Email marketing
One of the most effective, and often ignored, marketing tools for authors is email marketing. Email marketing entails building a list of subscribers, and emailing these subscribers content in a strategic way. Email content can include news and updates, a monthly newsletter, free samples, or news on special offers.
One of the most effective email marketing strategies for authors is to provide free or discounted samples of their works in eBook format. These samples are often called ‘reader magnets’ in the publishing industry.
For a short story writer, publishing a collection, this could mean a small eBook of two stories. For a business consultant writing a book on executive coaching, this could mean a free opening chapter or two. For a fantasy novelist writing a trilogy, this could be the first book in the series at a discounted rate.
Get the basics right
Unsurprisingly, this helps generate sales; if a reader reads one chapter and likes it, they will be more inclined to buy the whole book. If the reader reads the first book in the trilogy and likes it, they will be more likely to read the follow-up. If organised properly, this strategy can also help generate reviews on platforms like Amazon. More reviews on Amazon, means Amazon are more likely to list the book in book searches, and the book may qualify for promotional opportunities offered by Amazon or one of its affiliates, such as Goodreads.
It can also increase email subscribers, so the author’s marketing efforts become accumulative; more subscribers lead to more reviews, more sales and in turn more subscribers, and so on it goes.
Putting your email book marketing plan into action
Once you have a list of subscribers, you can then begin including email in your marketing plan for your book. With regard to the best marketing strategy for your book, it depends on your goals and needs as an author, as well as what genre your book falls under.
The most important rule remains get the basics right! Use a platform like Mailchimp or MailerLite; these come with design templates and they send the emails for you. Whatever platform you use, make sure your email signature and email header are nicely designed. Use platforms like Canva for design templates within a budget. If you have an author logo, you should include this in your email. Use the same colours and font as what appears on your book. If emailing samples or discounted eBook versions of your book, make sure the book cover image looks exceptional. When it comes to book marketing, the book cover is perhaps the most important feature.
Contact us if you would like the JM Agency team to design a stunning book cover for you, and discuss the features a book cover should have.
Is email marketing only effective when promoting sequels and follow-ups?
It is often said that this strategy is most effective if the author intends to write a follow-up, or the book is part of a series. This is partially true. Let’s use our examples above. The consultant builds up a subscriber list, and then offers a heavily discounted eBook version to subscribers. This builds interest and momentum as the offer has piqued the reading public’s interest.
An author will really only reap the rewards when it comes to the follow-up; If subscribers liked the first book, which they received at a discounted rate, they will be willing to buy the second one.
Email-marketing is a gradual, accumulative process; subscribers are gained through a record of providing interesting content and delivery of value. There is a proven strategy for good email marketing.
This does not mean however that email-marketing is of no value to authors who are intending to publish just one book; not at all. In this case the author could, for example, offer the eBook version of the book to subscribers at a discount, before promoting to them the physical version at a premium-price. One strategy would be to include additional material in the physical book, ensure the production is premium, and include some additional archive material; to justify why someone who purchased the eBook should purchase the physical edition.
Platforms like Prolific Works and StoryOrigin
Another option for authors is to use platforms like Prolific Works and StoryOrigin. These provide the public with free samples, or free whole books, in return for subscriptions, reviews and more. From my experience, the authors that have found them most beneficial have been the ones that purchased the premium plans. Many of these applications have ‘free’ options, but, in my experience, the free versions don’t result in the same increased sales and subscriptions.
These platforms can also help evade spam filters, which are becoming increasingly sophisticated, and rightly so.
Email as part of your book marketing plan
Two final tips would include don’t undervalue yourself as an author. Offering readers discounted samples is a good marketing strategy, but discounted doesn’t mean for nothing.
Second, don’t limit yourself to Amazon and online platforms exclusively. They are essential for ensuring maximum reach and exposure, but don’t overlook more analogue channels. If you are an author based in Ireland or the UK for example, use other local and analogue channels, including Ireland and the UK’s many excellent independent bookstores. Inform your subscribers about a launch in your local bookstore, an article about your book in a local newspaper, or a talk you are delivering in a library or cultural centre. Remember, unlike JM Agency, which works predominantly with authors from Ireland and the UK, a lot of the advice on book marketing is written by US marketing experts, and is tailored for the US market.
If you would like more advice on how to market your book, how to market your self-published book, or how to develop a book marketing plan, simply contact us to arrange a one-on-one consultation with one of our mentors. We have mentors skilled in all areas of book publishing. Free 15 minute consultations are also available.