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NEFLIN: Email Marketing

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Creating an email list is a powerful marketing tool for libraries. Email marketing can bring the library into their user’s inbox on a regular basis - and create a stronger relationship between you and your users. A recent Constant Contact survey found using email lists in conjunction with other social media can increase your overall customer engagement by 73% (http://goo.gl/pMxM7w). We will focus on using the free service MailChimp but the principles will be transferable to any email list service.

During this session, we will focus on:
best practices for collecting email addresses including ideas on expanding your email list
ideas for utilizing email marketing effectively
best practices for effective email for both mobile and desktop users
how to add email marketing to your social media schedule and plan effectively
how to collect and analyze statistics

Published in: Marketing
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NEFLIN: Email Marketing

  1. 1. EMAIL MARKETING FOR LIBRARIES NEFLIN – 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. ADDITION AL 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 New DVD Upcoming Programs Special Collections – Music Instruments Answers to FAQ Outreach Services Electronic Services – Friends! Join the Friends
  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 Staff Profiles/Focus on staff or volunteers Book Reviews
  16. 16. DEDICATED EMAILS Target a specific user group Have ONE call to action/one news item Highly shareable ideas? Fandomonium Travel Series Video Special/Annual Events Therapy Dog Visits Authors Talks or our 25th anniversary of our building. On monday
  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? • Follow-Up • Comment Cards/Suggestions 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. SENDIN G 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. PERSONALI ZE 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. 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
  33. 33. EMAIL MARKETING FOR LIBRARIES: PART 2 NEFLIN – 2 part Series
  34. 34. REVIEW OF DAY 1 Challenge Questions Additional Items for Agenda?
  35. 35. GREAT EXAMPLES!
  36. 36. PERSONALIZING THE “TO” FIELD
  37. 37. CLICKING & DRAGGING MODULES
  38. 38. TEMPLAT ES
  39. 39. STATISTI CS 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
  40. 40. 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%)
  41. 41. VIEWING THE REPORT who & what
  42. 42. TIPS & TRICKS
  43. 43. MANUALLY ADDING SUBSCRIBERS • Opt-Out Option when collecting • If possible, collect names as well
  44. 44. BEFORE YOU SEND… ASK SO WHAT? Why does this matter to your user? Why should it
  45. 45. WHAT IS THE GOAL OF YOUR EMAIL? Promote Programming better communication generally... promote programming and some special collections try and get more feedback on our current offerings remind them we are here going to try this with my Family Reunion planning Solicit feedback from event attendees After Library event Photos
  46. 46. PROOFREAD PROOFREAD PROOFREAD
  47. 47. VISUALIZE: YOUR EMAIL IS GOING TO A PERSON NOT A PERSONA Source/More tips: https://goo.gl/GmIynE
  48. 48. BE USEFUL... IT IS WHAT WE DO
  49. 49. 3 KEYS TO A GREAT FIRST IMPRESSION: Subject Line Email Preview Call to Action
  50. 50. 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
  51. 51. 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
  52. 52. CREATING AN EFFECTIVE CTA • Name your objective • What do you want users to do • 1 main goal per an email
  53. 53. BE CONCISE Keep it SHORT Minimize words Short paragraphs – think bullets and lists Links for more information
  54. 54. BE: TOPICAL SEASONAL RELEVANT • Summer Reading • Back to School • Holidays • New Year • XX Month • National Punctuation Day, etc Image: http://goo.gl/Fco4Wk What else? Workshops, Maybe Election Day. Some of our libraries are early voting places Travel Series New circulating items taxes! Reminders about changes in hours, holiday closings, etc. Displays new "hidden gems" are in a university town so maybe student resources
  55. 55. AVOID SPAM FOLDERS More @ http://goo.gl/V6WG5q
  56. 56. AVOIDING THE SPAM FOLDER: USE REAL CONTACT INFORMATION Name reply-to address
  57. 57. 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.
  58. 58. 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)
  59. 59. AVOIDING THE SPAM FOLDER: TRIGGER WORDS Source: http://goo.gl/XKwP
  60. 60. 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
  61. 61. 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
  62. 62. K.I.S.S. More; https://goo.gl/OThqXf
  63. 63. MORE TIPS!
  64. 64. USE MAIL SERVICE TO DELIVER RSS UPDATES
  65. 65. 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
  66. 66. WHEN SHOULD YOU SEND EMAIL? • But also consider Wednesday & maybe Sunday • Skip Monday & maybe Friday Tuesday & Thursday are the most popular
  67. 67. 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
  68. 68. 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
  69. 69. 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 the work Source/More Tips: http://goo.gl/PRxD https://goo.gl/q9mrDW
  70. 70. BUT: https://goo.gl/q9mrDW Trend later – 1pm v 10am
  71. 71. SOCIAL MEDIA CALENDAR Plan available for download/copy: https://goo.gl/R7BWO
  72. 72. 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
  73. 73. WHAT TIPS/TRICKS WOULD YOU ADD? Using the test function
  74. 74. Contact Information: Diana Silveira Novare Library Services diana@novarelibrary.com Slideshare.net/dee987

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