From Postcard to Patron: Tracking Success in New Mover Campaigns
Practical ways to benchmark, analyze, and optimize your program.
Libraries are the ultimate neighborhood welcome committee. As a hub of the community, libraries are the perfect place for a new resident to find their footing. With different events, locals coming and going, and helpful staff, there are plenty of reasons that new residents should make the library their first stop in a new place.
That’s where Unique Library’s New Mover Mailer Service shines—we identify new residents in your library service area and send them a bright, colorful glossy postcard that highlights your library. It gets in front of people at just the right time, and you get to pick what to highlight about your library!
Maximize Campaign Success with These Ideas
QR Code: Scan for Success
A QR code on the postcard is an easy way to track engagement. Whether it links to a new card registration form, a welcome landing page, or an event calendar, every scan is proof that the postcard worked.
“How Did You Hear About Us?” To Learn What’s Working
When signing new patrons up for a card, whether in-person or online, add in a “how did you hear about us” option to the signup page or in-person signup process. Try adding ‘I saw a building’ or ‘I was looking for a new library’ and of course ‘I got a postcard’ to the menu.
Give a Coupon, Track the Return
Offer a small incentive for new patrons—like a Friends of the Library Bookstore discount, a waived printing fee, or a free coffee from a local café partner. Hold onto the coupons or keep track of redemptions and see your engagement numbers roll in, while building goodwill with new patrons.
💡Try This Pro Tip💡
Use a free UTM link generator to add tracking parameters and see how many people go to your website
Data-Driven Benchmarking: A Clearer Picture
One of the most reliable ways to track impact is by comparing patron registration numbers over time. Take it from Scottsdale Public Library, which mailed postcards and monitored results with both a self-report field (“How did you hear about us?”) and registration data:
We did see some new patrons listed with ‘promotional mailing’ as their referral source, but it did not tell the full story. More tellingly, we did see an uptick year over year in new patron registrations in the months after the mailing.
Bring This Postcard to Sign Up Faster
Including a note on the postcard that says, “Bring this card with you for easy sign-up!” is a direct call to action that patrons will respond to. The card can serve as proof of address for new patron registration, speeding up the verification process at the circulation desk. Plus, when patrons bring it in, it’s a visible sign that your outreach is working.
Bonus Ideas: Go Beyond the Basics
Follow-Up Welcome Email
Ask new patrons who registered after scanning the QR code or redeeming the coupon to fill out a short survey. Include questions like: “What made you sign up?” or “What would you like to see more of at your new library?” Check out how MessageBee can introduce new patrons to the library with Welcome Email Journey
Social Media Prompt
Add a line on the postcard encouraging patrons to post a photo with their new library card and tag your library. It’s soft engagement, but great social proof.
Event Check-In Codes
Invite new movers to a special event and include a code or keyword to use at check-in. Track attendance and follow-up afterward, and offer an opt-in to add themselves to your library’s newsletter too!
Track What Matters
New Mover Service from Unique is about letting new people in the area know about the library. It’s a small, yet thoughtful way to engage new residents and let them know that they have a place in their new community. Each of these methods is a good way to make best use of a New Mover campaign, combining them will give you a great picture of how your library’s commitment to access is paying dividends.
And more importantly—you’ll ensure every new neighbor knows: the library is home, too
Want to help your library welcome more new residents and turn them into regular users?
Explore the New Mover Service from Unique and see how it helps libraries grow by reaching new families moving into the service area.
Not yet ready to connect? Learn more about the New Mover Service works.
Explore our quick overview and browse the most frequently asked questions—complete with clear, straightforward answers to help you get up to speed.
