Author platform: how to set up your email marketing

Unlike social media posts, which can get lost in the algorithm jungle, an email lands directly in your recipients’ inboxes. To maximize your newsletter’s impact, tailor its content to the interests and needs of your subscribers. A relevant newsletter is more likely to engage and keep readers.

The benefits of an email marketing service

Authorpreneurs should use an email marketing service (EMS) like MailerLite, Mailchimp, ActiveCampaign, Constant Contact, or ConvertKit. These platforms optimize deliverability and ensure your messages appear professional and trustworthy.

In contrast, sending emails from free services like Gmail or Yahoo is less credible, particularly if you’re an unknown sender. Likewise, these providers have strict spam filters and security measures that often block or divert bulk emails and newsletters to spam or promotions tabs, which negatively affect your reputation.

Email reputation and compliance

Your email reputation affects whether your newsletters reach inboxes or get marked as spam. Your deliverability depends on your history as a sender and how recipients have engaged with your previous emails. An EMS ensures consistent delivery of your newsletters to your audience.

EMS platforms provide features tailored for email marketing, such as customizable templates, automated workflows, and detailed analytics. These tools enable you to optimize your campaigns for maximum impact and engagement. You can measure rates of opens and clicks to evaluate the effectiveness of your content and use the insights to improve your newsletters.

Additionally, an EMS helps ensure regulatory compliance with laws such as the General Data Protection Regulation (GDPR) in the European Union and the Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) Act in the United States. This reduces the risk of regulatory penalties and protects your reputation.

Onboarding and frequency

Incorporate calls-to-action (to sign up for your newsletter) on your author’s website and social media profiles. Additionally, entice potential subscribers with incentives such as exclusive content, free books, or discounts.

Many authors hesitate to email their subscribers often. Instead, they opt to send updates only when there’s major news, such as an upcoming book release. However, this approach has its pitfalls. First, if emails are too sparse, such as twice a year, subscribers may forget who you are. Second, if emails only announce releases, it may seem like you’re only interested in making sales. Both scenarios can lead to unsubscribes.

Instead, establish a consistent email frequency, such as weekly, biweekly, or monthly. Communicate this schedule early, so readers know what to expect. Remember that regular updates help keep your audience engaged and maintain a connection.

Automation and welcome sequence

An automated welcome sequence is an excellent tool for setting expectations for new subscribers. This series of automated emails triggers as soon as someone joins your mailing list. A welcome sequence also boosts reader engagement and open rates, and thus supports your reputation. It also prevents the scenario where subscribers sign up and then don’t hear from you for weeks, or even months, potentially forgetting who you are.

In your welcome sequence, introduce yourself, share what kind of content they can expect, and summarize your work. This initial engagement can help build a firm foundation for a lasting relationship with your readers.

Content and design

Authors should use the newsletter to give insights into their life and work. Share updates on your projects, behind-the-scenes glimpses of your writing process, or other exclusive content. This builds trust and loyalty with readers because they receive benefits that will keep them coming back.

While newsletters are great for providing in-depth content, remember that readers’ attention spans are limited—especially on smartphones. Focus on the most important information and updates. You can link to longer articles or features on your website or blog for those who want to delve deeper.

Maintain a cohesive design, layout, color scheme, and typography that matches your brand. Include your logo, or a version of it, as the header to reinforce brand recognition. However, while adding graphics can hook readers, use them sparingly. If you use too many images or if they aren’t optimized for email, email providers’ spam filters may mark your newsletter as spam. If you do not optimize your images, your email might load slowly and end up in spam, which hurts your reputation.

Email marketing key take aways

Your newsletter is an effective tool for building a loyal and engaged community and supporting your author career. Thus, you must develop a clear subscriber acquisition strategy. Carefully plan the frequency of your newsletter. Bombarding subscribers with messages can annoy them and make them unsubscribe, but if you don’t send enough messages, readers might lose interest.

An email marketing service ensures your newsletters are legally compliant and adhere to privacy policies. Improved deliverability, enhanced sender reputation, and access to detailed analytics are other benefits. Additionally, these services allow you to implement consistent branding, which fosters a perception of professionalism among your recipients.

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