One of the most powerful marketing tools an author can possess is a mailing list.
It’s your direct line to your readers, a way to communicate with them without the interference of social media algorithms.
You control the message, the timing, and the content.
Why is a Mailing List Important?
When you post on social media, you are at the mercy of algorithms which decide who sees your content and when.
However, with a mailing list, you own the connection to your readers.
You are not bound by changing algorithms or platform rules.
In addition, email has a much higher engagement rate compared to social media.
According to Campaign Monitor, the average open rate for email campaigns in the arts and entertainment sector is around 26.27%, while Facebook’s organic reach is estimated to be a mere 5.20% according to Statista.
Starting a Mailing List from Scratch
So, you’re convinced of the merits of having a mailing list but not sure where to start?
Don’t fret; this section aims to guide you through the basics.
Why Not Use Your Regular Email Provider?
You may wonder why you can’t simply use your regular email provider for mailing lists.
Firstly, using platforms like Gmail for bulk mailing can come off as unprofessional and may violate terms of service, resulting in your email account being banned.
Secondly, they lack the tools needed for effective email marketing, such as automation, segmentation, and analytics.
Choosing a Mailing List Provider
Professional mailing list providers like MailerLite, MailChimp, and Substack are designed to handle your email marketing needs.
They each have their pros and cons:
- MailerLite: This is what I personally use for my fiction writing. It has robust features like custom sign-up pages and pop-ups, and it allows for automation sequences based on where your readers have signed up from. Perfect for tailoring messages to various genres you write in.
- MailChimp: Known for its user-friendly interface and great analytics. However, its pricing can get steep as your list grows.
- Substack: It’s easier to start with, particularly if you don’t have a custom email. However, it lacks automation features, which could be a deal-breaker for some.
But you own the list and you can tranfer it to a new provider at any time.
Prerequisites for a Mailing List
Before diving into a mailing list provider, you will need two key things:
- Author Website: Your website acts as a central hub where interested readers can find out more about you and your books. It’s also where you’ll typically embed sign-up forms for your mailing list.
- Custom Email Address: Most mailing list providers require a custom email address that matches your website domain. This not only looks more professional but also satisfies the platform’s verification requirements.
The Learning Curve
If you’ve never used an email provider or any Content Management System (CMS) like WordPress, you’re in for a steep learning curve.
Expect to allocate a few days to familiarise yourself with the platform.
There are tutorials and customer support options available to make the learning process smoother.
Building Your Mailing List
Building your mailing list may seem daunting at first, but it’s simpler than you might think.
- Have a sign-up page on your website: Make it easy for website visitors to find your sign-up form. Make sure it’s prominently placed on your home page, and consider having a pop-up form for new visitors.
- Promote your mailing list on social media: Pin a post with the sign-up link at the top of your social media profiles. Also, regularly remind your followers about your mailing list.
- Include a call to action in your books: Add a page in the front and back of your books inviting readers to join your mailing list.
- Offer a lead magnet: This could be a starter library, a prequel novella, an exclusive epilogue, a short story, or any other piece of exclusive content that you think your readers will value.
- Promote your list through advertising: Use platforms like Facebook to attract people to your list.
- Use the ‘two-freebie method’: List a free book on platforms like Amazon, Apple Books, and Kobo, and invite the readers to get another free book when they sign up to your list.
- Utilise services like BookFunnel, Prolific Works, and StoryOrigin: These platforms allow authors to distribute freebies and grow their mailing lists.The 80/20 Rule: Striking the Balance in Your EmailsThe 80/20 rule is a timeless principle that can be applied to various facets of life and business. In the context of your mailing list for fiction writing, it’s particularly pertinent for ensuring a meaningful engagement with your readers.
- The 80/20 Rule: Striking the Balance in Your EmailsThe 80/20 rule is a timeless principle that can be applied to various facets of life and business. In the context of your mailing list for fiction writing, it’s particularly pertinent for ensuring a meaningful engagement with your readers.
- Here’s a more in-depth look at how to make this rule work for you.The 80%: Valuable ContentThe bulk of your newsletter should focus on delivering value to your subscribers.By giving more than you ask, you’re building trust and credibility.Here are some types of valuable content you can include:
- Behind-The-Scenes Content: Your readers will be thrilled to learn about the process behind their favourite stories. This could be as simple as sharing how you brainstorm ideas, or as complex as a step-by-step breakdown of your writing and revision process.
- Character Insights: Offer a deeper look at your characters. This could range from their backstories, character sketches, or even interviews with them. Such content not only enriches your existing work but also builds anticipation for future stories.
- Sneak Peeks and Exclusives: Share snippets from upcoming works, the first chapter of a new book, or even a short story that isn’t available anywhere else. These exclusives give subscribers the feeling of being part of a special club.
- Book Recommendations: Share your reading list or review books in your genre. This adds value because you’re introducing them to potentially new authors or stories that they will love.
- Personal Anecdotes: Sharing personal stories or challenges can humanise you as an author, making it easier for readers to connect with you. Just ensure these anecdotes align with your brand or have a storytelling lesson.
- New Releases: When you’ve got a new book coming out, your mailing list should be the first to know. Include pre-order links or a special discount for your loyal subscribers.
- Cover Reveals: Building anticipation for a new release is an art, and revealing a new cover can be an event in itself. Consider making it an exclusive reveal for your mailing list before showing it to the broader public.
- Sales and Special Offers: If you’re running a discount or bundled offer, let your subscribers know. They’ll appreciate the heads-up and may even share the news with their friends.
- Events and Appearances: If you’re doing a book signing, online webinar, or even a guest post on a blog, your mailing list is a great place to drum up attendance and interest.
- Here’s a more in-depth look at how to make this rule work for you.The 80%: Valuable ContentThe bulk of your newsletter should focus on delivering value to your subscribers.By giving more than you ask, you’re building trust and credibility.Here are some types of valuable content you can include:
By adhering to the 80/20 rule, you’re not just keeping your subscribers engaged; you’re also building a long-term relationship that’s based on mutual value and respect.
Remember, your mailing list isn’t just a marketing tool; it’s a community of people who appreciate your work. Treat it as such.
The Quality Over Quantity Approach
As your list grows, consider doing newsletter swaps with other authors in your genre.
Sharing reader magnets can help you reach a larger audience.
However, the quality of your subscribers is as important as the quantity.
Avoid large group promos with generic prizes like Kindles or Amazon gift cards, as you may attract freebie seekers who might not be interested in your genre.
Instead, offer very niche, genre-specific prizes to attract dedicated readers.
Start Building Today
Remember, it’s never too early to start building your list.
Even if you have only a handful of subscribers, those are people who have shown an interest in your work.
Nurture that relationship, and over time, your list will grow, as will your career as an author.
CherryEdits 