Book Marketing

Best Email Marketing Service Providers for Authors: a 2025 List!

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Email marketing is one of the most powerful tools for authors, helping you build direct connections with readers, promote book launches, and create loyal fans. Unlike social media, where algorithms control your reach, email puts you in control—allowing you to engage your audience on your terms.

Choosing the right email service provider (ESP) can feel overwhelming, but don’t worry—we’ve compiled a list of the best options specifically for authors. Whether you’re a first-time self-publisher, a fiction writer with multiple series, or a nonfiction expert selling courses alongside books, there’s an email platform that fits your needs.

I always start with the assumption that authors do not have a reader magnet, so I pulled a list of all the services that integrate with BookFunnel.  A BookFunnel account is basically my best practice recommendation for reader magnet giveaway, ARC distribution, and initial email list growth.  If you have to pay for one thing as you’re starting your author/publishing career, I would say pay for BookFunnel (and I say that as a website expert who adamantly wants every single author to have their own website!).  In fact, I stan BookFunnel so much, I just published a whole in-depth article about how BookFunnel should be the first money you spend as an indie author. Seriously!  

Below, you’ll find the best email marketing platforms for authors, along with a quick breakdown of their features, pricing, and what I think makes each one stand out, along with the action I think you should take today to see if that provider is right for you (don’t worry, I’m not asking you to spend any money today). Note:  I did not include MailChimp on this list, and here is why.

 

1. MailerLite – MailerLite is my # 1 recommendation for you. It is a simple, affordable, and feature-packed email marketing tool that’s perfect for authors, and I say that even after revisiting all of them, every single year for this article. It offers automation, landing pages, and a bunch of other cool stuff you don’t even know you need yet, making it great for both beginners and experienced marketers. MailerLite is the service I use the most (and the only one I actually pay for!).  MailerLite integrates seamlessly with BookFunnel (which is something you really do need from the very beginning), and honestly, I find their interface the simplest and most user-friendly to work with. I know ease of use is really important to authors (because many of you are not tech-savvy, and I get that!), so MailerLite is my # 1 recommendation for you. 

  • Why? Affordable, easy-to-use, excellent automation, and great for newsletters.
  • Key Features: Free plan (1,000 subscribers), automation, landing pages, A/B testing.
  • Ideal For: Authors growing a list, sending automated sequences (e.g., your welcome email and that onboarding sequence I keep talking about).
  • Pricing: Free for 1,000 subs, then starts at $10/month. What I like most about them is that they don’t gatekeep their features and functionalities behind any kind of paywall.  Free account holders can use (and get familiar with) all of the features until it exceeds 1,000 subscribers, which is honestly just amazing for author education. I’m always hyping up free tools that can help authors learn about business and grow their lists in the process, and I think Mailerlite is the best for that.
  • What to do right now:  Sign up for a free account and look around to see if you like it.

2. Kit (formerly ConvertKit) –Best Overall for Authors

ConvertKit is built specifically for creators, including authors, making it an excellent choice for book marketing. It provides powerful automation, seamless reader segmentation, and integrations with book-related tools like BookFunnel and Patreon.

  • Why? Built for creators, powerful tagging & automation for reader segmentation.
  • Key Features: Free account goes to 10,000 subscribers, paid tiers include automation & advanced sequences.
  • Ideal For: Fiction & non-fiction authors who want segmented marketing (e.g., genre-specific readers).
  • Pricing: Starts at $9/ month

3. EmailOctopus – Best Budget Option

  • Why? Cheapest paid email marketing tool with all essential features.
  • Key Features: Simple automation, segmentation, and a free plan up to 2,500 subscribers.
  • Ideal For: Indie authors looking for a low-cost email platform.
  • Pricing: Free up to 2,500 subs, then $8/month.

4. AWeber –  Great for Beginners

  • Why? Simple and beginner-friendly, good for authors who are new to email marketing.
  • Key Features: Drag-and-drop email builder, autoresponders, RSS-to-email for blogs.
  • Ideal For: Authors new to email marketing or who have a blog/newsletter.
  • Pricing: Free up to 500 subs, paid starts at $12.50/month.

5. GetResponse – Best for Selling Directly to Readers, Great for Authors with No Website at All

  • Why? Includes funnels, automation, and eCommerce integrations.
  • Key Features: Landing pages, webinar hosting, eCommerce (sell books directly).
  • Ideal For: Authors wanting to sell direct from email 
  • Pricing: Free up to 500 subs, paid starts at $15/month.

 

Email Service Provider (for Authors) Comparison Table

ESP Best For Free Plan? Automation Segmentation Landing Pages Pricing (Paid Starts At) Ecommerce/Selling
ConvertKit Best overall, tagging ✅ (10,000 subs) ✅ ✅ ✅ $9/month ✅  

 
MailerLite Best interface, easy automation ✅ (1,000 subs) ✅ ✅ ✅ $10/month  ✅  

 
EmailOctopus Budget-friendly, simple emails ✅ (2,500 subs) ✅ ✅ ❌ $8/month ❌  

 
GetResponse Selling books direct ✅ (500 subs) ✅ ✅ ✅ $15/month ✅  

 
AWeber Beginner-friendly ✅ (500 subs) ✅ ✅ ✅ $12.50/month ✅  

 

 

Email Marketing

How James Clear’s Email List Turned Atomic Habits Into a Global Phenomenon

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James Clear is often celebrated as the author of Atomic Habits, one of the most influential self-improvement books of the last decade. But while the book itself is a masterpiece of habit-building science, what truly propelled Clear to massive success wasn’t just his writing—it was his email list.

Many aspiring authors dream of hitting bestseller lists, landing major book deals, and seeing their work impact millions. But Clear didn’t just rely on the traditional publishing route or social media virality. He built a long-term, strategic foundation for success: an email list that acted as his direct line to an audience of engaged, loyal readers.

The Power of Email: A Platform You Own

Unlike social media platforms, where algorithms dictate visibility, an email list is a direct connection to an audience. Clear understood this early on. Instead of chasing fleeting internet trends, he focused on consistent, high-quality email content that built trust over time.

By the time Atomic Habits was released in 2018, Clear’s email list had grown to over 400,000 subscribers. These weren’t passive followers—they were highly engaged readers who had been receiving his weekly 3-2-1 Thursday newsletter for years. This meant that when his book launched, he had an audience eager to buy, review, and share it—giving Atomic Habits the kind of momentum that no paid advertising campaign could replicate.

Let me just stop here for emphasis.  With 400,000 engaged subscribers, you can basically write your own ticket.  You control your audience, and you can create the life experience you want. That’s every author’s dream, right?!

How James Clear Built His Email List

Clear’s approach to email list growth wasn’t an overnight success—it was a disciplined, long-term strategy that aligned perfectly with the principles in Atomic Habits itself.

1. Writing Consistently Online

Long before his book deal, Clear committed to writing two high-quality articles per week on his personal website. This consistency built a library of valuable content that attracted readers through Google search and social shares.

2. Offering an Irresistible Lead Magnet

Instead of simply saying “Sign up for my newsletter,” Clear gave people a compelling reason to subscribe. His free content was so valuable that readers were happy to exchange their email addresses for more insights. You can learn all about reader magnets right here.

3. Creating a Viral Newsletter Format

His 3-2-1 Thursday newsletter—featuring three short ideas, two quotes, and one question—became a signature part of his brand. It was easy to consume, highly shareable, and encouraged word-of-mouth referrals.

4. Leveraging Word-of-Mouth and SEO

By consistently publishing valuable content and optimizing it for search engines, Clear built organic traffic that converted into subscribers. His long-form, research-backed articles became go-to resources in the self-improvement space.

The Snowball Effect: Email List to Bestseller

When Atomic Habits launched, Clear wasn’t just hoping for success—he had already built the foundation for it. His massive email list allowed him to:

✅ Drive Thousands of Immediate Book Sales – His email audience was primed and ready to buy on launch day, instantly boosting rankings.
✅ Generate Organic Reviews and Word-of-Mouth Buzz – His readers weren’t just passive consumers; they were engaged fans who recommended the book to others.
✅ Create a Feedback Loop for Continuous Growth – With direct access to readers, he could refine his messaging and content based on their feedback.

Today, Atomic Habits has sold over 15 million copies and remains a perennial bestseller. While many factors contributed to its success, Clear’s email list was the key growth engine that turned a great book into a global phenomenon.

The Takeaway: Build Your List, Own Your Audience

James Clear’s success story is a masterclass in the power of email marketing. If you’re an aspiring author, entrepreneur, or creator, the lesson is clear: don’t just rely on social media—build an email list.

While writing a great book is essential, having a direct line to your audience is what ensures it gets into the right hands. Just like Atomic Habits teaches, success isn’t about one big moment—it’s about small, consistent actions that compound over time.

And in the digital world, building an email list is one of the most powerful habits you can develop.

Book Marketing Social Media

The Rise of Rebecca Yarros: A Publishing Phenomenon #BookTok

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The publishing industry is witnessing an extraordinary transformation in book marketing and reader engagement, exemplified by bestselling author Rebecca Yarros’s meteoric rise. Her Empyrean series has revolutionized book promotion and social media marketing in ways that are reshaping the publishing landscape. This success story isn’t just about numbers – it’s about how modern publishing has evolved to embrace digital communities and authentic storytelling in ways that weren’t possible just a few years ago. The industry is learning valuable lessons about how readers discover, share, and connect with books in the digital age.

The Power of Social Media Book Marketing

Scroll through BookTok book recommendations, and you’ll find your feed flooded with passionate readers sharing emotional reactions to Yarros’s latest bestselling fantasy books. This isn’t just traditional book marketing at work – it’s a viral publishing phenomenon that’s transforming how readers discover new books. The authenticity of these reactions sets them apart from conventional marketing approaches – viewers can tell the difference between genuine enthusiasm and manufactured hype. When readers film themselves crying over plot twists or gasping at revelations, they create a powerful form of word-of-mouth marketing that no advertising budget could replicate.

Building a Successful Book Series: The Marketing Strategy

The success of the Empyrean series demonstrates the power of strategic book series marketing. When readers become invested in a fantasy book series, they don’t just follow the story – they become part of a growing book community. This reader engagement strategy has proven more powerful than traditional publishing promotion methods. The key lies in creating not just a sequence of books but an immersive world in which readers can lose themselves in between releases. Fan theories, discussion groups, and shared anticipation for upcoming installments all contribute to a sense of community that keeps readers engaged and eager for more. This community aspect turns each reader into a potential ambassador for the series.

The Rise of Romantasy: A New Publishing Genre

The emerging “romantasy” genre (romance fantasy books) represents a significant shift in book market trends. Yarros has become a leading voice in this genre-blending movement, combining epic fantasy books with romance novels to create stories that appeal to multiple reader demographics. This cross-genre approach has expanded her potential reader base far beyond traditional fantasy book audiences. The genius of romantasy lies in its ability to satisfy multiple reader cravings simultaneously – delivering both the epic scope of fantasy and the emotional intimacy of romance. This combination creates a reading experience that feels both fresh and familiar, attracting readers who might normally stick to just one genre. The success of romantasy has prompted publishers to actively seek out similar genre-blending works, recognizing the untapped potential in these hybrid narratives.

The Future of Book Marketing

What we’re seeing isn’t just a successful book launch – it’s a revolution in publishing industry practices. Yarros’s success demonstrates how modern storytelling combines strategic social media marketing, genre-blending innovation, community-focused book promotion, authentic reader engagement, and multi-platform marketing approaches. This transformation extends beyond just selling books – it’s about creating lasting connections between authors and readers, fostering communities that celebrate storytelling in all its forms. The future of publishing lies not just in the stories themselves, but in how we share them, discuss them, and build communities around them. As digital platforms continue to evolve, successful authors will be those who can balance authentic storytelling with strategic engagement across multiple channels.

The Elements of Success

Because I am a book marketing nerd at heart, I took a look at Yarros’ entire platform and broke it down to see if we could take some lessons and best practices from her.

Here’s a breakdown of the key components of her network:

1. Strong Social Media Presence

  • Active Engagement Across Platforms:
    Yarros maintains a robust presence on platforms like Instagram (1.2 million followers), TikTok (417K followers), Facebook, and Pinterest (she does not participate on Twitter/ X). She uses these channels to share updates about her writing, behind-the-scenes glimpses into her creative process, and personal stories that resonate with her audience. Check out that email signup pop-up on her website!  Fantastic!
  • Visual and Interactive Content:
    Her content often includes book teasers, cover reveals, and interactive posts that invite readers to engage. This mix of visual and interactive content helps her maintain a dynamic connection with her fan base.

2. Community Building and Reader Engagement

  • Direct Communication with Fans:
    Yarros frequently interacts with her readers through Q&A sessions, live streams, and comments on social media. This direct engagement fosters a sense of community and loyalty among her fans.
  • Inclusive Representation:
    By sharing personal anecdotes and addressing themes like representation and resilience (e.g., through characters with real-life challenges), she connects with diverse groups of readers, making them feel seen and valued.

3. Multi-Channel Content Strategy

  • Website and Email Newsletters:
    Beyond social media, Yarros leverages her official website and regular email newsletters to provide in-depth content—such as blog posts, exclusive updates, and curated reading lists—that keep her audience informed and engaged. She even gives away a reader magnet using Bookfunnel. How about that?!
  • Book Clubs and Virtual Events:
    Organizing virtual events, such as book launch parties or online book club discussions, helps her maintain a community atmosphere and creates buzz around new releases.

4. Leveraging Genre Trends and Niche Markets

  • Embracing the Romantasy Genre:
    Yarros has capitalized on the growing popularity of the romantasy genre—a blend of romance and fantasy—by crafting narratives that cater to readers looking for both escapism and emotional depth. This strategic genre focus has attracted a dedicated and expanding audience.
  • Series Momentum:
    With her Empyrean series and other interconnected works, Yarros has established recurring narratives that encourage long-term reader engagement. Fans who invest in one book are more likely to follow the entire series, boosting overall loyalty and word-of-mouth promotion.

5. Professional Branding and Marketing

  • Consistent Visual Identity:
    The design of her book covers, website, and social media profiles reflects a consistent visual and thematic identity, which helps in building a recognizable and trustworthy brand.
  • Strategic Launches and Partnerships:
    Yarros’ platform is also bolstered by well-orchestrated book launches and strategic partnerships with influencers, bookstores, and media outlets. This coordinated effort enhances her visibility and ensures that her releases generate significant buzz.

6. Transparency and Authenticity

  • Sharing Personal Stories:
    By openly discussing her personal experiences and challenges, Yarros creates an authentic connection with her audience. This transparency not only humanizes her but also encourages reader empathy and loyalty.
  • Behind-the-Scenes Access:
    Her willingness to share insights into her writing process and the realities of being an author helps demystify the creative process, making her fans feel more intimately connected to her work.

In Summary

Rebecca Yarros’ author platform is a well-rounded ecosystem that combines active social media engagement, a strong sense of community, strategic content distribution, and consistent branding. By blending personal authenticity with professional marketing and leveraging current genre trends, she has built a platform that not only promotes her work effectively but also fosters a dedicated, engaged, and ever-growing fan base.

Book Marketing

Book Promotion Sites: A Guide to Newsletter Promos

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Book promotion sites with large email lists of engaged readers (like BookBub, for example) can significantly boost your book’s visibility and sales. Here’s what you need to know about using these platforms effectively.

Understanding Book Promotion Sites

Book promotion sites maintain curated email lists of readers interested in discovering new books, typically at discounted prices or for free. These platforms segment their audiences by genre, allowing authors to reach targeted readers interested in their specific type of book and hopefully gain new readers along the way.

My Usual Disclaimer and Question: Are You Even Ready for Book Promotion?

Before investing in any promotional campaign, ensure your book and network are properly optimized with an effective reader magnet and prominently placed link inside your book that goes to the email signup to get the magnet. The primary goal of these promotions isn’t just immediate sales – it’s building your long-term email list of engaged readers. Without these basic platform elements in place, you’re missing the most valuable aspect of paid promotions: growing your email list for future book sales. You’re trying to gain long-term customers here, not just turn a profit on one book! Seriously– if you do not have a way for people to sign up for your email list, you are not ready to spend money on email book promotions!  Get that piece done right away!

ok, I’m going to trust that you have your reader magnet, email list signup, and website set up properly. Bonus points for a solid onboarding sequence!

BookBub: The Industry Leader

BookBub is the most influential promotion platform, boasting over 10 million readers. While their promotions can cost several hundred to thousands of dollars depending on genre, they offer unparalleled exposure. However, they accept only 10-20% of submitted books, making approval highly competitive. All of us have been rejected multiple times for BookBub deals, so don’t get discouraged!

Key features:

  • Largest reader base in the industry
  • Genre-specific promotions
  • New release promotions available
  • Strict submission requirements
  • Premium pricing structure
  • Really, really hard to get

Seriously though, do NOT pay for one of these deals (even if they do happen to accept you) unless you have that email signup in place. You are more than likely NOT going to sell enough books for a BookBub promo to pay for itself, so exposure and new email signups are the main benefits to shelling out all that money.

Finally, can I just mention that BookBub is so expensive and so powerful SPECIFICALLY because they have 10 MILLION PEOPLE on their email list? If that’s not an argument for setting up your email list properly right now, I don’t know what is.

OK, now I’m going to tell you about a bunch of other websites/ email lists where you can do promos. I will also point you to David Gaughran’s website, since he is known for knowing everything there is to know about promos and has the most updated list. Plus he has a cool accent. Check him out! 

Other Major Promotional Platforms

Free Book Promotions:
Meaning– these places promote free books, not that the promotions are free)

Discounted Book Promotions:
Meaning–your book is discounted (for a limited period of time), not that the promotion is discounted. Hope that makes sense.

  • BargainBooksy: Wide range of options ($20-500)
  • Robin Reads: Large, segmented lists, affordable options for promo blasts (approximately $60)
  • ENT: Varied pricing ($45-120)

Strategic Timing

Optimal promotion periods:

  • Within 30 days of launch for maximum impact
  • During KDP Select free days (if your book is in KU)
  • When running planned price promotions (like during your launch)
  • During revival campaigns for older titles

Promotion Stacking

“Promo stacking” involves scheduling multiple promotions consecutively during your launch month. This strategy helps:

  • Maintain consistent visibility
  • Generate sustained sales activity
  • Improve Amazon algorithm recognition during launch period (honeymoon period)
  • Maximize marketing impact and email signup conversion

ROI Considerations

When evaluating promotion sites, consider:

  • Size and quality of email list
  • Genre-specific audience reach
  • Submission requirements
  • Booking lead times

The key to successful book promotion lies in strategic timing, careful platform selection, and coordinated marketing efforts. While BookBub represents the gold standard, a mix of smaller platforms can provide significant visibility and sales momentum for both new releases and established titles.

Advertising Books on Amazon

Your First Ad on Amazon KDP: from Basic to Advanced Strategies

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Let’s face it – diving into Amazon advertising can feel like trying to navigate a maze blindfolded. Whether you’re a debut author or a seasoned writer, the platform’s complexity can be overwhelming. But don’t worry – I’ve been there too, and I’m going to walk you through everything you need to know, step by step. Of course, if you would rather consume this type of information in video form, I get it! Dave Chesson (from Publisher Rocket) has a fantastic free course we absolutely recommend. Go take it! Really!

Prerequisites: Setting Your Book Up for Success

You wouldn’t enter a race with a flat tire, right? Put fuel in a plane with no wings?  What analogy do you like the most? The same goes for advertising your book. Before we dive into the exciting world of Amazon Ads, let’s make sure your book is fully prepared to make the most of every advertising dollar you spend. I don’t want to categorically say “your book isn’t ready for Amazon Ads,” but honestly, 90% of the books I see every day are not. I KNOW you are eager to get your book out there, but do not jump the gun or you will be sorry!!

Essential Elements Before Advertising

Trust me on this one – I’ve seen countless authors rush into advertising before their books were ready, only to waste money and get discouraged. Here’s what you need to have in place first:

1. Market Research and Positioning

Think of this as your book’s GPS coordinates in the vast ocean of Amazon. You need to know exactly where you fit in the market before you start spending money to promote your position.

In this step, you’ll need to:

  • Conduct a thorough competitive analysis of similar books in your genre
  • Identify your unique selling proposition (USP). What makes your book different/ better than the competition?
  • Analyze bestseller prices in your category to set competitive pricing
  • Research your target audience demographics and reading preferences

2. Book Optimization

Your book’s presentation on Amazon is like your store’s window display – it needs to catch eyes and draw people in. Let’s make sure every element is working in your favor.

  • Professional, genre-appropriate cover design (hopefully better than the competition in the analysis you just did!)
  • Compelling book description using HTML formatting for better presentation
  • Properly categorized in relevant Amazon browse categories
  • Strategic keyword selection for all seven backend keyword slots
  • Series information properly linked (if applicable)

3. Marketing Assets

Consider these your advertising toolkit. Just like a carpenter needs the right tools for the job, you’ll need these essential marketing elements ready to go.

4. Some Reviews

Reviews are like word-of-mouth recommendations in the digital age. Having a solid foundation of honest reviews can make or break your advertising success.

Here’s what you’ll need for this step:

  • A minimum number of reviews for your book to be competitive with the other books in your competitive analysis! Do not launch paid advertising with zero reviews!!
  • A solid review gathering system in place (email list, ARC team). If you do not have this, I’m sorry, but it is too soon for you to be paying for advertising. Please go back and review the follower funnel method.
  • A plan for handling negative reviews professionally. Do not argue with people who give you negative reviews! Just fix whatever you can, then step up your efforts to get reviews (which will hopefully be positive) from your subscribers.

Campaign Setup Process

Ready to roll up your sleeves and get started? This is where the rubber meets the road. If you would rather watch this in video form, Dave Chesson (from Publisher Rocket) has a fantastic free course we absolutely recommend. Go take it! Really!

If you just want the bare bones “Here’s how to set up the damn ad already,” here it is!!

Step 1: Access Advertising Console

  1. Log into KDP Dashboard (kdp.amazon.com)
  2. Find the book you want to advertise
  3. Hover your mouse over the three little dots next to the “Order Author Copies” button, select “Promote and Advertise”
  4. Select “Create an ad campaign”
  5. Choose your marketplace (considerations for each):
    • US: Largest market, highest competition
    • UK: Strong market for specific genres
    • CA: Growing market, lower competition
    • DE: Significant market for translated works
    • Others: Consider based on your book’s language and target audience

Step 2: Campaign Structure

Basic Campaign Settings

  1. Campaign Name
    • Use a structured naming convention: [BOOK]-[TYPE]-[DATE]-[GOAL]
    • Example: “MYSTERYNOV-SP-2025JAN-LAUNCH”
  2. Portfolio Assignment (Optional)
    • Create portfolios to group related campaigns
    • Helps with budget management and reporting
  3. Budget Configuration
    • Daily Budget Recommendations:
      • Testing Phase: $5-10/day
      • Scale Phase: $10-25/day
      • Advanced Phase: $25+/day
    • Monthly Budget Planning:
      • Calculate potential ROI based on book price
      • Factor in Kindle Unlimited page reads
      • Consider seasonal fluctuations

Step 3: Advanced Targeting Options

Automatic Targeting

  1. Loose Match
    • Pros: Discovers new keywords
    • Cons: Can be less relevant
    • Best for: Initial testing phase
  2. Close Match
    • Pros: More relevant traffic
    • Cons: Lower volume
    • Best for: Refined campaigns

Manual Targeting Strategies

  1. Keyword Targeting
    • Research Methods:
      • Amazon search suggestions
      • Publisher Rocket data
      • Competitor analysis
      • Customer review mining
    • Organization:
      • Group keywords by theme
      • Track performance by category
      • Regular cleanup of non-performers
  2. Product Targeting
    • Complementary Books
    • Direct Competitors
    • Category Targeting
    • Brand Targeting

Step 4: Bid Management

Bidding Strategies

  1. Initial Bid Setting
    • Fiction: $0.35-$0.50
    • Non-Fiction: $0.50-$0.75
    • Premium/Business: $0.75-$1.00
  2. Placement Adjustments
    • Top of Search: +25-50%
    • Product Pages: +10-25%
    • Rest of Search: Base bid
  3. Dynamic Bidding Options
    • Down Only: Safe option for beginners
    • Up and Down: For experienced advertisers
    • Fixed Bids: Rarely recommended

Campaign Optimization

Think of this section as your campaign’s health check-up guide. Regular monitoring and adjustments are key to maintaining a healthy advertising strategy.

Performance Analysis

  1. Key Metrics to Track
    • Impressions
    • Click-Through Rate (CTR)
    • Conversion Rate
    • ACOS (Advertising Cost of Sale)
    • KENP Read (for KU books)
  2. Performance Benchmarks
    • CTR: Aim for >0.3%
    • ACOS: Target <70% initially
    • Conversion Rate: >1% minimum

Optimization Schedule

Week 1-2

  • Monitor impressions and CTR
  • Adjust bids if not getting impressions
  • Note initial keyword performance

Week 3-4

  • Begin eliminating non-performing keywords
  • Increase bids on converting keywords
  • Start testing manual targeting

Month 2

  • Scale successful campaigns
  • Test new ad types
  • Expand to additional marketplaces

Advanced Strategies

If you haven’t quit being an author altogether or thrown your computer against the wall by now, congratulations! Now that you’ve mastered the basics, these advanced techniques will help you take your advertising game to the next level. Think of these strategies as your secret weapons in the competitive world of book marketing.

Campaign Stacking

  1. Discovery Campaign
    • Automatic targeting
    • Higher daily budget
    • Broader targeting
  2. Performance Campaign
    • Manual targeting
    • Proven keywords
    • Tight ACOS control
  3. Brand Campaign
    • Author name targeting
    • Series name targeting
    • Low bid, high conversion

Seasonal Optimization

  1. Peak Seasons
    • Holiday promotions
    • Summer reading
    • Genre-specific events
  2. Budget Adjustment
    • Increase during high seasons
    • Reduce during slow periods
    • Monitor competition

Troubleshooting Common Issues

Even the most experienced advertisers hit bumps in the road sometimes. Let’s talk about the common problems you might encounter and how to solve them – consider this your roadside assistance guide for Amazon Ads!

Low Impressions

  1. Check bid competitiveness
  2. Review targeting relevance
  3. Verify campaign status
  4. Assess budget constraints

High Spend, Low Sales

  1. Evaluate landing page
  2. Check price positioning
  3. Review targeting precision
  4. Analyze click quality

Platform Changes

  1. Stay updated with KDP newsletters
  2. Join author communities
  3. Monitor performance changes
  4. Adapt strategies accordingly

Resources and Tools

Every professional needs their toolkit. Here are the resources that can help make your advertising journey smoother and more successful.

Recommended Tools

  1. Publisher Rocket
  2. KDP Reports
  3. Amazon Marketing Services
  4. Spreadsheet templates for tracking

Community Support

  1. Author forums
  2. Facebook groups
  3. Professional organizations
  4. Marketing workshops

Conclusion

You’ve made it! By now, you should be feeling much more confident about taking your first steps into Amazon advertising. Remember, every successful author started exactly where you are now – at the beginning. The key is to start small, learn from your data, and gradually scale what works for your books.

Next Steps

The journey of a thousand sales begins with a single ad campaign (or something like that!). Here’s what to do next:

  1. Complete the prerequisite checklist
  2. Set up your first test campaign
  3. Monitor and collect data
  4. Join author communities for support
  5. Consider advanced strategies as you gain experience

Remember: There’s no such thing as a “failed” campaign – only learning opportunities. Take what you learn from each campaign and use it to make your next one even better. You’ve got this!

Book Marketing

Reading the Amazon Advertising Tea Leaves: What Your Metrics Are Saying About Your Books

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Reading the Amazon Advertising Tea Leaves: What Your Metrics Say About Your Book

Amazon Advertising can be a goldmine for authors, but if your ads aren’t delivering the results you want, it might not be the ads that are the problem—it could be your book. Your advertising metrics can reveal a lot about what’s working and what needs improvement. Let’s break it down.

Warning:  brace yourself.  You are probably not going to like any of these conclusions/ recommendations.  No one ever likes anything I have to say, mostly because it implies a shit-ton of work that not only

1. Problem # 1:  Low Click-Through Rate (CTR)

What’s happening:
People are seeing your ad but aren’t clicking. You will know this because your ad has impressions but no clicks.  Like this:

What this says about your book:

  • Your cover might not be catching their eye.
  • Your title might not resonate or intrigue them.
  • Your ad copy might not make them curious enough to click.

How to fix it:

  • Take a hard look at your cover: Does it match your genre and appeal to readers? If not, it’s time for a redesign.
  • Tweak your title and subtitle to make them more compelling.
  • Revamp your ad copy with a stronger hook or clearer benefits.

2. High Click-Through Rate but Low Conversion Rate (CVR)

What’s happening:
People are clicking, but they’re not buying.

What this says about your book:

  • Your book description might not deliver on the promise of your ad.
  • The Look Inside feature could be turning readers off due to weak writing or formatting issues.
  • Your price might not be competitive for your genre.

How to fix it:

  • Rewrite your book description with a strong hook and a call-to-action that seals the deal.
  • Polish the opening pages of your book to grab attention right away.
  • Check your pricing and make sure it aligns with reader expectations.

3. High Ad Spend but Low Return on Investment (ROI)

What’s happening:
You’re spending on ads, but the sales aren’t covering the costs.

What this says about your book:

  • You might be targeting the wrong audience.
  • Your book’s cover, description, or reviews might not scream “professional and worth buying.”
  • Competing books in your genre might be offering more value or appeal.

How to fix it:

  • Refine your ad targeting to reach readers who are more likely to love your book.
  • Add some social proof to your page, like reviews or awards, to boost credibility.
  • Study your competition and see how your book stacks up. Make changes where needed.

4. High Impressions but Low Clicks and Sales

What’s happening:
Your ads are being shown, but readers aren’t engaging with them.

What this says about your book:

  • Your keywords or categories might be too broad or irrelevant.
  • Your cover or title might not be grabbing attention.

How to fix it:

  • Revisit your keywords and categories to ensure they align with your book’s content.
  • Double-check that your cover and title are both visually striking and genre-appropriate.

5. Poor Overall Sales Despite Good Ad Metrics

What’s happening:
Your ads are doing their job, but your book isn’t closing the deal.

What this says about your book:

  • Negative reviews or weak content might be hurting word-of-mouth sales.
  • If it’s part of a series, your book might lack a strong series hook to keep readers coming back.
  • You might not be capturing readers’ emails to build a loyal audience.

How to fix it:

  • Address constructive criticism in reviews and improve your book if needed.
  • Add teasers or bonuses to encourage readers to dive into the next book in your series.
  • Use a call-to-action to collect emails and start building a long-term connection with readers.

Final Thoughts

Amazon Advertising metrics are like a crystal ball for your book’s success—they show you what’s clicking (literally) and what isn’t. Fixing a cover, refining a description, or polishing your opening pages can turn those lukewarm clicks into loyal readers.

Your ads can only do so much. When your book looks professional and delivers on its promise, those clicks and impressions turn into something far more valuable: fans who keep coming back for more.

So, what are your ads telling you about your book?

Book Marketing

Making Your First Book Free Forever (Permafree): A Strategy That Actually Works

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Ever wondered why some authors give away their books for free? It might seem counterintuitive, but making your first book permanently free (some call it “permafree” ) can be one of the smartest moves you’ll make as an author. Let me tell you why.

Why Would Anyone Give Away Their Book?

Think about the last time you discovered a new favorite author. Chances are, someone recommended them, or you took a chance on a good deal. That’s exactly what permafree is about – it’s like offering samples at a grocery store. Readers get to try your writing without any risk, and if they love it, they’ll happily pay for more.

This strategy works especially well if you’ve written a series. You make the first book free, and once readers are hooked on your characters and story, they’re excited to buy the rest of the series. It’s not just about immediate sales either – you’re building a loyal readership who’ll anticipate your future books.

Making It Work For You

Let’s talk about how actually to do this. First, you’ll need to pick the right book. If you’re writing a series, this is pretty straightforward – use your first book. Just make sure it’s your absolute best work. Remember, this is many readers’ first impression of your writing, so it needs to be polished, professionally edited, and have a cover that looks fantastic.

Now, here’s where it gets a bit tricky. Amazon doesn’t actually let you set your price to zero (wouldn’t that be nice?), but there’s a workaround. You’ll need to make your book free on other platforms first – places like Apple Books, Kobo, or Google Play. Then Amazon will usually price-match it. You can use services like Draft2Digital or Smashwords to help distribute your book to multiple platforms at once.

Making The Most of Your Free Book

Your free book needs to work hard for you. At the end, you want readers thinking, “Wow, I need more!” Here’s how to make that happen:

First, make sure your book ends in a way that naturally leads readers to want the next one. Include a preview of your next book – just enough to leave them eager for more. Add links to where they can buy the next book, and consider offering a free bonus story if they join your email list.

You’ll also want to spread the word about your free book. There are websites dedicated to promoting free books, like Freebooksy and BookBub. Social media can be powerful too – people love sharing good deals with their friends. If you’ve got an email list already, definitely let them know about your free book.

Learning From Success Stories

Look at authors like Hugh Howey, who used this strategy with his Wool series. He made the first part free, and readers were so hooked they couldn’t wait to buy the rest. Or take Bella Andre – she’s used free books to build a massive readership in romance fiction, leading to millions of downloads and a very successful career.

Watch Out For These Pitfalls

There are a few things that can trip you up with this strategy. The biggest one? Making sure all your books maintain the same quality. If your free book is amazing but the paid ones disappoint, readers won’t stick around. Also, don’t just make your book free and hope for the best – you need to actively promote it.

Is This Right For You?

Permafree isn’t a get-rich-quick scheme. It’s a long-term strategy that works by building trust with readers. Think of it as an investment in your future readership. You’re trading short-term profits for long-term gains.

The key is patience and consistency. Keep monitoring how many people download your free book and how many go on to buy the next one. Try different approaches to promoting it, and pay attention to what works best for your specific genre and audience.

Remember, the goal isn’t just to give away a free book – it’s to find devoted readers who’ll stick with you throughout your writing career. When done right, a permafree strategy can help you build exactly that kind of loyal, enthusiastic readership.

Book Marketing

Does Amazon Buy Back Books?

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If you’ve ever looked at your bookshelf and wondered what to do with books you no longer need, you might have considered selling them back to Amazon. But does Amazon actually buy back books? The short answer is no, but with some workarounds. Here’s everything you need to know about Amazon’s book buyback process and alternative options to make the most of your unwanted books.

Amazon’s Textbook Buyback Program (Now Retired)

Amazon used to have a formal textbook buyback program (which it started way back in 2011) where you could sell back used textbooks in exchange for Amazon gift cards. However, this program was discontinued in 2020. So, if you’re specifically looking to sell textbooks, Amazon no longer has a dedicated program for that purpose. Sorry!  Textbook Buyback is in the Amazon Graveyard, which we keep track of right here.

Can You Still Sell Books on Amazon?

Yes! While Amazon no longer runs a buyback program, you can still sell books directly on their platform. Here’s how:

1. Sell Books on Amazon as an Individual Seller

We actually have a whole article about selling books on Amazon right here. The gist is this:

You can list your books for sale on Amazon’s Marketplace as an individual seller. Here’s how:

  • Create an Amazon Seller account if you don’t have one already. There’s only a fee if you go over a certain number of transactions (or want to be a professional seller, which you probably do not). Otherwise they take the fees out of whatever you sell. https://seller.amazon.com 
  • Go to the product page of the book you want to sell.
  • Click the “Sell on Amazon” button.
  • Set your price and choose your shipping options.

Keep in mind:

  • Amazon charges selling fees (usually a percentage of the sale price).
  • You’ll need to ship the book yourself once it sells.

 

2.  Sell Books on eBay

Another surprisingly decent alternative to Amazon’s marketplace is to sell books on eBay. Yes, eBay is old school, but they have a really huge digital footprint, which basically means your listing will get found (and hopefully bought) very quickly. That’s something!

Here’s how to do that:

  • Create an eBay account. Your (or your parents) probably have an old one from the 1990s.
  • Research Pricing: Check similar listings and sold prices on eBay to set a competitive price.
  • Create a Detailed Listing: Use clear titles, honest descriptions (include condition and defects), and quality photos.
  • Choose Affordable Shipping: Use options like Media Mail (U.S.) and package books securely to avoid damage.
  • Promote Your Listings: Share on social media and consider offering free shipping or discounts to attract buyers.

3. Partner with a Third-Party Book Reseller

Some third-party services, like SellBackYourBook.com or BookScouter, work in conjunction with Amazon to help you sell books. These platforms allow you to compare buyback prices from multiple vendors, making it easy to find the best deal.

Tips for Selling Books Successfully

To maximize the value of your books, follow these tips:

  1. Check Condition: Books in excellent condition fetch higher prices. Make sure there are no torn pages, stains, or excessive wear.
  2. Research Market Value: Use tools like BookScouter to compare prices across platforms before listing your book.
  3. Bundle Sets: If you have a series, sell it as a bundle to increase its appeal to buyers.
  4. Take Good Photos: When listing books on Amazon or other platforms, clear and well-lit photos can make a big difference.

TL;DR 

While Amazon no longer has a dedicated book buyback program, it still offers avenues to sell books through its Marketplace. Additionally, third-party platforms and local options provide alternatives for selling or donating books. Whether you’re looking to clear shelf space, make a little cash, or support a good cause, there are plenty of ways to give your books a new life.

Advertising Books on Amazon

Amazon KDP Ads– the keyword/ product ad

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ok!  Here we are– part 2 in the paid ads series!

I’m hoping you did every single thing on the list in this article, because if you did not, you are going to waste even more money on ads by starting keyword-specific campaigns. Please!  Go back and work your way through the list!!

I’m going to trust that you did everything on the list and then ran some low-cost automated targeting ads for a week or two. If you did that and got some conversions, great!  Let’s move on.  If you did that and didn’t get any sales, go over to this article to try to figure out why.  Does your book need a new cover? More reviews? A better description?  Is it not competitive in its genre? Don’t shoot the messenger, but I would love for you to solve any egregious problems with your book before you spend any more money on ads.

If you’re totally happy with how your initial Automated Targeting campaign went, frigging great!  Let’s proceed to the next step.

Log in to your Kindle Direct Publishing (KDP) account and go over to the “Promote and Advertise” part of the specific book you’re working on, OR go to ads.amazon.com and see if they will let you log in over there. Sometimes Amazon gets their sh*t together and consolidates the logins. Worth a try!  Also, I know you know where to log in by now, because you’ve been monitoring your automated ad, right?  RIGHT?!

Anyhow, find the Automated Targeting ad you ran, click down into the ad itself (which looks like this):

Then look for this section:

You’re looking for two things:

1.  Keywords that generate clicks and sales.

2.  Products your book has performed well against, and

You’re going to use this information to create a Manual Targeting campaign:

  • Focus on high-performing keywords identified in your Automated campaign.
  • Use any product that your book converted against.
  • Use the keywords from your keyword research and anything you found on Publisher Rocket.

Go through the same interface as when you started the automated ad, then choose “keyword targeting.”

Both of these types of ads work great, and you can run them both at the same time (you’ll need to start them separately).   As with all things Amazon, the more specific you get the better, so make sure you are prepared with a good list of keywords and/ or a list of competitive titles.  As with the “Automated Targeting” rant, I will encourage you to never ever take Amazon’s default suggestions. Remember, they are trying to make money for themselves, which they do when they sell advertising clicks, not when you sell books.

Here’s an example of how they are going to try to do that in the “Manual” keyword interface:

This is hilarious.  If I click the “Add All” button and start this ad, Amazon is going to advertise this book against the words “Book,” “Cookbook,” “Free Books,” “marketing,” “sap,” “how” and “free,” and is going to charge me up to $1.21 PER CLICK for that privilege.

Again, no thank you, and please get ahold of yourself, Amazon.   I would be happy to come in for a meeting if you’d like some feedback.

The way to best use this particular interface (and to harness the magic of the Amazon suggested search algorithm) is to switch over to the “Enter list” tab.   Switch to “custom bid” and set the bid for something really low like 10 cents.  Also, uncheck “Broad” for match type, because that gets us back into “Amazon wilding out and advertising your book against random words” territory again.

Your screen will look like this:

 

ok, now enter the topic/ genre/ subject of your book, and hold on to your hat!   This part is cool.

 

 

Well, will you look at that?!  Amazon is actually being insightful and helpful.  Most of these suggestions are what my book is actually about.   I will just repeat this type of search with phrases like “how to market a book” and “marketing self-published books” until I have a list of about 50 keywords.  When you get the hang of this you can go up to 100 keywords per campaign, but for right now let’s stop at 50 and get this thing launched.

Nice!   You should have a similar list that is related to your book’s subject matter or genre.  You can use the names of other authors, other books, and anything else you think might be relevant or get someone to buy your book.   Also, if you never filled out the seven keyword slots when you published your books, take some of these great keywords and fill those out right this minute!

Next up is “Negative Targeting,” and we’re skipping that because this is our first ad and we don’t have that kind of insight yet.   I swear we’re almost done!

“Campaign bidding strategy” is after that, and I recommend that you choose “Dynamic bids, down only” because you never want to give Amazon permission to spend MORE of your money than your default bid. “Down only” is a good option because that way, Amazon can LOWER your bid to see if doing so will still yield a click.  If/ when it does, great!  You’ll know that for the future.

 

You made it! You’re on the very last choice before you can launch this ad!

I know, that was stupid complicated.    I feel your pain.

The very last thing we’re going to do is fill out the “Settings” for the ad.  Here’s what mine looks like:

Amazon has now moved this down to the very bottom, which is even more problematic for you because you are likely to be fed up by then and miss this “gotcha” moment.  The default for this screen is “No End Date,” but you should actually NEVER start a brand new ad with no end date!!  Having no end date is going to make you think you can “set it and forget it,” which you absolutely cannot ever do with paid advertising.  “No end date” is just Amazon wanting to stick their hand in your pocket and start taking your money from now on, whether or not your ads are working.  They are counting on the fact that you are a right-brained creative ADHD type and you will probably a) forget this ad is running, b) forget to check it regularly, and c) never come back to optimize it.  So, whatever they are offering you here is what’s going to happen from now on, and I promise you, you’re not going to like it when you get the bill at the end of the month. Remember, you have to pay Amazon for these ads whether or not they result in book sales. 

So— change that date  to two weeks from the day you start running the ad.  You want to schedule this like everything else in your life that costs money and needs maintenance.  You wouldn’t enter into an open-ended, paid agreement with no end date with any other company, so don’t do it here.

The second problem is that you have absolutely no idea what to set your daily budget for, and Amazon’s certainly not going to give you any guidance that might discourage you from getting in over your head.  They’ll let you set that sucker to $100 a day and spend every penny!  They do not care if you sell no books and end up cash flow negative.  They made money, so who cares about you? 

I advise people to just set this for $5- $10 dollars per day at the beginning and check it every single day. You will have ample (just, so many!) opportunities to raise your daily budget, so start small and manageable and scale up as you gain more knowledge.  There is no need to “go big or go home” at this moment in your career. 

Shockingly, YOU ARE NOW DONE with your second ad!  Hit that beautiful blue “Launch campaign” button at the bottom.

This button right here!!  I made the screenshot huge so we could celebrate this moment together.

 

 

 

Book Promotion

This Just In: Amazon Will Disappoint You

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If you’re a self-published author who’s uploaded your book to Amazon and waited for the sales to roll in… well, you’re not alone. I’m going to tell you some stuff right now that you’re probably not going to like, and for that I am very sorry.

Here it is:  just putting your book on Amazon is not enough, and it has never been enough. Amazon isn’t a magical bookstore fairy that showers visibility and readers upon every new title, and the fact that you used their book publishing service (Kindle Direct Publishing, or KDP) makes zero difference to them.  In fact, those are two completely different businesses that rarely talk to each other. Amazon is, at its core, a marketplace—a very big and busy one—and it’s your job to make sure people actually find your book.

Here’s the thing: Amazon doesn’t care if your book sells. I know, it’s harsh. But Amazon is a business, and their priority is making money from whatever products sell well—books, gadgets, even inflatable unicorn pool floats. If your book isn’t already getting traction, they’re not going to step in and help.

So, what can you do after that terrible realization? Let’s break it down.

Amazon Is a Marketplace, Not a Marketing Machine

This is where a lot of authors go wrong. They think, “I’m on Amazon. That’s exposure, right?” Well… not exactly. Being on Amazon is like putting your book on a shelf in the world’s biggest library. Sure, it’s there—but how will anyone find it among the millions of other books unless you point them to it?

Amazon’s algorithm only works for books that are already selling well or have a lot of reviews. If your book doesn’t have traction, it gets buried under the digital pile. The good news? There are ways to give it a boost.

Step One: Nail Your Keywords

Amazon does give you one important tool: keywords. These are your way of telling the algorithm what kind of readers should see your book. For example, if you’ve written a cozy mystery, your keywords might include “amateur sleuth,” “small-town mystery,” or “cat detective.” (Yes, that’s a thing.)

The key is to think like your reader. What would they type into Amazon when looking for a book like yours? If you’re not sure, use tools like Publisher Rocket or just type keywords into Amazon’s search bar and see what comes up. And don’t be afraid to experiment. If your book isn’t getting found, go back and tweak those keywords. Use Publisher Rocket to help with this. It’s a great asset.

But here’s the thing: even with the perfect keywords, you still need to do more.

Step Two: Drive External Traffic

Amazon loves it when you bring readers to their site. They reward books that generate external traffic because, at the end of the day, more traffic means more sales for them. So how do you get people to click over to your book?

1. Build an Email List

If you don’t already have an email list, start one now. Your email list is like a direct hotline to readers who already love what you do—or who are curious enough to sign up for updates.

One of the best ways to grow your list is by offering a reader magnet. This could be a free short story, a bonus chapter, or even a printable checklist related to your book’s topic. Use a service like MailerLite to set up a sign-up form and start collecting emails. Once you have a list, you can email readers about your new book, sales, or promotions.

2. Use Social Media Strategically

Social media can be a great way to connect with readers—but it works best when you’re consistent. Share behind-the-scenes looks at your writing process, post fun trivia about your book’s genre, or even just engage with readers about things you love.

When it comes time to promote your book, don’t just post a “Buy my book!” link over and over. Create engaging content, like graphics, teasers, or videos, that encourages readers to click.

3. Run Paid Ads

If you don’t have a big audience yet, paid advertising can help. Start small with Amazon Ads to target readers searching for books similar to yours. Facebook and Instagram ads can also work well if you know how to target your ideal audience. Not sure where to start? Try a small budget and test different ad copy and images to see what works.

The Cold Truth About Visibility on Amazon

Amazon is a powerful platform, but it’s not a marketing service. If you upload your book and do nothing else, chances are it’ll just sit there collecting digital dust while you become more frustrated by the day. To succeed, you need to take control of your book’s promotion.

  • Optimize Your Keywords: This helps Amazon understand where to display your book.
  • Drive Traffic: Use email lists, social media, and ads to send readers to your book’s page.
  • Build Momentum: Early reviews and consistent promotion will help your book gain traction.

In Conclusion: It’s On You

Here’s the bottom line: Amazon isn’t going to sell your book for you. That’s your job. But the good news is, you don’t need a giant marketing budget or a huge audience to get started. By focusing on the basics—keywords, traffic, and engagement—you can set your book up for success.

So don’t let your hard work go unnoticed. Take charge of your promotion, and let readers know your book exists. Amazon may not do the heavy lifting for you, but with a little effort, you can make your book stand out in the crowd.

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