Yesterday I sent out 200 emails asking patrons for their opinion on our electronic newsletter. I created a database in Access and  used the mailmerge function of Word/Outlook to make this a little easier, but it was still a several hour job. Of the 200, 7 came back as undeliverable and one is delayed in delivery, so I’m considering that one gone too. That’s 4% undelivered.

As of this morning I had 4 responses to my email. I am unreasonably pleased that I got any, especially this soon 🙂

In case anyone is curious, this is the email my patrons got. The mail merge let me address them personally, and of course I signed my name, as opposed to an anonymous “Library” signature:

Change is good!

We’re thinking of changing our library newsletter, and we’re reaching out to a few subscribers to ask them what they think.

This isn’t a long, formal survey – just drop us a note with your impressions.

  • Do you read the newletter, or delete it without opening it?
  • What would you like to see more of?
  • What don’t you care so much about?
  • What do you think of the look of the newsletter?
  • What works? What doesn’t?

Give us your opinion on the layout, the design, the colors, the header, the content – anything you want to say is fine.

Be kind or be brutal, but be honest! You’re our focus group and we need your help. You can just answer the questions up top or elaborate

If you could send your feedback by October 15 we’d really appreciate it, but we’d like to hear from you even after that date.

Thanks very much for your help.

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It’s now been four months since we began our electronic newsletter promotion – asking folks when they register or re-register if they want our electronic newsletter.

In four months we’ve gone from around 60 subscribers to over 500, so in terms of raw numbers, I’m happy. As I’ve said before, however, I can’t budge the percentage of newsletters opened from it’s 30% mark. I’m happy that this means we’ve grown from 20 viewers a month to 150, but we can do better.

We put the newsletter together quickly when we subscribed to nextReads a year or so ago. It’s time for a change, and I think the best way to make that change successful is to reach out to our users.

Here’s the plan: in early October, we’ll send a personalized email to about a third of our subscribers (yes, about 200 of them!) asking for their opinions about our newsletter’s look and content. Not a real survey, nothing structured, I just want impressions. Then our PR person, our head of reference, one of our staff with a great visual eye, and I will sit down and brainstorm, with the help of those impressions, what story we’re trying to tell with this newsletter. We’ll select new images for the header and rethink the formatting. After we’ve come up with two or three prototypes, I’ll go back to our subscribers and see if there’s any consensus on what users like best. Then we’ll revamp and see what happens!

This will be interesting for a number of reasons: I’m interested in seeing what percentage response a personal email asking for opinions will receive. I didn’t do very well recently when I asked our downloadable audiobooks users about their impressions, but I have in the past, so I’m not giving up hope. I’m interested in what people have to say, most of all. And I’ll be interested in seeing if a revamp based on user opinions actually improves readership rates.

I’ll be sending my email in early October, and giving people until mid-October to respond. More then….

It’s been a couple of months since we started our proactive campaign of asking new registrants if they wanted to subscribe to our electronic library newsletter. We’ve added about two hundred names since we began, and today I took a look at statistics for this year.

In July, we had 34% or recipients open the newsletter. This is exactly in the middle of where we’ve been for the year, when click rates have averaged between 30% and 40%. So we haven’t gained in percentages, but we now have 34% of 300 subscribers versus 34% of 100 subscribers.

Still waiting to see if this translates to increased usage of the services we’re plugging….

In looking at our NextReads subscriber reports, I discovered something that surprised the heck out of me: no one unsubscribes.

Well, okay, not no one. Since January 2007, two people have unsubscribed, and we lost about five more to too many bounces.

Now, we don’t have as many subscribers as we’d like, and as I mentioned a few posts back, we’re actively engaged in a campaign to sign people up for our library events newsletter. Also, I have to figure out how to do some serious analysis to try to see how many people actually look at the newsletters – it doesn’t do us much good to have them deleted as soon as they land in mailboxes. Still, the fact that people are signing up and sticking with them has made me put this on the list of things that we need to figure out how to use in our marketing efforts.