Why Email is the Last True Digital Asset (and Why You Should Treat It Like Gold)

In a world obsessed with likes, shares, and follows, it's easy to get distracted by vanity metrics. But let me be clear: followers are fluff. Subscribers are substance. Your email list is one of the last truly ownable digital assets you have, and it’s about time we all started treating it that way.

Let’s talk about the illusion of ownership. Social media makes you feel like you’re building something permanent. But the truth is, you're building on someone else’s land. And the landlord? Oh, they’re unpredictable. One algorithm change, one policy shift, one acquisition by a tech overlord—and poof! Your organic reach vanishes faster than a cookie at a toddler’s birthday party.

Compare that to email. When someone hands over their email address, they’re giving you a key to their digital front porch. It’s not just a transaction; it’s trust. And unlike social followers, email subscribers don’t disappear because Mark Zuckerberg decided your engagement rate wasn’t spicy enough.

If you’re serious about de-risking your business, you’ve got to build—and protect—your list. Create value, earn attention, and keep it clean. Because nothing says “I respect you” like not spamming your subscribers with six discount codes a week.