There’s no two ways around it. Social media’s been a moving target for years, but in 2025, it’s almost hostile territory for firearms brands. Platforms like Facebook, Instagram, and YouTube keep tightening the screws on anything even close to gun-related. That leaves many of us not just throttled, but effectively silenced.
The Social Media Squeeze
You can’t sell, you can’t link, and you sure can’t message someone about a product. Hell, even a post with a camo pattern might raise flags. Meanwhile, engagement is barely breathing. Facebook and X are pulling in a dismal 0.15% engagement rate on average. Think about that. You pour time and money into content that no one ever sees.
Email: The Workhorse That Still Works
Email doesn’t play by those rules. It’s yours. You control it. No filters. No shadowbanning. Just a direct line to people who actually want to hear from you.
And it works. Open rates hover between 15–25%. Click-throughs land around 2.9%. That’s not just better—it’s in a different league than social media.
The kicker? ROI. For every dollar you put into email, you get $36 back on average. Compare that to social media’s $2.80 return, and it’s not even close.
How to Make Email Work for You
This isn’t just about blasting a promo every Friday. Here’s what real, effective email strategy looks like:
- Build Your List – Use your site, your counter, your booth at the sportsman’s show. Incentivize it.
- Segment Smart – Don’t treat all customers the same. Divide by behavior, interests, purchase history.
- Automate the Basics – Welcome sequences. Cart abandonment nudges. Post-purchase check-ins.
- Personalize It – Use names. Reference past buys. Talk like a human, not a marketer.
A Brand That’s Doing It Right
Ranger Point Precision isn’t just another shop selling lever-actions. They leaned into email with a six-part series that blended history, culture, and smart offers. The result? A 32% revenue boost over three months. That’s not luck. That’s strategy with character.
Final Shot
If you’re in the gun and gear game, and you’re still hoping Facebook plays fair—you’re aiming at the wrong target. Email lets you own the relationship, drive real results, and keep your message in your voice. It’s not just a fallback. It’s the front line.
