For The Daily Tube, an online video aggregation site, e-mail subscribers are the most loyal audience and have helped drive traffic on the site.
In fact, since the video site partnered with e-mail marketing service provider StreamSend in 2008, the number of unique visitors to the site has grown more than 400%.
“The strategy of our business was to create a video aggregation Web site that had a push component,” said John Sheehan, CFO of The Daily Tube. “The idea is to sort through the chaos of online video and have human editing behind it and allow readers to sign up and receive the picks of the day directly to their e-mail inbox.”
The Daily Tube has two e-mail options. Subscribers can sign up to receive e-mails three times a week (Monday, Wednesday, Friday) or once a week (Fridays only). The e-mails include the top videos of the day and include links back to the site.
The e-mail list is now about 9,000 subscribers. The demographic is primarily males ages 21-35.
“The e-mail program has the highest loyalty readership that we have,” added Sheehan. “They stay on the site the longest and they click the most pages. Reaching out to people in that way really improves our traffic.”