Presenters: Nancy Dowd and Kathleen Moore

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Getting Started

Opt-inSubscribers request to have an email sent to them via:

• A link to Opt-In page on your website

• Ask someone at the library to add their name

• Permission when they get a card

You need to promote your emails to get people

Opt-OutSubscribers request to have an email removed from a list:

• From a link from the email

• Ask someone at the library to remove their name

• Permission when they get a card

You need to make it easy to unsubscribe.

What is the number one mistake librarians make with email marketing?

ConfusingPrint with Email

Last year where did Americans check their email the most?

• While driving• In bed• In the bathroom

They read them where they are.

What is the biggest challenge libraries face when creating monthly E-newsletters?

5 Key Ways to Manage Content

1. Identify top key messages

2. Know your call to action

3. Edit, edit, edit

4. Most important things first

5. Link them up

5 Key Ways to Manage Content

• Identify top key messages

• Know your call to action

• Edit, edit, edit

• Most important things first

• Link them up

Tip:

• Start with your biggest events

Design

• Let them know who you are

• Limit colors

• Size your images

• Uncluttered

• Symmetrical - aligned

• Break it up - Define sections

http://tscpl.org/

But I only have print newsletter…

Link to a printable Summer Reading | Programs | etc.

Sent to 399 People

31% Open Rate

19 clicks

But I have so much to say…TARGETING AUDIENCES

Get their email

Create an interest group that will allow you to keep engaged with them all year!

Simple works too. 19% Open Rate –really high click rate

Super Simple 11% Click Through Rate!

Do you have more time?

Secondary Information

• Image = special Interest

• Matches what they'll see on web

• Don't list all dates - give a link

• Short description with links

• Second link for more details

• "Mail to" for questions

Main info to take action on

Keep your focus

86% Open Rate

How else could you engage YA readers?

Tell them about the search

Email for questions

Main info to take action on

Less Choices

Niche AudiencesSimple process – pleased with response

Engage your audience

High Open Rate

Low Clicks

How else could you engage YA readers?

What does it look like to solve an RA problem with email?

1. Identify the problem

2. Share your expertise

3. Address trending topics and news

4. Link to website or printable(s)

5. Offer tips for using your library

Suggestions to resolve a RA problem with email

First off, we help identify problems

Share our expertise

Address Trending Topics and News

Link to website or printable(s)

Offer tips for using our content

How did we do?

37.08% Open Rate

Engagement Level: 45%of those people clicked

+ Searches conducted in NoveList

Personal and engaging writing

Tip:

• End Cap Flyer makes a great visual

• Hang it in the library or bring to outreach

Form Based RA

1. Introduction

2. Book Jackets

3. Annotations

http://tscpl.org/

Email Campaigns

Our Goal: Make it Simple

Card Holder Email Campaign

Send one email a month to current card holders promoting specific online offering.

Duration: 6 months- 1 Year

Additional Considerations:Social Media | In-house Promotion - flyers | Staff training

Ebooks 1Overview:New card holders aren’t always in the “habit” of using the library. Let them that you have ebooks and remind them that they have “no fines”. They’ll like that

Possible Resources to promote:

• 3M

• Axis 360

• Ebsco

• Overdrive

Name of Email:E-Blast, Card Holders, Downloadables 1

Search: ebooks

Usage jumped!

Had to add twoclasses!

“Thank you”“Wow, wow, wow!”

Questions?