An Indie Author's Direct Line to Readers: How to Build and Leverage an Email List
Read on to learn the essential steps for building and growing one of your most valuable author assets.
An Indie Author’s Direct Line to Readers: How to Build and Leverage an Email List
An email list is one of the most valuable assets in an indie author’s toolbox. Unlike social media platforms, which control your reach with ever-changing algorithms, your email list is a direct, permission-based line of communication to readers. For indie authors who wish to take their marketing game to the next level, creating an email list is vital. Here’s how to get started.
Create an Irresistible Reader Magnet
You can’t just ask for readers’ emails; you have to offer something of value in return. Why should someone give you direct access to their inbox? What’s in it for them?
This is where your reader magnet comes in—a free incentive directly related to your genre and writing. Be sure to treat the magnet with the same level of care and professionalism as your main book(s). The magnet is the foundation that will help you build your list; it should be high-quality and provide immediate value.
For fiction authors, effective magnets include:
Free content centered around the world and/or characters of your main series. This could be a prequel novella, a short story, or a bonus chapter. Sharing a deleted scene or a key chapter told from a different character’s perspective is a popular option.
The first book in a series. If you have multiple books (and the rest of your series is already published), you can consider offering an ePub or PDF of the first book (or part of the first book) for free.
For nonfiction authors, effective magnets include:
Action-oriented downloads, such as checklists/planners, condensed notes/cheat sheets, or a workbook. These can be shared in PDF form for readers to download and print.
Exclusive bonus content, such as a mini-guide or short eBook. This could be a brief resource covering a highly specific topic not fleshed out in the main book, or, depending on your genre, it could provide insight into your business and offerings.
Pro tip: Reader magnets should address a specific desire, curiosity, or pain point of your target audience. You can find out what your readers want by reading reviews, engaging on social media, and running polls on your website or socials.
Set Up Your Newsletter—and Promote It
Choose a reliable Email Service Provider (ESP) that offers the features authors need, such as sign-up forms, landing pages, and, critically, automation. Your landing page should have a compelling headline, an image of the reader magnet, and a simple form for readers to fill out.
The moment a reader signs up, their excitement is at its peak. To make the most of this, you should set up an automated sequence of emails to be sent immediately. What emails you set up are up to you, but here are some ideas for the sequence:
Email 1 (Delivery): Deliver the reader magnet and thank them for joining your list.
Email 2 (Introduction): Share a personal note about who you are, what you write, and what they can expect from your newsletters.
Email 3 (Value & Invitation): Share a link to a relevant piece of content (a short story, popular blog post, etc.) and invite them to follow your social media or blog.
Email 4 (The Gentle Pitch): Introduce your first published book with a soft call-to-action to buy.
Be sure to embed your sign-up form on your author website, and promote your magnet on social media and in your email signature. You should consider adding a clear call-to-action in the back matter of your books to draw people to your newsletter. You can also help grow your list by utilizing sites like BookFunnel to join group promotions.
Focus on Consistency and Value Over Selling
You should aim for a consistent rhythm so readers know when to look forward to your email. Whatever rhythm you set, make sure it’s sustainable. Trying to post more often than your schedule allows can lead to burnout.
Once a reader is on your list, nurture the relationship. Encourage them to engage with you on your website, socials, or through reviews. Let them know you value their input, and give them ways to learn more about you and your work.
If every email is a sales pitch, people will stop opening them.
Here are some ideas for sharing more value:
Give people a look behind-the-scenes by sharing your writing process, sneak peeks of new covers, or personal anecdotes related to your life or genre.
Offer your subscribers first access to exclusive content such as new short stories, sample chapters of upcoming books, or offer them the opportunity to join your Advance Review Copy (ARC) team.
Share curated book recommendations from other authors in your genre. This could be a good way to network with authors, as well, and expand your reach. For instance, you can ask other authors in your genre if they’d be willing to promote your book in their newsletter if you recommend their book.
Keep Your List in the Loop
Let everyone on your list know where you’re at in the publication process, and leverage them when it comes time for launch. Your list is your warm audience—the people most likely to buy your new release on day one. Get them involved in each stage of the launch process:
Pre-Launch: Use your list to announce the cover reveal, share a chapter excerpt, and let readers know where they will be able to purchase the book. Encourage them to tell their friends. If your book files have been finalized and a publication date can be determined, you can also let readers know when the book will be available for sale.
Launch Day: Send a clear, exciting email on release day with a single call-to-action to purchase the book. This concentrated burst of sales can help boost your book’s ranking on retailer charts. You can also share some marketing graphics and social media sample posts to help your list easily promote your book.
Post-Launch: A few weeks after launch, ask your list for reviews. Reviews are priceless for indie authors. You can also invite them to discuss the book on your website or socials.
Pro tip: It’s unwise to announce a firm launch date until your book files are finalized and ready for release. There are many steps in the book production process. It’s best not to rush, as doing so can introduce errors, and you should allow yourself time to review files and request any necessary revisions. Delays can occur at any time, for any reason. Before announcing a launch date, discuss your ideas with whoever is helping you produce the book to avoid potential issues.
Conclusion
By treating your email list as a community of your biggest fans, not just a spreadsheet of contacts, you can build a powerful and enduring author career that can better stand the test of time and changing algorithms.
Interested in learning more about marketing? Our comprehensive author marketing plans are for you! Before marketing your book, however, you should make sure your book has been professionally edited and designed. Contact us to learn more about how we can help your book compete on the market.
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Great info! Do you have any recs for good ESPs?