Should You Build an Email List or Grow on YouTube First?

A few years ago, I found myself sitting at my cluttered dining room table, staring at two browser tabs open on my laptop: one for an email marketing service and another for my slowly growing YouTube channel. The question of where to focus my energy felt like a game of tug-of-war in my mind. Should I build an email list or pour my efforts into growing my YouTube audience first?

I started with email because it seemed like the classic advice. “The money is in the list,” they said. But after months of diligently crafting newsletters that seemed to vanish into the digital ether, I decided it was time to rethink my approach. That’s when I took a closer look at my YouTube channel — a platform where I could engage with my audience in a more dynamic and immediate way.

Most advice pits email lists against YouTube as if they’re mutually exclusive, but in reality, the decision depends heavily on your goals and audience. If you’re like I was, struggling to choose, here’s a breakdown of what each platform offers and how to decide which to tackle first.

**Why Build an Email List?**

1. **Ownership and Control**: With an email list, you have direct access to your audience without relying on an algorithm. Your subscribers have chosen to hear from you, which means engagement tends to be higher.

2. **Personal Connection**: Email allows for a more personal touch. You can segment your audience and tailor messages directly to their interests, leading to more effective communication.

3. **Sales and Promotions**: If your primary goal is to drive sales, an email list can be incredibly powerful. It’s a direct line to your customers with the potential for higher conversion rates compared to social media platforms.

**Why Grow on YouTube?**

1. **Discoverability**: YouTube serves as one of the largest search engines in the world. If you’re looking to be discovered by new audiences, YouTube’s algorithm can introduce your content to people who don’t yet know you exist.

2. **Engagement**: Videos allow you to engage with your audience in a more immersive way. Your personality, expertise, and passion can shine through, helping to build a community around your content.

3. **Monetization Opportunities**: Beyond growing an audience, YouTube offers various ways to monetize. From ad revenue to sponsorships, there are multiple income streams available once you gain traction.

**Making the Decision**

Consider your strengths and where you’re most comfortable. If writing is your forte and you have a product or service to sell, starting with an email list might be your best bet. On the other hand, if you’re comfortable in front of the camera and enjoy creating videos, focusing on YouTube could be more rewarding.

Also, think about your audience’s preferences. Where do they spend more of their time? Are they likely to engage with you through video content or are they more apt to read and reply to emails?

Ultimately, many successful creators and entrepreneurs find a way to integrate both platforms into their strategy. Once I had a grasp on my YouTube content, I circled back to building my email list, using the channel as a funnel to encourage sign-ups. This combination allowed me to harness the strengths of both and create a more robust presence online.

In the end, there’s no one-size-fits-all answer. It’s about aligning your efforts with your goals and playing to your strengths. Whether you start with an email list or a YouTube channel, remember that it’s your unique voice and perspective that will truly capture an audience.