SCOTUS Ruling on Email Marketing (Jan. 17, 2025)

Today’s news from the Supreme Court allowing the TikTok ban to move forward is a big reminder for marketers: we don’t own social platforms—we borrow them.

While TikTok, Instagram, and other networks are amazing tools to reach audiences, build brands, and create connections, they’re ultimately rented land. And as any good business owner knows, when you’re on rented land, you’re at the mercy of the landlord (and their algorithms).

Let me be clear: I’m not here to bash social media. It’s critical for visibility, and yes, it works. But when changes happen—whether it’s a ban, a new algorithm, or a feature sunset—it can leave creators and businesses scrambling to figure out how to reconnect with their audience.

I've been around since the first social networks. I've seen it happen time and time again.

The difference is that for many TikTok users, it's even worse than when this has happened before. For thousands of TikTokers, they STARTED on TikTok. They didn't have established audiences on other networks then just shifted them to TikTok. They were discovered (or discovered themselves in many cases) on TikTok. Their entire business starts, and ends, on TikTok. They can't just switch back to the other platforms with their entire audience waiting for them, because they're NOT waiting for them.

But here's the thing: email marketing doesn’t have that problem.

Your email list is something you own. It’s your direct connection to your audience, free from third-party rules or sudden changes.

That’s why newsletters are making a major comeback. It’s also why we’re seeing a return to blogging on owned platforms and websites. People are realizing that while social media might introduce your audience to you, email is where you deepen the relationship.

And no, email marketing isn’t dead. It’s thriving. Again. And Still.

Here’s why:

1. Algorithms don’t get to decide who sees your emails. When you send an email, it lands in the inbox—not buried under 15 cat memes or a viral dance trend.
2. It builds trust. Email is personal. It’s a space where your audience lets you speak directly to them without distractions.
3. It’s a long-term play. Social media trends come and go, but a well-maintained email list is an asset you can count on for years.

So, should you keep TikToking, sharing insights on LinkedIn, or posting on Instagram? Of course! Social media will always be a vital part of any great marketing strategy. But don’t let it be your only strategy OR the center of your strategy.

That’s why, at OptinMonster, we’re doubling down on helping people grow their email lists. Because while TikTok might go away... Facebook and Instagram algorithms might change...

But your email list? That’s yours. Always.

What’s your take on this shift? Are you seeing a renewed focus on email and owned platforms in your industry? Let me know in the comments.

Till next Friday,

Angie