Successful marketing is getting the right information to the right person at the right time. To that end, email is a powerful tool to share information with patrons. Email marketing expands the library marketer’s traditional toolkit, providing a communication channel that provides direct contact with the audience, offers unique opportunities to grow the audience, and provides unprecedented opportunity to This class will review laws, ethics, strategies, and tips so you can get the most out of your email marketing. Whether you are engaging with patrons, building loyalty, promoting materials, or advertising library services, email marketing is an integral part of the modern library marketer’s toolkit.

Attendees should understand the fundamentals of email marketing. Attendees are encouraged to view the Lynda.com class “Learning Email Marketing with John Arnold” before the class. MLS offers access to Lynda.com in two week increments through this event calendar.

This CE opportunity supports the current MLS Strategic Plan, specifically the goal of increasing members’ capacity for marketing.

Learning outcomes:

• Knowledge of social, legal, ethical and technological influences on email marketing decision-making
• Recognize factors that can increase response rate
• Ability to collect, process, and analyze email analytics to make or improve marketing decisions