Are you starting from zero with your email list? Don’t worry – you’re in the right place! Building an author email list might sound intimidating, but it’s one of the best ways to connect with readers, promote your books, and grow a loyal community.
In this guide, we’ll show you how to build your author email list step by step – from your first subscriber to a ravenous group of superfans that can’t wait for your next release. This is an even more broken down version of this post, where I basically talk about how you must have a link to your reader magnet/ email signup inside your book before you can do anything else, period, end of story.
1. Decide on an Email Marketing/ Autoresponder Service
Good news – plenty of fantastic email tools make it easy to grow and manage your list. These services help you create beautiful emails, forms, pop-ups, and automations to attract and retain subscribers. This list (and even more providers) can be found on this page as well.
In case you’re about to say “I have no idea what an autoresponder service is,” that’s fine. Now is your time to learn.
An email autoresponder service is a tool that automatically sends pre-scheduled emails to subscribers after they join your mailing list. These services are part of email marketing platforms that help you manage your email list, create campaigns, and build relationships with readers by automating communication.
For example, when someone signs up for your mailing list, an autoresponder can instantly send a welcome email. From there, you can schedule a series of emails, such as updates about your books, exclusive content, or promotions.
Got it? Got it! Here are the ones I use:
- Mailerlite – Known for its user-friendly interface, Mailerlite offers powerful tools like landing pages, pop-ups, and automation workflows.
- EmailOctopus – A cost-effective option, EmailOctopus integrates seamlessly with Amazon SES and helps you send beautiful, customized campaigns on a budget.
- Aweber – Aweber provides drag-and-drop email design, list management, and automation features. It’s ideal for beginners who need reliable tools and robust customer support.
- Kit – Kit combines email marketing and ecommerce tools, making it easy to promote books, share freebies, and analyze subscriber behavior.
- GetResponse – A versatile platform offering advanced automation, landing pages, and even webinars to engage your audience and expand your reach.
Each of these tools offers free trials or affordable starter plans, so pick one that best suits your goals and budget.
Oh, and if you’re wondering why I didn’t mention MailChimp, please see my rant about them over here. I’m SO DONE WITH THEM, and I’m trying to figure out the best way to get one of old email lists back from them before they start charging me a zillion dollars.
Here’s a video about email marketing services if you are more of a visual learner.
2. Create an Irresistible Reader Magnet
The fastest way to attract subscribers is by offering a compelling freebie in exchange for their email. Your freebie should be valuable, relevant to your audience, and hard to resist. Oh, and I’m sure this goes without saying, but the reader magnet goes inside your book!
Here are some ideas for author freebies:
- Exclusive short stories or deleted scenes.
- First chapter preview of your book.
- Printable resources: character worksheets, writing prompts, or book trivia challenges.
- Sneak peeks of upcoming releases.
- If you write non-fiction, consider a companion workbook or step-by-step guide.
If this is something you want to know alot more about, can I recommend Tammi Labreque’s excellent books? Tammi is the absolute best.
Here’s a video about reader magnets!
3. Build a Dedicated Landing Page for Your Freebie
A landing page is a single, focused page where visitors can learn about your freebie and sign up for it. Its job is simple: convince readers to share their email address.
Here’s what your landing page needs:
- A bold headline: Highlight the freebie (e.g., “Get Your Free Short Story – Step into [Book Title]!”).
- A subheadline: Add intrigue (e.g., “Exclusive content you won’t find anywhere else!”).
- Visuals: Show your freebie with an eye-catching graphic.
- Bullet points: Briefly list the benefits of signing up.
- A clear call-to-action (CTA): Use inviting text like “Download Now!”.
- Simple form: Only ask for the name and email.
Remove distractions like navigation menus or extra links to keep the focus on signing up. I use BookFunnel for these types of pages. Here’s one of mine (in case you’re curious): https://dl.bookfunnel.com/dr3z3jhlr4
4. Set Up an Automated Welcome Email
When a reader subscribes, greet them with a warm welcome email. Email automation tools like Mailerlite, Aweber, or GetResponse make this easy to set up. MailChimp doesn’t allow free account holders to use this feature anymore, which is why I quit them.
A single welcome email works, but a welcome sequence builds a stronger connection:
- Email 1: Thank readers for subscribing and deliver the freebie (attach it or share a download link).
- Email 2: Introduce yourself and your writing journey. Share what readers can expect from your emails.
- Email 3: Offer something extra – a discount, sneak peek, or exclusive content to make subscribers feel special.
This sequence helps new readers feel welcome, builds trust, and sets the stage for future updates.
Here’s a video about the welcome email series.
5. Get the Word Out About Your Freebie
Once your freebie is ready, it’s time to spread the word and attract subscribers.
- Social Media: Create graphics showcasing your freebie with tools like Canva. Write engaging captions like, “Want to know what happens before [Character’s Name]’s adventure? Get my free prequel story!” Pin your posts to the top of your profile.
- Your Website/Blog: Use pop-ups, banners, or dedicated blog posts to promote your freebie. Highlight its value and include a clear CTA.
- Substack: If you don’t have a website, Substack combines blogging and newsletters into one platform, helping authors attract readers with ease.
6. Network with Fellow Writers
Collaborating with other authors is a fantastic way to grow your audience. Networking allows you to share your work while reaching new readers.
- Join Writing Communities: Engage in groups on Facebook, Reddit, or Discord. Share advice, collaborate on promotions, and support other writers.
- Write Guest Posts: Contribute articles to author blogs or newsletters. Include a link to your freebie in exchange for your insights.
- Host Joint Events: Collaborate on webinars, workshops, or virtual discussions to expand your reach and promote your email list.
7. Swap Newsletters with Other Authors
Newsletter swaps are a win-win strategy for indie authors. Promote another author’s freebie or book in your newsletter, and they’ll share yours with their audience.
Platforms like StoryOrigin and BookFunnel simplify the process by connecting authors with similar audiences:
- StoryOrigin: Browse a database of authors, track results, and swap freebies effortlessly.
- BookFunnel: Use group promos to reach thousands of readers through collaborative book promotions.
For the best results, partner with authors in your genre who have a similar audience size and readership.
8. Start Paid Advertising
Once you have absolutely all of these things in place, feel free to run paid advertising on your book (if for nothing else, just to grow your email list!). Building an author email list is one of the most effective tools for connecting with readers, promoting your books, and growing a loyal fanbase. By offering irresistible freebies, using the right tools like Mailerlite, EmailOctopus, or Aweber, and networking with other authors, you’ll create a community that loves your work and eagerly supports your journey.
Seriously though, watch this video before you start paid advertising. Don’t take any of Amazon’s suggested defaults or you will lose money!
