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Marketing to Users
11. Use communication extending beyond library buildings and targeting users in subject-specific ways.
Clear and precise communication focusing on a subject or digital resource can acquaint your users with the benefits of tapping into your online resources. Faculty newsletters and course notes can announce additions and updates to library offerings. Publishers offer freely available updates, such as insideScopus (available from Elsevier), and librarians can sign up for and then cascade the updates to particular faculty or researchers.
The new, freely available digital newsletter insideScopus is available at www.info.scopus.com/is 
12. Avoid generic email alerts to a wide audience in favor of tailored email messages.
You can make the library the first port of call and raise the profile of library staff by selective use of communications, while steering clear of adding to researchers’ email fatigue. Librarians can create tailored alerts or use alerts provided by vendors and publishers.
13. Create training courses focusing on specific subjects or problems.
Communicate solutions delivered by trainings, by using course or session titles like “How to use our latest chemistry resources” or “How to connect if you live far from the library.” By offering classes focused on specific subjects or problems, your library can partner with users to assist proactively in their research careers.
Elsevier provides onsite and online (delivered over the Web) trainings to meet customers’ interests and needs. To inquire about training for users affiliated with institutions with licenses to Elsevier e-products, contact your Elsevier account development manager.
It’s easy to locate account development managers’ phone numbers and email addresses via Elsevier’s Contacts Finder at http://contacts.elsevier.com
