We talk a lot about emailing our cardholders with information about new products, services, and collection items. But you can also use your email list in a powerful way to reach people who have just signed up for a library card.
Most libraries take a minimalist approach to “on-boarding” a new cardholder. Once a person fills out a library card application, we hand them a card, a welcome brochure, and send them on their way. We’re friendly and we’re genuinely excited to welcome them to our system. But we make a mistake that’s common for a lot of businesses and organizations. We know our system inside and out and we often forget that our new cardholders know nothing about what we offer. We assume they can find their way to the things they need.
It’s important to help those cardholders learn to navigate the behemoth number of resources and items available at the library. A solid on-boarding campaign retains new cardholders and turns them into lifelong loyal users of the library. The first 90 days of a new library cardholder’s experience is crucial to determining their feelings of connection and loyalty to the library.
It also makes good business sense. Studies show it costs five times as much to gain a new customer than it does to retain them. A library marketer practicing good stewardship will want to do their best to keep new cardholders coming back to use the library.
The most effective way to on-board a new cardholder is through email marketing. Many libraries create a campaign with specific emails sent to new cardholders at a pre-determined pace. Those emails slowly introduce them to new features and inspire them to try out all the library has to offer. It’s easy to do this using some mail systems, like OrangeBoy and MailChimp.
My library has a 90 day on-boarding campaign set to run automatically through OrangeBoy. Creating it was a bit of process. But the effort was worth it. In addition to retaining customers, the on-boarding emails reduce unsubscribes for future targeted promotional emails. Here’s how we did it and what we learned about doing it well.
First, make a list of the services, events, and collection types that get the most use at your library. You’ll want to include information about the most popular features you offer in your emails to new cardholders.
Then, make a list of the services, events, and collection types that are interesting or unique to your library but don’t get a lot of use. These are the gold nuggets of your on-boarding campaign. You’ll have the attention of your new cardholder. The relationship is fresh. Why not use that to showcase the hidden treasures at your library.
Finally, create an outline of your campaign, mapping out each message, when it will be sent, and what it will say. Look at the two lists you’ve created and narrow your focus. Try to promote no more than four things per on-boarding message. You don’t want to overwhelm your new cardholder. Rather, you’ll want to introduce people to the library in small doses. Pick a theme for each message with a specific call to action. Keep the language simple, conversational, and free of industry jargon.
Create, test, and release the messages. This part took me nearly as long as creating the plan did! But you’re almost there.
Track results. Of course, you’ll want to use a Google URL tracker or Bitly link to see which services and items get the most interest from your new cardholders. You can also track unsubscribe rates, and if you have the ability to divide cardholders into clusters, you can see where your new cardholders land after they finish the on-boarding process.
Here are a couple of examples of my library’s on-boarding emails so you can see what we do.
How do new cardholders react to these messages? They definitely don’t hate them. Our unsubscribe rate is 0%. We’re a large system and we’ve sent these for several years to thousands of new cardholders. Over the course of our campaign, we’ve had a couple of hundred people unsubscribe.
We send six emails over 90 days. The first email gets a lot of engagement, which is not a surprise. The fifth email about using your neighborhood branch (see the image above) is the second most engaging email for us. Overall, about half of the new cardholders we sign up end up becoming loyal library customers. Most use our computers but the rest are checking out physical and digital items or using our MakerSpace.
If your library is doing something to on-board cardholders, I’d love to hear about it. Please take this poll and tell me about what you are doing in the comments.
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