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<p>I went to an email marketing class several years ago, put on by
Constant Contact (an email marketing company). SWON had changed much of
its staff and was offering new programs, and we knew we needed help
telling people about these changes.</p>
<p><strong>What I learned is that there’s really no way to <em>make</em>
people pay attention to your emails.</strong> People quickly scan their
email, typically, rather than reading it in depth. </p>
<p><strong>To get people to read your emails, reward them for reading.</strong>
Give them something, in the email, that makes opening it worthwhile.
Teach them something, give them a tip, or point them to a resource. This
gift should fit the audience of the email and should definitely not be a
nicely worded sales pitch. Concentrate on how you want to help them,
and then leave some room to ask people to take action. <strong>This is
called content marketing.</strong></p>
<p>Writing content marketing emails can feel strange because they
contain a lot less marketing than other methods. And the job of coming
up with ideas and resources to give away is pretty different from
writing a quick pitch for an upcoming event. But the response we’ve
gotten to our emails has been positive, people still learn about our
programs through the emails, and <span style="font-weight: bold;">it
feels good to set out to help people each week</span>, too.</p>
<p>You can learn more about content marketing from <a
href="http://www.mailchimp.com">MailChimp</a>, which has posted <a
href="http://mailchimp.com/resources/">a variety of guides</a> about
email marketing (no doubt as part of their own content marketing
strategy). </p>
<ul>
<li>Nathan Swartzendruber, SWON Technology Educator</li>
</ul>
<hr>
<h2 id="level-uplab:contentmarketingforlibraries">Level-Up Lab:
Content Marketing for Libraries</h2>
<p>Here’s the tie-in. On July 22nd, Nathan will be leading a Level-Up
Lab on Content Marketing. We’ll be using MailChimp’s materials as a
starting point to talk about marketing audiences and content. Then we’ll
put the content marketing idea into practice. We’ll take your programs
or program ideas and brainstorm for related content. <a
href="https://swonlibraries.org/events/event_details.asp?id=455933&group=">Register
today!</a><a
href="https://swonlibraries.org/events/event_details.asp?id=455933&group="></a></p>
<p>Can’t make it to the July 22nd Lab? Invite Nathan out to your
library; he’d be glad to help answer your specific questions.</p>
<hr><span style="font-family:
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arial,helvetica,sans-serif;">Connect to SWON online: <img
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<a href="http://www.swonlibraries.org/" title="Website" target="_blank"
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<a href="https://www.facebook.com/SWONLibraries?sk=wall"
title="Facebook" target="_blank"
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<p><span><span style="font-weight: bold;" data-mce-style="font-weight:
bold;">Calendar
excerpts from the next two weeks. (</span>Please register for online
classes at least two days before they take place.)<br>
</span></p>
<ul>
<li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=459047&group=">Street
Lit: Connecting and Collecting</a></strong> - (7/17/2014) - Online</li><li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=445604&group=">Libraries
as Partners in Lifelong Learning</a></strong> - (7/17/2014) - Online</li><li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=445447&group=">Who
Ordered This Truckload of Dung? – Applying Six Lessons from the Book in
Your Life</a></strong> - (7/22/2014) - Online</li><li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=455933&group=">Level-Up
Lab: Content Marketing for Libraries</a></strong> - (7/22/2014) - SWON
Meeting Room</li><li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=445632&group=">Leading
Meetings That People Want to Attend</a></strong> - (7/24/2014) - Online</li><li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=437066&group=">Ohio
Library Support Staff Institute</a></strong> - (7/27–7/29/2014) -
Wilmington, OH</li><li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=445476&group=">Less
Stress, More Success: Give Yourself an Attitude Adjustment</a></strong>
- (7/29/2014) - Online</li>
</ul>
<span>SWON Libraries - <a href="http://www.swonlibraries.org"
target="_blank" data-mce-href="http://www.swonlibraries.org">http://www.swonlibraries.org</a></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><div><div><span
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OH 45242<br>phone (513) 751-4422 - fax (513) 751-0463<br> To subscribe
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