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Email Marketing for Libraries

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Presented to TBLC Members - Feb 2016

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Email Marketing for Libraries

  1. 1. EMAIL MARKETING FOR LIBRARIES TBLC – 2 part Series
  2. 2. AGENDA Why Email? Email Subscription Services Creating an Email List Ideas for Email Marketing Creating an Effective Campaign Statistics & Analysis Tips & Tricks/Best Practices
  3. 3. WHY EMAIL?
  4. 4. BENEFITS TO EMAIL MARKETING • Reach users on mobile • Easy way to reach users • Social Media can be hit and miss • Can be highly personalized to the user • Its inexpensive • Easy way to spread the word More at: http://goo.gl/8EaPw6
  5. 5. • Ideas?
  6. 6. EMAIL SUBSCRIPTION SERVICES
  7. 7. MAILCHIMP • Templates • Save and Reuse Campaigns • 2,000 subscribers for free • Reporting • Asynchronous Support • A/B Testing Great Article Comparing MailChimp & Constant C http://goo.gl/p0AJJn
  8. 8. CONSTANT CONTACT Pricing & Features Support Automated Emails Social Media Integration Image Library Outlook Integration Reporting
  9. 9. ADDITIONAL SERVICES • Mad Mimi • Campaigner • Vertical Response (Free up to 1000 contacts) Handy Chart Comparing Services: http://goo.gl/O
  10. 10. CREATING AN EMAIL LIST
  11. 11. COLLECTING EMAIL New Users Program Attendees Sign Up Sheets Website Catalog Signature Line of out-going emails Include forward-to-a-friend links Ask at the end of transactions (WOMM) More ideas: http://goo.gl/2VEqjk
  12. 12. COLLECTIN G VIA THE WEB • Use a Pop-Up/Form on your site: SumoMe, Bloom • Embed code-snippet from your email marketing software • Use “Call to Actions” in Social Media Add Mailchimp Code Snippets: http://goo.gl/YGrfqX
  13. 13. IDEAS FOR EMAIL MARKETING
  14. 14. WELCOME EMAIL: FIRST IMPRESSIONS COUNT • Monthly send new members a welcome email • Links to services • Locations Friends of the Library Proctoring
  15. 15. NEWSLETTERS Regularly scheduled Summarize the period until the next newsletter Helps create a relationship with current users. Tip! “Newsletters should be 90% educational, 10% promotional” - Source HubSpot Highlight specific programs and events – highlighting one specific event
  16. 16. DEDICATED EMAILS Target a specific user group Have ONE call to action/one news item Highly shareable ideas?
  17. 17. TRANSACTIONAL EMAILS Occurs after the event, for example. “Thanks for Attending Today’s Storytime – here are some pictures we took, see you next week” Creates a “personal touch” • Ideas?• Ideas? More on types http://goo.gl/RAzdsF
  18. 18. INCREASE CIRCULATION & BRING BACK USERS  After a year, you go to “inactive” status and begin getting emails saying the library misses you  Create welcome & feature emails Full Story: http://goo.gl/wJtcKZ
  19. 19. TOUR MAILCHIM P • Managing Subscribers • Groups • Creating a Campaign • Managing a Campaign • Statistics
  20. 20. SENDING TO A GROUP
  21. 21. CREATE YOUR CAMPAIGN Note: Create a template, that can be saved – and reused for multiple campaigns. • Creates a polished consistent look • Saves time in the long run
  22. 22. 1 2 3 4 5 6 Tip: Pictures make the email. Make the image count
  23. 23. Almost always needs edits
  24. 24. CONNECT YOUR CAMPAIGN TO SOCIAL MEDIA
  25. 25. HAPPY?? • Save and come back later • Send a Test. Preview on: • Desktop • More than 1 browser • Different Email Services • Mobile • Tablet • Schedule for optimal time
  26. 26. CREATING AN EFFECTIVE CAMPAIGN
  27. 27. VISUAL IS QUEEN Facts @ Visual Marketing*: • Brain processes visual information 60,000x faster • Visual content makes up 93% of communication. • Generate up to 94% more views • 37% increase in engagement • 40% of users online will provide more favorable responses visual rather than text-based content. Source: HubSpot http://goo.gl/W4fbTw
  28. 28. THINK MOBILE BE CLEAR BE CONCISE Visual One Column Use Preview Mode when developing
  29. 29. PERSONALIZ E EMAILS Add People’s First Name (using a merge field) Use Groups Create a personal tone/voice
  30. 30. VIDEO • 73% of consumers are more likely to make a purchase after viewing an online video • 96% of consumers find video useful when buying online. • By 2017, video will account for 69% of all consumer internet traffic • If a picture paints 1,000 words then one minute of video is worth 1.8 million, so say Forrester's researchers. Sources: http://goo.gl/QJ4Q http://goo.gl/qNb2kk
  31. 31. STATISTICS & ANALYSIS
  32. 32. WHAT NUMBERS TO FOLLOW? ITS EFFECTIVE • Open Rate (Ave. 30-35%) • Click Rate (Ave. 6-7%) • Subscribers • Forward Rate ITS NOT WORKING • Unsubscribes • Bounces (ave under 5%)
  33. 33. VIEWING THE REPORT who & what
  34. 34. STATISTIC S TO FOLLOW • Open Rate (Ave. 30- 35%) • Click Rate (Ave. 6-7%) • Unsubscribes • Bounces (ave under 5%) • Subscribers • Forward Rate more@http://goo.gl/OIiBZg
  35. 35. EMAIL MARKETING FOR LIBRARIES: PART 2 TBLC – 2 part Series
  36. 36. REVIEW OF DAY 1 Challenge Questions Additional Items for Agenda?
  37. 37. BETWEEN CLASSES: A CHALLENGE • Set Up a FREE MailChimp account • Create a mailing list with a few names • Evaluate how you can use this communication point @ your library
  38. 38. GREAT EXAMPLES! Lakeland Public Library: City survey: http://eepurl.com/bPpvqP February newsletter: http://eepurl.com/bNS February spotlight: http://eepurl.com/bODS
  39. 39. UTILIZING MERGE TAGS
  40. 40. CLICKING & DRAGGING MODULES
  41. 41. UTILIZING SEGMENTS OR GROUPS
  42. 42. INDUSTRY STANDARDS AND STATISTICS  Libraryish industries (Government & Nonprofit) rate:  Open Rate: 25-27%  Click Rate: 2.8 – 3.6%  Soft Bounces .5% More: http://mailchimp.com/resources/research/email-marketing-
  43. 43. CREATING SUCCESSFUL EMAIL NEWSLETTERS
  44. 44. 90% EDUCATIONAL 10% PROMOTIONAL More @ http://goo.gl/HMKZfY
  45. 45. HAVE ONE PRIMARY CTA EVERYTHING SHOULD NOT BE IN EVERY NEWSLETTER
  46. 46. HAVE A CONSISTENT LOOK & FEEL
  47. 47. TIPS & TRICKS
  48. 48. MANUALLY ADDING SUBSCRIBERS • Opt-Out Option when collecting • If possible, collect names as well
  49. 49. BEFORE YOU SEND… ASK SO WHAT? Why does this matter to your user? Why should it
  50. 50. WHAT IS THE GOAL OF YOUR EMAIL? Come to our FLA Program Exhibit Table Monthly programs and events Our New Databases
  51. 51. PROOFREAD PROOFREAD PROOFREAD
  52. 52. VISUALIZE: YOUR EMAIL IS GOING TO A PERSON NOT A PERSONA Source/More tips: https://goo.gl/GmIynE
  53. 53. BE USEFUL... IT IS WHAT WE DO
  54. 54. 3 KEYS TO A GREAT FIRST IMPRESSION: Subject Line Email Preview Call to Action
  55. 55. MASTERING THE SUBJECT LINE • clear, straightforward subject lines gathered far more response than their creative counterparts • 3 Points to a Subject Line: • To get the brand in front of consumers • To get the email opened • communicate a key message from the brand to the subscribers • DO NOT USE CAPS More/Sources: http://goo.gl/8PO6R
  56. 56. WHICH SUBJECT LINE WORKS BEST? A: Tea Party at 4 p.m., 9/12/12 at 8 Main St. B: The Mad Hatter on Main C: Your Invitation to Our Grand Opening Tea Party Source: http://goo.gl/8PO6R
  57. 57. CREATING AN EFFECTIVE CTA • Name your objective • What do you want users to do • 1 main goal per an email
  58. 58. BE CONCISE Keep it SHORT Minimize words Short paragraphs – think bullets and lists Links for more information
  59. 59. BE : • Summer Reading • Back to School • Holidays • New Year • XX Month • National Punctuation Day, etc Image: http://goo.gl/Fco4Wk What else? Election Day Finals Spring Break Baseball/Spring Children Programming for the Summer Topical Seasonal Relevant
  60. 60. 2 OPTIONS: FORWARD TO A FRIEND
  61. 61. AVOID SPAM FOLDERS More @ http://goo.gl/V6WG5q
  62. 62. AVOIDING THE SPAM FOLDER: USE REAL CONTACT INFORMATION Name reply-to address
  63. 63. AVOIDING THE SPAM FOLDER: YOUR FOOTER examples Always provide an unsubscribe link. The unsubscribe link must work for at least 30 days after sending. You must include your physical mailing address. Customize Your Footer.
  64. 64. AVOIDING THE SPAM FOLDER: CONTENT • Use the Merge Field to include names • Use full URL – not URL shortners (hyperlink words – don’t display links) • Review “Plain Text” Version – SPAM filters analyze this • Avoid Sloppy Code (do not C/P from Word Directly)
  65. 65. AVOIDING THE SPAM FOLDER: TRIGGER WORDS Source: http://goo.gl/XKwP
  66. 66. USE ALT TEXT FOR IMAGES/LINKS
  67. 67. TRACKING ENGAGEMENT Positive: open/clicks – help with your email “reputation” Note these types of subscribers with a member rating of three or higher. Negative: deletes/doesn’t open/unengaged More likely to report you as SPAM More: http://goo.gl/SWgfqa
  68. 68. LIST MANAGEMENT • healthiest email lists are pruned every 6 months, to remove the subscribers who aren't interacting with your content. • Include a “Update Your Profile” link in every email: Update Email Address/Interests Source/More: http://goo.gl/SWgfqa
  69. 69. K.I.S.S. More; https://goo.gl/OThqXf
  70. 70. MORE TIPS!
  71. 71. USE MAIL SERVICE TO DELIVER RSS UPDATES
  72. 72. DESIGN RESOURCES Free Photos: Pixabay, All the Free Stock, Public Domain Archive, unsplash.com Create Graphics: Placeit, Tagul, Canva More @ https://goo.gl/HZjoU7 Image: https://goo.gl/m5Ngea
  73. 73. WHEN SHOULD YOU SEND EMAIL? • But also consider Wednesday & maybe Sunday • Skip Monday & maybe Friday Tuesday & Thursday are the most popular
  74. 74. HOW MANY EMAILS? Between 1@week and 1@month. The sweet spot? Sixteen to thirty email campaigns a month. The Key is to be regular. A Social Media Schedule will help Sources: http://goo.gl/OIiBZg http://goo.gl/VNWbZe
  75. 75. TIMING: EMAILS • Most subscribers read your email the same day they receive it. • Most of them read it within the first 60 minutes, • After 24 hour, the percent is close to zero. • For events – send 2 – one 3-5 days out and a second the day http://goo.gl/iM4LVS http://goo.gl/PRxDEP
  76. 76. WHAT TIME? What the experts say: • 2 pm • Best Time: Thurs 8/9 am • Worst Time: Tues & Wed 8/10 am • Mobile users: late in the evening. • Send midmorning during th e work week… Source/More Tips: http://goo.gl/PRxD https://goo.gl/q9mrDW
  77. 77. BUT: https://goo.gl/q9mrDW Trend later – 1pm v 10am
  78. 78. SOCIAL MEDIA CALENDAR Plan available for download/copy: https://goo.gl/R7BWO
  79. 79. TIPS FOR SUCCESSFUL WELCOME EMAILS • Create a warm introduction to your library: focusing on • basic services • Hours & location • Focus on upcoming events, resources and other “rewards” • Offer a discount to library bookstores or other “special” benefit • Clear CTA • Use images • KISS
  80. 80. WHAT TIPS/TRICKS WOULD YOU ADD?
  81. 81. Contact Information: Diana Silveira Novare Library Services diana@novarelibrary.com Slideshare.net/dee987

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