1.
EMAIL MARKETING FOR
LIBRARIES
TBLC – 2 part Series

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.
WHY EMAIL?

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.
• Ideas?

6.
EMAIL SUBSCRIPTION
SERVICES

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.
CONSTANT CONTACT
Pricing & Features
Support
Automated Emails
Social Media Integration
Image Library
Outlook Integration
Reporting

9.
ADDITIONA
L
SERVICES
• Mad Mimi
• Campaigner
• Vertical
Response (Free up
to 1000 contacts)
• iContact
• Ingram Sendr
• Google
Groups
Handy Chart Comparing Services: http://goo.gl/O4w28L

10.
CREATING AN EMAIL LIST

11.
COLLECTING EMAIL
New Users
Program Attendees
Sign Up Sheets
Website
Catalog • Social Media Requests
• Membership Lists
More ideas: http://goo.gl/2VEqjk

12.
COLLECTING
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.
IDEAS FOR EMAIL
MARKETING

14.
WELCOME EMAIL: FIRST
IMPRESSIONS COUNT
• Programming
• Webpage
•Calendar
•Hours
•Special Collections/Resources/eBooks
• Monthly send new members a welcome email
• Links to services
• Locations

15.
NEWSLETTERS
Regularly scheduled
Summarize the period until the next newsletter
Helps create a relationship with current users.
• Special Events
• Resources
• Social Media Platforms
• Services – Computer Use
• Programs
• Visuals of library usage, books checked out,
anything visual
Tip! “Newsletters should be
90% educational, 10%
promotional”
- Source HubSpot

16.
DEDICATED EMAILS
Target a specific user group
Have ONE call to action/one news item
Highly shareable
• Crafters
• Writers
• Book Club
• Seniors
• Parents
• we are developing our list for the purpose of surveying
patrons for the Long Range Plan. They can also opt in for
program updates
• foreign film movie club

17.
TRANACTIONAL 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.
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.
TOUR
MAILCHIM
P
• Managing
Subscribers
• Groups
• Creating a
Campaign
• Managing a
Campaign
• Statistics

20.
SENDIN
G TO A
GROUP

21.
CREATE
YOUR
CAMPAIGNNote:
Create a template, that
can be saved – and reused
for multiple campaigns.
• Creates a polished
consistent look
• Saves time in the long
run

22.
1
2
3
4
5
6
Tip:
Pictures make the email. Make the image count

23.
Almost always
needs edits

24.
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

25.
CREATING AN EFFECTIVE
CAMPAIGN

26.
VISUAL IS
QUEENFacts @ 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

27.
THINK MOBILE, BE CLEAR. BE
CONCISE
Visual
One Column
Use Preview Mode when developing

28.
PERSONALIZ
E EMAILS
Add People’s First
Name (using a merge
field)
Use Groups
Create a personal
tone/voice

29.
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

30.
• Maps/Locations
• Podcasting
• Surveys
• Phone Number/ contact
• Recommendations for new titles
• Also Like

31.
STATISTICS & ANALYSIS

32.
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

33.
EMAIL MARKETING FOR
LIBRARIES: PART 2
TBLC – 2 part Series

34.
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

35.
REVIEW OF DAY 1
Challenge
Questions
Additional Items for Agenda?

36.
MORE ON STATISTICS

37.
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%)

38.
VIEWING THE REPORT
who & what

39.
TIPS & TRICKS

40.
MANUALLY ADDING
SUBSCRIBERS
• Opt-Out Option when collecting
• If possible, collect names as well

41.
BEFORE YOU
SEND… ASK
SO WHAT?
Why does this matter to your user? Why should it

42.
• Attend Program/Attend an upcoming event
• Fill out a Survey
• Download/check out a database
• Reserve a study room
• At the beginning of the academic year we let
thesis students know the process for getting a
study carrel.
WHAT IS THE GOAL OF YOUR
EMAIL?

43.
PROOFREAD
PROOFREAD
PROOFREAD

44.
VISUALIZE:
YOUR EMAIL IS GOING
TO A PERSON NOT A
PERSONA
Source/More tips: https://goo.gl/GmIynE

45.
BE USEFUL...
IT IS WHAT WE DO

46.
3 KEYS TO A
GREAT FIRST
IMPRESSION:
Subject Line
Email Preview
Call to Action

47.
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

48.
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

49.
CREATING AN
EFFECTIVE CTA
• Name your objective
• What do you want users to do
• 1 main goal per an email

50.
BE CONCISE
Keep it SHORT
Minimize words
Short paragraphs – think bullets and lists
Links for more information

51.
BE:
TOPICAL
SEASONAL
RELEVANT
• Summer Reading
• Back to School
• Holidays
• New Year
• XX Month
• National Punctuation Day, etc
• What else?
Finals, Special Events/Poetry
Month/National Writers Month/
nonowrimo / New Music concerts on
campus./ Teaming up with others on
campus Image: http://goo.gl/Fco4Wk

52.
AVOID SPAM FOLDERS
More @ http://goo.gl/V6WG5q

53.
AVOIDING THE SPAM FOLDER:
USE REAL CONTACT INFORMATION
Name
reply-to address

54.
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.

55.
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)

56.
AVOIDING THE
SPAM FOLDER:
TRIGGER WORDS
Source: http://goo.gl/XKwP

57.
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

58.
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

59.
K.I.S.S.
More; https://goo.gl/OThqXf

60.
MORE TIPS!

61.
USE MAIL
SERVICE
TO
DELIVER
RSS
UPDATES

62.
DESIGN RESOURCES
Free Photos: Pixabay, All the
Free Stock, Public Domain
Archive,
Create Graphics: Placeit,
Recite, Tagul
More @ https://goo.gl/HZjoU7
Image: https://goo.gl/m5Ngea

63.
WHEN SHOULD YOU SEND EMAIL?
• But also consider Wednesday &
maybe Sunday
• Skip Monday & maybe Friday
Tuesday & Thursday
are the most popular

64.
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

65.
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

66.
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

67.
BUT:
https://goo.gl/q9mrDW
Trend later –
1pm v 10am

68.
SOCIAL MEDIA CALENDAR
Plan available for download/copy: https://goo.gl/R7BWO

69.
WHAT TIPS/TRICKS WOULD YOU ADD?

70.
Contact Information:
Diana Silveira
Novare Library Services
diana@novarelibrary.com