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Psychographics Are the Key to Powerful Email Marketing: How to Unlock the Motivations and Aspirations of Your Cardholders

Photo courtesy Public Library of Cincinnati and Hamilton County

This is the second in a two-part series on email marketing for libraries. Read part one here.

At the Library Advocacy and Funding Conference in September, a new buzzword seemed to be on the lips of many of the presenters. They were all talking about psychographic segmentation of library audiences for email marketing.

I thought I knew most of the marketing buzzwords, but I confess this was the first time I’d ever heard the term. So, it was time to do some research.

What is psychographics?

Psychographics is the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research (Oxford Dictionary).

Psychographics go beyond basic demographics: location, age, gender identity, and library card usage. To segment by psychographics is to divide your library audience into groups according to their beliefs, values, and reasons for being. It delves deeper into your cardholder’s values, dreams, desires, and outlook on life.

Psychographics identify motivation. Why does your library community take certain actions? Why do they feel the way they do about the library? How do they see the role of the library in their life? And what activities do they participate in, both inside and outside of the library?

Psychographics lead to compelling email marketing messages because they focus on your community’s unarticulated needs and motivations.

Understanding psychographics

The term is new to me but it’s not new to marketing. In 1964, Harvard graduate and social scientist Daniel Yankelovich wrote that traditional demographic traits—sex, age, and education level—lacked the insights marketers needed to target their audiences.

Around the same time, market researcher Emanuel Demby began using the term ‘psychographics’ to reference variations in attitudes, values, and behaviors within a specific demographic segment.

In the 1980s, the Stanford Research Institute developed the Values Attitudes and Lifestyles (VALS) psychographic methodology. It was hailed as a breakthrough in marketing.

One way to understand this concept is to find your own VALS type by taking this survey. My results show that I like to have historical context, that I buy proven products, and that I’m not influenced by what’s “hot.” I also like to experiment. Share your results in the comments.

The travel industry uses psychographics. Email marketing by hotels, cruise lines, and cities, states, and countries often focuses on why a person wants to travel: adventure, romance, curiosity, and relaxation.

Libraries can do the same thing.

Imagine if we started focusing our library email marketing messages not on what are cardholders want to do… but WHY they want to do it.

Uncover the psychographics of your library audience

How do you figure out what makes your library audience do the things they do? You must ask them! A survey is the best way to drill down on the psychographics of your library audience.

Most library surveys focus solely on demographics like age, location, and income. They generally ask people how they use the library now. They may ask people to predict how they’ll use the library in the future.

By adding psychographic questions, you’ll get a look at your audience’s true motivations. That may include questions like, “The last time you checked out a book, what was the reason?” “How do you feel about the library’s work with people experiencing homelessness?”

You can also use matrix-rated questions to gauge psychographics. For instance, you could include a statement like “The library helps people find a new job” and ask respondents to select an answer from a range of “not important” to “extremely important.”

How to Create an Effective Library Survey to Pinpoint the Needs of Your Community

You can also use outside data sources to get at the psychographics of your library audience. Take a closer look at the comments on your social media posts. Can you uncover any reasons why your followers are interacting with your library on social media? Do they share or comment on a particular type of post?

Check Google analytics on your library’s website. Are visitors taking the same steps to move from one landing page to another on your site? Do they spend a longer amount of time on one type of page?

Your circulation stats are a source of psychographics. Are you seeing a surge in the checkouts or interest of one genre of book, or one format? What language do your cardholders use when they ask for recommendations using your form-based readers’ advisory service?

If your library answers reference questions, what type of problems and language are your cardholders using when they ask for help?

Try to look at any interaction your library has with your cardholders, in any arena, as an opportunity to unlock their motivations and psychology. Then use those new insights to craft compelling email marketing messages.

Using psychographics in library email segmentation

Libraries can segment their email audience without violating CAN-SPAM laws. If your cardholders gave you permission to send them email, you can segment them into psychographic segments. As long as your email includes opt-out language (i.e. “If you no longer wish to receive emails about job services at the library, click here”), you are complying with the law.

Combine your demographic knowledge of your cardholders with the research you’ve done on the psychographics of your cardholders. Then divide your email recipients into new segments and try sending them psychographic messages.

For example, let’s say you are already sending a monthly email to parents about storytime at the library. Now let’s say your library decides to offer a new program, like a virtual family literacy night, to help families whose children are not attending in-person classes during the pandemic.

Without psychographics, your email message may have looked like this:

But, thanks to your survey results, you know that many parents are worried about the effect that virtual learning is having on their child’s education. They believe their child will need extra tutoring and classroom attention to succeed in life because of the impact of virtual learning.

Now you can combine your audience’s motivations for attending with your message about the new program.

This marketing message pivoted from a simple invitation to a message that strikes at the heart of the caregiver’s concern for their child.

Psychographics activate the motivations and aspirations of your cardholders. When you get to know your community better, you’ll do a better job of getting your community to know your library!

You may also find these posts helpful

Are My Library Email Metrics Good…. or Bad?! Here Are the Latest Stats to Help You Figure It Out.

The Emoji Experiment: The Pros and Cons of Adding Emojis to Your Library Marketing Email Subject Lines

Latest Book Reviews

Nothing to See Here by Kevin Wilson

Find more 60-second Book Reviews here.

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5

Targeted Email Marketing for a New Era: The Pros and Cons of How Most Libraries Segment Their Audiences

Photo courtesy Public Library of Cincinnati and Hamilton County. Bond Hill Branch.

This is the first in a two-part series on email marketing for libraries. Part two is here.

If there is one thing that I know about library promotion, it’s this:

If you want to be successful in library email marketing, you must target your messages.

This isn’t just my personal belief. It is a method which worked, with impressive results, during my years at a public library. And I see it working now for hundreds of libraries around the country and around the world in my day job at NoveList.

Why are libraries hesitant to do targeted email marketing?

There are two big reasons that libraries fear the idea of segmenting their email audiences.

First, libraries are worried about email marketing in general. They feel it’s too promotional and that email messages from the library will be received as spam. They may even believe that people don’t want to receive email marketing from anyone, even a library.

This is not the case. The average consumer is accustomed to giving out their email address in exchange for marketing messages targeted specifically to them. Opt-in Monster research shows 99 percent of people with an email address check their inbox at least once a day.

Why? Because they are looking for messages from friends, family, and places they love. They love the library. Your cardholders and community members feel excitement when they receive an email from you.

Libraries worry that, by sending targeted messages to segmented audiences, they will miss out on the chance to get a message to all their cardholders. 

Many libraries are sending the same message to every cardholder, sometimes hundreds of thousands of people in one burst. It feels like the natural thing to do. “Everyone needs to know about this!”

The problem with that approach is that your cardholders are individuals. One message never fits them all.

This is particularly true if your service area covers a range of incomes and demographics. The needs and interests of your cardholders vary greatly.

By targeting your message, you are more likely to say something that matters significantly to your cardholders, which makes them more likely to take an action, which makes it more likely that your email will be successful.

Targeted email marketing for libraries is effective because it serves the right message to the right group of people. And it works for all kind of messages.

Do not let your fears about email set you up for failure. Your cardholders want to hear from you. There are not very many industries which can say that. Let’s take advantage of it and give the people what they want!

Libraries who do segment their audiences tend to use three main methods. There are benefits and drawbacks for each.

Segmenting by library card use

Some libraries group their cardholders by the type of material they most frequently check out: kids’ books, print books, e-books, etc. Then, they send targeted email messages about those formats or collection types to those specific users.

This was the method we used when I worked a public library. For example, we would send an email promoting three new e-books every month to people who appear to favor e-books.

Benefits: This method is great for collection marketing. Most libraries will notice holds and checkouts increase, sometimes exponentially, when they send messages about items to people who have shown a previous interest in those items.

Drawbacks: The way a person uses their library card may not correspond to their true library interests.

For instance, an adult who frequently checks out children’s books for their kids may also love to read e-books. By focusing solely on the fact that they more frequently check out children’s books, a library may miss a key opportunity to market e-books to that cardholder.

A second drawback is that your library will want to promote things besides your collection, like programs, big events, and advocacy messages. Segmenting audiences solely by their favorite collection format gives you no clue as to your cardholders other potential interests.

Finally, this kind of segmentation often requires sophisticated email marketing programs that are expensive and time-consuming to manage. Smaller libraries without a dedicated marketing department and libraries with limited budgets may find these programs cost prohibitive.

Letting people self-select

Many libraries have an opt-in page on their website listing email interest groups. Visitors can self-select which emails they prefer to receive.

Benefits: When a person chooses to receive an email from you about a certain subject, they are also likely to open and engage with that email. They have already indicated their interest by selecting it.

Most library email opt-in pages do not require a person to be a cardholder to sign up. So, a second benefit of this method is that you can send marketing messages to people who aren’t in your cardholder base but can be enticed to use your library. That’s a fantastic way to expand your cardholder base!

Drawbacks: A library using this method must commit to intentionally market the marketing lists. They must make sure the community knows the opt-in page exists and convince people to sign up.

Segmenting by cardholder location

Some libraries have sent messages to people who have indicated a certain branch is their home branch or to people who live in a certain portion of the community.

Benefits: This is a great method for in-person program promotion. People are more likely to attend events that are near their home. Segmenting your audience by their location is an efficient use of your time for program promotion.

Drawbacks: There is a certain set of library cardholders who are willing to travel to attend programs and events at branches far from their home. They may be interested in hearing from your library about certain types of events, no matter where they are held.

In addition, the branch a person most frequently uses may not actually be near their home! Many people frequent the library branch near their workplace or some other important and frequently visited location.

You may also find these posts helpful

Three SUPER Easy Ways to Get More Results from Your Library Email Marketing!

Are My Library Email Metrics Good…. or Bad?! Here Are the Latest Stats to Help You Figure It Out.

Latest Book Reviews

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6

Are My Library Email Metrics Good…. or Bad?! Here Are the Latest Stats to Help You Figure It Out.

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The Library Marketing Show, Episode 62

In this episode, Angela shares the latest metrics on open and click-thru rates for library email marketing and helps you figure out what metrics are good!

She also shares Kudos with the Madison Public Library for their back-to-school teacher button project.

Check out the virtual conferences I’ll be attending. Let’s connect!

What did you think of this episode? Are you struggling with marketing and promotion right now? Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week!

Thanks for watching.

5

The ONE Place Where You Can Market Your Library That You Might Not Have Thought Of!

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The Library Marketing Show, Episode 61

In this episode, Angela reveals the tiny piece of real estate where you can market your library that you might not have thought of!

She also shares Kudos with the Tavistock Library in the UK for their reopening video which they did like an airline safety message.

What did you think of this episode? Are you struggling with marketing and promotion right now? Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week!

Thanks for watching.

1

Email vs. Social Media: Which is Better for #LibraryMarketing Right Now?⚔️

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The Library Marketing Show, Episode 48

Angela is back in her outdoor work tent and this week, she’s sharing her opinion about the best way for your library communicate wth cardholders. Is it email? Is it social media? Can you guess? Listen and then join the conversation–let her know what works best for your community in the comments.

Also Kudos to the Toledo-Lucas County Public Library for their Safe Work Playbook. This is the best physical library building reopening document I’ve come across.  

What did you think of this episode? Do you love a specific library’s Facebook work? Are you struggling with marketing and promotion right now? Do you have a nominee for the Kudos segment? Drop a comment below. And subscribe to this series to get a new video tip for libraries each week! Thanks for watching.

5

Three SUPER Easy Ways to Get More Results from Your Library Email Marketing!

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The #LibraryMarketing Show, Episode 43 In this episode, Angela shares three very simple ways you can add punch to your email subject line and header text. Doing one of these three things every time you send an email will increase the chances your recipients will open and engage with your emails. Here is the article with all the fantastic magnet or trigger or power words Angela mentions in the video, broken up into charts that will help you create an emotional reaction in your readers. Also Kudos to all the libraries creating backgrounds for Zoom and Teams meetings using photos of their libraries. Library Journal has a great list of them. Here’s another great list from the Library Land project. If you have a topic for the show, kudos to share, or want to talk to me about library marketing, contact me using this short form.

← Back

Thank you for your response. ✨

Want more Library Marketing Show? Watch previous episodes! Check the Upcoming Events page to see where I’ll be soon. Let’s connect! This blog consists of my own personal opinions and may not represent those of my employer. Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Instagram, and LinkedIn.     
4

Now is the Absolute BEST Time to Prove Digital Promotions are Essential for Library Marketing. Here’s How to Gather Evidence.

PHoto courtesy of Public Library of Cincinnati and Hamilton County

I had a wonderful conversation with a librarian from Canada this week. She heads technical services at her library. We were brainstorming about ways to market her library services, programs, and collection during the COVID-19 shutdown. And we both realized something. The pandemic is awful and scary. But it also affords one big opportunity for librarians and library marketers.

Now is the time to prove the value of digital promotions 

The Marketing Rule of 7 states that a prospect needs to “hear” the advertiser’s message at least seven times before they’ll take action to buy that product or service. This marketing maxim developed by the movie industry in the 1930s. Studio bosses discovered that a certain amount of advertising and promotion was required to compel someone to see one of their movies. 

What does the Marketing Rule of 7 have to do with your library? Digital promotion helps you fulfill the rule of seven. It’s the most efficient way to get your message in front of eyes in a variety of places.

In fact, if you’ve been thinking of slowing down the communication you do right now, don’t. Ramp it up! Your community needs to hear from you.

You should be sending more email to your cardholders. You should be posting to social media more frequently. You should be putting more notices about digital resources on the homepage of your website. 

In this moment, we can accurately measure the results of digital marketing because of the lack of competition from more traditional means of library marketing, like book displays, flyers, and posters. No one is seeing those at this moment, because no one is coming into your physical library building. Digital results are easy to record.

And, if we take this unique moment to gather data to prove that our work yields results, we can provide solid evidence of our worth in the community. We may prevent layoffs and budget cuts. When this is all over, we can say the library was there–and people turned to it for help. 

Statistics to gather now to prove your worth later

Measure virtual program viewing. Many libraries are putting together great virtual programming, particularly story times. If you do live streaming or on-demand videos, be sure to gather metrics on views.

Some platforms will tell you how a person got to your video and some will tell you how long they watch. Most will give you demographics on your viewers, like their age, identified gender, and location. All will give you stats on reach, engagement, and follower growth.

All those data points are valuable. Start a spreadsheet now and track the results day by day. You’ll be able to prove that people watched, how they found out about the video, which videos they liked most, and how long your library held their interest.

Send more emails, and track results religiously. Your library can use email to promote everything from services to events to the collection. Tell your cardholders about the new eBooks and eAudiobooks in your collection. Use your email to drive usage of those hidden treasures in your library, like online homework help, streaming music, and resume or job-hunting databases. Then…  

Tracks holds, checkouts, and usage for digital collection items. Be sure to write down how many holds and checkouts there are before you market, and one week after. It’s easy to prove the value of digital collection marketing when no one can walk into a library to check out a book. Every checkout is likely coming from your efforts!

Ramp up your social media posting schedule on two platforms. Social media is the second method most effective method for digital promotions. And it’s the best way for you to reach non-library cardholders right now.

Current research shows that people are Tweeting a lot more right now. With the amount of content on that platform, I would not recommend posting more frequently on Twitter. There’s too much competition and your posts are likely to get lost in the shuffle.

However, those same stats also show growth in use of LinkedIn and Pinterest during the pandemic. If your library is not posting on those platforms, now is a fantastic time to experiment and reach a new audience.

On LinkedIn, you can share collection items, services, and events that focus on job-hunting, career advancement, personal wellness, diversity, literacy, and entrepreneurship.

On Pinterest, post new eBooks and eAudiobooks added to your collection. If you have DIY, STEM-activities, or story time videos, you can also post those to Pinterest. People are using the platform for inspiration and to find activities to fill their time. Now is a great time to give them some content so they can discover your amazing library.

One more thing to do

Advocate to change your marketing emails from opt-in to opt-out. That means every cardholder who gives your library their email address, in the past or in the future, is on your marketing list. If they want to opt-out, they can (but they won’t!).

I know many libraries will find this to be a radical shift. Libraries worry about angering their cardholders by sending them emails. They don’t want to be one of the “bad brands” that sends spam. Many libraries have actual board policies making opt-in mandatory for emails.

Now is the time to advocate for change. Here’s why.

A library is NOT a business. The normal consumer sentiment about spam email does not apply to you. Your cardholders want your emails.

People love the library. They love what you offer them. They want to know what’s going on at the library. 

You are not going to spam people or make them mad by sending them emails. Unwavering cardholder loyalty is the one big advantage libraries have over their competitors in the profit world. And we should use it!

In addition, people are accustomed to opt-out emails. They know that if they give you their email, you’re going to message them. 

My argument for opt-out emails comes from lots of experience. When I worked for a public library, we sent marketing emails nearly every day of the week. My library’s unsubscribe rate was ZERO percent. I usually saw about 10-15 unsubscribes for every 10-thousand emails I send. Across the non-profit world, the average unsubscribe rate is about .19 percent, according to Smart Insights.

I worked the library outreach table at a book festival every year while I worked at the public library. Without prompting, customers asked about the library’s marketing emails. One lady said she heard her friends talking about them and wondered why she wasn’t receiving them! Several others mentioned they learned about new books and services from our emails. I had people GIVING ME their email addresses to check their status.

Do you think customers of other companies ask about their emails or talk about them with fondness to other customers?  I never have, and I sign up for A LOT of marketing emails from other companies.

Start sending your emails to every customer. They want to hear from you! And you can track usage and circulation increases from those emails to help prove your library’s worth.

You might also want to read these⬇️

What Metrics Demonstrate Your Library’s Social Media Marketing is Working?

How to Reverse Engineer Your Library Marketing Social Media Audiences!

The One Social Media Shortcut That Can Tank Engagement and Cost Your Library in a Pandemic–or Anytime!

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on the “Follow” button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter, Instagram, and LinkedIn.  

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The Emoji Experiment: The Pros and Cons of Adding Emojis to Your Library Marketing Email Subject Lines

I notice it, groggy from sleep. I check my email, as one does, first thing in the morning before getting out of bed. 😉

The sight of it causes my heart to skip a beat. “It’s going to be a glorious day,” I think to myself as I jump out of bed. 🤩

What is the magical thing that makes getting up in the morning easier? 🌟

An emoji. To be specific, a set of headphones, situated in the subject line of an email. An email that comes from my library.⬇️⬇️

The headphones signal to my brain, before I can read the words that come after them, that my audiobook from Overdrive is ready for download.

After dozens of such emails, my body has an almost Pavlovian response to the tiny drawing of headphones.

I get giddy. I get excited. I am filled with anticipation to download and start the audiobook.

According to Salesforce, only two percent of emails sent by businesses to consumers in 2019 had an emoji in the subject line. That’s not a lot, really. And that means there is room for libraries to experiment.

I don’t think there is any doubt that emojis are here to stay. As of October 2019, there were 3,178 widely-recognized emojis, according to Emojipedia. And the major cell phone and digital marketing companies keep adding emojis to their libraries.

I want my cardholders to have the same reaction I have to the headphone emoji when I send them library marketing emails. The idea that an email from my library could energize someone or fill them with anticipation or cause them to do a mini-celebratory dance is one I can’t ignore.

Why might emojis work?

Emojis work because the brain processes visual information 60,000 times faster than text. More than 90 percent of the information that we process is visual.

The emoji drawing stands out in a line of letters. And if your recipient is using a device that adds color to the emoji, that also makes your subject line pop.

Your subject lines can also be shorter when you use an emoji because an emoji can do the work of some of the wording. And the shorter the subject line, the more effective the email. In 2018, 61 percent of emails were opened on mobile. Subject lines exceeding certain character counts can get cut off by mobile devices. And that impacts your open and conversion rates.

The experiment

I kept reading articles on the increased use of emojis in emails for brand marketing. There isn’t much data to suggest whether they are effective in converting customers to take any action on the email. And I thought, as I am apt to do, that someone should experiment with emojis in the library marketing space. Would my cardholders find them amusing? Would emojis help increase the effectiveness of my emails? Or would people think we had lost our mind and gone too far?

There was only one way to find out.

Over the course of six months, I sent 17 test emails to my cardholders with an emoji in the subject line. I used them in instances where I thought they added value to the subject line or helped me to make the subject line shorter. I also made sure I sent emojis to cardholders who tend to use digital services.

The results

After the six-month trial period, I crunched the numbers. And I discovered…

60 percent of the emails with an emoji in the subject line were effective. Ten of the 17 emails caused an increase in circulation, program attendance, or database usage for the item we promoted via email. That’s close to the average effective rate of my regular emails which do not include an emoji.

Emojis DID increase my open rate. The 17 messages I sent had an average open rate of 40 percent. Most of my regular emails have an open rate between 20 and 35 percent. So that was an improvement.

Emojis DID increase my click-through rate. The average click-through rate for the messages with emojis was eight percent. That is also slightly higher than normal. Most of my emails have a click-through rate of five percent.

Here are the subject lines from the four emails in the emoji test that had the highest open and click-through rates.

Ebook Publisher Policies
🚨New publisher policies will limit your access to eBooks.

This email had an 81 percent open rate and a 22 percent click-through rate.

Penguin Programs
🐧Make a date to visit the Library to see real live penguins this month!

This email had a 37 percent open rate and a 23 percent click-through rate.

Beach Reads 2019 Booklist
🏖️ Dreaming of sand, sun, surf, and great books? Here’s our 2019 vacation reading list!

This email had a 39 percent open rate and a 19 percent click-through rate.

Green Township Library Anniversary
🎈You’re invited to the Green Township 30th Anniversary celebration!

This email had a 54 percent open rate and a five percent click-through rate.

Now, there is something to consider and that is that the emoji may have had absolutely no effect on the overall effectiveness of these emails! Because my email marketing provider does not give me the ability to do true A/B testing, it may be that these emails had higher open, click-through, and conversion rates because of the wording of the subject line or the content of the email itself. The fact that there was an emoji in the subject line might be pure coincidence.🤷

Are there downsides to emojis?

There are some negative things to consider when you’re using emojis for email subject lines in library marketing.

Your emoji may not display correctly for your cardholder, depending on what kind of email platform they use.

Emojis can give the impression that your emails are not authentic. In some instances, users see an emoji and wonder if your library wrote it… or a robot.

Emojis can be overused. Finding the perfect emoji is fun. It makes you feel cool. But if you start putting an emoji in every subject line of every marketing email you send, you will likely find that they’ll soon have no impact or, worse, a negative impact.

That said, I think it’s worth it to experiment with emojis in your library’s email marketing. Your audience may love or hate them. There’s only one way to find out.

Remember to use them in the right context. Use emojis sparingly and make sure they add something to the message of your subject. And get your emojis from reliable sources like Emojipedia, GetEmoji, or your email platform.

Check the Upcoming Events page for a list of webinars and conferences where I’ll be next. Let’s connect! Plus, subscribe to this blog and you’ll receive an email every time I post. To do that, click on the “Follow” button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter, Instagram, and LinkedIn. 

4

The Top Five Reasons to Set Aside Time AND Budget to Attend #LMCC20! The Library Marketing Show: Episode 22

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Straight off the end of #LMCC19, I ran back to my room and rattled off the top five reasons YOU need to make sure you attend the Library Marketing and Communications Conference in November, 2020. The conference will be in Indianapolis, Indiana.  For more about what I learned at this year’s conference, read this.

And kudos to the organizers of this year’s conference. It was top-notch. The venue, the food, the speakers, the app, the registration information, the speaker process… everything was well-organized and smooth. This was the best conference experience I’ve ever had!

Have an idea for the next Library Marketing Live Show? Submit it now.

Stay in Touch

Check the Upcoming Events page to see where I’ll be soon. Let’s connect!

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Instagram, and LinkedIn.  

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