Social Media Is a Hellscape and Getting Worse: Why You Should Double-Down on Email Marketing in 2025

For all that it connects us to the people, the places, and the brands we love, social media is (and always will be) ruled by the whims of the billionaires who own the platforms. 

This is not exactly a comforting thought for business owners who rely on those platforms to help them increase visibility for their brand, reach a broader and more diverse audience, and open up new revenue channels so they can grow and stay competitive.

Yes, social media should still have a place in your overall marketing strategy. Of course it should; over 5 billion people—more than half of the global population—use it on the daily, meaning only a fool would ignore the potential reach of such an outlet. 

However, proceeding with caution is undoubtedly the way to go in 2025. 

What's been happening lately

Since Twitter became X in 2023, it feels like things have become increasingly precarious in the social media ecosystem. 

For starters, the Twitter-to-X "rebrand" gave free rein to misinformation and hate speech, paving the way for a terrifying new era in digital history. It also included key algorithm changes that impacted what content was displayed and when—which we will talk about in just a second. 

More recently, and to the surprise of, well, no one who has been paying attention, Meta (Facebook, Instagram, Threads) followed suit with its decision to ditch its third-party fact checkers and drastically roll back its Hateful Conduct policies. Because facts and kindness are clearly overrated. 

Then came the TikTok ban in January 2025. Enacted by the U.S. government over concerns that parent company ByteDance would manipulate the algorithm to spread misinformation (oh, the irony), the ban was recently paused by the current administration and given a 75-day extension. 

Boat feeling a little rocky yet? We haven't even left the dock. 

Why you should proceed with caution

Putting aside the dystopian hellscape aspect of it all, social media has always been somewhat of a gamble for business owners and marketers. While maintaining a social media presence is certainly important for brands in the digital age, making it your primary marketing channel is risky, and here's why: 

The algorithm roller coaster

Frequent algorithm changes can significantly impact who sees your content and when, leaving you at the mercy of a set of digital calculations over which you have zero control. As a result, brands must continually modify their social media marketing strategy to keep pace with new changes and ensure their content continues to reach their intended audiences. Because algorithm changes happen so often, trying to adapt can start to feel like a full-time job. 

The oversaturation problem

Nowadays, every business under the sun has a social media presence, which means the landscape is saturated with brands just like yours trying to reach those 5 billion users organically. Standing out in such a competitive arena and making sure your content is what catches their eye and stops them from scrolling is a monumental challenge. If you are not posting on a consistent basis 24/7, you risk getting lost in a sea of sameness. 

The trend conundrum

Think you have a pretty good grasp of what types of content your target audience wants to see? You may be on point today, but what about tomorrow, or next week, or next month?  Social media trends come and go at breakneck speed, requiring business owners and marketers to adapt quickly so they can stay relevant and keep potential customers engaged. 

And let's not forget about social media management

Social media management—not just creating and posting content—also plays a key role in whether or not businesses are successful on social media. If you are not consistently engaging with your followers (i.e., answering questions, responding to comments, and addressing concerns) you risk the potential for negative feedback. If left unaddressed, unfavorable comments can quickly damage brand reputation. 

Enter: Email—the stalwart hero of your marketing strategy in 2025.

Email marketing = sustainable success. 

At the end of the day, the fate of your business should not rely on fickle algorithms and the even more fickle (fickler?) whims of billionaires. As part of your omnichannel marketing strategy, doubling down on email marketing will be the key to success going forward. 

According to Shopify, 44% of marketing professionals say email is their most effective marketing channel. On top of that, email continues to have the highest return on investment rate of any marketing channel, with businesses earning up to $45 dollars in revenue (45x ROI) for every $1 invested in email marketing. 

And with email marketing, you have far more control over who sees your content and when, which pays off in the long run in the form of loyal customers. Below are three big reasons to double down on email marketing in 2025. 

Reason #1: Precise targeting

A robust email list is one of the biggest assets you have as a business owner. Utilizing key customer data such as demographics, interests, website activity, and purchase behavior, you can effectively divide your list into smaller, more specific segments to ensure the delivery of highly relevant content to those recipients. Such precise targeting maximizes engagement and leads to higher open rates and increased conversions. 

Reason #2: Personalized content

Once you have your email list segmented, you can create personalized content that speaks to each group. A whopping 80% of email marketers say personalization tactics improve email performance. This includes using tailored recommendations based on past browsing or buying history; delivering real-time content triggered by specific behaviors (e.g., cart abandonment); and using the name, location, or specific interests of the recipient in both the subject line and the body of the email. 

Reason #3: Measurable results

As with any marketing channel, it is important to know what's working and what's not. One of the biggest benefits of email marketing is the ability to see that data in real time. The majority of platforms have built-in analytics tools that allow you to see important KPIs such as open rate, click rate, conversion rate, and bounce rate so you can see which campaigns are moving you closer to your performance goals and where you need to make changes for improvement. 

Build a strong email marketing strategy with Split Pace Creative. 

According to Entrepreneur, shoppers who buy via email spend 138% more than those who don't. That alone should be enough to make you think twice about ramping up your email efforts in 2025. While social media continues to be a veritable dumpster fire of algorithm changes and misinformation, email remains a reliable and highly lucrative marketing channel that will help your business stay competitive and scale in 2025 and beyond. 

From transactional and promotional emails to lead nurturing campaigns, welcome series, and engaging newsletters that boost engagement and drive revenue, Split Pace Creative can help you take your email marketing strategy to the next level. Contact us today to learn more.