I love simple solutions to marketing conundrums which is why I love what Mammoth did last month.

Let’s set the stage.

Then
It’s August 19, 2015. The video below had been uploaded to YouTube for almost a week.

Alongside a native upload, the link has been shared on Facebook, it’s also been shared on Twitter.

It starts with a scenic gondola ride to 11,053 feet & the most stunning 360⁰ views in California… Explore Mammoth: https://t.co/yGcOIQKjAg

— MammothMountain (@MammothMountain) August 14, 2015

But, despite the well-crafted footage and message, it’s sitting at about 250 views.

Now
Fast forward another six days.

It’s now August 25. It hasn’t been included any more tweets or and the video now has 2,500 views.

What happened? I got this in my inbox.

Clicking that video took me (and thousands of other people) to this page:

Where we watched this and the other key pieces of video content Mammoth has put together.

Yes, Mammoth used email to get more video views.

The Math
This is a perfect reminder of two things.

First, the efficiency of email. Mammoth shared a link to this video with 35,000 Twitter followers, 250,000 Facebook fans, and 2,700 YouTube subscribers and got 250 views. They sent it to their email list (well, probably just a small segment of) and got 2,250 more.

Second, this was a sequence designed for multiple videos, not just this one. Had they wanted views alone, they would have sent folks to YouTube. But they didn’t. Instead they sent people to a branded collection of videos on their site so they had control over the next steps each visitor was most likely to take.

In other words, it’s a really simple, clever move that I’m a huge fan of.

Email’s Versatility
Our industry often suffers from a very newsletter-centric view on email.

Mammoth saw an opportunity to take advantage of this channel’s incredible versatility and efficiency to quickly and inexpensively boost video views on some of their most important content.

Well played.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.