Setting Up Email Lists and Newsletters for Book Promotion

Email Marketing for Authors: Building a Lasting Connection with Readers

Email marketing is one of the most effective ways for authors to connect with readers. Unlike social media, where posts can easily get lost in the endless scroll, emails offer a more personal, direct way to reach people who genuinely care about your work. A well-curated email list can keep your readers engaged, informed, and excited about your latest releases.

Why Should Authors Use Email Marketing?

Email marketing is an invaluable tool for authors for several reasons.

Firstly, it provides a reliable line of communication between you and your readers. Social media algorithms can change in an instant, and followers might miss out on posts. But an email lands directly in your reader’s inbox, making it easier to share updates about your new releases, events, or exclusive content.

Which Email Marketing Service is Best for Authors?

Choosing the right email marketing service can seem daunting with so many options available. Here’s a breakdown of some popular choices:

Mailchimp – Often recommended for beginners, Mailchimp offers a free plan that lets you create professional-looking email campaigns without technical knowledge. Mailchimp’s automation tools make it simple to set up welcome emails and other sequences that are ideal for keeping readers engaged.

Kit – Specifically designed with creators in mind, ConvertKit provides customizable features perfect for authors. While it doesn’t have a free tier beyond a trial, ConvertKit makes it easy to manage your list, set up automations, and create targeted segments based on reader interests. It’s a solid choice for authors who want to go deeper with their email marketing strategy.

MailerLite – A budget-friendly option with a free tier and a user-friendly interface, MailerLite offers customizable design options for emails and landing pages, along with automation capabilities. MailerLite might be your go-to if you’re after an affordable tool with a solid range of features.

Ultimately, choose the email marketing service that fits your budget and goals! Many platforms offer free trials, so you can experiment before committing.

How to Create an Effective Sign-Up Form

A sign-up form is your readers’ gateway into your world, so make it count! Your form should be easy to locate, visually appealing, and entice readers to sign up. Here are a few key points to consider:

Keep It Simple: Ask only for necessary information—usually just an email address and maybe a first name. The easier you make it for readers to join, the more likely they’ll be to sign up.

Call to Action: Use persuasive language in your call-to-action (CTA). Instead of a simple “Sign Up,” try something like “Join My Reader Community” or “Get Exclusive Content.”

Offer an Incentive: Consider offering a freebie, like a sample chapter, a short story, or a printable download, as a thank-you for subscribing. Readers love free, exclusive content, and it can be a great way to encourage sign-ups!

How to Promote Your Email List Effectively

After creating your sign-up form, you’ll want to spread the word. Here are some effective ways to promote your email list:

Add It to Your Website: Make sure the form is easy to find on your website—consider adding it to your homepage, blog posts, or even a dedicated “Subscribe” page.

Use Social Media: Promote your email list on platforms where you’re active. You can create a quick post with the benefits of signing up, or add the link in your bio or as a pinned tweet.

Include It in Your Books: At the end of your book, include a link to your sign-up form with a note encouraging readers to join for updates on future releases and exclusive content.

What Type of Content Should Authors Include in Their Emails?

Once readers subscribe, you’ll need to keep them engaged! Providing valuable, interesting content is key to ensuring readers look forward to each email. Here are some content ideas that can keep your emails fresh and engaging:

Updates on Your Writing: Give readers a glimpse into your current projects, like a book you’re working on, the research you’re doing, or inspiration behind a character. This behind-the-scenes access builds a stronger connection with your audience.

Exclusive Content: Offer subscribers something they won’t find anywhere else. You could share sneak peeks, exclusive short stories, or early access to a cover reveal.

Recommendations: Share book recommendations, podcasts, or articles that you’re loving. This can establish your email as a valuable resource and gives readers a little extra content outside of your own work.

Ask for Feedback: Engage readers by asking their opinions on cover designs, titles, or even future projects. People love sharing their input, and it can make readers feel personally invested in your work.

How Often Should Authors Send Emails?

There’s no one-size-fits-all answer to this, as frequency can vary depending on your content and audience. That said, here are some general tips:

Monthly Updates: A monthly newsletter is often a good starting point. It keeps readers in the loop without overwhelming them.

Book Release Builds: If you’re gearing up for a new book release, consider increasing your email frequency to build excitement. You could send updates with exclusive previews, book launch details, and countdowns leading up to release day.

Seasonal Newsletters: Some authors find that quarterly updates work well, especially if their genre or content aligns with specific seasons or holidays.

The key is to be consistent and avoid overwhelming readers. Regular updates keep your readers engaged and excited, but too many emails can lead to unsubscribes.

How Do You Keep Your Email List Organized?

As your list grows, keeping it organized will allow you to deliver content that resonates with specific readers. Segmentation is an effective way to do this:

Segment by Interest: If you write in multiple genres, consider creating segments for each genre so readers only receive content that’s relevant to them.

Identify Active Subscribers: Some email services allow you to tag readers based on engagement. Knowing who opens every email versus who hasn’t engaged in a while can help you tailor your approach.

Use Automations for Welcome Sequences: Set up a welcome email series to introduce new subscribers to your world. This might include a thank-you email, an introduction to your books, and a reminder of what to expect in future emails. Welcome sequences are a fantastic way to keep readers engaged from the start.

Can You Hire Someone to Handle Your Email Marketing?

If managing your email marketing feels overwhelming, you’re not alone. Plenty of authors prefer to focus on their writing and leave the marketing to professionals. There are services available that specialize in author marketing, including creating and managing email lists, developing content, and handling promotional strategies.

If you’re interested, Atmosphere Press’s book marketing services can take the pressure off by helping with everything from email list setup to ongoing campaigns, so you can focus on what you do best—writing!

Building Your Reader Connection

Setting up an email list might seem intimidating at first, but the benefits for authors are undeniable. By choosing the right email service, creating engaging sign-up forms, and offering valuable content, you’ll be well on your way to building a loyal reader base that’s excited about your work. Remember, email marketing is a tool for nurturing relationships, not just sales. With the right approach, your email list can become a powerful part of your author journey.

Erin K. Larson-Burnett, Production Manager at Atmosphere Press (submit your manuscript here!), is a born-and-raised Southerner currently living in Katy, Texas, with her husband and their small domestic zoo. She is an avid ink drinker who lives and breathes books—during the day, she works remotely with authors around the world, honing and perfecting books published through Atmosphere Press. By night, she crafts her own stories…or at least tries to. The Bear & the Rose is her debut novel.