New Account Holder Email Campaign
Did you know that MAC sends out emails to new account holders? This is one of the reasons we are asking you to get email addresses from them. We send emails to our new customers every two weeks for three months, introducing them to the incredible services they have available to them with their new library account.
This campaign includes a series of six emails:
- Welcome and a brief explanation of our services: This goes out to new account holders from the previous two weeks. Then in another two weeks, this will go out to the new cardholders from those two weeks and so on and so on.
- Learning Language platforms (day 30): Mango, Little Pim and Signing Savvy. This will go out to that first group in four weeks
- Magazines (day 45): physical, RBDigital, Consumer Reports, Nat’l Geographic/kids, comic books
- Information Experts (day 60): Ask A Librarian, Tailored Titles, placing holds, suggest a title, 24/7 eContent.
- Learn New Things (day 75): Hoopla, Kanopy, Lynda, LearningExpress. Digital newspapers, homework help resources
- Summary (day 89): World of possibilities – books, magazines, movies & TV, Tailored Titles, Ask A Librarian
From these, we can tell whether new account holders are more inclined to stay active customers after a series of emails. It also tells us which emails, and more specifically, which content nugget of the emails are more accessible or popular to new cardholders.
All of the marketing emails have an unsubscribe link at the bottom. If someone unsubscribes from these marketing emails, they are NOT unsubscribed from the CarlX email notifications for holds and due dates.
Here is a link that further describes the campaign.
New Account Holder Email Campaign - detailed info
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Comments
Kim,
I have gotten a couple customers in the past week coming in saying that they received an email that their card needs to be renewed. Are we pushing out emails to customers that are lapsed users again?
Thanks.
No, but Pioneer Library System sends those out.
Carl.X does send out emails to customers when their Annual fee cards are expiring in 2 weeks. These are only sent to people who have opted in for email notifications in Carl.X. If a customer has opted in for email notifications, they'll receive emails for:
These are sent as part of the Carl.X ILS processes, they are different than the marketing emails that Kim is referring to in this article.
Didn't know that.
In addition to Annual Fee customers, customers that have a School Account will also receive an account expiration email. It's the same email for both account types so customers may not realize it's for their School Account that has to be renewed every year.
Can the customer request to discontinue these emails if they find them bothersome?
All of the marketing emails have an unsubscribe link at the bottom. If someone unsubscribes from these marketing emails, they are NOT unsubscribed from the CarlX email notifications for holds and due dates.