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TBLC: 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
Attendees will be asked to work on an email marketing strategy between classes.

Instructor: Diana Silveira
Diana Silveira is the President of Novare Library Services, a company that focuses on web, mobile and infrastructure services for libraries. Previous to starting Novare Library Services, she was the Virtual Reference Manager for Florida’s Ask a Librarian Service and coordinator for Florida’s Statewide Delivery System. She presents regularly on implementing technology, best practices and privacy issues online. She also works with libraries to deploy new technologies and develop new mobile and desktop websites.

Published in: Technology

TBLC: Email Marketing

  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. 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. 10. CREATING AN EMAIL LIST
  11. 11. COLLECTING EMAIL New Users Program Attendees Sign Up Sheets Website Catalog • Social Media Requests • Membership Lists More ideas: http://goo.gl/2VEqjk
  12. 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. 13. IDEAS FOR EMAIL MARKETING
  14. 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. 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. 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. 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. 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 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. 22. 1 2 3 4 5 6 Tip: Pictures make the email. Make the image count
  23. 23. Almost always needs edits
  24. 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. 25. CREATING AN EFFECTIVE CAMPAIGN
  26. 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. 27. THINK MOBILE, BE CLEAR. BE CONCISE Visual One Column Use Preview Mode when developing
  28. 28. PERSONALIZ E EMAILS Add People’s First Name (using a merge field) Use Groups Create a personal tone/voice
  29. 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. 30. • Maps/Locations • Podcasting • Surveys • Phone Number/ contact • Recommendations for new titles • Also Like
  31. 31. STATISTICS & ANALYSIS
  32. 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. 33. EMAIL MARKETING FOR LIBRARIES: PART 2 TBLC – 2 part Series
  34. 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. 35. REVIEW OF DAY 1 Challenge Questions Additional Items for Agenda?
  36. 36. MORE ON STATISTICS
  37. 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. 38. VIEWING THE REPORT who & what
  39. 39. TIPS & TRICKS
  40. 40. MANUALLY ADDING SUBSCRIBERS • Opt-Out Option when collecting • If possible, collect names as well
  41. 41. BEFORE YOU SEND… ASK SO WHAT? Why does this matter to your user? Why should it
  42. 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. 43. PROOFREAD PROOFREAD PROOFREAD
  44. 44. VISUALIZE: YOUR EMAIL IS GOING TO A PERSON NOT A PERSONA Source/More tips: https://goo.gl/GmIynE
  45. 45. BE USEFUL... IT IS WHAT WE DO
  46. 46. 3 KEYS TO A GREAT FIRST IMPRESSION: Subject Line Email Preview Call to Action
  47. 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. 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. 49. CREATING AN EFFECTIVE CTA • Name your objective • What do you want users to do • 1 main goal per an email
  50. 50. BE CONCISE Keep it SHORT Minimize words Short paragraphs – think bullets and lists Links for more information
  51. 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. 52. AVOID SPAM FOLDERS More @ http://goo.gl/V6WG5q
  53. 53. AVOIDING THE SPAM FOLDER: USE REAL CONTACT INFORMATION Name reply-to address
  54. 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. 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. 56. AVOIDING THE SPAM FOLDER: TRIGGER WORDS Source: http://goo.gl/XKwP
  57. 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. 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. 59. K.I.S.S. More; https://goo.gl/OThqXf
  60. 60. MORE TIPS!
  61. 61. USE MAIL SERVICE TO DELIVER RSS UPDATES
  62. 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. 63. WHEN SHOULD YOU SEND EMAIL? • But also consider Wednesday & maybe Sunday • Skip Monday & maybe Friday Tuesday & Thursday are the most popular
  64. 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. 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. 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. 67. BUT: https://goo.gl/q9mrDW Trend later – 1pm v 10am
  68. 68. SOCIAL MEDIA CALENDAR Plan available for download/copy: https://goo.gl/R7BWO
  69. 69. WHAT TIPS/TRICKS WOULD YOU ADD?
  70. 70. Contact Information: Diana Silveira Novare Library Services diana@novarelibrary.com

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