How to Promote Your Videos Through Email Marketing: A Content Creator’s Guide

In the vast and ever-expanding universe of online video, getting your content noticed can feel like shouting into the void. Algorithms shift, trends come and go, and relying solely on platform discovery leaves your audience growth to chance. But what if there was a direct, reliable, and powerful way to reach your most dedicated fans and ensure your videos get the views and engagement they deserve?

Email marketing is a powerful, often underutilized strategy that can significantly amplify your video’s reach. For content creators - YouTubers, vloggers, course instructors, or filmmakers – email isn't just about sending newsletters. It's about building a direct line to your most valuable audience. Imagine sending your carefully crafted video directly into the inbox of an audience already interested in what you have to say. That's the enduring power of email.

This article will equip you with the practical strategies to promote your videos through email marketing, helping you amplify your reach and cultivate a loyal, engaged community. By the end, you'll learn how to transform your email list into a dynamic distribution channel for your video assets, driving views, engagement, and ultimately, business growth.

Why email marketing is crucial for video creators

You might be thinking, "I already have a strong presence on YouTube, why do I need email?" Here's why video email marketing isn't just a nice-to-have, but a crucial component of a robust promotion strategy:

• Direct, uninterrupted access to an engaged audience - social media algorithms can limit organic reach. An email list gives you direct access to your audience, ensuring your message lands in their inbox, not lost in a constantly changing feed.
• Build stronger relationships and trust - email allows for more personal and in-depth communication than short social media posts. It fosters a deeper connection and loyalty beyond just viewing the videos.
• Increased engagement and watch time - subscribers are typically your most engaged fans. When they receive an email about a new video, they're far more likely to click through and watch it, boosting your watch time and overall engagement metrics.
• Diversification and ownership - what if your primary video platform changes its rules, or worse, disappears? Email contacts are an asset you own, protecting you from relying on external platforms.
• Monetization opportunities - beyond driving more video views, email is an excellent channel to promote other products, courses, merchandise, or even direct sponsorships, helping you diversify your income streams.

Setting up your email marketing foundation to promote your videos through email marketing

Before you start sending out video in your email announcements and use video marketing strategy, you need to lay a solid foundation.

1. Choosing an Email Service Provider (ESP)

Your ESP is the backbone of your email marketing efforts. It's the platform you'll use to manage your subscribers, design and send your emails, and track your campaigns. While popular options like Mailchimp and ConvertKit exist, we recommend exploring our tool, Elastic Email.

Why is Elastic Email perfect for content creators?

Elastic Email stands out for content creators due to its:

• Cost-effectiveness - Elastic Email offers competitive pricing, often being more affordable, especially as your list grows. We have the Creator Suite product and plan specifically tailored for content creators, offering features you need without breaking the bank.
• Robust delivery engine - ensuring your emails land in inboxes, not spam folders, is the most important aspect of email marketing. At Elastic Email, we boast a strong delivery infrastructure, which is vital for getting your video announcements seen.
• User-friendly interface - with a clean and intuitive drag-and-drop email editor, you can design visually appealing and responsive email templates in minutes, even if you're not a design expert.
• Automation capabilities - we provide powerful automation tools, allowing you to set up welcome sequences or re-engagement campaigns that highlight your best videos.
• Detailed analytics - track key metrics like open rates, click-through rates, and bounces to understand how your video promotion emails are performing and continuously optimize your strategy.
• Dedicated IP options - For larger creators or those focused on high deliverability, the option to have a dedicated private IP can be a significant advantage in maintaining sender reputation.

No matter which ESP you choose, look for features like segmentation, automation, analytics, and an easy-to-use email editor.

2. Building Your Email List

An email list is worthless if it's empty. Here's how to start growing yours:

• Compelling lead magnets - offer something valuable in exchange for an email address. For video creators, this could be:
  • A downloadable checklist related to your video topic.
  • A script template for your video style.
  • An exclusive mini-tutorial or bonus content from your videos.
  • A PDF summary of a complex video topic.

• Eye-catching sign-up forms - make it easy for people to subscribe:
  • On your website (sidebar, footer, dedicated landing page).
  • In your video descriptions on YouTube or other platforms.
  • Mention it in your video's end screen or during the video itself.
  • Link to it in your social media bios.

Powerful pop-ups: Use non-intrusive pop-ups on your website that appear after a certain time or when a user intends to leave.

Segmenting Your Audience

Not all subscribers are the same. Segmenting your email list allows you to send more relevant and targeted video promotions, leading to higher engagement. You can segment by:

• Topic interest -  if you cover multiple niches, let subscribers choose their preferred video categories.
• Watch history - track which types of videos they've engaged with most.
• Engagement level - send different communications to highly active subscribers versus those who haven't opened an email in a while.

Crafting effective emails for video promotion

Once your foundation is set, it's time to create email newsletters that drive views.

Subject lines that spark curiosity

Your subject line is your email's first impression. Make it count! It should be action-oriented and benefit-driven, e.g., "Watch My Latest Tutorial on [topic]!" or "Unlock Secret Y in My New Video!". Your subject line should also induce curiosity, for example, "You Won't Believe What Happened in My Latest Video..." or "The One Mistake All Creators Make (And How to Fix It)". 

Think about using emoji - a relevant emoji can catch the eye but don’t overdo it. For example, use 🎬 or ▶️ strategically to indicate video content. Don’t forget about including the subscriber’s first name as it can increase open rates.

Compelling email copy

Your email's body text needs to hook your audience and encourage the click. Start with a question or a statement that highlights the video's core benefit or the problem it solves (the hook). Then, briefly explain what viewers will learn, experience, or gain from watching (the benefit). Don't spoil the whole video, but offer just enough to entice.

The next step is to include a call to action (CTA). Every email should have a clear purpose and the action you want your audience to take. In this case, to watch the video. Make your CTA clear, prominent, and impossible to miss. Use direct language like "Watch Now," "View Latest Video," "Click to Learn More," or "Stream Here." Use a button, not just hyperlinked text, to make your CTA stand out. Ensure the CTA links directly to your video on your chosen platform (YouTube, Vimeo, your website, etc.).

Visual appeal

Videos are visual, so your email should be too. Include a clickable thumbnail image of your video. This is instantly recognizable and acts as a strong visual cue. A short, engaging GIF from your video can preview the content and add dynamism.

Some ESPs allow embedding short video clips directly but be mindful of email client compatibility and email size, which can affect deliverability. A clickable image with a play button or GIF linking to the full video is generally safer than to include video in your email marketing campaign.

Strategies for promoting videos through email marketing

Your email list can serve both immediate and long-term video promotion needs.

New video announcements

• Timely sends - send your email newsletter shortly after your video is published or just before a scheduled premiere to leverage immediate excitement.
• Teasers & sneak peeks - build anticipation by sending a "coming soon" email with a short teaser clip or behind-the-scenes content days before the full release.

Evergreen content promotion

Don't let your older videos gather dust. You can group related evergreen videos into themes and create emails with curated playlists or series (e.g., "Mastering Photoshop: Your Essential Playlist"). You can also periodically send “Best Of” roundup emails, highlighting your most popular or impactful videos.

Another way to use video in email marketing is to resurface it for your new subscribers in your welcome email campaign. Also, if you have seasonal or event-related content, schedule themed emails to promote it at the relevant time (e.g., "5 Holiday Craft Ideas from My Channel").

Series and playlist promotion

If you have a multi-part series, leverage email to keep viewers engaged throughout. Send a dedicated email for each new video in a series. You can also send a link to the complete playlist, encouraging binge-watching.

Advanced tactics and optimizations for promoting videos through email marketing

To truly supercharge your video promotion, dive into these advanced tactics.

Email automation for video creators

Automated email sequences work tirelessly for you. Immediately after someone subscribes, send a welcome sequence of emails introducing your channel, sharing your top videos, and setting expectations for future content.

If a subscriber hasn't opened your emails in a while, send a special re-engagement campaign with a "missed anything?" subject line and highlight some of your most engaging videos. And, if you sell digital products or courses, use automation to send post-purchase emails and link relevant videos that complement their purchase.

A/B testing

Don't guess what works, test it. Test different subject lines to see which gets the highest open rate. Check various CTA button texts. For instance, "Watch Now" vs. "Click for Video.”

Experiment with short vs. long email copy, or different angles. Test sending from your personal name vs. your channel name. Try various email variants and find the best solutions. To easily pinpoint what performs best, test only one email element at a time.

Analyze your email performance

Your ESP's analytics dashboard is a treasure full of insights and key metrics of your email marketing campaigns. Here’s what you need to check:

• Open rate - the percentage of people who opened your email (It indicates subject line effectiveness).
• Click-through rate (CTR) - the percentage of people who clicked a link in your email. It indicates email content and CTA effectiveness.
• Conversion rate (video views): Track how many email clicks translate into actual video views on your platform (often requires UTM tracking).
• Unsubscribe rate - a high unsubscribe rate can signal issues with your content, frequency, or targeting.

Use this data to continuously refine your strategy. If a certain type of subject line consistently outperforms others, use more of it!

Integrating with other platforms

Maximize your reach by connecting your email efforts with your other platforms. Announce new email sign-up opportunities on your social media. Conversely, use email to drive traffic to your social channels or community pages. To increase sign-ups, utilize YouTube cards, end screens, and video descriptions to directly link to your email sign-up form.

Common mistakes to avoid

Even experienced creators can stumble. Here are some pitfalls to steer clear of and best practices to try instead:

• Sending too many or too few emails - find a consistent rhythm that your audience expects and appreciates. Overwhelming them leads to unsubscribes, but infrequent emails lead to forgotten connections.
• Not providing value beyond just a link - don't just paste a link. Offer context, tell a mini-story, or highlight the benefit of watching.
• Generic subject lines - "New Video Alert!" is rarely effective. Be creative and intriguing.
• Neglecting your email list after sign-up - a welcome sequence is just the beginning. Nurture your list with valuable content regularly.
• Not optimizing emails for mobile - the majority of emails are opened on mobile devices. Ensure your emails are responsive and look good on smaller screens.

Conclusion - promote your videos through email marketing

In the dynamic world of content creation, leveraging every available tool is essential for growth. Email marketing, often overlooked in favor of social media, is an indispensable asset for video creators. By building a direct line to your audience, fostering deeper relationships, and strategically promoting your video content, you can bypass algorithmic uncertainty and build a truly engaged, loyal community.

Start small, experiment with different strategies, and be consistent. The effort you put into building and nurturing your email list will pay off in increased views, engagement, and a more robust, independent content business. Unleash the full potential of your video content – one email at a time.

Ula Chwesiuk

Ula is a content creator at Elastic Email. She is passionate about marketing, creative writing and language learning. Outside of work, Ula likes to travel, try new recipes and go to concerts.