A Library Year-in-Review Email Newsletter
Easy to Create, High Impact Library Marketing Campaign
Everything you need to know about creating the best year-end email for patrons.
As we approach the year’s end, libraries are presented with a Unique opportunity to meaningfully engage patrons via a year-in-review newsletter. A year-in-review email is a perfect time to celebrate your library’s achievements, showcase your progress, and excite your patrons for what’s to come.
An effective year-end newsletter is a blend of reflection, recognition, and foresight. To ensure your newsletter resonates, consider the following refined best practices:
Determine your newsletter’s target audience
As with any library communication, you need to start with determining who the message will be sent to. Ideally, this would be as wide of an audience for a year-in-review such as all patrons with an email address.
Tools such as MessageBee make this extremely easy with its ILS connection to create audience lists via slice and dice criteria. If you do not have an integrated tool such as MessageBee, ask your IT department if they may be able to with data extraction for a target audience.
You should also look to engage with non-patron stakeholders as a chance to market all the library has to offer. Celebrate your library’s success and amplify this message by sending to local news organizations, municipalities and government contacts that involve the library, and your library’s social media as well.
Plan the content and gather the data
A good year-in-review email will rely on a mix of data and storytelling to keep the reader interested. Start by reaching out to different library departments and gathering this data.
This could mean coordinating with IT staff for ILS data aggregating patron and material stats available in your database. You also would want to connect with leadership, circulation, and outreach staff for highlights from each department that are worth sharing. Lastly, don’t forget to review your last year’s marketing efforts to help remember successful events and milestones from the previous year and gather patron feedback.
Create the email
Creating an impactful and engaging year-in-review email involves incorporating various elements that cater to the interests of the library’s community. Drag-and-drop email builders (like MessageBee from Unique) make designing attractive emails simple and elegant. To ensure your newsletter resonates, consider the following refined best practices:
Year-end Email Newsletter Best Practices
Short Note from Library Leadership
A message from the library director or leadership adds a human touch to the mesage. This note can express gratitude to patrons for their support, highlight some statistics, and give an update on the overall state of the library. This message should thank patrons for their support throughout the year and convey the library’s commitment to serving the community. It’s also an opportunity to mention any challenges faced and highlight the library’s resilience in addressing them.
Celebrate Library Accomplishments and Highlights
This section should recap the library’s significant achievements, successful events, important additions to the collection, and any milestones reached throughout the year. Showcase success stories, special events, and noteworthy developments that made an impact on the community. Incorporate testimonials, anecdotes, or success stories from patrons or staff to highlight the library’s positive impact and highlights of the year.
MessageBee from Unique makes patron communication a simple task.
See examples and how it can work for your library.
Easy-to-Digest Data
Delivering statistics and facts in an easily consumable format can really engage readers. Try using things like infographics, charts, or concise bullet points to present key data related to the library’s activities. Data points like the number of books borrowed, attendance at events, or new additions to the collection. Just hit the high points, a quick glance should tell a reader all that they need to know. Graphs or colorful icons to make statistics and data more visually appealing and easily understandable.
Looking Forward
2024 is going to be a big year for our industry. A full year of normal operating conditions, full services available, and projects resuming are all reasons to get excited. Set the tone for excitement about the year ahead.
Discuss planned projects, anticipated events, or new services that patrons can look forward to. It’s essential to articulate a sense of momentum and optimism for 2024, inviting patrons to envision themselves as part of this continued journey.
What is going on in your library in the upcoming year that you are excited about? Share that excitement with the audience!
Facilitating Engagement and Advocacy
A good year-in-review email will rely on a mix of data and storytelling to keep the reader interested. Start by reaching out to different library departments and gathering this data.
This could mean coordinating with IT staff for ILS data aggregating patron and material stats available in your database. You also would want to connect with leadership, circulation, and outreach staff for highlights from each department that are worth sharing. Lastly, don’t forget to review your last year’s marketing efforts to help remember successful events and milestones from the previous year and gather patron feedback.
Closing Thoughts
Crafting a year-end newsletter involves striking a balance between information and engagement. By incorporating these best practices, libraries can effectively communicate their achievements, express gratitude to patrons, and build anticipation for the promising future ahead.
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