top of page
Email Marketing vs. Social Media: What Should Small Businesses Focus On
May 22, 2025
As digital marketing continues to evolve, small businesses are increasingly faced with a common challenge: deciding where to invest limited time and resources for the biggest return. In 2025, email marketing and social media remain two of the most powerful channels available—but which one deserves more of your focus?
The Power of Email Marketing for Direct Engagement
Email marketing has long been celebrated for its ability to build direct, one-to-one relationships with customers. It offers unmatched return on investment, with studies consistently showing that businesses can earn an average of $36 for every $1 spent. This high ROI is largely due to the fact that email gives you direct access to your audience—there are no algorithms standing between you and your customer. When someone subscribes to your list, they’re giving you permission to land directly in their inbox, which is a privilege few marketing channels can offer.
Beyond accessibility, email marketing allows for a high degree of personalization. You can segment your audience based on behavior, demographics, or engagement level, and then tailor your messages accordingly. This level of customization helps build trust and increases the likelihood of conversion over time. However, growing and maintaining an email list takes time and effort. You need to consistently provide value to entice people to subscribe, and then continue delivering relevant content to keep them engaged. There’s also the issue of deliverability—getting your emails past spam filters and into inboxes requires careful attention to best practices, including list hygiene and content formatting.
Social Media: Visibility, Community, and Brand Awareness
On the other hand, social media is an essential tool for brand visibility and engagement. Platforms like Facebook, Instagram, LinkedIn, and TikTok allow businesses to reach wide audiences quickly and cost-effectively. Social channels offer opportunities for two-way communication, enabling businesses to answer questions, respond to feedback, and foster a sense of community. When used creatively, social media can also drive virality. A single piece of content can potentially reach thousands—or even millions—of people if it resonates.
​
However, while social media excels at brand awareness and engagement, it doesn’t always drive conversions as effectively as email marketing. Organic reach on social platforms is also increasingly limited due to shifting algorithms. You may have thousands of followers, but that doesn’t guarantee that your content will actually appear in their feed. Many businesses are forced to pay to boost posts or run ads just to maintain visibility. This pay-to-play model can be tough for small businesses operating on lean budgets.
Integration Is the Smartest Strategy
That said, the smartest strategy in 2025 may not be to choose one channel over the other—but to integrate both. Email and social media can complement each other beautifully when used in tandem. Social media is a great place to generate brand awareness and drive traffic to landing pages where people can subscribe to your email list. From there, email can be used to nurture those leads with valuable content, exclusive offers, and personalized updates. You can even retarget your email list with custom ads on social platforms to reinforce your message and stay top of mind.
​
Small businesses should consider using social media to attract attention and grow their email lists, while relying on email to deepen relationships and drive conversions. Start by building a simple email list using lead magnets, contact forms, or special offers. Promote these assets through your social media channels to funnel traffic into your email database. From there, maintain regular communication via a well-planned email strategy—think monthly newsletters, promotional campaigns, or educational content that provides ongoing value.
Ready to Grow Smarter?
Don’t choose between email and social media—build a strategy that makes both work for you. If you're ready to create a marketing plan that fits your budget and actually drives results, Vergence Marketing is here to help. Contact us today for a free consultation.
bottom of page