There is a lot of upheaval in publishing today and I think that’s likely to increase rather than decrease. The best insurance policy any writer can have against the future is a targeted mailing list.
I’ve written before about how the author with the biggest mailing list wins, and I’ve invited Nick Stephenson along today because he’s got some great ideas on how to boost your list.
The cool thing about his approach is that it’s something anyone can do. And, as you will see, it really, really works. Here’s Nick with more:
Building a Killer Email List
As an author, I try to read as much as possible. I tend to get excited over 8 or 9 different authors across a few different genres, and I always buy their new releases as soon as I hear about them. Whenever I find out there’s a new book on the shelves, I go buy it straight away. I don’t even check the price. It doesn’t matter to me, because these particular authors always deliver the goods.
And you know how I know they’ve got a new release? They tell me. Not Amazon, not Goodreads, not Bookbub – the author tells me direct, with a message straight to my email inbox.
Let’s face it. Book promotion is difficult. You know the feeling, right? Your new novel hits the shelves to minimum fanfare, you grab a few sporadic sales in the first week, and then… nothing. It’s happened to the best of us – and it’s a rite of passage that all new authors have to face at some point.
But it doesn’t have to stay that way.
David’s touched on this point before – the author with the biggest email list wins. If you’ve got legions of fans all signed up to hear about your new releases, you can hit the ground running. No more waiting around for months to collect enough reviews and sacrifice enough goats* to apply for a Bookbub ad spot – you can take out the middle man and go direct, and give your book the best possible start.
*(vegetarians can try sacrificing pumpkins. The net effect seems to be the same)
Collecting readers’ email addresses isn’t as difficult or intimidating as many people think. There are a ton of people out there who would love to find out about your next book, but simply don’t know how to go about it. Your job is to make it easy for them, give them a reason to trust you with their email, and then honour that relationship. The results can be incredibly rewarding, and you don’t need to be a NYT Bestseller to see some great results.
Here’s how I started adding an extra 500 – 1,000 email addresses to my list each month:
At the end of 2013 I decided I wanted to focus on building up an email list. I had set something up previously; a simple “sign up here for new releases emails” link at the bottom of my website, but I was only seeing 5 or 6 people signing up each month.
I figured – what’s the incentive? If my readers are anything like most people, they’ll probably figure “nah, I’ll just keep an eye on Amazon if I want to get the new one” and then promptly forget about me after a couple of days. That’s no good. That’s a lost sale right there.
So, I figured I’d give people a reward for signing up. In December 2013, I started giving away a free book (a novella of 25k words) in exchange for an email address. The results? My subscriber rate shot up to 80 – 90 people a month, without any increase in website traffic. I was converting visitors to signups at a rate of about 35%. Not bad, but definitely room for improvement. Continue reading