Author platform: how to set up your email marketing

Unlike your social media post, which can get lost in the algorithm jungle, your email lands directly in your recipient’s inbox. To maximize your newsletter’s impact, and keep your audience engaged, tailor its content to the interests and needs of your subscribers.

The benefits of an email marketing service

Authorpreneurs should use an email marketing service (EMS) like MailerLite, Mailchimp, ActiveCampaign, Constant Contact, or Kit (formerly ConvertKit). Most EMS provide free access up to a certain number of subscribers before charging. These services improve message delivery and give your communications a professional, trustworthy tone.

I’m always surprised to get emails from Gmail or Yahoo, especially when they’re from people with their own domains and websites. To me, this looks unprofessional, particularly if you’re an unknown sender. Instead, use your hosting service to make an email address like “newsletter@your-domain.com” to improve email open and read rates. It also enhances brand recognition.

Also, these providers have strict spam filters and security measures that often block or divert bulk emails to spam folders, which negatively affects your reputation.

Email reputation and compliance

Your email reputation determines whether your newsletters land in inboxes or the spam folder. Whether your emails get delivered depends on your sending history and how people have opened/responded to your past emails.

EMS platforms give you all the tools you need for email marketing, like custom templates, automated workflows, and detailed analytics. These tools help you create highly effective and engaging campaigns. Track opens & clicks to see how well your emails are doing, then use what you learn to make them better.

An EMS helps meet legal requirements like the General Data Protection Regulation (GDPR) or the Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) Act. This reduces the risk of penalties and protects your reputation.

Onboarding

After you have chosen your EMS, set up a landing page for readers to opt into your subscriber list. Incorporate calls-to-actions on your author website and social media profiles. Entice potential subscribers with incentives, such as exclusive content, free books, or discounts.

Recently, I read a book where an expert advised against using double opt-in (DOI) for email subscriptions. DOI involves an initial opt-in, followed by a confirmation email. While the GDPR doesn’t specifically require a DOI, it clearly states that consent must be unambiguous, affirmative, specific, informed, and freely given. Germany, for example, requires DOI consent in certain circumstances for direct marketing.

Frequency

Many authors hesitate to email their subscribers often and only send updates when there’s major news, such as an upcoming book release. I respect that view, but this approach has some drawbacks. If you only email twice a year, people might forget you. Plus, if your emails are just about new products, it looks like you’re only in it for the money. You might lose subscribers in either case.

Rather, send emails regularly, like once a week, every two weeks, or once a month. Get this schedule out early so people know what’s up. So, how do you tell your subscribers?

Automation and welcome sequence

A welcome sequence is an excellent tool for setting such expectations. This series of automated emails triggers as soon as someone joins your mailing list. A welcoming message improves reader engagement, increases open rates, and enhances your reputation.

Don’t immediately try to sell your subscribers your books or products. Instead, use your welcome sequence to introduce yourself, share what kind of content they can expect, and summarize your work. This way, you avoid the problem of subscribers signing up and then not hearing from you for weeks or even months.

Email design and content

Maintain a cohesive design, layout, color scheme, and typography that matches your brand. Use your logo, or a variation, as a header to boost brand recognition. Though graphics can reel people in, keep them to a minimum, and optimize them for email to avoid spam filters.

But what should you write about? Use your direct line to your subscribers to entertain and inform them. Don’t promote your books in every email. Rather, share behind-the-scenes looks at your writing process, sneak peeks, or deleted scenes. But don’t make your newsletter all about your work. Make it about you. Share updates on your life. What book have you read on the weekend? What movie or TV show have you binged recently? Do you play an instrument or play for a sports team?

While emails 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.

Email marketing takeaways

An email list is a great way to build a community and boost your writing career. So, you need a solid plan to get more subscribers. Figure out the best schedule for your emails. Don’t overwhelm your subscribers with messages, but don't let them forget about you either.

Use an email marketing service to ensure you comply with the law and adhere to privacy policies. Plus, you’ll get better delivery rates, a better sender reputation, and great analytics. They also keep your brand image consistent and make you look more professional.

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