5 Email Marketing Tips for Authors
If email marketing is one of the most effective ways to form a relationship with your readers, then why do so many authors just shove their latest blog post in there and hit send?
But don’t be so hard on yourself, because I used to do it too.
And then I noticed my email open rates dropping to about 10%. Yikes. You mean only 50 of my 550+ subscribers were seeing my content? Oof.
I don’t want that to happen to you.
Here are my rules for effective email marketing for authors (that I learned the hard way):
- Use a domain name email address. For MailChimp, my emails would come from curiouserediting [at] gmail.com, and Gmail didn’t like that, so it would hide my emails in spam folders. Jerkface.
Now? I bought shayla [at] curiouserediting.com and my open rate is much higher.
2. Use your name in the “from” field. This probably only applies to businesses, but just in case you’re using your own publishing name or website/blog name, it works better if the emails say it’s coming from Shayla rather than Curiouser Editing.
3. Work on your headline. There are certain words in a headline that automatically trigger your email and send it to spam, like free, call now, or bonus. There are so many that you can use this post as a handy guide to ensure you’re not using them. If you’d like more ideas on writing effective headlines, see what CopyBlogger has to say. And don’t shy away from emoticons in your headline.
4. Brainstorm better content. As an author, you want to keep those loyal readers around for a long time, so don’t bore them with the same-ole, same-ole. They should look forward to seeing your emails show up in their inboxes. Here are some ideas:
- tell us what inspired you to write your protagonist or antagonist
- show us photos of your latest book signing
- give us an update on your behind-the-scenes research or travel
- tell us about your latest writing project
- keep it real—talk to us when you’re working through some tough book stuff
- show us some new Amazon or Goodreads reviews
- keep us updated on giveaways and contests
- introduce us to new authors whose books we might enjoy—we want to read what you’re reading too
- tell us fun facts about you or about your writing process
And the list goes on and on.
5. Ask questions. Your email list is there to help you connect with your readers. Ask them what they liked or didn’t like about the book. Ask them if they’d be willing to write a review. Ask them if they’d like to see your book in paperback. Ask them to suggest the book to a friend. Ask them what books they’re reading. Establish a real connection with your readers, and they’ll always open your emails.
Currently, my open rates are 36% and can go as high as 52%.
What are some of the best email marketing tips you’ve found? I’d love to try them out!
An expert editor, seasoned writer, and author-centric coach, Shayla Eaton works one-on-one with self-published authors, having edited three hundred books. She is the president of Curiouser Editing, where she offers top-notch publishing guidance for authors and their books.
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