Bronto Blog

It became clear that social media is no longer just a buzz phrase as we explored last month’s customer success story which featured our client Interactive Media Associates (IMA) and the work they’ve done with their client New York City Ballet (NYCB). When NYCB began growing their library of exclusive behind the scenes videos of practices and performance previews, they made the logical step by uploading them to YouTube. While effective, this practice had unanticipated consequences. Fans and potential fans had to “pull” the videos from YouTube.

With the concept of “push” marketing, IMA incorporated YouTube videos into email marketing campaigns. This practice was extremely effective in driving traffic to not only view videos, but also to the NYCB website, and ultimately driving users to purchase tickets. On average, the YouTube link in an email would receive twice as many clicks as any other link in the email, and considering the design of their YouTube channel, visitors are directed back to the NYCB site to purchase tickets. The NYCB story demonstrates one method of incorporating video in email marketing. This month we’re taking this a step further and exploring email marketing that promotes many forms of social media (video, blogs, etc.) to their email list, using email marketing effectively allows companies to target segments

So, we’ve established one way you can utilize video in email marketing. This month we’re taking this a step further and exploring other avenues of social media in email marketing by featuring Wofford College (another Bronto client) in our Customer Success Series. Wofford College is a great example of an email marketer that promotes not only video, but also blogging, RSS Feeds, Facebook, MySpace, and soon Twitter.

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