One of the most frequent pieces of marketing advice I hear, and agree with, is that you need an email list. Your email list is where the sales happen. Think of it as a sort of chain- your social media is designed to get people on your website, your website is designed to get people on your email list, your email list is where you create both fans and sales. Because of this, many authors, like myself, opt to send out a monthly newsletter. Starting your newsletter is the easy part. You can read more about how to do so effectively here. The hard part can be getting people to sign up for it. My email list is by no means large, but it’s steadily growing, so here is what I’ve found works.
Make it the entry criteria in a giveaway.
My biggest sudden increase in subscribers was when I did a giveaway on Instagram. On offer was a signed copy of my book, Victoria’s Victorian Victory and the criteria for entering was to sign up for my newsletter. Of course, not everyone who signs up in the hope of winning a prize becomes an active subscriber, however I’ve only had one person from that promotion actually unsubscribe, and a good percentage are active subscribers.
Tell people what they’re missing.
Occasionally I will do a contest in my newsletter, either to win something physical, such as a notebook, or to be involved in my writing process- for example, naming a character. When I do that I make sure to let everyone know on my social media just what they’re missing out on. Even if I’m not doing a contest, I’ll still post something about what my newsletter is about that month around a week before it goes out.
Get other subscribers to help.
Include some social media sharing buttons in your newsletter and ask existing subscribers to help you spread the word if they are enjoying what you have to say. This tweet by the lovely Diana Anderson Tyler got me several new subscribers:
Diana herself uses this method in her newsletter. She frequently does giveaways in which you are asked to post something from her newsletter on your social media in order to enter. Not being privy to her stats, I can’t tell you exactly how successful this is, but I do know that it always has me sharing something from it.
Use a discreet sign up form on your website
And now on to the elephant in the room. The newsletter sign up form you see at the top of this page is relatively new, and I was dubious about it at first. I made sure it was as unobtrusive as possible, but I was still worried it was going to irritate visitors to my website. I hope it doesn’t. Because it works.
Do you have an author newsletter? If so, how do you grow your list? If not, would you consider starting one?