What if email wasn’t “one more channel to manage,” but a powerful way to extend your library’s reach? That idea shaped the webinar From First Click to Lasting Loyalty: Effective Email Marketing Strategies for Libraries, presented by library marketing consultant Cordelia Anderson.
Drawing on her public library experience and work with libraries across the U.S., Cordelia reframed email not as spam risk, but as a public-service tool — a way to help patrons actually use what they’ve already paid for through taxes or tuition.
From promotion to relationship
Rather than treating email as a flyer in inbox form, Cordelia encouraged libraries to step back and think about relationships first. Marketing, public relations, and customer engagement all start with understanding people’s needs, then using tools like email to keep that relationship going over time, not just “pushing out” programs.
One of her core messages: don’t be afraid to email your community. When libraries use email thoughtfully, unsubscribe rates tend to stay extremely low, a sign that people find the messages relevant and welcome.
Practical shifts libraries can make
Cordelia shared simple, repeatable practices any library can adopt:
- Onboarding: welcoming new cardholders with a clear, friendly email about how the library will use their address and how it benefits them.
- Re-onboarding: reminding long-time users about services they may have forgotten or never realized existed.
- Right-sized content: short, scannable emails that point back to the website as the “hub,” instead of overwhelming readers with everything at once.
Watch the full webinar
The full session goes deeper into segmentation, measuring impact, and planning sustainable campaigns.
Watch the full webinar to explore how email can move your community from first click to lasting loyalty.