soma.
