Email Marketing

Author Email Marketing Success Stories

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Building a large email list is often the secret weapon behind many successful authors. It’s a direct, reliable way to engage with readers, promote books, and establish a loyal audience. Unlike social media, where algorithms can bury posts, an email list ensures authors control their communication, making it one of the most effective tools in the publishing world. Let’s explore why having a large email list matters and highlight authors who’ve used it to their advantage.

Why Building an Email List Matters

1. Direct Access to Readers: Email lists give authors the ability to connect directly with their readers. Every email goes straight to the inbox, bypassing the clutter of social media. This connection ensures your messages reach readers without interference from algorithms.
2. Reliable Platform: Social media platforms change policies, algorithms, or even disappear entirely. Your email list, however, is an asset you own. It provides stability and control over your audience engagement.
3. Stronger Relationships: Regularly emailing your list allows you to nurture relationships, share exclusive content, and build trust with readers. A loyal subscriber is more likely to buy your books and recommend them to others.
4. Boosted Sales: A well-timed email campaign can lead to significant book sales, especially during launches, pre-orders, or special promotions. Emails drive direct actions and immediate results.
5. Opportunities Beyond Books: A large email list can be leveraged for speaking engagements, courses, merchandise sales, or other ventures. The possibilities extend far beyond publishing.

Success Stories: Authors Who Mastered Email Lists

1. Hugh Howey

Hugh Howey, the self-published author of Wool, used his email list to build a strong following before his book went viral. By regularly engaging with his readers and offering exclusive insights into his writing process, he turned casual fans into loyal advocates who helped spread the word about his work. Hugh Howey

2. Mark Dawson

Mark Dawson, author of the John Milton series, is a shining example of how email marketing can transform a career. After struggling to gain traction with his early books, he shifted focus to building an email list. By offering free content, such as a novella, he grew a list of engaged readers. His email campaigns now play a pivotal role in his book launches, often leading to instant bestseller status. Mark Dawson

3. Bella Andre

Bella Andre, a bestselling romance author, leveraged her email list to establish herself as a leader in indie publishing. Her strategy involved providing early access to new releases and exclusive updates to her subscribers, fostering a loyal fanbase that eagerly purchases her books as soon as they’re released. Bella Andre

4. Brandon Sanderson

Fantasy author Brandon Sanderson has built an immense email list by consistently offering value to his readers. Whether it’s sneak peeks, Kickstarter updates, or announcements about his latest projects, Sanderson’s emails keep his audience engaged and excited. His recent record-breaking Kickstarter campaign, which raised over $40 million, showcased the power of a dedicated, email-connected fanbase. Brandon Sanderson

5. Tim Ferriss

Tim Ferriss, author of The 4-Hour Workweek, uses his email list to provide valuable content, including exclusive podcast episodes, experiments, and insights from his books. His list helps him maintain a loyal following and drive interest in his projects, from books to courses and beyond. Tim Ferriss

6. Seth Godin

Seth Godin, a marketing expert and bestselling author, has long been a champion of email lists. Through his daily blog updates sent directly to subscribers, he delivers thought-provoking insights on marketing, creativity, and leadership. His email list has been pivotal in establishing him as a thought leader and driving sales for his numerous books. Seth Godin

7. David Gaughran

David Gaughran, author of Let’s Get Digital, has built a strong reputation as a champion for indie authors. His email list offers practical advice on self-publishing, marketing, and navigating the digital publishing world. His insights have helped countless authors achieve success. David Gaughran

8. Cheryl Strayed

Author of Wild, Cheryl Strayed uses her email list to connect deeply with her readers. She shares essays, reflections, and updates about her work, fostering a sense of intimacy and loyalty that drives her book sales and public appearances. Cheryl Strayed

9. Rupi Kaur

Poet and author Rupi Kaur leverages her email list to share new poems, tour dates, and behind-the-scenes glimpses of her creative process. Her dedicated readers eagerly engage with her updates, making her list a critical part of her marketing strategy. Rupi Kaur

10. Neil Gaiman

Neil Gaiman, the beloved author of American Gods and Coraline, uses his email list to keep his vast fanbase informed about new projects, upcoming events, and exclusive content. His personable and engaging emails strengthen his connection with readers worldwide. Neil Gaiman

11. James Clear

James Clear, author of Atomic Habits, grew his email list by offering valuable insights and actionable advice on habits and productivity. His weekly newsletter, “3-2-1 Thursday,” has become a favorite among his audience and played a significant role in his book’s success. James Clear

12. Rachel Hollis

Rachel Hollis, author of Girl, Wash Your Face, built her email list by sharing motivational content, event updates, and exclusive resources for her followers. Her list has been essential for promoting her books, courses, and conferences. Rachel Hollis

13. Michael Hyatt

Michael Hyatt, leadership expert and author, uses his email list to provide productivity tips, leadership advice, and updates about his books and courses. His strategic email campaigns have helped him build a thriving online business. Michael Hyatt

14. Marie Forleo

Marie Forleo, author of Everything is Figureoutable, connects with her readers through her email list by offering insights on business, life, and creativity. Her list is also a major driver for her popular online course, B-School. Marie Forleo

15. Elizabeth Gilbert

Elizabeth Gilbert, author of Eat, Pray, Love, keeps her audience engaged through thoughtful, inspiring emails. She shares personal updates, writing insights, and exclusive content, fostering a strong connection with her readers. Elizabeth Gilbert

16. Ryan Holiday

Ryan Holiday, author of The Daily Stoic, uses his email list to share daily Stoic wisdom, insights into his books, and exclusive updates. His consistent, value-packed emails have built a loyal following and significantly boosted his book sales. Ryan Holiday

17. Gretchen Rubin

Gretchen Rubin, author of The Happiness Project, leverages her email list to share happiness tips, podcast updates, and new book announcements. Her list is a cornerstone of her brand and a key driver of her book sales. Gretchen Rubin

18. Jeff Goins

Jeff Goins, author of Real Artists Don’t Starve, grew his email list by providing valuable resources for writers, such as free eBooks and writing tips. His list has been essential for promoting his books and online courses. Jeff Goins

19. Joanna Penn

Joanna Penn, author of multiple bestselling non-fiction books for authors, credits much of her success to her email list. Through her platform, The Creative Penn, she provides value to her audience by offering insights into self-publishing, writing, and marketing. Her list allows her to sell her books, courses, and premium memberships, making her a trusted voice in the industry. Joanna Penn

20. Lisa See

Lisa See, author of The Island of Sea Women, uses her email list to share insights into her historical research, writing process, and book updates. Her engaging content fosters a deeper connection with her readers and drives book sales. Lisa See

No, your eyes are not deceiving you– many of these authors are also on the author website list!

Strategies for Growing an Email List

1. Offer a Lead Magnet: Provide a freebie, such as a novella, short story, or sample chapters, in exchange for email sign-ups.
2. Consistent Engagement: Send regular, valuable updates to your subscribers. Share writing insights, personal stories, or exclusive behind-the-scenes content.
3. Collaborate with Other Authors: Partner with authors in your genre to cross-promote each other’s email lists.
4. Use Social Media Strategically: Promote your email sign-up link on social media platforms, emphasizing the benefits of joining your list.
5. Invest in Ads: Platforms like Facebook and Instagram can be effective for promoting lead magnets and growing your list.

Lessons from Successful Authors

• Provide Value: The most successful authors with large email lists focus on delivering value to their readers. This could be exclusive content, insights into their lives, or early access to books.
• Consistency is Key: Regular engagement keeps your list active and ensures subscribers remain interested in your updates.
• Know Your Audience: Tailor your emails to the preferences and interests of your readers to maintain high engagement rates.
• Start Early: The earlier you start building your list, the more momentum you’ll have for future projects.

Conclusion

For authors, an email list is more than just a marketing tool—it’s a direct line to readers, a source of stability in a fluctuating industry, and a key driver of success. Authors like Joanna Penn, Hugh Howey, Mark Dawson, Bella Andre, Brandon Sanderson, Tim Ferriss, Seth Godin, and many others have proven the immense value of cultivating and leveraging a strong email list. Whether you’re just starting out or looking to grow your existing list, investing time and effort into email marketing can be the game-changer your career needs.

10 Steps to Building Your Author Email List from Scratch

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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.

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.

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.

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):

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.

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. Grow Your List with Giveaways

Giveaways are a proven way to get readers excited and subscribed. Offer prizes like signed books, swag, or digital bundles, and make email sign-up a condition for entering.

For example, your form could say: “Sign up for my newsletter to win a signed copy of [Book Title]!” This clear incentive increases participation while growing your email list.

9. Set Up Email Segmentation

Email segmentation lets you personalize your emails for different types of subscribers. It’s a simple way to keep your audience engaged and your messaging relevant.

Here’s how to segment your list:

• By source of sign-up: Separate subscribers from giveaways, freebie downloads, or events.
• By engagement level: Divide active readers, dormant subscribers, and new sign-ups.
• By content preference: Let subscribers choose what they want (e.g., book updates, blog posts, or writing tips). This is also where you would segment off a portion of your list to be your ARC readers.

10. Keep Sign-Ups Easy

Make signing up for your email list as simple as possible. Place your subscription form in visible spots, like the header, sidebar, footer, or as a pop-up.

Use short, inviting text like:

• “Get My Free Short Story!”
• “Sign Up for Exclusive Updates.”

Only ask for a name and email – too many fields can discourage readers. A clean design with a bold CTA ensures people can subscribe effortlessly.

Summing Up

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.

Are you already growing your email list? Share your strategies and success stories in the comments below!

Why I Quit MailChimp (for Author Email Marketing) and Why You Should Too

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I was a MailChimp die-hard for a long time (like, at least 15 years), and I’m sad to say I am just about to move my last list and close my last account.  I finally hit my breaking point. MailChimp was once the go-to platform for email marketing. It’s user-friendly, has fun branding, and gets recommended everywhere. But over time, I discovered some serious downsides that made me rethink my loyalty to the service.

Here’s why I quit MailChimp, and why you might want to consider alternatives too.

The Allure and Hidden Costs of MailChimp

MailChimp has long been a popular choice for email marketers, especially those starting out. Its free plan, which offers up to 2,000 subscribers and 10,000 emails per month, seemed perfect for budding authors looking to build their mailing list without breaking the bank. However, the reality of scaling up revealed a different story.

1. Escalating Costs After the Free Plan

While MailChimp’s free plan is generous, transitioning to a paid plan quickly becomes expensive. Let’s break down the pricing for a more substantial subscriber base to highlight the disparity:

• MailChimp:
  • Free Plan: Up to 2,000 subscribers and 10,000 emails/month.
  • Essentials Plan: Starts at $13 per month for up to 500 subscribers, escalating to $299 for 50,000 subscribers.
  • Standard Plan: Begins at $20 per month for 500 subscribers, reaching $499 for 50,000 subscribers.
  • Premium Plan: Starts at $350 per month for 10,000 subscribers, scaling up significantly from there.

In contrast, when you outgrow the free tier, MailChimp’s pricing can quickly become prohibitive, especially for authors who are just starting to monetize their readership.

MailerLite vs. MailChimp: A Cost Comparison

MailerLite offers a more affordable and straightforward pricing structure:

• Free Plan: Up to 1,000 subscribers and 12,000 emails/month.
• Paid Plans:
  • Paid Lite: Starts at $10 per month for up to 1,000 subscribers, scaling up to $50 for 5,000 subscribers.
  • Premium Plan: Offers advanced features starting at $21 per month for 1,000 subscribers.

When comparing for a subscriber base of 5,000:

• MailChimp Essentials: Approximately $48/month.
• MailerLite Paid Lite: $10/month.

MailerLite provides comparable, if not better, features at a fraction of MailChimp’s cost.

Email Octopus: Another Affordable Alternative

Email Octopus presents another budget-friendly alternative:

• Free Plan: Up to 2,500 subscribers and 10,000 emails/month.
• Paid Plans:
  • Paid: Starts at $10 per month for up to 5,000 subscribers.
  • Growth Plan: $25 per month for up to 15,000 subscribers.

For 5,000 subscribers:

• MailChimp Essentials: Approximately $48/month.
• Email Octopus Paid: $10/month.

Email Octopus not only matches MailChimp in terms of subscriber capacity but does so at a significantly lower price point.

2. The Missing Autoresponder Feature

One of the most critical features for authors is the autoresponder—automated email sequences that nurture relationships with readers, welcome new subscribers, and promote new releases. Unfortunately, MailChimp has removed access to its autoresponder feature from the free plan, forcing users to upgrade to paid tiers to retain this essential functionality.

Why Autoresponders Are Vital for Authors

Autoresponders enable authors to:

• Welcome New Subscribers: Automatically send a welcome email when someone joins your mailing list.
• Nurture Relationships: Engage with readers through regular updates, behind-the-scenes content, and exclusive offers without manual intervention.
• Promote Releases: Schedule automated campaigns to announce new book launches, pre-orders, and special promotions.

Without access to autoresponders on the free plan, authors are left to manually manage these crucial communications or face the steep costs of upgrading to maintain automation.

3. They Raise Prices Without Adding Value

MailChimp has a habit of raising their prices without offering additional features or improving the user experience. While many services evolve and offer more value with price changes, MailChimp just… charges more.

To make matters worse, canceling your account isn’t as easy as it should be. It feels like they put up unnecessary roadblocks, as if hoping you’ll give up halfway through and stay. No one likes feeling trapped, especially when there are more affordable options out there.

4. You Pay for Unsubscribed Users Unless You Archive Them

This one was the final straw for me. Recently, MailChimp was called out for continuing to charge users for unsubscribed contacts unless they’re manually archived.

Think about that for a second:

• Someone unsubscribes from your emails, and you assume they’re off your list.
• MailChimp, however, still counts those people toward your subscriber total, which means you’re being charged for people who don’t even want to hear from you.
• The only way to stop this? You have to manually archive those contacts – something MailChimp doesn’t openly tell you.

How are you supposed to know this? Unless you dig into the fine print or happen to stumble upon the issue, you’ll keep paying more for nothing. It’s shady and unfair, and it left a bad taste in my mouth.

Why Switching Makes Sense

Given the high costs and the removal of essential features like autoresponders from MailChimp’s free plan, switching to a more affordable and feature-rich provider like MailerLite or Email Octopus makes strategic sense. Here’s why:

Cost-Effectiveness

• Significant Savings: Both MailerLite and Email Octopus offer comparable or superior features at a fraction of MailChimp’s cost.
• Scalable Pricing: These alternatives provide scalable pricing models that grow with your subscriber base without exorbitant fees.

Comprehensive Features

• Autoresponders Included: Unlike MailChimp, MailerLite and Email Octopus include autoresponder functionality in their free or low-cost plans, ensuring you can automate vital communications without additional expenses.
• User-Friendly Interfaces: Both platforms are known for their intuitive interfaces, making it easier for authors to create and manage campaigns without a steep learning curve.

Superior Support and Flexibility

• Dedicated Support: MailerLite and Email Octopus often provide more personalized customer support, catering specifically to the needs of small businesses and independent authors.
• Flexible Integrations: These platforms integrate seamlessly with various author tools and websites, enhancing your overall marketing strategy.

Conclusion: Making the Smart Move for Your Author Brand

As an author, your primary focus should be on writing and engaging with your readers, not wrestling with expensive and limiting email marketing platforms. MailChimp’s escalating costs and the removal of key features like autoresponders from their free plan make it a less attractive option, especially when more affordable and equally capable alternatives like MailerLite and Email Octopus are available.

By switching to a platform that offers essential features at a sustainable price, you can invest more in your writing and marketing efforts, ultimately fostering stronger relationships with your readers and driving your author brand forward.

Don’t let high costs and missing features hold back your email marketing potential. Explore MailerLite and Email Octopus today and take control of your author communication strategy without breaking the bank.

The Bottom Line

MailChimp might look great on the surface, but their pricing model, lack of transparency, and frustrating user experience make it hard to justify sticking around. When there are services like MailerLite, EmailOctopus, AWeber, Kit, and GetResponse offering better features for a fraction of the cost, the choice becomes pretty clear. I actually have a breakdown of all the email services I recommend right here.

If you’re looking for:

• Affordable pricing as your list grows,
• Full access to essential features (like automation),
• And a transparent, user-friendly experience…

…then it’s time to consider leaving MailChimp behind.

Switching email platforms might seem daunting, but it’s worth it to save money, regain control of your list, and work with a service that values its users.

Your subscribers deserve the best. You do too.

Have you experienced frustrations with MailChimp? Let me know in the comments – I’d love to hear your story!

Your Email List: Your Most Valuable Asset as an Author

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Let’s talk about something that might surprise you. You know how everyone says you need to be on social media, have a fancy website, and constantly promote your latest book? Well, I’m going to let you in on a little secret: while those things are nice, they’re not the most powerful tool in your arsenal.

What is? Your email list.

I know what you’re thinking – “Email? Really? Isn’t that kind of… old school?” Trust me, I hear this all the time. But here’s the thing: your email list is the one marketing asset you actually own and control. And that’s huge.

## Here’s Why This Matters So Much

Think about it this way: every time someone buys your book on Amazon, guess who gets to keep their contact information? Not you – Amazon does. They’re over there building relationships with your readers while you’re left wondering how to reach them again. Pretty frustrating, right?

And social media? Sure, it’s great, but those followers don’t really belong to you. Facebook or Instagram could change their algorithm tomorrow (we’ve all seen it happen), or those platforms could take away your accounts, and suddenly your posts are reaching basically nobody. Not fun. Also, how about that TikTok ban looming on the horizon? How would you like to be one of those authors who is ONLY selling books because of TikTok?  That’s going to be a rude awakening if the ban goes through. However, if those authors had been getting even a fraction of those book buyers to sign up for their email lists, they’d be better off and not have to start all over.

Speaking of starting over, let me describe a very common phenomenon I see with almost every author I start working with.

## The Endless Launch Cycle Trap

This is when authors have to start from scratch with every single book launch. They’re out there hustling on social media, running ads, doing everything they can think of to reach new readers. It’s exhausting, and honestly? It doesn’t have to be that way. If those authors would just stop and set things up properly so they were consistently building their email lists, each launch would be easier.

## Let Me Make This Super Simple

There are really just three things you need to set up (Let’s call them the 3Ls to make them easy to remember):

1. A List – Pick an email service (like MailerLite or EmailOctopus- anything but MailChimp! – there are tons of good ones. Here’s a list.)
2. A Link (or a QR code) – Something easy for readers to type or click
3. A Landing Page – A page where people can sign up (usually in exchange for something cool, like a bonus chapter). I use BookFunnel for this but you can put a page on your author website or use one from your email service. Just make sure it is super simple to remember in case your reader is going to actually type it in to the internet.

That’s it! No fancy website needed, no complicated marketing schemes. Just these three pieces working together.

## “But I Don’t Know How to Do Any of That!”

I totally get it – this stuff can feel overwhelming at first. That’s exactly why I put together a free guide that walks you through everything step by step.  You can grab that here.

(See what I did there? That’s exactly the kind of link you’ll want to include in your books!)

## Don’t Make This Mistake

Here’s something that makes me sad every single day: I can’t tell you how many authors I’ve worked with who have written dozens of books but never collected a single email address. They always say the same thing: “I wish I’d started this years ago.”

Don’t let that be you! If you’ve already published books without an email signup link inside, every sale is a missed opportunity to connect with a potential superfan. Don’t beat yourself up about it. All you can do is start where you are, right now, today.

## Ready to Take Action?

Here’s your super simple game plan:
1. Grab that free guide I mentioned
2. Sign up for an email service (almost all of them have free plans to start)
3. Create a simple landing page with something cool to give away
4. Put that link in your books

That’s it! Once you’ve got this foundation in place, everything else becomes so much easier.

Remember: your email list is like a direct line to your readers’ hearts (and maybe their wallets too – let’s be real). Don’t wait to start building it!

What’s a Reader Magnet? Why Do You Need One?

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A reader magnet is a free piece of content that you offer to potential readers in exchange for their email addresses. It’s a powerful tool for building your author platform and growing your email list, which is crucial for long-term book sales and engagement. Here’s everything you need to know about what a reader magnet is, why you need one, and how to set one up.

What Is a Reader Magnet?

In the simplest terms, a reader magnet is an enticing offer that encourages people to sign up for your email list. It’s typically free, and it’s designed to appeal directly to your target audience, giving them a taste of your work. Common types of reader magnets include:

• Exclusive Short Stories or Previews: A short story that expands on your book’s world, an excerpt from your upcoming novel, or even an early chapter of your latest book.
• Bonus Content: If you’ve written a nonfiction book, a reader magnet could be a free guide, a checklist, or a workbook related to your book’s content.
• Sneak Peeks: For series authors, offering the first chapter of the next book in the series can hook readers and encourage them to stay subscribed for more.
• Printable Resources: For niche genres, printable templates, art, or planners that align with your book can be effective (e.g., a horror author might offer spooky bookmarks or a thriller author might offer a suspense checklist).
• Special Discounts or Coupons: Offering a discount on your first book or a bundled deal for your other titles can serve as a great incentive to get readers to sign up.

Why Do You Need One?

I’ve said it before and I’ll say it until I’m blue in the face: building an email list is one of the most important things you can do as an author for several reasons:

1. Direct Access to Readers: Social media platforms are unreliable. Algorithms change, and you don’t have control over who sees your posts. With an email list, you own the relationship with your readers—your emails go directly to their inbox.
2. Building Trust: A reader magnet lets you offer something valuable in exchange for a reader’s email. It’s a low-risk way for someone to experience your writing without any upfront cost to them. As they enjoy your magnet, they become more likely to buy your full book or join your future promotions.
3. Encouraging Reviews: Readers who are invested in your work (because they’ve read your magnet) are more likely to leave honest reviews and recommend your books to others.
4. Growing Your Fanbase: A magnet works as a gateway to your community. Once someone subscribes, you can keep them updated about new releases, upcoming events, and exclusive offers.
5. Better Advertising ROI: When you run paid ads (e.g., on Amazon or Facebook), directing traffic to a reader magnet can lead to an email list rather than just a single sale. This means you can retarget those readers with future promotions, turning one ad click into a long-term relationship.

How Do You Set Up a Reader Magnet?

Setting up a reader magnet involves a few steps: choosing the right content, setting up a system to capture email addresses, and promoting it. Here’s how you can do it:

1. Choose Your Reader Magnet Content

• Know Your Audience: What would entice your ideal reader? If you write fantasy, a short story set in the same world could be perfect. If you write nonfiction, a workbook or guide would work well.
• Keep It Aligned With Your Brand: Ensure your magnet is related to the book you’re currently promoting or your author brand. It should feel like a natural extension of your work, not something random that doesn’t match your genre or style.

2. Create Your Reader Magnet

• Write It: Depending on what kind of magnet you’re offering, this could be a short story, an exclusive chapter, a workbook, or a list of tips. Make sure the content is polished and professional, even if it’s just a free offering. It should still be high-quality.
• Design It: If you’re offering a PDF or a downloadable item, you may want to add design elements that make it visually appealing. Tools like Canva are user-friendly for authors and have plenty of templates for creating visually appealing lead magnets, even if you don’t have design experience.
• Include Clear Call-to-Actions (CTAs): At the end of your reader magnet, always include a clear CTA that directs readers to your books or your website. Encourage them to check out your other titles or join your social media community.

3. Set Up Your Email List

• Choose an Email Service Provider (ESP): Popular ESPs for authors include ConvertKit, MailerLite, and EmailOctopus. These platforms offer free plans for beginners and allow you to automate email sequences.
• Create a Landing Page: A landing page is where readers will sign up to receive your reader magnet. It should explain what they’ll get in exchange for their email (e.g., “Get a FREE 10-chapter preview of my new novel!”). You can use your ESP’s built-in landing page builder or put a page on your author website (see why I keep saying you need one of those!)
• Set Up a Welcome Email: Once someone signs up for your reader magnet, they should automatically receive a welcome email with a link to download the content. This is often called a “drip email.” Include a warm thank-you message, introduce yourself, and briefly tell them what they can expect from your future emails.

4. Promote Your Reader Magnet

• Link in Your Books: In the back matter of your eBook or paperback, include a call to action for your reader magnet (e.g., “Sign up at [link] for an exclusive short story set in the world of [book title]”).
• Social Media: Share the link to your landing page regularly on social media. Be sure to engage with followers who show interest and invite them to check out your free offering.
• Paid Ads: If you’re running paid ads (e.g., Facebook or Amazon), you can drive traffic to your landing page.
• Collaborate with Other Authors: Partner with other authors in your genre and swap promotions. Cross-promoting your reader magnets to each other’s email lists can increase visibility.

5. Automate and Follow Up

Once someone downloads your reader magnet, don’t let the relationship end there:

• Follow-up Sequence: Set up an email sequence to nurture new subscribers. After they’ve received your reader magnet, send them a few emails over the next few weeks introducing them to your books, sharing personal stories, or offering exclusive discounts.
• Ask for Feedback: You can follow up and ask your new readers to leave a review of your reader magnet or engage with you on social media. This builds loyalty and encourages more interaction.

Final Thoughts

A reader magnet is an invaluable tool for any self-published author looking to grow their email list, engage with readers, and boost long-term book sales. It offers an easy, low-risk way for readers to try your work, and it builds the foundation for a loyal, engaged audience. By offering high-quality, genre-appropriate content, setting up an effective email system, and consistently promoting your magnet, you’ll begin to see your email list grow and your reader community thrive.

If you want to know even more about reader magnets, please (please!) go over and read Tammi Labreque’s two fine books.

Why Advertising and Marketing Without an Email List/ Author Platform Is Throwing Money Away

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So you’ve written a book or two, and you’re dreaming about skyrocketing sales through paid advertising. It sounds straightforward: run some Facebook or Amazon ads, and watch the readers roll in, right? Unfortunately, without a solid author platform—especially an email list—much of the money you spend on ads can disappear into a black hole, never to be seen again. Here’s why an engaged audience is the single most powerful asset you can build before you invest heavily in paid marketing.

1. The Value of Direct Reader Relationships

Why an Email List?
Your email subscribers are the people who’ve already shown an interest in what you write. When you have a new release or a special promotion, they’re the ones most likely to buy or recommend your book. An email list gives you a direct line of communication, without having to rely on social media algorithms or constant ad spend. Every time you send an email, you’re able to reach people who specifically asked to hear from you.

Zero (or Low) Cost Outreach
Advertising repeatedly to the same unengaged readers can be expensive. By contrast, once someone subscribes to your email list, it costs you virtually nothing to reach them again. That means more marketing power and less dependence on ads each time you launch a new book or run a sale.

2. The “Platform” Factor

Defining “Author Platform”
Your platform is the sum total of all the places you have an audience—your social media followers, your blog or podcast subscribers, and especially your email list. It’s essentially a group of readers who know you, trust you, and want to hear about your work.

Trust and Credibility
If a reader stumbles upon your ad but sees no further evidence that you’re an active, reliable author (e.g., a well-maintained website, social media presence, or reviews from dedicated fans), they’re less likely to make a purchase. However, with a platform, you have social proof: active followers, posts, and endorsements that say, “Yes, this author is legitimate.”

3. Why Paid Ads Alone Aren’t Enough

One-Off Sales vs. Long-Term Growth
Without a platform or email list, every time you spend money on ads, you’re paying to attract brand-new readers. You might make some sales up front, but there’s no guarantee you’ll be able to reach those same people again. Essentially, you start from scratch for every new ad campaign.

With a platform, you re-engage existing readers who already enjoyed your previous book. That means your marketing dollars go further because you’re building on a relationship—not just renting attention from strangers.

Wasted Budget on “Cold Traffic”
Many new authors mistakenly believe that if they just run enough ads, they’ll magically become bestsellers. But highly targeted ads can be expensive, and less targeted ads risk attracting people who aren’t really your audience. Either way, you’re paying top dollar to show your book to cold leads who haven’t established any affinity with you. A better approach is to grow your author platform first, so that every dollar spent in ads can lead to capturing a permanent subscriber, not just a quick sale.

4. Building Your Email List Before Advertising

Reader Magnets
A “reader magnet” is a free piece of content—like a short story, a novella, bonus chapters, or a useful guide—that you give away to new subscribers in exchange for their email address. This entices potential readers to sign up because they get something valuable immediately.

Landing Page and Call-to-Action
Make it easy for visitors to subscribe:

• Have a dedicated sign-up page on your website.
• Promote it in your social media bios, blog posts, and in the front/back of your published books.
• Highlight the benefits of joining (e.g., exclusive previews, discounts, or insider news).

Automated Welcome Sequence
Set up an automated series of emails welcoming new subscribers. Over the course of a few messages, share your background, your writing journey, and what they can expect from you. This not only builds rapport but also sets the stage for future book promotions.

5. Converting Your Platform Into Successful Advertising

Re-Marketing to an Engaged Audience
When you decide to run Facebook or Amazon ads, you can target people who already recognize your name or have joined your email list. Even if you use general ads, you can leverage lookalike audiences (on Facebook) or better keywords (on Amazon) by studying your existing fans’ interests or buying patterns.

Lower Costs, Better Returns
Ads that retarget your warm audience typically cost less per click and convert at a higher rate. This means you’ll spend less to achieve more sales, since people who already trust you need less “convincing” to buy another of your books.

Building Sustainable Momentum
By combining ads with an established platform, you effectively widen your funnel. Each new reader who comes in via an ad can then be guided toward subscribing to your email list, following you on social media, and reviewing your book. This cycle of acquiring new fans and keeping them engaged is how you sustainably grow sales over the long term.

6. The Bottom Line

Advertising and marketing without an email list or an author platform is like pouring water into a leaky bucket. Sure, you may see a spike in sales or clicks when your ads run, but as soon as you stop pumping in money, the flow of readers dries up. With a well-built platform, however, each advertising dollar spent is an investment in attracting new loyal fans who will stick with you for more than just one purchase.

Action Steps

1. Start Building a List: Create a simple landing page offering a free reader magnet, and start collecting emails ASAP.
2. Leverage Social Media: Choose one or two platforms where your ideal reader hangs out, and be active there to cultivate relationships.
3. Optimize Paid Ads: Use advertising to funnel warm leads into your email list, and retarget existing readers for best results.

Conclusion
If you dream of achieving not just one-off sales but sustainable success as an author, focus on laying the groundwork of an engaged email list and an active author platform. Then, once you run ads, you’ll have an audience ready to respond—maximizing your return on every marketing dollar you spend. When you combine advertising with a thriving platform, you stop throwing money away and start building a true, long-lasting relationship with your readers.

Email List Building Tips for Fiction Authors

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Building an email list is one of the most powerful marketing strategies for fiction authors. Your email list lets you connect directly with readers who love your work, bypassing algorithms and other barriers. As a fiction author, your email list is your personal fanbase. It’s a way to keep your readers informed about new releases, book promotions, and behind-the-scenes updates. Unlike social media platforms, where your reach depends on algorithms, an email list gives you direct access to your readers. Plus, people who sign up for your list are genuinely interested in your work, making them more likely to engage and support you.

To grow your list, start by offering a compelling reader magnet, such as a free prequel, deleted scene, bonus chapter, or exclusive short story. Ensure that it ties into your existing work or genre to attract the right audience. For example, a short prequel set in your book’s world can entice fantasy readers to dive deeper into your series. Make it easy for readers to sign up by optimizing your forms. Place them prominently on your website, at the back of your eBooks, and on your social media profiles. A visually appealing form with clear benefits, like exclusive content or first access to new releases, can encourage signups.

Once readers join your list, engage them with regular updates, but avoid overwhelming them. Aim for one or two emails per month to share behind-the-scenes insights, upcoming book releases, or exclusive discounts. Personal touches like polls or surveys can involve your readers in fun decisions, such as cover designs or character names. Using a professional email marketing tool like MailerLite, EmailOctopus, or ConvertKit can help you manage your list effectively. These platforms allow you to automate welcome sequences, segment your audience, and track metrics like open rates and clicks.

Collaboration with other authors in your genre can also help you grow your list. Partnering on cross-promotions, bundle deals, or joint giveaways can introduce you to a similar reader base. Running a giveaway or contest is another excellent strategy. Offer prizes like signed copies, book-themed merchandise, or gift cards in exchange for newsletter signups. Tools like KingSumo or Rafflecopter can simplify the process. Additionally, services like BookFunnel and StoryOrigin can connect you with new readers by distributing your reader magnet or joining group promotions.

Don’t forget to include calls-to-action (CTAs) in your books, on your website, and across social media. For example, add a message in your book’s back matter, such as, “Enjoyed this book? Sign up for my newsletter to get exclusive updates and free stories!” Calls-to-action in your author bio or social media posts can also direct readers to your signup form. Test and refine your strategy by reviewing which forms convert the best, what types of emails get the highest engagement, and whether your reader magnet attracts the right audience. Experiment with different offers and subject lines to see what resonates.

Building an email list takes time, but the effort is worth it. By creating value for your subscribers, you’ll foster a loyal fanbase that eagerly supports your work. Start today, and you’ll soon see your audience and career flourish.

Email Marketing for Authors: How to Not Spam Your Friends!

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1. Permission is Your Foundation

Email marketing starts with trust, and trust starts with permission. Never add contacts to your mailing list without their explicit consent, even if they’re friends or colleagues. Create compelling reasons for people to sign up voluntarily, such as exclusive content, free chapters, or behind-the-scenes insights. When hosting book signings or events, have a clear signup process where interested readers can join your list. Remember that quality subscribers who actually want to hear from you are far more valuable than a larger list of uninterested contacts.

2. Choose the Right Email Service Provider

Selecting the right email service provider (ESP) is crucial for professional author communications. Services like MailerLite, ConvertKit, and Email Octopus (see a whole list here)  offer features specifically designed for content creators, including automated welcome sequences, landing page builders, and detailed analytics. These platforms help you stay compliant with privacy laws like GDPR and CAN-SPAM, handle unsubscriptions automatically, and provide valuable insights into your email performance. A good ESP will also help maintain your sender reputation, ensuring your emails actually reach your readers’ inboxes.

3. Establish a Consistent Rhythm

Your email frequency should match both your content generation capacity and your readers’ expectations. Consider creating a content calendar that maps out your communications. Fiction authors might send monthly updates with special editions during book launches, while non-fiction authors could maintain a more frequent schedule with topic-focused newsletters. Whatever cadence you choose, be transparent about it with your subscribers and stick to your schedule. Remember that consistency matters more than frequency – it’s better to send quality monthly newsletters than sporadic, rushed weekly ones.

4. Prioritize Value Over Promotion

Think of your email list as a relationship-building tool rather than just a promotional channel. Follow the 90/10 rule: 90% valuable content, 10% promotional messages. Share your writing process, research discoveries, character insights, or craft tips. Give subscribers exclusive access to deleted scenes, alternate endings, or work-in-progress excerpts. When you do promote, make your offers special for subscribers – early access, exclusive bundles, or subscriber-only prices. Remember that every email should either entertain, inform, or inspire your readers.

5. Make Use of Segmentation

Not all readers want the same content from you. Use your ESP’s segmentation features to create targeted subgroups based on interests, engagement levels, or purchase history. If you write in multiple genres, separate your romance readers from your mystery fans. Create special segments for your most engaged readers, offering them additional content or early access to new material. Use purchase history to identify which series or topics interest different readers. This targeted approach leads to higher engagement and fewer unsubscribes.

6. Personalize Thoughtfully

Personalization goes beyond inserting a subscriber’s first name into your greeting. Modern ESP platforms offer sophisticated tools to tailor content based on subscriber behavior and preferences. Reference readers’ previous book purchases, acknowledge their event attendance, or customize content based on their indicated interests. Create targeted automation sequences that respond to specific reader actions, such as downloading a free chapter or purchasing a book. However, ensure your personalization feels natural and helpful rather than intrusive – the goal is to make readers feel recognized and valued, not surveilled.

7. Make Unsubscribing Easy

A clear, simple unsubscribe process is not just legally required – it’s good business practice. Place your unsubscribe link where it’s easy to find, typically in the footer of every email. When someone chooses to leave your list, remove them promptly and gracefully. Consider offering options like reduced frequency or content preference changes before they fully unsubscribe, but never make it difficult to leave your list entirely. Remember that keeping unwilling subscribers damages your sender reputation and skews your engagement metrics.

8. Design for Readability

Your email design should reflect your author brand while prioritizing readability and mobile responsiveness. Use consistent branding elements, including your author photo or logo, but keep the overall design clean and uncluttered. Break up long text with subheadings, short paragraphs, and occasional images. Ensure your font choices and sizes are easily readable on mobile devices – most email opens happen on phones. Include clear calls to action that stand out visually but don’t overwhelm the content.

9. Foster Two-Way Communication

Transform your email marketing from a broadcast into a conversation. End emails with engaging questions that invite replies. Share snippets of works in progress and ask for reader feedback. Create simple polls about character names or plot directions. When readers respond, acknowledge their input – even if you can’t reply to every message personally. This engagement not only builds stronger reader relationships but also provides valuable insights into your audience’s preferences and interests.

10. Track and Adapt

Pay attention to both quantitative metrics and qualitative feedback to refine your email strategy. Monitor basic metrics like open rates (aim for 20%+ industry average), click rates (2.5%+ is good), and unsubscribe rates (keep under 0.5%). But also track which topics generate the most replies and engagement. Test different subject lines, sending times, and content types to see what resonates with your audience. Use this data to continuously improve your email marketing approach, always keeping reader value at the center of your strategy.

11. Build for the Long Term

Email marketing success comes from consistent, long-term effort rather than quick wins. Focus on gradually building a list of engaged subscribers who genuinely value your content. Create sustainable content systems that you can maintain alongside your writing schedule. Develop email templates and workflows that save time while maintaining quality. Remember that every email is an opportunity to deepen your relationship with readers – approach each one with intention and care.

12. Maintain Professional Standards

Stay current with email marketing best practices and legal requirements. Keep your list clean by regularly removing unengaged subscribers. Use double opt-in to ensure quality subscribers. Maintain clear records of how and when people subscribed to your list. Protect your subscribers’ privacy by never sharing their information without permission. Regular list maintenance and professional practices protect both you and your subscribers while building trust in your author brand.

The success of your email marketing strategy ultimately depends on consistently delivering value to your readers. By following these best practices and maintaining a reader-first mindset, you’ll build an engaged audience that looks forward to your emails and supports your author journey. Remember that every successful author’s email list started with a single subscriber – focus on making each reader’s experience worthwhile, and your list will grow organically over time.

What Goes in an Email Onboarding Sequence?

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OK!  Now that you have your email list set up and are actually getting people joining your list, let me help you turn your email list subscribers into true fans with some practical tips. When someone first joins your list to get that free book (or whatever fantabulous reader magnet you are offering), don’t just send them the download link and disappear. Think of it like making a new friend – start by introducing yourself! Share a bit about why you write and what makes you tick.

Why Would You Do This?

A good onboarding sequence:

• Introduces Your Brand: Helps readers understand who you are, what you write, and what they can expect from your emails.
• Builds Trust: Reinforces that signing up for your list was a great decision by offering immediate value.
• Encourages Engagement: Guides readers to take specific actions, like downloading a free eBook, following you on social media, or leaving a review.
• Drives Sales: Provides opportunities to promote your books or services in a way that feels natural and not overly pushy.

What works really well is a series of welcome emails that gradually build that connection. After they get their free book, maybe tell them about what inspired your stories or share some of your favorite reads. Once they’re getting comfortable, invite them to join your social media circles or reader groups. And don’t forget to ask for their thoughts on the free book – reviews help everyone!

Here’s a five-email onboarding sequence you can use as a template.  Feel free to rewrite the subject lines to reflect your personality and / or to be more specific to your niche.

Email 1: Welcome & Free Gift

• Subject Line: “Welcome! Here’s Your Free Gift”
• Content:
  • Thank the reader for signing up.
  • Provide the download link for your free eBook or resource.
  • Briefly introduce yourself (e.g., “I’m [Your Name], and I write [Genre].”).
  • End with a friendly invitation to reply (e.g., “I’d love to hear what you think of the book!”).

Email 2: Let’s Get to Know Each Other (Sent 1-2 Days Later)

• Subject Line: “A Little About Me”
• Content:
  • Share your journey as an author.
  • Explain what inspired you to write your book(s).
  • Ask an engaging question (e.g., “What’s a book that has stayed with you long after reading it?”).

Email 3: Recommended Reads & Resources (Sent 2-3 Days Later)

• Subject Line: “Books You’ll Love”
• Content:
  • Share a curated list of your books or similar reads they might enjoy.
  • Include links to purchase or download your other titles.
  • Add a personal touch by explaining why you recommend these books.

Email 4: Add Value (Sent 2-3 Days Later)

• Subject Line: “Tips for [Your Genre/Topic] Fans”
• Content:
  • Provide practical tips or insights related to your genre (e.g., “How to Enjoy More Thrilling Mysteries” or “5 Ways to Find Time for Reading”).
  • Mention any communities or resources you’ve created, such as a Facebook group or exclusive content.

Email 5: Special Offer (Sent 2-3 Days Later)

• Subject Line: “A Special Thank-You for Joining”
• Content:
  • Offer an exclusive discount or bonus for one of your books or related products.
  • Thank them again for being part of your community.
  • Politely ask for a review

OK, let’s stop and take a deep breath, because I sense you’re feeling overwhelmed.  Let me reassure you that email marketing services like MailerLite and Email Octopus make this kind of thing very easy to set up, and that you’re only going to have to do this once and you’ll get the benefit of this sequence emailing new people FIVE TIMES once they sign up.  That’s five emails you don’t have to send!  That’s a good thing!

Here’s a little pep talk about mindset to help you psych yourself up to actually put all this in place. I see you, introvert!  I know you’d rather be doing almost anything else.

Once They Are Yours……

I don’t know how to tell you this, but some of your new subscribers just came for the free book. They are not going to make it through the onboarding sequence, and that is fine! You only want people on your list who actually want to hear from you, believe me. Once you’ve found your “tried and true” readers, start emailing them on a regular basis by creating and distributing a regular newsletter.

Your regular newsletters are where the real relationship grows. Whether you’re popping into their inbox weekly or monthly, share things that matter to them – maybe a peek at your latest chapter, a short story they won’t find anywhere else, or the real story behind your characters. Make it feel like you’re chatting with a friend, not selling to a customer.

Sure, you’ll want to mention your other books, but keep it casual. “Hey, if you enjoyed [free book], you might get a kick out of [paid book]!” Sometimes throw in a special deal just for your subscribers – they love feeling special.

Get your readers involved in your world. Let them vote on character names, share their fan art, or join your book discussions. The more they feel part of your writing journey, the more invested they become.

Remember that different readers want different things. Some might love getting early access to new books, while others might need a gentle nudge with another freebie to stay engaged. The trick is to notice these differences and adjust accordingly.

When you’ve got a new book coming out, your email list is your secret weapon. Share your writing ups and downs, offer some advance copies, maybe even plan a virtual launch party just for them.

And hey, it’s not all about books – signed copies, cool bookmarks, or exclusive content memberships can add extra value. The key is staying genuine and consistent. Your readers signed up because they like your writing, but they’ll stick around because they connect with you as a person.

Keep this relationship genuine, add real value, and your subscribers will naturally become your biggest supporters and book buyers. Hang in there!  This stuff gets easier the more you do it, I promise!

Resources/ references:  as always, I will encourage you to read these two amazing books by Tammi Labreque:

Tammi possesses the unique ability to make these concepts seem accessible and even doable!  These are on my “must have” list for authors!