Digital Commons Network^™

Targeted Awareness: Promoting Niche Resources Using Confirmation Emails, Brian Rennick, Leticia Camacho, Andy Spackman

Faculty Publications

Purpose – This paper examines the effectiveness of a targeted email advertising method that informs university students about library resources relevant to their major.

Design/methodology/approach – Over the course of one semester, students with business and communications majors who reserved group study rooms received customized confirmation emails that included targeted advertisements for library databases. These advertisements invited students to click a link that led to a database related to a student's major. Near the end of the semester, students were invited to complete a short survey about the advertisements. Survey questions were designed to discover whether the advertisements were seen …