Some people find a full email inbox overwhelming. Not me.
I am pretty sure that I get more emails from libraries than from any other brand or organization. It’s my own doing. I sign up for as many library emails as I can because I love to see examples of libraries using email marketing.
Email is the single most effective way to promote your library. Just check out these recent statistics from Demandsage on email marketing:
- A staggering 99 percent of email users check their emails daily.
- 58 percent of people check their email before they check out social media or the news.
- Email is almost 40 times more effective than Facebook and Twitter combined in helping your library reach new community members.
- 59 percent of people say that marketing emails influence their purchase decisions. Your library isn’t selling anything, but your emails can persuade community members to decide to check out a book, attend a program, use your MakerSpace, etc.
My obsession with library marketing emails is more than mere curiosity. For the second year in a row, I’ve been keeping a list of the absolute best emails from libraries throughout the year. (Check out last year's winners!)
Here are my top picks for the outstanding library marketing emails from LibraryAware customers in 2024. I hope you’ll find an idea or two to inspire your email marketing in the New Year.
The 13 Best Library Marketing Emails of 2024
Best collection marketing email: Urbandale Public Library knows that publishers make book covers pretty for a reason. They’ve used that to their advantage with this simple, enticing layout. And anytime someone clicks on one of the book covers, they’ll be directed straight into the library’s catalog to place a hold. Genius!
Best programming email: Round Rock Public Library sends emails like this one to a group of subscribers who are interested in their small business services. Their open rate is higher than average at 53 percent. That’s because this group of subscribers has opted into this email. Plus, the layout of the email, with clear calendar dates and short, conversational text makes it easy to understand and engage with this promotion.
Best use of branding: Howard County Library System sends newsletters to subscriber interest groups including Makers, Adults, and Children. Each newsletter features a header in one of the library’s branding colors with a consistent layout that makes it easy to tell these emails are from the library.
Best card renewal email: Newmarket Library sends this email to community members whose cards are about to expire. It reminds people of the benefits of the library and has one, simple call to action.
Best storytime email: The County of Brant Public Library’s storytime email is a delight! It includes read-along videos and related events. Scroll down to the bottom to see that they’ve included book suggestions for all ages. That’s smart! Caregivers who receive this email may also have older kids in the house… and of course, they may also want to enjoy an adult book.
Best monthly reading challenge email: Iredell County Public Library sends an email like this each month to readers participating in the NoveList Reading Challenge. The clean layout includes a list of suggested books that relate to each month’s prompt.
Best use of a countdown timer: Whiteman Air Force Base Library includes a countdown timer at the top of their Spicy Romance book club emails to build anticipation with readers for the next meeting! I also love the way they use the book covers as a focal point and include a simple CTA at the bottom to visit their website for more information.
Best use of an infographic in an email: Red Oak Public Library sent this email to demonstrate the impact of their Summer Reading program. It’s digestible and includes a call for volunteers at the end.
Best promotion of digital content: Amherst Town Library sent this email to promote their Kanopy subscription. They included suggestions for specific films. The modern-looking layout and clear CTAs are exemplary.
Best personalized readers’ advisory email: Kokomo-Howard County Public Library sends emails like this to people who fill out a form requesting reading recommendations from the library. I love that it includes a “reader profile” that explains the appeal factors the reader is looking for.
Best staff newsletter: Lafourche Parish Public Library keeps staff informed about everything from policies to training to birthdays to new babies using monthly emails like this. With LibraryAware's metric reporting abilities, they know that staff are finding the email valuable.
Best summer reading email: Sewickley Public Library sent this email at the start of their Summer Reading program… isn’t it cute? It includes one call to action to sign up in the middle of the email, where it’s more likely to be seen by scrollers. They also used a countdown time to build excitement.
Best holiday season newsletter: Atlantic Public Library’s Happy Holidays email has everything you could want: GIFs, clear calls to action, minimal text, and graphics that complement the text. It’s festive and warm, like a holiday card that you’d get from your friend.
Angela Hursh is Manager of Library Engagement, Marketing, and Professional Development for NoveList. She is reading The Noel Letters by Richard Paul Evans and listening to Winter Storms by Elin Hilderbrand.
