Email Marketing vs Social Media: Which One Drives More Sales?
Email Marketing vs Social Media: Which One Actually Sells?
Ever feel like you're shouting into the void on Instagram?
You might be wondering: Is this working? Should I be doing something else?
All valid questions.
Because social media might give you followers, but it doesn’t always give you customers.
According to a 2024 HubSpot report, email marketing drives an average ROI of $36 for every $1 spent, while most social media platforms can’t even crack half that.
That’s a big difference when you're trying to grow your handmade business without burning out.
This post isn’t about telling you to ditch social. It’s about showing you what actually converts.
I’ll discuss email marketing vs social media, why email might be the best-kept secret in handmade sales, and how to know what works best for you.
You don't need a massive list or fancy tools to start. Just a clear path and a little momentum.
Let’s break it down—together.
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Why I Wrote This (And Why It Matters)
I didn’t write this post from a marketing textbook. I wrote it because I’ve been there.
One day, my Pinterest account had over 60,000 monthly views. The next? Practically zero. No warning. No explanation. Just—gone. Like flipping a switch.
And with them, a chunk of my traffic.
It was one of those moments that makes you rethink everything.
If you’ve ever spent hours crafting posts, chasing trends, or stressing over reach—only to watch your engagement flatline—I was right there with you.
And if you've ever thought, "There has to be a more stable way to grow my business," you're absolutely right.
That experience is what led me to email marketing. Not the flashy kind. The steady, reliable, build-a-real-relationship kind.
But, let’s start by looking at what actually works when it comes to driving sales…
Email Marketing vs Social Media: Why You Need to Know What Drives Real Results
Sales vs Attention — Know the Difference
After a “good” post goes semi-viral the likes roll in. A few new followers trickle through. Maybe even a comment or two from strangers saying, “So cute!” or “Love this!”
But then what?
Most of the time… not much.
No sudden flood of sales. No email notifications saying, “You’ve got money.”
Just a temporary spike in dopamine followed by the sinking question: Was that actually worth the effort?
That’s why I think it’s important to get brutally honest about what actually drives income—especially for creatives who don’t have a whole team behind them.
Here’s what I’ve learned: attention doesn’t equal sales.
And when it comes to email marketing vs social media, that distinction becomes everything.
Social media gets eyes on your work. It’s the window display, the welcome mat, the first hello. It matters.
But it’s not the place most buying decisions happen.
Email, on the other hand? That’s the kitchen table.
That’s where people linger, open up, and make decisions.
That’s where you can tell a story, walk someone through your offer, and gently guide them toward a “yes”—without competing with a hundred dancing reels and ads for things they weren’t looking for.
I believe this is one of the most important mindset shifts a creative business owner can make: stop measuring success in followers, and start measuring it in conversions.
The platforms don’t matter as much as the behaviour they create.
On social, people scroll.
On email, people pause.
⯈Social trains us to skim and forget.
⯈Email invites us to connect and consider.
If you’re in this to build a business—not just build an audience—then understanding that difference is gold.
It doesn’t mean social media is useless (we’ll get to that later), but it does mean you need to be realistic about what it can and can’t do on its own.
I think of it this way: attention is fuel, but it’s not the engine. If you want to move your business forward, you need something that actually drives. And more often than not, that something is email.
Why Email Marketing Converts Better Than Social Media
Email Marketing — The Quiet Workhorse
I used to think email marketing sounded a bit… corporate. Cold. Too formal for someone hand-making products or running a creative business that’s built on personality and connection.
But I was wrong.
What I’ve come to believe—after testing launches, newsletters, flash sales, even cart re-opens—is that email is the quiet workhorse of online sales. It shows up, does the job, and keeps selling long after the Instagram algorithm decides your reach is over.
Here’s what makes email so powerful: it’s personal, it’s permission-based, and it’s focused.
When someone gives you their email address, they’re inviting you into a private space.
It’s not like a follow on social media, which is often casual, passive, and forgotten by the next day. An email list is full of people who’ve raised their hand and said, “Hey, I want to hear more from you.”
That alone shifts the dynamic.
Now, instead of shouting into the void or hoping your latest reel lands, you’re writing directly to people who already trust you a little. And when people trust you, they buy from you.
Email also gives you space to breathe.
You can tell stories.
You can explain your process.
You can walk people through the value of what you offer in a way that doesn’t feel rushed or squeezed between three-second clips.
There’s room to teach, connect, and sell—all in one email.
Let me give you an example.
A few months ago, I released a digital pattern bundle through my shop. I shared it on Instagram—one post, a couple of stories, some behind-the-scenes photos. It got nice reactions. But not a single sale.
Then I sent two emails:
One was a soft intro to the product and the story behind it.
The second was a direct offer with a time-sensitive bonus.
I got seven sales within 24 hours. No ads. No trends. Just two emails, sent to a small list of people who already liked what I do.
I think that moment really clarified something for me: email isn’t about the size of your list—it’s about the relationship you’ve built with it.
And because it’s yours—you’re not renting space from a platform—you don’t have to worry about reach dropping or rules changing. You’re in control. You decide when, how often, and what people see. That kind of freedom is rare in digital marketing.
Even better? You can automate parts of it.
Your welcome email can be written once and sent to every new subscriber automatically.
A mini sales sequence? Same.
That means you can make sales while you sleep—or while you’re actually doing the creative work you love.
That’s what makes email such a powerful tool for handmade and creative business owners.
It works in the background, steadily building trust and gently nudging people toward buying.
And when you’re tired of chasing likes that don’t convert, that kind of quiet, consistent power starts to look a lot more appealing.
📬 Grab the Free Email
List Setup Checklist
Want more control and connection with your customers?
This free checklist shows you exactly how to start your email list the simple way—step by step.
👉 Get the checklist here and start building a shop that grows with you.
What Social Media Is Great For… and What It’s Not
Social Media — The Party Everyone’s At
Social media can feel like a party you can’t afford to miss.
Everyone’s there. Everyone’s doing something. There’s dancing, there’s chatting, there’s glitter flying through the air.
I’ve had days where I posted a gorgeous photo, waited for the comments to roll in… and nothing. Or worse, when something did take off and I thought, “This is it. This will finally lead to sales.”
But it didn’t.
Because social media—while brilliant for visibility—isn’t built for conversions.
Here’s what I mean: social platforms are built to keep people on the platform. Instagram doesn’t want your followers clicking over to your shop. Pinterest does it a little better, but even then you’re competing with a dozen other pins screaming “click me.”
The structure of social media is scroll, scroll, like, scroll. It’s designed for distraction, not decision-making.
I believe social media plays an important role in the customer journey—it’s just not usually where the sale happens.
It’s where people first find you. It’s how they get a taste of your vibe.
I once had a reel hit 12K views.
For me, that was huge. I thought, Okay, here come the sales. I checked my analytics. I refreshed my shop dashboard. Crickets.
Why?
Because most of those viewers didn’t know me. They hadn’t seen my work before. They liked the video, maybe even shared it—but they weren’t in buying mode. They were in browsing mode. And browsing doesn’t pay the bills.
Here’s something I think a lot of handmade sellers need to hear: going viral doesn’t mean you’re making money.
What’s even more frustrating is how unpredictable it all is. One week your post gets seen by 600 people. The next? 60.
And there’s no real explanation. You’re … at the mercy of the algorithm.
That’s a tough way to build a business. And it’s not sustainable.
But when you reframe the role of social media—as a visibility tool, not a sales platform—it starts to feel a bit lighter.
Less pressure. More fun.
I use it now to lead people off the platform—toward my email list, where the real connection happens.
Because at the end of the day, I don’t want a million followers who never buy.
I want a hundred real people who get what I do and are excited to support it.
Social media helps me find them. But email helps me keep them.
How Email and Social Media Can Work Together to Drive Real Sales
The Real Sales Funnel Most Creatives Miss
Here’s the thing I wish I’d understood sooner: social media is a spark. Email is the fire.
And if you're not connecting the two, you're probably missing the brightest part of the whole process—where people go from curious to clicking “buy.”
Most handmade business owners I know (myself included, once upon a time) are doing what I call accidental marketing.
You post when you remember.
You mention your product in a caption.
Maybe you throw in a story or two about what you’re working on.
But there’s no plan—just hoping someone will see it and want to buy.
The problem is, attention spans are short. People forget. They get distracted. Even when they love what you make.
That’s why I believe every creative needs a simple, repeatable sales funnel. One that takes someone from discovering you on social, to joining your list, to becoming a customer—without you having to be “on” all the time.
Here’s what that looks like for me in real life:
I post on Pinterest about something valuable or fun—behind the scenes, tips, a process shot.
In the description, I include a link to a freebie (like my free email list setup checklist).
They sign up and automatically get a welcome sequence—written in my voice, telling my story, gently guiding them toward something they might want to buy.
When I have something new to offer, I email them first.
This is an intentional path that gives them more of what they already showed interest in.
And it works.
I remember one subscriber who joined through a post I made about burnout. I shared how automating my emails gave me back time to actually enjoy my creative work again. That post led to a freebie opt-in. The welcome sequence led to a product suggestion. Within a week, she’d bought one of my templates—and replied to my email saying it was exactly what she needed.
Not a viral moment. Not hundreds of likes. Just one person, one journey, one sale.
And that’s what I think most creatives forget: it’s not about mass appeal. It’s about making it easy for the right people to say yes.
Social media alone rarely does that.
There’s too much noise.
Too many steps between interest and action.
You might catch someone’s eye, but if you don’t give them a clear next move—like signing up for something valuable—they’ll drift away.
I’ve learned that the most effective marketing doesn’t always feel like marketing. It feels like a gentle invitation almost like a breadcrumb trail that leads somewhere.
That’s what a real sales funnel does.
And when it’s done with care, it doesn’t feel salesy.
It feels like service.
Email Marketing vs Social Media for Creatives — What Actually Works)
What Handmade & Creative Businesses Need Most
I guess your time is stretched thin.
You’re making products. Packing orders. Taking photos. Trying to keep your inbox from eating you alive.
So the idea of mastering every platform? Showing up everywhere, all the time? It’s… too much.
That’s why I believe we need to stop chasing what’s shiny and start doubling down on what’s sustainable.
When I really looked at where my sales were coming from—like, actually sat down and checked the numbers—email was the consistent winner. Even when I had fewer subscribers. Even when my open rate wasn’t perfect.
⯈ Here’s why I think email marketing wins, especially for makers and creatives:
1. It respects your energy.
With social, you're on a never-ending treadmill. The second you stop posting, engagement drops. But with email? You can step away and still make sales if your automation is in place. I once took two weeks off and still made sales—because I had a welcome sequence running behind the scenes.
2. It supports slower, thoughtful selling.
Handmade customers aren’t impulse buyers. They care about the story, the materials, the meaning behind what you make.
Email gives you the space to tell that story. You can walk someone through why your product matters without rushing or squeezing it into a 15-second story.
3. It builds real relationships.
Some of the warmest replies I’ve gotten weren’t on posts—they were from emails. When someone takes the time to hit reply and share what your work means to them? That’s not just a potential customer. That’s someone you’ve connected with.
And that’s the heart of it for me. Email lets you build a business that’s relational, not just transactional.
Social media has its place.
I still use it to show up, share progress, and remind people I exist. But I don’t depend on it for income. I think that’s a dangerous trap—because as soon as the algorithm shifts, or you burn out, or you need a break… your business feels like it’s at a standstill.
Email doesn’t work like that. It compounds. Every subscriber adds value. Every automation saves time. Every email you write can work for you over and over again.
With Social media it’s easy to feel behind. But you don’t need more posts. You need more intention.
You need a system that respects your time, works while you create, and leads people gently toward your products.
And for that?
Email wins every time.
Using Email and Social Media Together Without Burning Out
How to Pair Them Without Losing Your Mind
I think one of the most frustrating myths out there is that you have to be everywhere to succeed.
Instagram. TikTok. Pinterest. Facebook. YouTube. And then, on top of that, email too?
It’s no wonder so many creatives feel like they’re drowning in content before they even get to the making part—the part that actually lights them up.
Here’s what I’ve learned: you don’t need to do everything. You just need a system that lets you show up meaningfully without draining your energy.
I call it my minimalist marketing map.
It’s how I pair email and social media in a way that feels sustainable, calm, and still brings in sales.
Let me break it down:
1. Social media creates curiosity.
I use Instagram and Pinterest to share quick ideas, snippets of my process, or relatable thoughts. No dancing or chasing trends. Just me being helpful or inspiring. I think of it like saying “hello” at a market stall—inviting, casual, warm.
At the end of many posts, I include one simple next step:
👉 Want to learn more? Grab my free checklist here.
Or
👉 I talk more about this in my emails—link’s in bio.
That’s it. No complicated funnel. No 12-part strategy. Just one clear invitation.
2. Email builds connection and drives sales.
Once someone’s on my list, they’re not just another follower—they’re part of my community.
That means I can take my time.
Share stories.
Offer behind-the-scenes insight.
Give context.
Gently introduce a product.
And let people decide in their own time.
The best part?
Most of this is automated.
My welcome sequence runs on its own. My mini sales funnel works in the background. Even when life gets chaotic, that part of my business keeps moving.
And because I’m not depending on social media for everything, I can use it more intentionally—more like a tool, less like a burden.
3. Set boundaries so marketing doesn’t take over your life.
I post when I have something to say. I email once or twice a week, max. I batch and reuse content. I trust that consistency doesn’t mean constantly.
I’ve found that when I show up with clarity, not frequency, people respond better anyway.
Because at the end of the day, your audience doesn’t want you to burn out.
They want your art.
Your perspective.
Your best work.
And you can’t give them that if you’re stuck in a loop of never-ending content creation.
So what’s the best balance?
⯈Let social media do what it does best: spark interest, grow your reach, get people to your door.
⯈Let email do what it does best: nurture trust, deepen relationships, and close the sale.
And let yourself breathe in between.
You didn’t start this business to become a marketing machine. You started it because you have something beautiful to share.
When you use both platforms wisely—without trying to do it all—you get to share more, sell more, and stress less.
That’s the sweet spot.
That’s where creative freedom lives.
Email Marketing vs Social Media FAQs for Handmade and Creative Businesses
Frequently Asked Questions
Q: Why is email marketing more effective than social media for handmade sellers?
Email marketing is more effective because it allows you to build a direct relationship with people who’ve already expressed interest in your work. Unlike social media, where your content competes with distractions and changing algorithms, email lands straight in their inbox. This means higher open rates, more engagement, and a better chance to convert followers into paying customers.
Q: How can I grow my email list from social media without annoying my followers?
You can grow your email list by offering genuine value through freebies like checklists, tutorials, or exclusive tips related to your craft. Share these offers casually in your posts or stories with a clear, simple call-to-action. The key is to be helpful, not pushy—invite your audience to join your list as a way to get even more helpful content.
Q: What is the best frequency for sending marketing emails to handmade business customers?
For most creative businesses, sending one to two emails per week strikes a good balance. It keeps your audience engaged without overwhelming them. Consistency matters more than frequency—regular emails build trust and keep your products top of mind, leading to more sales over time.
Q: Can social media alone generate enough sales for a small handmade business?
While social media is great for building awareness and attracting new followers, relying on it alone for sales is risky. Algorithms change, engagement can be unpredictable, and not everyone who sees your posts will be ready to buy. Combining social media with email marketing creates a more stable and sustainable sales strategy.
Q: How do I choose the best email marketing platform for my handmade business?
Look for platforms that are easy to use, affordable, and offer automation features like welcome sequences and sales funnels. Some popular options for handmade sellers include Moosend, GetResponse, and AWeber. Choose one that feels manageable so you can focus on creating, not getting lost in tech.
Q: What are some effective ways to convert social media followers into email subscribers?
Offer valuable lead magnets tailored to your audience’s needs, such as free patterns, tutorials, or behind-the-scenes content. Promote these offers consistently but naturally on your social channels with clear links.
Keep Creating, Keep Connecting: Your Sales Journey Is Just Beginning
I think the biggest secret nobody tells you about email marketing vs social media is this: it’s not about mastering every platform or chasing every trend. It’s about showing up in a way that feels true to you — with patience, with kindness toward yourself, and with a clear path forward.
You don’t need to do it all at once. You don’t need to be perfect. You just need to start. Build your list one email at a time.
Share your story honestly. Trust that the right people will find you and want to support your craft.
Every email you send, every post you share, every small step you take brings you closer to the kind of creative business that not only makes sales but brings joy.
So take a deep breath. Choose what works for you. And remember — your business is about more than numbers. It’s about connection, creativity, and freedom.
You’re already doing the hard work. Now it’s time to let your marketing work for you.
What’s Next?
You don’t need to be everywhere or perfect right now. The key is to start simple and be consistent with what feels right for you and your creative business.
✨ Pick one email platform that feels manageable—not overwhelming—and start small. Write your first welcome email. Share a freebie or checklist to invite people in. Build that bridge from social to email at your own pace.
📥 To help you get started, download the free Email List Setup Checklist—it breaks down exactly what you need to do so you can set up your list without stress or confusion.
💬 Still wondering which platform or approach fits your style? Drop a comment below or send me a message. I’m here to help you find a simple system that respects your energy and supports your sales.
🧵 If you want to skip the tech headaches, I also offer done-for-you email setups designed for handmade sellers who want to grow their list and make sales while focusing on their craft.
✅ Done‑For‑You Email Setup
✨ Lead Magnet Creation (Ideas Included!)
📨 Monthly Newsletters + Automation
Let me handle the backend so you can focus on what you do best—creating.
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More inspiring posts
Sick of pouring hours into social media with nothing to show for it? You’re not the only one. This post breaks down the real differences between email marketing and social media—without the fluff. From unpredictable algorithms to the power of your own list, you’ll discover which one actually drives sales for handmade and creative businesses (and why it’s not what everyone’s shouting about online). If you’re ready to stop chasing likes and start building something that lasts, this is for you.