The Study Of Promoting Thammasat University Library Resources by Email Marketing

Abstract

This research studied the effectiveness of email marketing in planning strategy to promote and develop the use of Thammasat University (TU) Library information resources and services by email marketing. Target groups comprised TU students and instructors. Data was gathered in November 2022 by a user satisfaction survey on promoting library resources by email. Results were that 94.75% of users believed that email contributed to resource service usage, while 74.42% opted to continue receiving TU Library email updates. Email systemic functioning may lead to more efficient, precise, and suitable delivery than through other channels. Therefore, the rate of access to library information resources increased, with updates to student groups being more relevant than those sent to instructor groups, insofar as the click-through rate (CTR) of students was inferior to that of instructors. These findings should help enhance planning management to promote the efficient use of library information resources and other services.