Email news and strategy

YouTube Can Enhance Email Marketing

By Dan Forootan, President of EZ Publishing

What do you think of when you think about YouTube? If you’re like most people, you probably think of using it to watch long-gone music videos or movie trailers (or perhaps entire movies—don’t worry, we won’t report you to the copyright infringement police!), or to see what the big deal is about a video clip that’s gone viral.

But if you’re involved in commercial email marketing for your business, you know that YouTube is a vital component of any combined social media and email marketing plan. Of the many social media tools that are available via email marketing software, YouTube provides the biggest built-in audience. Here are four terrific reasons why that audience is worth tapping into throughout your email marketing campaign:

1.) Email marketing software makes embedding video a simple, one-step process, so why not further embrace the medium by starting your own YouTube page? Anyone who has a Google account—and the ability to upload video—can start an account at YouTube. This also adds a valuable layer of brand awareness, especially among consumers who view a YouTube page as a sign of a company’s legitimacy.

2.) Along those lines, beginning a YouTube page also lends an element of hipness to a social media and email marketing plan. Let’s face it: email marketing is old news to the generation that uses a cell phone for everything EXCEPT talking on the phone! For younger consumers, email is more an afterthought than a staple of everyday life. Simply trying to reach these target demographics via traditional email marketing will not provide optimal results.

3.) By starting a YouTube page, you’ll ensure your video can be viewed anywhere, while also drastically increasing the potential audience for it. Sure, using the email marketing software to embed video in the body of a message is important. But as we noted earlier, what if the target audience doesn’t use email very often? How do you reach these hard-to-reach consumers? Bring your video to them by positing it on YouTube, which is one of the most popular “bookmarks” on the Internet and whose millions of videos pop up on Google searches every day.

4.) Ask any employer: people spend far too much time on YouTube during the workday! But this is good news for anyone devising a combined social media and email marketing plan. Think of how many videos you’ve clicked on and watched just by sampling the suggestions along the right-hand side of the page. By placing a video on YouTube, you’re automatically opening up your company to millions of viewers!

Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission–based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.

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