How to Send an Email Newsletter Your Patrons Will Read

One of the best forms of communication for your patrons and community at large is delivering news and updates directly to their inbox. Sending a regular newsletter to a list of subscribers who have already opted in will guarantee that the recipients are interested in what you have to say and will benefit from these emails. In order to keep patrons reading your newsletters and perhaps increase subscribers, we’ve gathered some top tips for crafting an email that is both informative and engaging.

Would You Read This Email?

It’s no secret that people are inundated with information all day every day. Rather than unloading more information for your patrons to sort through, provide value by helping recipients make sense of all the information. Synthesize the content. Give them information about upcoming events, services that you offer, or programs that you provide, and be succinct about how they can participate or learn more if they’re interested. It’s always nice to make subscribers of your newsletter feel special as well. Make sure you’re not just repeating the same information that you share to the masses on social media. You know best what type of updates your patrons are looking for, so before sending, ask yourself if you would take a few minutes out of your day to stop and read this email.

Keep it Consistent

Consistency is always key when building a relationship with your community. Sending a newsletter on the same day and time on a regular basis will make your content something that patrons can rely on. They’ll expect to get an update from you on a weekly or monthly basis and stay current with what’s going on at your library. Consistency applies to formatting and design as well. Sticking to a template with the same branded headers and footers and similar headlines, coloring and layout will make sure that your content is the main focus. If the way the email looks is familiar to recipients, they’ll be able to get to the real meat of the newsletter, and locate the updates that change each time you send.

A Newsletter is a Relationship

Sending a regular newsletter to your patrons is building a relationship over time. This isn’t just a form of communication that is one and done, so it’s important not to get fixated on open rates of one email. Look at the big picture for creating the content your subscribers want to see continuously over time. Engage with your subscribers and stay open to their valuable feedback. Creating opportunities for your patrons to reach out directly will open the line of communication for them to voice what’s working and what isn’t with these emails. Since you’ve built that relationship, readers will be more likely to reach out with questions or concerns before hitting unsubscribe. Always strive to maintain that relationship by keeping copy authentic and relatable to your audience. Best practices for email marketing is not always one size fits all. It’s not always necessary to be flashy or stand out when you’ve created this connection with your readers and they utilize your newsletter to stay informed. Let the audience be your guide and figure out what works best for your library’s newsletter content.