In a world where social media dominates the marketing conversation, businesses are (re)turning to email. A WSJ article calls email “the only guaranteed delivery option the Internet has left.” With options for subscribers to opt in or out, email puts the onus on creators to develop meaningful, engaging content they can’t get from a simple post on LinkedIn, Twitter, Instagram, and Facebook.

While social media will always have a place in a marketing program, here are four reasons why you should emphasize original email marketing content:

1. Excellent ROI. Email marketing’s return on investment is 38:1, more than twice as much other digital channels. In 2018, companies saw a $44 return on every $1 spent. That said, experts warn not to neglect other roads of ROI, such as trade shows and conferences — or, as the adage goes, don’t put all your eggs in one basket.

2. You own it. Email differs greatly from social media because places like Facebook use algorithms that dictate what you see, whereas email is a direct engagement between you and the customer. Email allows you to skirt the rules — and often cost — established by Facebook. And perhaps best of all, companies own their own lists; there are no terms of service required, and no one gets in between the sender and recipient.

3. A captive audience. More people are deleting Facebook accounts, ignoring Twitter, and going through “digital detox,” but 77% of Americans still go online daily, with 26% of them on the web almost constantly. Another 50% reported the need to constantly check their phone. If you already have the eyes of the customer, it’s critical to engage them through thoughtful email content versus a brief post on a social media channel.

4. Quality over quantity. Too many emails from a business could dampen any advantage gained, which is why marketers are spending more time developing pointed content rather than regurgitating the same talking points email after email. While it’s important to distribute email campaigns on a consistent basis, don’t write something simply for the sake of writing something. The same can be said for social media — sending several tweets a day on the same subject is annoying, not engaging.

Don’t dismiss the power of email, as it increases engagement — and that coveted ROI.