Are you an author wondering how to promote your books without relying solely on social media? Email marketing for authors is one of the most effective and personal ways to build lasting relationships with readers, grow your email list, and drive book sales.
What does book marketing entail? Well, there are a few ways to get into the nitty gritty of book marketing, but today let’s chat about how you can keep in constant contact with your audience without relying on a social media algorithm. Let’s face it, we can’t trust them to help because they are ever evolving.
What Is Author Email Marketing (And Why It Works Better Than Social Media)
If you have ever seen them in your inbox, you know what they are. Why did you subscribe? Was it for a coupon? Free things?
Well good news is we will go over how to set this up for yourself so you can get your fans to subscribe to you.
Step 1: Choose the Right Email Marketing Platform for Authors
Popular options include Mailchimp, ConvertKit, and MailerLite. Look over your options and your needs for emailing to select the best one for you.
Step 2: Create a Reader Incentive That Converts
What would convince your readers to subscribe to you?
- A free short story, sample chapter, or exclusive novella—these make great lead magnets to grow your author email list
- Exclusive content related to your books
- Character profiles not seen on social media
- A sample chapter (or few) from your upcoming release
- Behind the scenes content and first looks at book content
Whatever you choose, make sure your incentive aligns with your target audience’s interests with how they interact with you.
Another idea is polling your current audience on what they would like in exchange for an email newsletter sign up–doesn’t hurt to ask!
Step 3: Build a High-Converting Author Email Sign-Up Form
This will make or break your subscriptions. Crafting a clear and concise title and subtitle that communicates the value you will provide to them with your newsletter.
- A description of what they can expect from you
- The frequency of how often you will send them a newsletter
- A clear call to action
- A call to action is telling them what to do with the information provided to them. (Example: Sign up now! Or Let me in!)
Placing this on your website and social media links is where you will get visibility on your sign up. Posting this to your stories on TikTok or Instagram to get the attention of your audience once a month is a good idea so they know you are there with valuable content for them.
Pro Tip: Need help building your author website? Check out our guide on Building Your Author Platform.
Step 4: Plan an Email Marketing Strategy for Authors
What are you going to be sharing with them?
- Updates on your writing progress, current word count, what your WIP is up to are engaging for your audience because they feel like they are right there with you writing your book.
- Exclusive excerpts or teasers are a great idea to keep excitement built in expectation for the release of your book. Include your favorite quotes or character art to keep them interested. Make sure your approximate release date is apparent so they know when to look out for pre-orders or launch day.
- Show them the books you have been reading. This helps your audience get to know you.
- Personal anecdotes or insights into your writing process can be a great way to connect with those who are interested in the writing process of your book–especially if you don’t have a book yet.
- Share the special offers or promotions for your book. This can be the sale price on Amazon or a giveaway you are hosting.
Step 5: Set a Consistent Email Newsletter Schedule
This is one of the most important things to consider when formulating your newsletter. A consistent schedule will determine if you keep your subscribers!
Whether you make it weekly, monthly, or any other schedule, consistency is key to building trust and anticipation with your subscribers.
Step 6: Write Irresistible Email Subject Lines That Get Opened
The subject line of your email if the first thing your subscribers see in their inbox. Make sure it grabs their attention with relevant information to increase your open rates.
Use curiosity piquing phrases.
Use personalization (making the email say each subscribers name).
Use time sensitive language for special offers or giveaways.
Step 7: Add Effective Calls to Action (CTAs) for Book Promotion
Every newsletter you put out should have a purpose. Include clear calls to action (CTAs) that guide your readers toward a specific goal.
- Ask them to pre order your book
- Ask them to leave a review on Amazon or Goodreads (or anywhere else)
- Invite them to share your newsletter with others
- Invite them to follow you on social media
- Ask for a reply to your email
Step 8: Engage Authentically With Your Newsletter Subscribers
Ask questions and invite them to respond.
Run polls and surveys.
Feature reader comments or questions in some of your emails.
Interactions help build a real connection with your audience.
By following these steps, you’ll build an author newsletter that not only keeps your readers engaged but also strengthens your author brand and drives book sales—without depending on social media algorithms.
Focus on organic growth, be yourself, and develop genuine connections with your readers. Doing this, you can create a successful newsletter that keeps your fans informed, boosts your book sales, and strengthens your branding as an author.
Author SEO Tip: Search engines love fresh content! Mention your upcoming book titles, use keywords like “fantasy author newsletter” or “romance book updates,” and link to your book landing pages in your emails and posts.
Ready to Share Your Story?
If you’re an author ready to take the next step, we’re here to help. Submit your manuscript and let Indigo River Publishing bring your book to life.
