Almost every successful business today understands that using email marketing to reach their target audience is crucial, and that is exactly why we brought Vega Promote to the market. Despite the rapid evolution of digital channels and the rise of AI-driven content, email remains one of the most effective, measurable, and personalized tools in your toolkit. Modern email marketing is not about batch-and-blast newsletters. It’s about delivering the right message to the right person, at the right time, with the help of automation, segmentation, and data integration.
Libraries are redefining community engagement, and email marketing is at the heart of that transformation. Once seen as a supplementary communication tool, email has emerged as a strategic asset for libraries of all types. Whether serving academic institutions, public communities, or specialized research populations, email enables libraries to connect with users in a timely, personalized, and impactful way.
Taylor Fisher, Senior Product Manager at Innovative, from Clarivate, spoke about Vega Promote in a recent webinar and its substantial features that can help your library understand your users, keep up with trends and increase community engagement. Key takeaways from the webinar are:
Personalization for Diverse Audiences
Libraries serve a wide range of users: patrons, students, faculty, researchers, and lifelong learners. Each of these groups has different needs, priorities, and engagement patterns. Vega Promote is an email marketing platform tailored for libraries that offers advanced segmentation that allows messages to be personalized by user type, books borrowing preferences, interests, or campus affiliation. A graduate student receives a reminder about a citation workshop. A parent sees a curated list of children’s events. A faculty member learns about new digital collections. This kind of relevant, personalized outreach builds trust and deepens engagement. Email is personal, targeted, private, and it still works!
Scalable Communication for Small Teams
Library teams are often lean, and resources are stretched. Vega Promote has prebuilt library-specific templates, a built-in AI-assisted content creation tool, so even small departments can create polished campaigns, automate emails (like event reminders or program follow-ups), and maintain consistent communication without added overhead. Campaigns that used to take days to prepare can now be scheduled and executed quickly. With Vega Promote, you can build an extraordinary digital library brand experience without overburdening staff.
Data-Driven Outreach That Proves Impact
In an era when libraries must regularly demonstrate their value to stakeholders, email marketing provides quantifiable results. Metrics like open rates, click-throughs, and engagement help libraries understand what resonates with users, and how to improve. These insights feed into strategic planning, grant reporting, and institutional alignment. Vega Promote has a reporting dashboard where you can gain insights into what’s working – by campaign and by audience.
A Central Role in Integrated Engagement
It’s important to remember that email doesn’t operate in a vacuum. It works alongside events, social media, website content, and in-person services. In 2025, email often acts as the connective thread across library campaigns. A book club post on social media links to an email with more details and a registration form. A program reminder sent by email syncs with calendar tools and drives attendance. Email serves as the anchor of omnichannel engagement.
What’s Next for Vega Promote
View Design of Completed Campaign – Larger and more interactive previews of live email campaigns
Consortia Support – Each member library will have their own dedicated email marketing platform
Triggered Campaigns – Send automated messages in response to specific activites (email delivered, opened, link clicked, etc.)
You can hear all this first-hand from Taylor Fisher in our webinar. Watch it here and see how Vega Promote can help you create a proactive library that stays in touch with patrons that aren’t regulars.
For libraries in 2025, email marketing is more than a broadcast channel, it’s a relationship-building tool. It enables outreach that is relevant, respectful, and measurable. As libraries expand their roles from information hubs to community connectors, email provides the platform to meet patrons where they are, with the content they need, at the moment it matters. It is not just a communication solution. It is a strategic imperative.
Are you wondering how to reach the right people at the right time? Book your personalized demo now.