There’s no doubt that social media has been very influential and powerful lately. Everyone is chasing that next viral post, TikTok dance, or Instagram trend. But as someone who’s been in the game for a while, let me tell you: longevity isn’t about what’s trending today—it’s about building a foundation that stands the test of time. And according to marketing legend Gary Vaynerchuk, email marketing is still one of the strongest pillars you can build on.
In this inaugural edition of the Creator Spotlight series, we’re featuring none other than Gary Vaynerchuk—one of the biggest voices in marketing and entrepreneurship. I recently caught up with Gary at VeeCon, where we talked about the importance of email marketing and why it remains essential for creators and brands alike. You can watch the full clip here.
Gary has been championing email marketing since 2006, and according to him, email remains one of the core forms of marketing, right alongside social media. But here’s the kicker: many creators with millions of followers still ignore email marketing. This is a massive blind spot and makes them vulnerable to losing everything they’ve built. The recent threats to ban TikTok in the U.S. are a stark reminder that relying solely on social media is risky. Social platforms are rented land, and if you’re not building your email list, you’re giving up control.
Gary Vaynerchuk’s Take: Email Isn’t Dead—It’s Evolving
“I’ve been doing email marketing every [expletive] day since 2006,” Gary told me, reminding us that email is far from obsolete. In fact, he still sees it as one of the core forms of marketing, right alongside social media. For Gary, social media and email aren’t competing forces—they’re complementary.
“People think email’s outdated, but that’s ridiculous,” … “It’s just harder now because there’s more supply—there’s a ton of email marketers who ruined it with spammy, irrelevant [content].”
Gary Vaynerchuk
American businessman and author
Gary’s right. If you’re still relying on the old tricks from a decade ago, email might feel tougher now. But that’s only because the landscape has changed. The bad players have flooded inboxes with irrelevant messages, but the smart marketers—the ones who put value first—are still winning. Email isn’t dead; it’s just evolving. And if you’re willing to evolve with it, the rewards are bigger than ever.
Why Email Is Still Essential
Let’s face it: social media is rented land. Creators with millions of followers often get caught up in the algorithms—chasing views and likes on platforms that can change the rules overnight.
The recent threats to ban TikTok in the U.S. are a reminder that relying solely on social media is risky. Social platforms operate like digital casinos—if you pay to play, you might win some attention. But email? Email is your house. It’s yours. You own that list. You own that relationship.
That’s why GaryVee says social media and email have to work together. Social media builds awareness, but email builds relationships. And the data backs this up. At GetResponse, we analyzed over 1 billion emails sent in the U.S. Emails with personalized content saw a 32.21% open rate and a 2.44% click-through rate—proving that email, when done right, drives engagement in a way that social media just can’t match.
Mastering email marketing
Check out this webinar featuring Dan Oshinsky from Inbox Collective, which dives deep into the insider tricks and strategies of email marketing.
As Jay-Z said, “Men Lie, Women Lie, Numbers Don’t.” The numbers show that email is still one of the most effective ways to connect directly with your audience and keep them engaged over time.
Why Most Creators Are Sleeping on Email (and How You Can Wake Up)
Here’s the problem: creators are getting lost in the viral moment. It’s all about the quick dopamine hit from that Instagram-like or TikTok comment. But what happens when the algorithm changes? What happens when your followers can’t even see your content unless you pay to promote it?
That’s where email comes in. It’s the one channel where you own the entire relationship from start to finish. No middleman. No gatekeeper.
GaryVee’s been saying this for years: “Email is still highly relevant to a marketer in almost 2025.” The only reason email seems harder now is because people have filled inboxes with trash. Billions of irrelevant emails have made it tough to stand out, but that doesn’t mean email marketing is broken. It means the bar has been raised.
So, how do you break through the noise? Here’s what Gary and I agree on: focus on delivering value. Whether it’s a quick tip, a behind-the-scenes look at your process, or an exclusive offer, your emails need to feel like a personal conversation, not just another sales pitch.
How to Build an Email Strategy That Lasts
Gary’s success, and that of many other top creators, boils down to one simple strategy:
email + social media = unstoppable.
Here’s how you can replicate it:
1. Treat Email Like Your Owned Audience
Don’t rely on rented platforms like TikTok or Instagram to build your entire business. Build your email list from day one and nurture it like a long-term relationship. This list is your direct line to your audience; no algorithms are required.
2. Make Your Emails Personal
Our data at GetResponse shows that personalized emails perform better, period. But personalization doesn’t mean just slapping a name in the subject line. It means sending content that’s relevant and meaningful to each subscriber.
3. Balance Value and Promotion
No one wants to open an email that screams “buy now” every single time. Instead, provide value—whether it’s a free resource, valuable insights, or exclusive content. When your subscribers see you’re there to help, not just sell, they’ll stay loyal.
4. Leverage Social to Build Your List
Use your social platforms to funnel people into your email list. Tease the valuable content or exclusive offers they’ll get by subscribing. The goal is to convert followers into subscribers, where you can nurture the relationship on your terms. You get more valuable insights by reading our article on how to build an email list from scratch.
5. Engage Consistently
Email isn’t a one-and-done thing. Consistency is key. Just like Gary has sent daily emails since 2006, you need to show up regularly in your subscribers’ inboxes. But remember: it’s quality over quantity. Don’t just send emails for the sake of it—make sure every message adds value.
How to grow your email list and engage your subscribers with gamification
Watch our webinar featuring Máté Zilahy from GetResponse and Giancarlo Massaro from ViralSweep to discover advanced gamification techniques that will supercharge your marketing game.
The Future of Email Marketing for Creators
The creator economy is booming, but it’s also fragile. Platforms rise and fall, algorithms change, and audiences can be lost overnight. That’s why, as Gary Vee said, “email is one of the core forms of marketing.” It’s the foundation that everything else should be built on.
Creators who aren’t using email marketing are leaving serious money on the table. As YouTube strategist Derral Eves, the man behind MrBeast, summed it up perfectly: “If you’re not building a list and you’re not using email, you’re missing millions of dollars.”
So if you’re a creator, business owner, or marketer, it’s time to wake up. Stop relying on rented platforms and start building something you can own. Email marketing isn’t just part of the strategy—it’s the backbone of a lasting brand.