As someone who’s been on the front lines of marketing for years, I’ve had the privilege of meeting some of the top creators and innovators in the space. One of those creators is Derral Eves, a true powerhouse in the world of YouTube and online video. We’ve known each other for years, speaking at the same events, including his own VidSummit, which has grown to become the premier event for video creators.
Recently, we met up at VidSummit, and Derral dropped some serious wisdom on why creators absolutely cannot ignore email marketing. He’s worked with some of the biggest names out there, including MrBeast, helping to grow channels to reach millions. In our chat, he made one thing clear: If you’re not building your email list, you’re missing out on a huge opportunity.
The business of being a creator
Let’s face it—being a creator today is a business. Whether you’re producing content on YouTube, Instagram, TikTok, or any other platform, your ability to monetize your audience determines your success. Platforms like YouTube, which reaches over 2.5 billion monthly active users, offer creators an enormous audience. But with the constantly changing algorithms, it’s risky to rely solely on these platforms for your income.
What happens when the algorithm shifts or your organic reach drops overnight? That’s where owning your audience becomes crucial. This is exactly what Derral emphasized in our conversation. While social platforms are great for reach, the real long-term strategy for creators is building an email list—a place where you have direct control over your audience.
Why email marketing matters for creators
When I asked Derral why email marketing is so critical, his response was eye-opening: “If you’re not building a list and you’re not using email, you’re missing millions and millions of dollars. You can do transactions easily while you sleep just by sending emails out.”
“If you’re not building a list and you’re not using email, you’re missing millions and millions of dollars. You can do transactions easily while you sleep just by sending emails out.”
Derral Eves
American digital media producer
Think about that. You can be creating revenue even when you’re not actively posting content. It’s a way to ensure you have consistent income, regardless of how your latest video performs.
While social platforms are fantastic for exposure, they’re still gatekeepers. Algorithms decide how many of your followers see your content, and the reality is that you don’t own the relationship with your audience. Email marketing changes that. It allows you to bypass the algorithms and speak directly to your audience—your real community.
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Combine YouTube and email for maximum impact
One of the best strategies Derral shared was using YouTube and email marketing together. YouTube helps you build a massive audience, but email is what helps you monetize it effectively. According to HubSpot, 80% of marketers say email is their most important channel for customer retention—and that applies to creators as well.
Here’s how you can make it work for you: Start by driving your viewers from YouTube to an email sign-up page. Offer them something of value, like exclusive content or behind-the-scenes access, in exchange for their email. Every new email subscriber represents a direct connection you can nurture and monetize, regardless of platform changes.
Try this: Turn viewers into subscribers
So, how do you turn YouTube views into email subscribers? Here’s a simple, actionable step you can take:
Use your video content to guide people toward signing up for your email list.
Mention your newsletter or special offer at the end of every video and include the sign-up link in your video description and pinned comments. Whether it’s a free guide, checklist, or exclusive behind-the-scenes content, make sure your offer provides real value. The key is consistency. The more you mention it, the more your audience will begin to take action.
Ready to start building your list?
The reality is, the creators who thrive in today’s landscape are the ones who own their audience. Platforms like YouTube are essential for growth, but email is the tool that allows you to truly build long-term, meaningful relationships—and monetize them.
As Derral put it,
“If you’re not building a list, you’re missing millions.”
Now’s the time to take action.
Ready to start building your email list? Check out tools like GetResponse’s Content Monetization Platform, where you can turn your ideas into income while automating and optimizing your email marketing efforts. With the right tools, you can be making money while you sleep and future-proofing your business for the long term.