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I hear this complaint often from consulting firms:
"Organic reach is down. Even our followers don't see our posts on social media anymore. And Google stopped sending us traffic."
Unfortunately, this eventually happens on every organic channel.
The algorithm always changes.
Sometimes it starts pushing more ads.
Sometimes it starts pushing new content types.
Because the algorithm always serves its owner.
It's not our friend.
It doesn't owe us anything.
That's why it doesn't make sense to depend too much on it to grow your firm.
That's why I always recommend our clients to make their main channel their email list.
Even when the algorithm is still working in their favor.
There are a few reasons behind it:
1. Your firm owns it
This is the obvious one.
You own your email list.
The algorithms change, platforms come and go.
But an email list is yours.
It's a direct way to reach the people who want to hear from you and your firm.
There are no intermediaries.
Sure, you have to pay attention to certain deliverability rules.
But as long as your subscribers want to get your emails, they get it.
You're not at the mercy of the algorithm.
You're not one board decision away from losing half of your traffic and pipeline.
It's an asset that gives your firm independence.
2. Email is the best medium for thought leadership
Marshall McLuhan said, "The medium is the message."
He was right.
Email is a serious medium.
Everybody does business using email.
People go through every email and set reminders for some to review them later.
Your content doesn't appear after a random selfie or a funny cat video.
Or people don't consume it in the background while driving or cooking.
You have their full attention.
These factors alone make email the ideal medium for consulting firms.
Because you sell specific knowledge and judgement.
You can go deeper into ideas.
You don't have to worry about character limits or algorithms' favored formats.
And you have your subscribers' focus.
3. Email has a high return on investment
Email drives more action than other channels.
That's why every $1 invested in email marketing returns $36.
As most consulting firms have high client lifetime values, the returns get even higher.
Plus, it's easy to prove that return.
I know it's a challenge for some marketing departments to prove the return on marketing spend.
Email gives you first-party data to track attribution.
And increases the accuracy of your tracking in other channels.
So it's the most profitable channel that makes your other channels also more profitable.
4. Email keeps your firm top of mind
We've talked about Professor John Dawes's 95/5 rule many times.
Only 5% of businesses are in the market to purchase a service at a given moment.
So pushing for immediate conversion with all your marketing is not the best idea.
You need a channel to stay top of mind.
As the algorithm consistently changes, organic social media is not reliable for that.
But email is consistent.
You get to put your firm's ideas week after week, month after month, directly into your prospects' inboxes.
They get to know how you think, your firm's ideology, and the problems you can solve for them.
So when a trigger occurs in their businesses, and those problems become urgent, your firm becomes the obvious choice.
We observe this for our firm too.
The majority of our clients receive our newsletters 3 to 24 months before contacting us.
5. Email is ideal for lean marketing teams
Most consulting firms have lean marketing teams.
And those small teams usually have a big list of tasks.
Producing content.
Managing the blog and social media.
Working on campaigns.
The good part about email is that it allows you to automate many things.
You can turn the best-performing content into evergreen sequences.
Auto-segment subscribers based on their interests.
And do lead scoring based on their actions.
So a subscriber can join your newsletter, get your firm's best content for 6+ months, use the resources you've added in different emails, and eventually become a client.
With no new content created or manual work.
Some social media channels require you to run on an endless content treadmill.
Email gives you leverage.
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Despite all these reasons, I see many consulting firms (even large ones) ignore or underuse email as a marketing channel.
Some of them don't have any newsletters at all.
Others have an uninviting "Subscribe to our list" box on their websites that nobody would use.
Getting traffic is already hard and expensive.
And they lose the chance to turn that traffic into leads.
Here are a few key points based on our experience to make email work:
- Take your email newsletter as a product: Nobody wants to "get updates" from a company. Give people a good reason to subscribe. Give your newsletter a name, define its value proposition, and make it the main channel where you do your firm's thought leadership.
- Align it with your firm's positioning: Generic newsletters attract generic subscribers, which kills its point for a consulting firm. Your newsletter should attract your ideal client profile. So be specific about who it's for.
- Ignore vanity metrics: I've seen firms that make 7-figures directly from their email list with a few thousand subscribers. I've also seen firms that generate almost no new business from their email list with tens of thousands of subscribers. So never chase the subscriber count for the sake of it. What matters is getting the right-fit subscribers.
- Make the content worth your firm's expertise: We've talked about how 'cheap' marketing pushes away buyers. It also applies to newsletters. Your prospects associate the quality of your newsletter with the quality of your service. People stay subscribed (and eventually buy) only if the content is worth their attention.
- Connect all your channels: All your channels (website, social media, podcasts) should be taking the audience to your email list. And obviously, your email list should be connected to your CRM. More data, better attribution, and more impressions without algorithm dependence.
- Invest to grow it: Email's only downside is its discoverability. But it's easy to fix that with paid acquisition. After all, it makes sense to invest in a channel that has a 36:1 return on investment. Especially when your competitors are sleeping on it.
The moral of the story?
The algorithm can appear like your best friend when it's on your side.
But it always serves its owners.
Depending on it can be fatal.
Use it when it works, but only to take the audience to a channel you own.
And for consulting firms, the best owned channel is email.
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Tired of watching your pipeline dry up between projects?
It usually comes down to three things:
Prospects can't find you or hear from you consistently (distribution).
They don't understand your expertise and value through your content (messaging).
They can't tell what makes your firm different (positioning).
We help consulting firms solve all three. Following our engagement, you end up with:
- A positioning that makes "why you?" easy to answer
- Messaging that makes your value concrete
- Homepage copy that turns visitors into leads
- A go-to-market system to get in front of the right people without depending on referrals
From there, we continue as your ongoing partner for thought leadership content or guide your team to execute the strategy.
Serious about achieving your firm's goals for 2026?
Fill out this form. Let's talk.
In case you missed it:
You can reply to this email with your thoughts and feedback. I'd be happy to hear from you. I read and reply to all messages.
And you can connect with me here on LinkedIn.
Have a great day.
Ozan
Founder - Frontera
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