getting the news out: promoting the library with an email alert service sharon giles and gary...

Getting the News Out:Promoting the Library

with an Email Alert Service

Sharon Giles and

Gary Clopton

UT Southwestern LibraryOctober, 1999

Getting the News Out:Promoting the Library with an

Email Alert Service

Developing the idea: Email issues, research, basic concepts, content,

means of distribution, format, and staff involvement

The alert service: Email and web versions

Promoting it: Launching it; methods of publicity

Evaluating it: Success measures; survey results

Developing the Idea:Why email?

Email Advantages: Easy distribution No materials cost Timeliness Ability to use URL

links to library’s home pages

Way to obtain feedback from the client

Disadvantages: Impersonality Perception of

unsolicited email as spam

Not always read Lack of universal

access to email Requirement of a

distribution list

Developing the Idea: A Marketing Team Initiative

Survey of what other libraries do: Web newsletters

•Format: HTML or PDF•Content

Listservs Means of soliciting subscribers One email newsletter:

• UTHSC San Antonio

Developing the Idea: The Library’s Strategic Plan

Develop a product compatible with objectives:

Develop information products... Create easily accessible mechanisms for client

input Develop a staff of campus-recognized experts... Develop a virtual library... Offer educational experiences… Increase primary clients' usage...

Developing the Idea: Basic Concepts

Library-wide brainstorming session: A timely, proactive form of marketing Use of permission marketing Venue for responses to client

suggestions Not just an email form of Information

Times, the Library’s print newsletter

Developing the Idea:Determining the Content

Already created news items:

Class announcements Articles from

Information Times Answers to client

suggestions Web features

Items created for the alert service:

Timely events announcements

New product/service announcements

Tips on existing products and services

Developing the Idea: Means of Distribution

Electronic distribution lists: Mass broadcast Email address books Client databases, such as circulation

systems Contact databases Listservs

• Moderated, with no automatic bounceback

Developing the Idea:Format

Frequency: weekly or monthly, etc. Viewer limitations: plain text, enhanced, or

Web-enabled Listserv limitations Style: Text, links to Web pages or a

combination Length: Brief or lengthy, no. of items Name: same as the Listserv? Simultaneous Web version?

Developing the Idea:Staff Involvement

Editors: Sharon Giles & Jon Crossno Marketing subteam Listserv moderators: Jeff Perkins and

outside IR staff Contributors: various Registrars: Richard Boriack Web form/Cold Fusion programmers:

Karen Harker and Gary Clopton

Info-Library:Email Version

Presenting the email version:

Info-Library:Web Version

Presenting the Web Version:

Promoting Info-Library:Launching It

Publicity at the Library Showcase: • In conjunction with National Medical

Librarian’s Week, Oct. 1998

Initial subscriber base:• Names from signup forms at the

Library Showcase• Names from Internet Users Survey• Library staff

Promoting Info-Library:All Means Possible!

Word of mouth Postcard mailing Bookmark Signs Checkbox on

registration form Library Showcase

Article in Information Times

Email campaign Web form for

subscribing Link to What’s

New on home page

Evaluating Info-Library:Basic Questions

Factors determining success or failure:

Number of subscribers Feedback from staff & clients Facilitating the strategic plan Responses to an email survey

Evaluating Info-Library:The Survey

Do you find Info-Library valuable to you?

Yes 74% Sometimes 24% No 2%

Results: 54 responses

tabulated Base of 860+

subscribers at the time of the survey

Response rate: 6.3%

Evaluating Info-Library:The Survey

Features found valuable: New Library resources and services

announcements 91% Tips on using library systems and resources

61% Special events announcements 59% Library and Internet class announcements 59% Tips on Internet sites of medical interest 52%

Evaluating Info-Library:The Survey

Desired frequency:

Weekly 45% Every two weeks

35% Monthly 20% Quarterly 0%

Preferred format: Email version

92% Web version 8%

Evaluating Info-Library:The Survey

How did you find out about Info-Library:

Home page 17% By email 50% Word of mouth

20%

Suggested features:

Book list

Evaluating Info-Library:Conclusions

Survey conclusions: Perception of the service as

valuable by clients Items valued most by clients

consistent with strategic plan Option to go biweekly? Option to alternate with book list?

Evaluating Info-Library:Conclusions

Personal observations: More time-consuming than first

estimated Great practice for your writing skills A vehicle for staff development and

communication Personally recommend considering

such a service for your library