I would rather have an email list of 1,000 people than a Facebook following of 20,000. Of course, results will vary dramatically due to many factors, including platform and engagement. But studies in the industry confirm my experience: in general, an email subscriber will outperform a social media follower in terms of pure response rates (both clicks and sales), and the results aren’t even close. My message here isn’t that you should ignore social media; just don’t use it as an excuse for not building your email list. You will regret it if you do. Better yet, use your social media presence to
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