Marketing to your email list can be very effective for nonfiction authors–if done right. Here are some quick Dos and Don’ts.
Use an email tool such as MailerLite to manage your email lists and avoid any issues with spam.
Send a welcome email as soon as someone signs up for your list. Using an email tool you can automate this. I like to send an additional personal email as well.
Provide great content in your email. Share tips your readers will find valuable and that pique their interest in your books and services.
Share something personal and invite conversation. Your readers want to know about you and what you’re doing. End the email inviting your reader to reply with any comments or questions and assure them you will personally respond.
Don’t buy a list. You only want people on your list who actually want to hear from you—not some random stranger from a list you bought.
Don’t borrow some else’s list. The people on their list didn’t sign up to hear from you. However, you might be able to collaborate with another author. If the author agrees, and you’ve written complimentary books, you may each be able to share the other’s book information with your respective lists and thereby reach a wider audience.
Don’t add someone to your list without their explicit permission. No matter how interested you think they might be, if they didn’t say “Please add me to your email list” don’t do it.
If you’d like to receive my quarterly email with more book marketing information, sign up here:
This gem of a list dropped in Randy “Snowflake Guy” Ingermanson’s newsletter today.
The 10 Commandments of Marketing
Always know what is the special magic that delights your Target Audience.
Focus all your marketing efforts ONLY on your Target Audience. This means that all your marketing should be designed to delight your Target Audience.
Never do any marketing action without a reason. (And you need to know what that reason is.)
There are three valid reasons for any marketing action—either it Attracts or Engages or Converts someone in your Target Audience.
You must first Attract someone before you can Engage them.
You must first Engage someone before you can Convert them.
Any valid marketing plan must sketch out at least one complete Marketing Pipeline—in which you Attract someone in your Target Audience, then Engage that same person, and finally Convert that same person. You can use any combination of marketing tactics you like, as long as they make a complete Marketing Pipeline.
Always measure every possible element of your Marketing Pipelines. You can usually measure more than you think. If there is no way to measure any element of a Marketing Pipeline, then you are not doing marketing, you are doing wishful thinking. Never execute a plan that is just wishful thinking.
Look at your measurements on a regular schedule. Stop doing things that don’t work. Improve things that could work better.
As much as possible, design your Marketing Pipelines as automated machines. It’s hard to make money if a Marketing Pipeline depends on you interacting one-to-one with each person in your Target Audience. If your personal effort is an essential part of a Marketing Pipeline, then try to apply that effort in one-to-many mode, not one-to-one.
Anyone who works with Ausoma can tell you we believe these commandments and implement them so nonfiction authors can be social and get noticed.
This article is reprinted by permission of the author.
Award-winning novelist Randy Ingermanson, “the Snowflake Guy,” publishes the free monthly Advanced Fiction Writing E-zine. If you want to learn the craft and marketing of fiction, AND make your writing more valuable to editors, AND have FUN doing it, visit http://www.AdvancedFictionWriting.com.
My circle of author friends recently discussed how they were all pruning their email lists to remove the people who never opened them. I wailed loudly that this is an enormous mistake.
Pardon me while I get geeky for a moment.
Newsletter tools that report “opens” do not, in reality, know who opened your email (let alone who read it.) The only method possible right now to measure “opens” is to include a tiny invisible image in the email and hope that the recipient will enable their email program’s ability to include images. In Gmail, for instance, images will not be displayed unless you give permission. Many programs, like Microsoft’s ubiquitous Outlook, have a preview pane, allowing a recipient to read your entire email without ever actually opening it and activating the invisible image trigger that notifies the newsletter tool.