Informally, I have purchased two times as many things in the last week from emails for Black Friday, as from Facebook’s advertising suggestions. And Hubspot, Statista and other marketing researchers consistently put email marketing at 3X-4X that of social media, direct mail, and paid search.

Yet every training class, blog, and secret-hack-video on the ‘Gram tells you that going viral is still the thing.

If you’d like a different way, let me tell you a story…