Using Targeted Messaging to Position Your Library for Re-Opening
During the past year, libraries were forced to think creatively to remain an active resource for community members. However, now that COVID-19 numbers are on the decline, libraries can now continue some pre-pandemic practices and programs, including in-person activities. Community Relations Coordinator, Misty Rose Nesvick, from Anchorage Public Library discusses how their library used Savannah to create targeted messages that prepared their library for a successful re-opening.
Utilizing Savannah, Misty was able to easily create targeted emails by location, either the branch where they last used their library card or where they signed up for a library (home location), as part of their re-opening communications plan.
Tracking their results on 10 messages related to re-opening, they found higher than normal open and click rates. In addition, the library was able to re-engage more than 1,000 inactive cardholders and 2,500 occasional customers. Not only did the Anchorage community find targeted messaging valuable, but these targeted emails were also helpful in updated internal library staff.
Anchorage Public Library and OrangeBoy are both strong advocates of the benefits of targeted messaging and the proof is clearly in the results Anchorage and other Savannah clients are seeing.
Learn more about how Savannah can track results and send out targeted messages to help support you through a brighter-looking year.