Libraries are an important part of every community. They provide a space for the public to come together and learn. Many libraries host reading clubs where people can come together to discuss relevant current affairs or popular fiction.
But even beyond their physical collections, libraries provide a wealth of information via their website. If your product is relevant to knowledge-seeking behaviour, then you can bet that someone out there is trying to find the info you offer.
No matter what your product is, there’s a huge audience out there that could benefit from your knowledge. But how do you tap into this audience and encourage them to action?
Well, you could always try traditional methods, like giving a talk, putting on a workshop or holding a virtual information session over email. But if you’d like to create a more personalized and engaging experience for your audience, then you could try something different.
Email marketing is one of the most effective and cheapest ways to reach your audience. In this blog post, we’ll tell you exactly how to use email marketing to send your email marketing messages to libraries.
Set Up Email Campaigns To Reach Audiences On A Shoestring
If you’re new to email marketing, then you might not have the budget to pay for expensive marketing campaigns. That’s where content marketing comes in. You can produce content that’s relevant to your product or service, and once you’ve established a small audience, you can then monetize the content. This way, you can experiment with paid marketing campaigns without risking your financials. And perhaps most importantly, you’re being consistent with your content while also experimenting with paid marketing strategies.
But perhaps you’ve tried content marketing and found it wasn’t the right fit for your product or service. Maybe you wanted to target a more general audience or you just want to try something different. If that’s the case, then you could try email marketing.
Email marketing is more flexible than content marketing as you don’t need to find a subject matter expert to author your content. Instead, you can take advantage of marketing automation programs so that you can simply type in a message and your email marketing engine will hunt down leads for you.
But even with all of the flexibility, you should still plan out a campaign to ensure that you’re reaching the right audience. Otherwise, you’ll just end up with hundreds of untargeted inboxes cluttering up your database. You won’t be able to find out what worked and what didn’t until you’ve gone through a whole list of emails (and that’s if you decide to only focus on open rates and not dive into the other metrics as well).
The Perfect Scenario
So, you’ve decided that email marketing is right for you. You’ve picked your niche (educational apps for children), compiled a list of relevant schools and libraries, and you’re ready to draft your perfect email marketing strategy.
You’ll want to do the following:
- Create a sense of urgency around your product/service
- Make the call to action as clear as possible
- Include a link to a product or service that the reader can’t afford but will benefit from using your product/service
- Use your company’s website to establish credibility
- Measure the success of your email marketing efforts
Let’s look at each of these points in turn.
Create A Sense Of Urgency
When someone decides to open up their email inbox to your marketing messages, what do you want them to experience? A nice, fresh piece of information that they didn’t expect to receive? Or do you want them to feel pressured into acting soon?
You can use a number of tactics to create a sense of urgency, but none of these tactics should be more important than ensuring that your email hits the inbox of the person reading it. Otherwise, you’ll just be firing off random messages to the masses.
For instance, if you’re sending out marketing messages weekly and the recipient only opens up their inbox on Saturday mornings, you might want to consider altering the timing so that the message arrives on Friday evening.
Or if you suspect that certain segments of your audience could be more receptive to your messages than others (e.g. adults vs. children, existing vs. prospective customers), then you might want to experiment with different subject lines for your messages.
Ultimately, you want to craft a marketing message that will make the recipient feel as though they’re missing out if they don’t act quick. So, find a way to make the call to action as clear as possible. It could be as simple as:
“Dear [First Name], (use a pleasant greeting): We’ve got exciting news! Your Product / Service Just Released An Update That Fixes Major Flaws And Adds Many Useful New Features. You Can Try It Out Free For 14 Days. Click Here To Learn More.”
“(use a less pleasant greeting): Your product / service just released a major update. This One Changes Everything! Try it out for free for 14 days. Click Here To Learn More.”
Then, you’ll want to follow up with a link to your product or service, which will take them to a landing page that offers more information. This is followed by some product promo material (a podcast, for example, might work well here since it’s an easy way to keep the listener engaged and curious about your product while also pitching them on the benefits of your product).
Now, you might not get the best open rates if you rely on only links and a cold, sterile message. You could try experimenting with different methods to find what works best for your audience.
Make The Call To Action As Clear As Possible
There’s a reason why the above two examples use both a strong and weak call to action, respectively. If you want to experiment with different calls to action, then you’ll have to test them out to see which one elicits the best results. This is why you don’t want to use a call to action that’s too general, like:
“(just a greeting): Your product / service just released a major update. Try It Out For Free For 14 Days. Click Here To Learn More.”
“(use a specific call to action): Your product / service just released a major update. Try It Out For Free For 14 Days. Click Here To Register.”
The second example is far more specific and will get the result sought after by the advertiser. Not only that, but it also lets the consumer know what to expect after clicking the link. In order to create a sense of urgency around your product/service, you must tie the call to action to a clear explanation of what the recipient will gain once they click the link. In the first example, the caller action is very general and could mean anything—from discovering more about your product to creating an account to purchasing a cruise ship ticket. In the second example, the consumer will know exactly what they’re getting into by clicking the link. So, make sure the call to action is as clear as possible without being too specific.
Include A Link To A Product Or Service That The Reader Can’t Afford But Will Benefit From Using Your Product/Service
One of the major downsides of relying on traditional methods of communication (like postcards, letters, and phone calls) is that you have to rely on others to pass on your message. With the rise of the internet and social media, this mode of communication has become less necessary. Today, you can directly communicate with your audience and include hyperlinks to other websites and social media platforms that they might find interesting or useful.
If you’re looking to include a link to a product or service that your audience doesn’t already know about, then you might want to consider creating a separate email just for that purpose. In this way, you can experiment with different calls to action while also gaining the benefits of a fully developed, customized message that reaches the right audience.
Use Your Company’s Website To Establish Credibility
We’ve established that you should include a link to a product or service that your audience doesn’t already know about. But what about your company’s website? What type of information should you include on your website to establish credibility?