As a novelist, growing my email list is a key way introduce readers to my book series and encourage them to buy my books. While it didn’t take long to build my email list up, it has taken some time to learn how to turn them from subscribers into readers into buyers. Which leads to the question: Once you’ve figured out how to build your list, how do you keep them engaged? Here are 5 kinds of emails you can send your email list to build a relationship and help keep them engaged.
Use a welcome email to establish a relationship
While I have two different email lists, one for book marketing and the other for fans of The Four Worlds Series, when someone subscribes, they immediately receive a welcome email. A welcome email is the best way to personally introduce yourself to your new subscribers. It should include:
- A warm welcome
- Details about you and what you offer
- A relatable personal touch
- What they can expect from you
- A question so they can hit reply and continue the conversation
Want to see what a welcome email looks like?
The teaser email to give them a sneak peek into what you’re selling
Your main goal is to use your email list to sell more books, which is why you need to create short teaser emails. The teaser emails give your readers a glimpse into your book and invites them to read more.
With The Five Warriors, I sent five short emails that give a brief introduction to each of the warriors. Since the warriors are complicated with messy lives, giving the reader a peek into their mindsets is a fun way to entice subscribers to read more. In fact, during the book launch, there was a guess the warrior contest. How’s this for a teaser?
your best friend started a rebellion in the middle of a war?
your lover awakened a deep evil and helped it grow?
your people were too cowardly to face a battle?
you stole an ancient power source?
you gambled with the fate of the world?
The social proof email to encourage book sells
When you’re selling books, you want your audience to feel confident with their purchase. You also need to remove any objections they might have for purchasing your book. One way you can do this is by using social proof. Highlight some of your top book reviews and endorsements. If you’ve been featured in a major publication, brag about it to your audience. After all, you’re not the only one who thinks your work is exceptional, you have fans who need to know why they should buy your book.
Once you tell your subscribers why they should buy your book, make sure you ask for the sale. It can be as simple as saying:
Click here to purchase the paperback
Click here to download the ebook
Click here for an autographed copy
Your goal is to make it as easy as possible for your readers to click and buy. I also recommend hyperlinking the action verb to encourage buyers to click. It’s a small marketing trick but it works wonders.
The review request email to help you get more book reviews
Typically, you’ll want to send a few emails to warm up your audience and excite them about your work before you ask for the sale. Some of them will go ahead and click, but some of them won’t. This is where segmenting your email list can help you.
If someone clicks on the purchase links, you can move them to a new email marketing sequence and ask them to leave a book review. Make sure you give them ample time, depending on the length of your book. For example, my novels are around 400 or more pages, I tend to give readers a 4-week window before gently asking them to leave a review or endorsement.
While some readers will proactive about leaving reviews, it also helps to reach out personally and send them a direct message on Facebook or Instagram. Always remember to include the review link for them!
If someone didn’t click or open your email you have a few options. You can send it again, or you can move them to a new email sequence that asks why they didn’t buy. If they aren’t interested in supporting you and your work, the best thing would be to have them unsubscribe from your email list.
While numbers may seem cool, if you have 1,000 people on your email list and only 100 are interested, it’s like having only 100 people on your email list. Don’t worry too much about the unsubscribes. Believe it or not, it’s not even personal.
The announcement and new book release email
Once you have an email list, you can start sending them announcements about new book releases and virtual events for them to participate in. Each year, I participate in a handful of virtual events which bring readers and authors together and always have great benefits for both parties. Wouldn’t you like to know if you could win book swag, more books or a gift card? Send these announcements to your readers, showing them you actually want to help them spend more time reading. (That’s the dream, right?).
Now that you have a variety of emails to send out, your next question might be: How often should I send out emails?
It’s up to you. Choose a schedule that works best for you and stick to it, whether it’s monthly, weekly, or biweekly.
Want more? Enroll in the How to Plan a Book Launch course and learn how to automate your email marketing.
Are you using email marketing to help you sell more books?