Dublin, OH -- March 20, 2023. David Brockman, the Communication and Events Coordinator of Clarksville-Montgomery County Public Library, and Jayna Mcdaniel-Browning, a Communications Specialist with Delaware County District Library, kicked off Patron Point's 2023 Engage Webinar series with a presentation focused on identifying and engaging key communities within their patron base.
This session, entitled, "Engage at Every Stage: Using Segmentation and Email Marketing to Reach, Retain, and Engage Your Patrons", exhibited techniques of using segmented email lists based on past email behavior and specific demographics to inform specific patron communities of library services and programs of interest to them
Brockman and McDaniel-Browning used real-life case studies to demonstrate how identifying and engaging with key patron segments can lead to improved communication and participation.McDaniel-Browning testified on her use of patron preferences and birthdays to create segments that deliver campaigns uniquely suited to them. Furthermore, McDaniel-Browning spoke on the importance of using age-banded segmentation to engage often-forgotten patron sub-groups, such as mature readers.
"Being able to segment patrons by interest is a key feature of Patron Point," said Gene Shimshock, Chief Operating Officer of Patron Point. Through segmentation "Both libraries were able to boost their email open rates, and overall program participation." Shimshock continued.
Brockman highlighted Clarksville-Montgomery's patron "Welcome Campaign" as an integral part of the patron engagement lifecycle. By using a Patron Point automated campaign, Brockman is able to immediately send out emails to newly registered patrons that focus on the library's various services and programs. In order to appeal to patrons' varying needs, Brockman separates his "Welcome Campaign" into 4 themed emails; General, Play, Learn, and Work. By tracking patron's engagement with his emails, Brockman is able to target his marketing to better fit patron interests in the future.
The Patron Point 2023 Engage Webinar Series will present a new topic each month with the mission to provide continued marketing support and education for all of their current and prospective library clients.
About Patron Point
Headquartered in Ohio, USA, and privately owned by its founders, Patron Point, Inc is a dynamic, rapidly expanding SaaS software company. Our closely-knit and highly talented team is fully remote and has been since the company was founded in 2019.
Patron Point is a fully-featured marketing automation platform that helps hundreds of public libraries around the world drive their digital marketing and attract, onboard, inform, engage and retain library customers through targeted marketing and automated engagement.
Libraries can benefit immediately from a foundation of Proven Programs or create their own workflows that are customized to their unique user communities and needs.
Libraries interested in learning more about Patron Point can visit the company's website and request a short online demo.