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EMAIL MARKETING FOR LIBRARIES TBLC – 2 part Series
| Date post: | 12-Apr-2017 |
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EMAIL MARKETING FOR LIBRARIES TBLC – 2 part Series
AGENDA Why Email? Email Subscription Services Creating an Email List Ideas for Email Marketing Creating an Effective Campaign Statistics & Analysis Tips & Tricks/Best Practices
WHY EMAIL?
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
• Ideas?
What other benefits are there to
email?
EMAIL SUBSCRIPTION SERVICES
MAILCHIMP• Templates• Save and Reuse Campaigns• 2,000 subscribers for free• Reporting• Asynchronous Support• A/B Testing
Great Article Comparing MailChimp & Constant Contact: http://goo.gl/p0AJJn
CONSTANT CONTACT Pricing & Features Support Automated Emails Social Media Integration Image Library Outlook Integration Reporting
ADDITIONALSERVICES• Mad Mimi• Campaigner• Vertical Respon
se (Free up to 1000 contacts)
Handy Chart Comparing Services: http://goo.gl/O4w28L
CREATING AN EMAIL LIST
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)
Where else can you collect email
addresses?
More ideas: http://goo.gl/2VEqjk
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
IDEAS FOR EMAIL MARKETING
WELCOME EMAIL: FIRST IMPRESSIONS COUNT
What would you include @your library?
• Monthly send new members a welcome email• Links to services• Locations
Friends of the LibraryProctoring
NEWSLETTERS Regularly scheduled Summarize the period until the next newsletter Helps create a relationship with current users.
What would you include @your library?
Tip! “Newsletters should be 90% educational, 10% promotional”
- Source HubSpot
Highlight specific programs and events – highlighting one specific event
DEDICATED EMAILS Target a specific user group Have ONE call to action/one news item Highly shareable
What would you include @your library?
ideas?
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?What would you include @your library?
More on types http://goo.gl/RAzdsF
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
TOUR MAILCHIMP• Managing
Subscribers• Groups• Creating a
Campaign• Managing a
Campaign• Statistics
SENDING TO A GROUP
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
12
3
4
5
6
Tip: Pictures make the email. Make the image count
Almost always needs edits
CONNECT YOUR CAMPAIGN TO SOCIAL MEDIA
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
CREATING AN EFFECTIVE CAMPAIGN
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
THINK MOBILEBE CLEAR
BE CONCISE
Visual One Column Use Preview Mode when developing
PERSONALIZE EMAILS
Add People’s First Name (using a merge field)
Use Groups Create a personal tone/voice
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/QJ4QFr http://goo.gl/qNb2kk
STATISTICS & ANALYSIS
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%)
VIEWING THE REPORT
who & what
STATISTICS 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
EMAIL MARKETING FOR LIBRARIES: PART 2 TBLC – 2 part Series
REVIEW OF DAY 1 Challenge Questions Additional Items for Agenda?
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
GREAT EXAMPLES!Lakeland Public Library:City survey: http://eepurl.com/bPpvqP February newsletter: http://eepurl.com/bNSpbnFebruary spotlight: http://eepurl.com/bODS0v
UTILIZING MERGE TAGS
CLICKING & DRAGGING MODULES
UTILIZING SEGMENTS OR GROUPS
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-benchmarks/
CREATING SUCCESSFUL EMAIL
NEWSLETTERS
90% EDUCATIONAL10% PROMOTIONAL
More @ http://goo.gl/HMKZfY
HAVE ONE PRIMARY CTAEVERYTHING SHOULD NOT BE IN EVERY NEWSLETTER
HAVE A CONSISTENT LOOK & FEEL
TIPS & TRICKS
MANUALLY ADDING SUBSCRIBERS• Opt-Out Option when collecting• If possible, collect names as well
BEFORE YOU SEND… ASK
SO WHAT? Why does this matter to your user? Why should it?
Why are you planning a mailing
list?
What is your CTA?
WHAT IS THE GOAL OF YOUR EMAIL?
Come to our FLA ProgramExhibit TableMonthly programs and eventsOur New Databases
PROOFREADPROOFREAD PROOFREAD
VISUALIZE: YOUR EMAIL IS
GOING TO A PERSON NOT A
PERSONA
Source/More tips: https://goo.gl/GmIynE
BE USEFUL...IT IS WHAT WE DO
3 KEYS TO A GREAT FIRST IMPRESSION:Subject LineEmail PreviewCall to Action
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
WHICH SUBJECT LINE WORKS BEST?A: Tea Party at 4 p.m., 9/12/12 at 8 Main St.B: The Mad Hatter on MainC: Your Invitation to Our Grand Opening Tea Party
Source: http://goo.gl/8PO6R
CREATING AN EFFECTIVE CTA• Name your objective• What do you want users to do• 1 main goal per an email
BE CONCISE
Keep it SHORTMinimize wordsShort paragraphs – think bullets and listsLinks for more information
BE:
• Summer Reading• Back to School• Holidays• New Year• XX Month• National Punctuation Day, etc
Image: http://goo.gl/Fco4Wk
What else?Election DayFinalsSpring BreakBaseball/SpringChildren Programming for the Summer
TopicalSeasonalRelevant
2 OPTIONS: FORWARD TO A
FRIEND
AVOIDING THE SPAM FOLDER:USE REAL CONTACT INFORMATIONName reply-to address
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.
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)
AVOIDING THE SPAM FOLDER:TRIGGER WORDS
Source: http://goo.gl/XKwPeS
USE ALT TEXT FOR IMAGES/LINKS
TRACKING ENGAGEMENTPositive: 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/unengagedMore likely to report you as SPAM
More: http://goo.gl/SWgfqa
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
MORE TIPS!
USE MAIL SERVICETO DELIVER RSS UPDATES
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
WHEN SHOULD YOU SEND EMAIL?
• But also consider Wednesday & maybe Sunday
• Skip Monday & maybe Friday
Tuesday & Thursday are the most popular
HOW MANY EMAILS?Between 1@week and [email protected] 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
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
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/PRxDEPhttps://goo.gl/q9mrDW
SOCIAL MEDIA CALENDAR
Plan available for download/copy: https://goo.gl/R7BWOB
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
WHAT TIPS/TRICKS WOULD YOU ADD?
